EP18 Fareena Porter's Secrets to Climbing the E-Commerce Ladder

Episode 18 Fareena Porter :What if you could draw inspiration and wisdom from an industry expert with more than 20 years of experience in merchandising? In our latest episode, we have an insightful conversation with Fareena Porter, who shares her fascinating career journey starting from her early years as a determined  girl of asian heritage and culture, to working with renowned companies like Next and Sainsbury's, and eventually becoming the director of merchandising for soak.com.

Fareena also opens up about the challenges she faced while building a team from scratch for soak.com, as well as her exciting side hustle – a furniture store she co-founded with an ex-colleague. She offers valuable insights on work-life balance, self-care, and the importance of surrounding yourself with a supportive 'tribe.' Plus, we delve into how Farina's experiences have contributed to her expertise and confidence in e-commerce.

In the final part of our chat, Farina shares her thoughts on networking, mentoring, and personal growth within the e-commerce industry. She emphasizes the importance of attending networking events solo, seeking out mentors, and helping others advance their careers while simultaneously expanding your own network. You won't want to miss Fareena' s trailblazer takeaway tips for young women - encouraging them to support one another, refuse to be disrespected, and embrace their thirties. Join us and take away some inspiration for your own trailblazing career journey.

0:00    Introduction

0:12    Trailblazing Career Journeys

10:25 Navigating Career Growth and Side Hustles

25:16 Work and Social Life Balance

33:28 Networking, Mentoring, and Personal Growth

40:44 Women's Writing and Career Tips

41:53 Trailblazer takeaways

Watch YT : https://youtu.be/mg36JzcogS8

Fareena Porter :
https://www.linkedin.com/in/fareena-porter/

Mentions
Housecosy.com 
Shifting the dials -Rebecca Anderton-Davis 

Listen : to the audio version Apple Spotify .Amazon Music Google Podcasts
Watch and subscribe to my YouTube Channel https://www.youtube.com/@Thetrailblazersexperience
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Transcript

The Trailblazers Experience : 0:12

Welcome to another episode of the Trailblazers Experience podcast on this lovely sunny day and thrilled to have my next guest, fareena. How are you?

Fareena: 0:23

I'm really really well. Thank you, ntola. How are you?

The Trailblazers Experience : 0:26

I'm okay. I mean, we've just been talking about it, isn't it? We feel like it's time for wine o'clock on this Sunday, isn't it? It's hot, it is, it is, but we are going to enjoy this. We'll talk for an hour and then, you know, enjoy the rest of our day. Well earned, for sure.

Fareena: 0:44

Thank you, i'm looking forward to it.

The Trailblazers Experience : 0:46

Yeah. So just to introduce you, fareena Porter has had, i'm going to say, over 20 years experience. You don't look a girl, you don't look a girl. She's had a very colorful career, working for various brands and industries in the merchandising sector, has a degree in business and is currently now head of e-commerce at a reputable British pottery business in the UK. Welcome.

Fareena: 1:21

Thank you, what an intro.

The Trailblazers Experience : 1:27

But do you know what Well earned and well deserved. And I really want to delve into it because you know we hear about merchandising from a fashion perspective, we hear about it from an in-store perspective And you've sort of taken a different route. But if we can talk about your early years and you know how you were as a teenager and what made you decide to go the direction you went, maybe let's go the way back.

Fareena: 1:52

Yeah, okay. So I was really into school. I loved school from a social point of view with my friends, but I also worked really, really hard. I was one of those typical Asian kids that really wanted to do their mum and dad proud, and that was a mentality. So I worked really really hard at school, but I really enjoyed it. My favorite subjects were law, economics and business. If money was no object, i think I would have been a criminal lawyer That's what perfect would have looked like But unfortunately I couldn't afford that financially with my background.

Fareena: 2:31

We were quite from a modest background And so I went with business and I chose to do my degree in business and then I did not know what I wanted to do afterwards, because you are still quite young. I didn't know where my career path was going to take me. So I joined the next graduate training scheme. Being from Leicestershire Next, i'm a massive employer here And to get on to that training scheme at that time was really really hard. But we did it And I had a great, great foundation for my career which led me into merchandising. So I just said, matilda, it's not visual merchandising in store, this is stock management getting the right stock in at the right price at the right time in the right quantity that cliche, but it was amazing because what it drew upon my skillset was the analytics, the business side, the number side, numerical side, but also I'm really into fashion and homewares, so it allowed me to work on product categories that I also had a passion for. I feel really lucky to have gone into a career that I absolutely adore.

