Can you tell us about your career journey so far? What first drew you to the retail industry, and how did you progress to your current role?

My career journey has been anything but traditional, and that’s exactly what has shaped the leader I am today. I grew up in a working‑class family as one of five children, always fascinated by business, international commerce, and fashion from an early age. Opportunities were limited where I lived, but my curiosity was limitless. Watching container ships arrive at the port of Bilbao (Spain) sparked my imagination about global trade (long before I knew that one of those journeys would eventually take me to the UK).

Twenty-two years ago, I arrived with a pocket full of dreams and 100 euros, determined to build a better future. My early roles were varied, focused largely on improving my communication skills, until I discovered a growing e‑commerce business in Portsmouth: Wiggle. That was the turning point. I fell in love with e‑commerce immediately. The company had a young, entrepreneurial culture where opportunities were given first and justified later. I worked my way up across Customer Service, Operations, Finance, and IT, gaining a rich foundation in leadership, commercial thinking, continuous improvement, budgeting, and technology. It was also where I caught the “tech bug” and developed a passion for solving complex problems.

In 2015, I was headhunted by a fashion retailer, an experience that marked seven years of intense learning across business change, digital transformation, operations, and even unexpected challenges such as managing a data breach and delivering a platform migration during COVID. Amidst all of that, I created my proudest achievement: becoming a mother.

Today, I’m the Omnichannel Technical Delivery Lead at Mint Velvet, a thriving brand with a strong culture, talented people, and a genuine commitment to nurturing growth. It’s an environment where my entrepreneurial spirit, technical experience, and love for retail truly come together.

Across all these roles, the thread that ties my journey together is simple:

I’ve always been inspired by commerce, motivated by problem‑solving, and driven by the belief that technology can transform customer experiences. That blend is what drew me to retail and it continues to guide me today as a leader in e‑commerce and digital transformation.

Looking back, were there any defining moments, challenges, or opportunities that had a significant impact on your career path or leadership style?

Absolutely and funnily enough, many of the defining moments in my career started with me feeling, well… deeply uncomfortable. I’m the first one who enjoys “a nice cuppa sitting on the sofa,” but I also admit that I love the thrill of discomfort because that’s where the magic happens.

Another pivotal experience was realising how often growth shows up dressed as chaos, uncertainty, or the unknown. Whether it was leading new teams, taking on unfamiliar challenges, or navigating complex tech transformations, each time I felt out of my depth I was actually levelling up, even if in the moment it felt more like sinking than swimming. That ongoing willingness to be uncomfortable has become a core part of my leadership style: curious, resilient, and unafraid to roll up my sleeves.

And perhaps the most important realisation of all was this: discomfort isn’t a punishment, it’s a superpower. When I finally stopped avoiding it, my career opened up in ways I could never have predicted, and I learned to lead with confidence even in the messy, uncertain, wonderfully challenging moments. So yes, I’ve had plenty of defining moments…

But the common thread between them is simple:

If something felt a bit uncomfortable, it usually meant I was standing right at the doorway of my next opportunity.

As a leader, how do you foster a positive and inclusive work culture within your teams?

A lot of my approach to building positive and inclusive teams comes from my belief, shared in my Digital Transformation and Mindset blog that mindset is everything. Long before tools or technology, it’s the people, the environment, and the way we show up together that determine whether a transformation thrives or fails. In the blog I talk about cultivating a “winning mindset,” and that philosophy forms the backbone of my leadership style.

First, I focus on creating an environment where curiosity is celebrated. I’ve always said that digital transformation isn’t just about systems, it’s about people who are open to learning, questioning, and exploring. By encouraging the team to stay curious and think beyond the obvious, I create a space where everyone feels their ideas matter, regardless of their role or background.

I also make transparency a daily discipline. I emphasise the importance of clarity, communication, and setting shared expectations. I try to “read the room,” encourage open conversations, and make sure everyone understands not just what we’re doing, but why we’re doing it. That naturally builds trust, the foundation of any inclusive team.

Empowerment is another pillar. Digital transformation requires people to stretch their comfort zones, and I make it a point to champion autonomy and decision‑making. When people feel trusted, they step up. When they step up, they grow. And when they grow, the team grows with them. That’s how you build confidence collectively and individually.

And finally, I never forget the human side of the work. I highlight the role of mindset in navigating pressure, ambiguity, or change. A positive culture doesn’t come from pretending things are easy, it comes from supporting each other through the difficult bits and celebrating the wins, big or small. I make room for humour, empathy, and the occasional “word salad” moment, because authenticity makes people feel safe enough to bring their full selves to the table.

How do DEI initiatives play a part in your day-to-day work at Mint Velvet?

Diversity, Equity and Inclusion are woven into my day‑to‑day work because they sit at the heart of how our teams function. This spirit of inclusion isn’t a side project, it’s embedded in the way we work together every day.

1. I champion an environment where every voice has space and value.

Mint Velvet fosters a culture of collaboration, and I make sure that translates into day‑to‑day interactions, whether that’s in delivery stand-ups, cross‑functional decision making, or retrospectives. The idea is simple: good ideas don’t have a job title. And diverse ideas always lead to better outcomes. The emphasis on teamwork, diversity, and shared vision is something I reference openly, and it's a mindset I carry into every interaction.

2. I actively spotlight and uplift underrepresented groups.

DEI isn’t just about fairness, it’s about visibility and amplification. In my public reflections, I highlight my appreciation for the “amazing women in the Tech industry” and the inspiration they bring. This is something I practise day to day: mentoring, championing talent, and ensuring women in tech, especially those earlier in their careers, feel seen, heard, and supported.

3. I help create psychologically safe teams.

Inclusion doesn’t work without safety, the kind where people can challenge ideas, ask questions, and bring their authentic selves to the table. My leadership style leans heavily into open communication, reading the room, and supporting individuals with empathy and clarity. This aligns with my broader values of nurturing teams where “everyone feels empowered to succeed.”

4. I lead by example in embracing diversity of thought.

Working across technology and retail requires teams built from different backgrounds, expertise, and perspectives. I make a conscious effort to encourage constructive debate, celebrate varied problem‑solving styles, and ensure decisions reflect team input rather than hierarchy. It echoes my belief in human connection and collaboration as the foundations of high‑performing teams.

From your perspective, how is work culture changing across retail, and what progress are you most encouraged by, especially for women in the industry?

Work culture across retail has shifted massively in recent years and in a very positive direction. We’re seeing a clear move away from rigid hierarchies and siloed thinking toward cultures that value collaboration, inclusivity, and genuine human connection. I regularly post and talk about being inspired by the “amazing women in the Tech industry” and the way they are “leading, creating, and transforming the landscape of Technology.” That same shift is happening across retail: more women are not just participating but actively shaping the future.

One of the biggest cultural changes is a stronger emphasis on psychological safety and diverse thinking. Teams are becoming more cross‑functional, more open to challenge, and more willing to embrace different perspectives. When people feel empowered, “regardless of gender,” as I’ve said about our own teams, creativity and innovation thrive.

Flexibility and empathy have also taken centre stage. Retail has traditionally been fast‑paced and unforgiving, but the industry is now recognising the importance of balance, supportive leadership, and wellbeing. This shift benefits everyone but especially women, who often carry additional caregiving or emotional labour outside of work