The Trailblazers Experience : 3:40

Yeah, and I think a lot of people actually forget that if you've studied business or engineering or mathematics, that's probably sort of the good backdrop for you to get into merchandising, because it is about stock management, it is about numbers, units. You know you do have to be analytical, you do have to pick out from the numbers. You did Pareto analysis, all of it.

Fareena: 4:02

It's interesting and it draws on all the skill sets. It's so important for business cash flow as well.

The Trailblazers Experience : 4:09

Yes, Yeah, and when you join next because they're now one of the top, you could say a tech business that does you know fashion, furniture, etc. Were they already on that trajectory of going towards a more digital focused business?

Fareena: 4:26

So not as much as and intensely as they are now. So it was all about we called it their brochure at the time, so the big catalogs as we'd remember them and would flex stock between the two. And, yes, we had an online presence, but the way that it's gone now, you know it was not there at the time And I think they've done an amazing job of executing it and a great delivery. So, when I was there, simon Wolfson was there and still leading the business as he is now and doing an amazing job and really, really well respected around where I live And, like I said, an amazing base for my career. I had a great time there.

The Trailblazers Experience : 5:07

Yeah, and then you moved into the world of groceries, sainsbury's.

Fareena: 5:13

So Sainsbury's yeah, they relocated from their head office in London and then non food proposition, they bought up to Coventry. So, again, middle and space, yes, and so they were in their infancy and they were recruiting people from the local and it was a great opportunity for me. I got an amazing promotion And again I'm really lucky. I had an amazing time at Sainsbury's. They got a great culture. Again, it enhanced my leadership skills. That did I really grew in my leadership role there, had an amazing time. I did a lot of travel as well, which are memories that you're going to take with you forever Their experiences. When you travel with work, you feel so grateful that you've had those opportunities, made amazing friends and really went into the non food home sector at that point. So I did a lot of textiles accessories, so got used to working with loads of different products, materials, lead times And, again, great experience and something I had a passion for. It was an amazing opportunity to be part of that growth in Sainsbury's at the time.

The Trailblazers Experience : 6:22

And that's sort of you know your second career point. At that point, farina, are you already thinking okay, I think I know what direction I want my career to take, or are you just soaking in all the experiences that you're getting from that business?

Fareena: 6:37

That's a really good question to reflect on. I think at that point I really knew that I wanted to carry on in the leadership part of my career. I really enjoy working with people, developing a team, producing results collaboratively. I get a real kick out of seeing people grow in their own individual roles and actually driving that forward. Responsibility is something that's never ever scared me or fazed me. I've had to do it from a very young age. I had to grow up very fast And it's been something that's just quite natural to me, so actually I use it as a strength in my career as well.

The Trailblazers Experience : 7:18

What do you think have been the foundations? You talk about core values and you come from an Asian background. What are the foundations and the values that have helped you and guided you, do think from a career perspective.

Fareena: 7:30

It definitely hard work. Like I said I was. You know we didn't have a lot at all growing up And it really, really fueled me to go. Do you know what I want? a better life. I want to be able to not worry about making ends meet day to day And seeing my mum and dad you know, having to sacrifice a lot of things so that me and my sister could have opportunities stays with you for the rest of your life really shapes who you are as a person and has kept me very grounded.

Fareena: 8:04

So you know I'm like everybody else. I will love nice things, but if I earn them, they mean so much more. You know that hard work pays dividend And that was really, really instilled in me from a young age. To be honest and being able to give something back to your parents when you've made achievements, and just hearing your mum and dad say to you I'm proud of you It's so cliche, but, my God, it means the world And it's those moments that cost nothing But you remember for a lifetime are really, really a big part of my foundation.

The Trailblazers Experience : 8:41

Yeah, you know it's interesting because it can always go either either way, isn't it? when you've come from a humble background, maybe there's been a bit of struggle, or if your parents, if your parents, are immigrants or Asian, african descent or Hispanic, etc. You can either go the way, can either be so frustrated by the struggle and it wears you down, or it can actually empower you to be an overachiever and to want to give back. So I speak to a lot of women and men as well who it could have gone either way, but they chose that, the path of, i say not least, resistance, but the path that their parents would be proud of.

Fareena: 9:23

Yeah, and I think you've just touched on something there, natala My dad was a Ugandan Asian, so I've had to leave the country in X number of days in the 70s and him and his family came to the UK with their British passports but had nothing. They literally had nothing and they left behind a really happy life. And hearing those stories and from my dad, from the family, from his friends, and the hardship, the struggle that people went through and still go through today when they're having to leave their homes through political unrest It happens every day and it devastates lives, and it has been a massive part of what I've known growing up And it makes me feel very, very fortunate for where I am today.

The Trailblazers Experience : 10:16

Yeah, yeah, and also proud of that heritage that you have, isn't it? It's sort of the tapestry of your life and your history, absolutely. And then you became a director of merchandising at soakcom. Talk to me about that.

Fareena: 10:31

Yeah, so I had the best time there. It was a start-up company. I joined when it had got private equity funding, worked with the founder and the CEO And we just built up a team. So you know, the business hadn't had a merchandising team, but the CEO was ex-Boohoo and knew what one looked like and the benefits they could bring to business. So they just let me take the reins and own that and create a function And it was so much fun. It was hard work, but I absolutely adored my time there.

Fareena: 11:06

I'd say it's like one of my best times in my career and met some amazing people again I'm still friends with today. We had so much fun along the way And it was the first time I'd worked in an SME, obviously having worked in big businesses like St Petersburg's and next before. So it was another string to my bow And a big reason I took the opportunity was that they were online only. They were a pure play retailer And in the next, in St Petersburg's, at that time I hadn't had that exposure. It was mainly bricks and mortar And I knew I needed to gain that online experience to keep my career fresh and keep it going in a trajectory that I wanted it to go, So it was a great opportunity for me. It was also the role I took when I finished my mat leave after having my daughter. So I really am one of those people that don't take the easy path.

The Trailblazers Experience : 11:56

You know, I could have gone back to Sainsbury, You're yourself right into a startup environment where you have to wear many hats, you know, and then you have to go home.

Fareena: 12:07

You know you have that imposter syndrome which you've been on maternity leave about. can I do this? Am I good enough? Have I forgotten everything? I've learned All those fears, but I couldn't say no to this opportunity. I loved the people that interviewed me the founder, the CEO. I was like I can make a difference here and do something I enjoy and put myself back out there. But it was so daunting going back into work full time having just had quite a traumatic maternity leave experience to go with it. But, like I said, i don't do things by halves.

The Trailblazers Experience : 12:42

You threw yourself right in there, of course, and so you said you joined when the business had just started. So how big did the business grow in terms of size, and how large was your team then in the end?

Fareena: 12:53

So the team. When I also took over the e-commerce team and the merchandising team at peak, we were a team of 20 between us And there were some amazing talent in that team and they've gone on to do some amazing things And it's so satisfying to see people progressing their career outside of the business as well. The business grew. We had, you know, double digit growth for consistent years And we just we just had a really good vibe at that place And, yeah, really happy memories there.

The Trailblazers Experience : 13:29

Yeah, yeah. And then, interestingly enough, i mean you, you love to take on a challenge for Ina, because you're also at the same time. So you are full time employed, but you've also ventured into a side hustle as well. I have, yes.

The Trailblazers Experience : 13:44

Yeah, I just want to talk a bit about that. And what was the? the reason why I think it's interesting to mention is we want to empower women to go for things. You know we want them to empower them that there is nothing that is impossible. And hearing your story of you know what the motivation was and how that's going, i think is interesting.

Fareena: 14:06

Yeah, so when it's a left. So me and an ex colleague decided to set up a online furniture store as a bit of a side hustle And yeah, so that's been in play for around four years now And it's been great because what it did was carry on enhancing my e-commerce experience, give me a very rounded view of a startup and everything involved in there, you know, give me exposure and continue to work with. You know having to get haulier set up. You know having to get the freight rates, all the small things that add up to a big business, which you don't get in a big corporate, because you're not exposed to all of that, but because I'd come from an SME and I had responsibility of the EBITDA and the PNL and things like that.

Fareena: 14:56

I love seeing that overarching view of a business and all the bits that you can impact, and I think actually having the side hustle has given me a massive amount of confidence as well And, like I said, you know I juggle that with my full time work and being a mom, but I also get kicks out of it.

Fareena: 15:16

It's something that is really rewarding and something that you can keep growing on as an individual And I worked really well with my business partner, so he ran it full time And, like I said, i was. I was the side hustle making sure all the bills paid. But wow, it's been amazing just creating a brand from scratch and creating that range in the website, and it's allowed me to take the best in class examples into my workplace and go right. You know you don't have to spend a fortune implementing a new system to get a good result, as only as good as the effort that you put into it. And I think a lot of businesses make that mistake because they just throw money at e-commerce thinking we've got the best systems, we've got the best products, we're going to get the best results. That's not how it works. You have to put the effort into the products and start cheap, show its worth and then build it up.

The Trailblazers Experience : 16:11

Yeah, i was at a conference the other day and one of the ladies who works for Puma the sporting branch she was talking about how they're now a Mac business so headless commerce And she said the biggest advice you would give any business, whether you are small scale or large scale is you need to build a foundation that allows you to scale. So don't make a bespoke program or take on bespoke projects that don't give you the ability to, you know, add on new plugins. That doesn't allow you to scale and to be agile and to be flexible. But, as you know, project management classic project management most IT projects are very long, very costly And in this day and age where so much is changing, digital is changing so quickly.

The Trailblazers Experience : 17:03

You know we were talking about Web 3 and blockchain last year. Now we're talking about AI and how that's going to impact every part of a business, from demand planning to analytics to, you know, the customer journey online. So that was her biggest lesson. So the fact that you've done it and then you can actually say I've got actually a case here to case study and active live case study that's going on to businesses is brilliant For a woman who's listening out there. So what if they're thinking of starting, you know a side hustle. What tips would you, would you give them?

Fareena: 17:41

I definitely look at how much time you can invest in it, you know, without it compromising your day, your day job, particularly if it's a career that you enjoy like it is myself And because you don't want to get to the point where you resent doing it. You want to do it because you've got a passion for it And then it gives you a side hustle, it gives you a revenue stream that you're satisfied with. But if you start finding it a chore, something you don't enjoy or it's getting in the way of something else you'd rather be doing, you need to question if that's right for you. There are so many women out there now who have side hustles. You get these amazing beauty therapists that are working out their back gardens at the weekend.

Fareena: 18:27

You know, a lot of this has really come through COVID as well, where people have had to pivot what they do and how they do it, and I think it's actually brought a lot of creativity out in women to balance that work, life and often motherhood with it. So, for me, go for it If it's something you really want to do, and if it doesn't work, that doesn't mean you failed, because what you have done is you've put yourself out there, which is a lot more than other people are willing to do. Failure is not a word that sits comfortably with me, because you take lessons from whatever happens in your life, whether it's good or bad, and if you don't put your head above the parapet, you're never going to know what that looks like.

The Trailblazers Experience : 19:12

I mean, i echo that so much. First of all, women we are creative by nature. You know we can multitask and it's sometimes just The first idea might not be the best idea, so you may have to start that business. You know, i know women who started multiple businesses and finally landed at the thing that's. They found that thing that they're passionate about and is finally driving a revenue stream. But I also know a lovely lady She's a friend of mine Naomi how she started her nail-take business going door-to-door, then a garage, then she had a shop and then she grew it into a business that she managed to sell and get a return on.

The Trailblazers Experience : 19:51

So it's all these things where you sort of think, like I said, feather is not an option. You're learning from all the experiences, all the skill sets that you're picking up along the way. You know, being the brand manager, the accountant, the logistics person, the marketeer You just have to go for it. So I think that's important too. Talk to me about your current role. So you're head of e-commerce and trading and digital marketing at a wonderful Qatri business up north. Tell me about that.

Fareena: 20:22

Yeah. So I joined that business alongside a lot of others where we saw growth post, obviously during COVID predominantly B2B business growing its B2C Again. It's really exciting. I really love that type of SME business model that's pivoting or growing and it needs to go through growth pains to get to the other side And, although that would seem quite intimidating to a lot of people, i really really enjoy that. I don't like something where it's the same every single day. I like curveballs thrown in. I like challenges thrown in. You know we're a really small team, but we're a really tight team and we get things done. For me, i'm very much about working smart. There are 24 hours in a day. There's a lot you can do. I don't procrastinate. You know a lot of people do say to me Farina, what are you charged on? because you just don't stop.

The Trailblazers Experience : 21:22

You're working smarter, not harder. That's what you do.

Fareena: 21:25

I think, honestly, it makes such a difference. So, yeah, the business moment now. It's exciting because we're going through a big period of change and change I think people should embrace. A lot of businesses talk about change but are scared to change, and if we don't change and evolve as businesses, we will stagnate. And I think that's really, really important, especially in the world of e-commerce, where things are continually evolving And COVID really did obviously accelerate that for a lot of retailers as well. But for me, it's about implementing change successfully and bringing people on a journey with you and making them understand why we should be doing this. You know, i work in an industry in Potteries where there's a lot of heritage there and it's an amazing history, but we need to balance that with innovation at the same time to allow us to propel forward and remain proud to be a British brand.

The Trailblazers Experience : 22:24

Yeah, i mean, i feel as that. You know, having working in the same industry, where there are innovators within the business, but of course, in the industry itself, there are those who just don't want to change and don't want to evolve, and we're seeing it now with, you know, businesses who perhaps were there when we were growing up are now no longer there because they haven't evolved, they haven't thought about how is our consumer? How do they want to shop? Who are they actually? You know, what have they changed? Have they moved on? What's important to them? When I go shopping now, farina, one of the things that irritates me I mean it irritates me a lot is when I'm I've made an intent to actually go shopping in a bricks and mortar store and I'm being told oh, you can order it online.

The Trailblazers Experience : 23:11

I mean we need that balance where you know, how can we have that amazing customer experience in store And if, for some reason, it does lead to an online purchase, you know how can we make sure that it's seamless versus it's the alternative and that's it. What do you love about your job? What do you find most fulfilling? Because you talked about how, across your career, you've been very interested in leadership leadership roles So what is it that you enjoy about this particular job?

Fareena: 23:45

I have to say, my team. I love working with my team and seeing them progress. We work really well together and we have each other's backs, which I think is important when you are a small team, particularly because you are relying on each other and one person falls, you all fall, so it's just not an option. I love the change that we're trying to bring into the business and the different way of thinking. you know with our e-commerce and retail experience, because it is a predominantly B2B business and that has been its history, and understandably so. But there's another opportunity here in B2C. that's about making people understand what that opportunity looks like.

Fareena: 24:24

I also have to say I think the work-life balance I have right now is also priceless for me. I love what I do, but I also love the work-life balance that it gives me. I work full-time still, but obviously since COVID, hybrid working has become an option and it just wasn't for us beforehand, and that has been a massive game changer for me in terms of the feeling I have about having a career, about being a mum and having a life outside of work as well. Yeah, that I can't put a price on.

The Trailblazers Experience : 25:05

So let's talk about work-life balance, because it's a word that's put out there a lot, and what does work-life balance mean to you And what does self-care mean to you? So how does Farina unwind and switch off? or, you know, take a step back from work.

Fareena: 25:24

Do you ever switch off to be back? Yeah, but work-life balance means to me that I can walk my daughter to school and drop her off at the school gates a few times a week, which just wasn't an option When I was in the office five days a week, travelling an hour each way, you know. And she was at nursery full-time, you know I'd get back, i'd give her a milk feed, i'd put her to bed, you know. And now, when she's at an age where she remembers, she will remember Mummy dropping her off at the school gates, but she'll also remember Mummy working hard, and that just is the most amazing feeling for me.

The Trailblazers Experience : 26:03

It's empowering as well isn't it?

Fareena: 26:05

Yes, absolutely. Self-care for me looks like spending time with my friends and family, laughing a lot, doing fun things. I love Pilates as well. That's a really good unwind. I love keeping fit. It is really good for the mind and the body, i think, just moving when you're at a desk all day. I do a boot camp once a week and it's outdoors, no matter what the weather, and I love that because I'm stuck in the office all day, whether it's my home office or in the office, to get outside and breathe fresh air and be with other people that you forge relationships with, that motivate you to do work and your fitness routine. That has a big impact. And also because I love eating a lot. I'm quite a foodie, so you have to balance these things out, definitely.

The Trailblazers Experience : 26:57

I mean, you've talked about close relationships and that seems to be a common thread with every woman that I speak to. That it's finding your tribe. How have you found your tribe in terms of people who matter to you? Because we've talked about sports, we talked about your friends. How have you navigated through that? Is it the same people you've had throughout your life or have you developed new close circles of close relationships or close circles of people around you over the years?

Fareena: 27:27

I have a core group of friends from school and we are still best friends And I think you know we've known each other through about 12 onwards, if not a bit younger And that's amazing for me, those friendships that you formed at such a young age and how influential they've been. You know my best friend I've known her since I was 12 and we are best friends. You know she's like another sister to me And that has been so incredibly important with being through massive big moments in our lives together, both sad and happy. But, as you said, natalia, you meet amazing people along your journey and that has continued. So you know, and I have a lot of female tribe I'd call it definitely You know, lost my dad in my early 20s and it was just my mum and my sister. So we were instantly this all like girl power little unit together. So that's definitely been a big driver for me.

Fareena: 28:31

But, yeah, i've met some amazing people along the way and they're usually within my workspace, because I spend so much time at work and you were in the office all the time and you forge these amazing relationships and you get to know people personally and even in a leadership role to help people progress in their career. You need to know what makes them tick, and that's individual for each and every person. No person is the same and their motivations are different from someone else's. But to understand that, you naturally get to know people, and I love that. I think it's an amazing part of leadership that you grow and meet people in all walks of life.

Fareena: 29:11

But my friendship circle it's really important to me and very, very loyal as a friend as well, I know I'll always be there. I'm usually organizing stuff to be fair, events, get-togethers, and even at next. I remember being your first job outside of university Thursday night. Everybody would go out. That was just what you did, and I've still got a close group of friends from there. In fact, i'm going on holiday with one of them in August And that's nearly 20 years ago, so they really do help shape your future Definitely, and also choosing your circle.

The Trailblazers Experience : 29:52

wow is a very big thing. They say look at your circle and then you'll know what direction your life is going to take. And touch on an important point about humanizing people at work. I think is very important, and someone mentioned she is a leading DNI, she's a lawyer, she's worked for Nike, et cetera And she talked about how there's a convergence between work and personal, not in a negative way, but because we want to value. We're now in a stage where we want to value people more in the workplace, appreciate people for their diversity in so many ways.

The Trailblazers Experience : 30:34

Getting to know your team and what ticks, what their strengths, their weaknesses are, will help you make them better people at work, but also develop them in the right way in the work setting. We have some people at work. Well, we know they're not interested in career progression, they just want work-life balance. So for them it means, like you said, the flexibility to drop off and pick up their kids at school, come to the office, et cetera. And then you have another group of people at work who are on that. You know they will be directors in the future, you know they will be thought leaders in the future. And how do you support them in every way? But I sort of I remember my parents when they used to go to work. It was so corporate, it was so. I feel like their real personalities came up when they were at home and when they went to work. It was just a different ball game.

Fareena: 31:28

Yeah, it was like you have to be two separate people.

The Trailblazers Experience : 31:31

Yes, And I remember that.

Fareena: 31:33

You know, i remember like even what you wear to work nowadays is vastly different. You can be a personality when you go to work now And you know you don't have to just wear a trousers suit, you know, and your heels. You can wear that beautiful floral dress and those air force ones. That's totally fine now And I think that's been a massive change. The shift Allow your personality to shine through your, through how you look, and to not have to conform in this set box Like when you were at school, and you've got a school uniform to adhere to. Yeah, i think that's been a really good thing in the workplace.

The Trailblazers Experience : 32:12

Yes, i think there's a balance, though Like we don't see people with booty shorts and No, I think we see the mid-rids at work. Because I think that's it. There's a fine line where you say like be your authentic self. It's like be authentic self is not festival self at Glastonbury.

Fareena: 32:32

No, save that.

The Trailblazers Experience : 32:32

Save that for Glastonbury, yeah, i think that's an important message to put out there. Yeah, so close relationships. Talk to me about networking, because we met each other at networking vent. Is that something that's important to you? Would you encourage it? How have you navigated through that?

Fareena: 32:53

Really good question. So I hate the word networking.

The Trailblazers Experience : 32:57

It puts the fear of God on the screen. Tell me what the word should be. Come on, coin it.

Fareena: 33:03

Socializing in a work context.

Fareena: 33:05

Maybe, something a bit softer Because, yeah, like I said, it puts the fear of God into me And people are really surprised when I was like, oh my God, i hate networking because I do like chatting, but for me, the word networking created all these fears in me about putting yourself out there, having to force a conversation. But actually what it is is that you're talking to peers from within obviously, in our example, the retail e-commerce industry So you've naturally already got something in common to engage upon And it's new for me. So I really kind of started pushing myself on this last year. Obviously, we met on the women's domain and the events that we go to within e-commerce And I've met some amazing people, obviously like yourself, And to have these opportunities to talk to other people in the same industry, to share insights, to share ways of working, to share best practice It's also been a real confidence booster as well to go do you know what You do?

Fareena: 34:14

know what you're talking about? You are capable And I think it's allowed me to grow personally. But I've also made some great links through it as well And I was really wary when I started to really push this as an issue for me from a personal development viewpoint, but I've also really, really loved it And that has surprised me And, like I said, if you feel like that, when you hear the word networking, like it made me feel you've got to push through it because it's worth it. That's what I would say.

The Trailblazers Experience : 34:51

Yeah, i think, like you said, it's that first step, isn't it? And you've just coined it and hit the nail on the head? basically is socializing is, in a way, it's awkward because you're putting yourself out there And when you arrive at the event, guess what, there are other people who have that same feeling as well. So, even if just by showing up, that's already the first step, saying a few words, that's already the first step, and then you keep going to the second, to the third, to the fourth and build on that, would you give any socializing tips that you've probably learned over the years? If someone would say right, I have my first event, what do you think I should do? What's important?

Fareena: 35:39

I would say to go on your own, because it's really easy to take a peer with you so that you've got someone there. You know, don't do it, because you won't get the best out of the event. Go on your own and put yourself out. There is what I would say. Make yourself, go and talk to two or three people that are standing together when you go there. If it's your very first event, don't be bang on time. Be 10 minutes late so there's already some people there so that you can go and engage with them, rather than thinking it's standing there on your own.

The Trailblazers Experience : 36:09

That's a very good tip. Yeah, arrive a bit later, yeah.

Fareena: 36:13

Yeah, you know, especially if it's in London, just pop to the shops first. It's fine, even if you've got an early training. But you know, just don't go with a peer, because you'll get into that box where you'll do nothing but talk to the person that you already know. I took a peer with me only this week to an event. It was her first event and she'd not been And it was a massive step for her And she was like I'm really glad you're there, but we sat on separate tables, we crossed over during interludes but we weren't there together the whole time And that was really, really important for me. So I was there for her as a support, but I wasn't with her the whole time.

The Trailblazers Experience : 36:53

Yeah, that's the advice I gave to my team as well, because they finally came to a networking event where I said it's important for them to attend And I said you don't please, you do not feel obligated or obliged to hang out with me. Go in ways, build your networks. Really, this is about you. It's not about the business. It's really about you and building on And you know you might bring some best practice, or you will bring some best practice that we can take on at work, but ultimately you're building on that network for yourself. These are going to be your peers. You know they're all in junior roles now, but these are going to be the next directors, et cetera. You need to mingle with them. So that was really good. Yeah, you talked a lot about coaching and empowering your team. Do you see yourself as a mentor?

Fareena: 37:48

Yes, i have done mentoring before. I also supported Demant for University in a mentoring program a few years back, which was where I went to. So I kind of wanted to give something back to the university because I had a great time there And, i think, to be able to pass your knowledge on and to help and support someone else's future development again, it gives you some fulfillment. personally, you know it's not about you growing your career, but it's about you helping someone grow theirs. And I think you know if you can take lessons, learn and give that advice to somebody else, why wouldn't you? And if you are starting out in your career, i'd definitely go and seek advice and a mentor, but it's got to be from someone who you're going to benefit from.

Fareena: 38:33

Don't just do it for the sake of saying I've got a mentor. That is the wrong reason. So you know I don't have a mentor myself right now. Yes, i'd like one, but I want it to be the right person. I don't want to just say, yes, i've gone and got myself a mentor. I've had some in the past that have been really, really useful. So I've kind of done both sides of it. but it's got to be the right time for you as an individual. It's got to be the right person that you're seeking that support and advice from. If you don't know what you want to get out of it, i'd challenge why you're doing it in the first instance. If it's something to just put on your CV, that's not the right reason.

The Trailblazers Experience : 39:11

No, you're right. What can I learn? What skill do I not possess that this individual could guide, steer and help me develop or point me in the right direction? That's a good mentality to have. Farina, we are having lunch in five years. What's Farina up to then?

Fareena: 39:33

Oh, i'd like to say I have done, or I'm doing, a masters. It's something I'd really like to do. Obviously need to make some time for that.

The Trailblazers Experience : 39:45

Yeah. You should go for it.

Fareena: 39:48

Yeah, i'd love to do that. I'd like to still think I'm in a senior leadership role within retail. I love what I do, i love the industry that I'm in and that passion I can't see filtering, to be honest. Yeah, and I'd like to think that I'm still really happy and healthy, because you can't put a price on your house. You can have everything in the world, but if you've not got your house, you don't have anything. So, yeah, i don't think I'm asking for a lot, to be honest, No, but you've put.

The Trailblazers Experience : 40:20

The last point that you mentioned is the most important one. So health and happiness, because everything else will follow from that. In terms of what you're going for, what your priorities are, you already have very strong core values, things that drive you, a foundation, and everything else will follow. But on the masters, honestly, just go for it, because you can do it remotely and you just have to start. Yeah, do you enjoy academic writing? Yes, i love a broad essay. I remember when I did my masters, i started it during lockdown, which maybe was a blessing in a way, because I was actually working from home, because my job usually involves travelling locally, globally, and it was really interesting. But I was just like I can bang out a presentation present to a board directors with my eyes closed. Academic writing I was like what is this? But, however, i do enjoy, now, research papers. I love finding out the facts And is this true? What was the citation? It's now something that I'm bringing forward in everything that I do, so go for it is all I would say.

Fareena: 41:32

Oh, thank you. That's definitely given me some food for thought.

The Trailblazers Experience : 41:36

Definitely, definitely, Circling back, trailblazer takeaway tips that you'd love to give to some young woman or a woman out there who's navigating their career life and is listening to the podcast. What takeaways would you give them?

Fareena: 41:54

I definitely say that it's OK to not conform, and I think just to put some clarity there, i don't mean expect everything to be given to you on a plate, you know, expect to work hard, but you don't have to do the usual path to get there. Or you don't have to say what everyone else says if you don't truly believe it. And I do think actually in the workplace it's it's more OK to be like that. I think that it was when I started out in my working career. So I definitely say it's OK to not conform. I'd also say it's when you're starting out in your career.

Fareena: 42:38

Don't accept being disrespected, just because you're a junior, by your seniors. You know, actually some of the best ideas come from people that are just starting out in their career because they are not there. They've got a fresh head on their shoulders. They're not conforming in the box of the retail group or whatever that they're in, and they've got a fresh way of thinking. So definitely, if you've got a voice, don't be disrespected by seniors in your early part of your career. If you do believe something.

Fareena: 43:12

I'd also say 30 is not old. So I remember in my twenties I said, oh my God, 30 seems so far away and so old. Time goes by so unbelievably fast And your 30s are epic, so please love every moment of it. What else would I say? I'd definitely say support each other as women in the workplace, make sure that you have each other's back. You don't need to tell the whole world that you've got each other's back straight and each other's crowns when no one's looking. You know that cliche. It's really, really important, because if you don't support each other, then all you're showing is weakness and there's no need for it. You know you've got a great career ahead of you and everyone's going to go at their own pace. Yeah, i definitely say. I definitely say that's my advice. If I was looking back and I had someone telling me some top tips, that's definitely what I'd say for those trailblazers out there.

The Trailblazers Experience : 44:18

Yeah, i mean really great ones. They always say hindsight is gives you 20, 20 vision, isn't it? Because you see things so, so clearly? And there are lots of things which I wish I knew when I was. You know, starting out, and, like you said, i think you're 30s, i'm in my 40s, you embrace those, those areas I think your 40s are your. Don't give the F moments where you're like, right, i've been there, done all that and I really don't care. I'm confident in myself and I'm going to go for it. Okay, it doesn't work out, okay, we keep it moving, yeah, but it's, it's great. And you know what?

The Trailblazers Experience : 45:00

Farina, we saw it at the women's domain, isn't it Where we met young ladies out there who are doing some amazing things? There was a lady who started a nail tech, nail lashes business and talking about how much is making her Instagram, following it's curated and the plans she has for her business. It's such a young age, i mean I was in awe. I was like I was trying to think about what I was doing in my early 20s. You know, it's brilliant. And that there's such organizations or networking events that empower and bring that to light, i think is important. And podcasts, i mean you can listen to so many podcasts out there and be inspired and draw inspiration from Farina. This has been really great, you know they enjoyed this.

Fareena: 45:46

I really enjoyed it. Yeah, I think you've just need a, g and T in hand.

The Trailblazers Experience : 45:51

Yes, that might have been a different kind of podcast, i think, but no, you've. you've talked about your challenges, your achievements, your I admire you because you are strong, you're resilient, you're forced to be reckoned with. You've, you know you've done that side hustle. you developed your career, you've been very clear in what you are And you're also a mother as well. So you know kudos and claps to you for everything that you've done.

Fareena: 46:22

So you should be very proud of yourself. Thank you likewise, ntola. Yeah, i think, yeah, let's just keep inspiring each other.

The Trailblazers Experience : 46:28

Definitely, for sure, lovely. So this has been the Trailblazers Experience podcast. We hope to enjoy to this episode and look forward to hearing your comments, shares, likes, and that's how we continue and we'll be able to bring amazing, interesting guests onto the show. So thank you so much, fareena.

Fareena: 46:50

Thank you for having me Take care. Bye, bye.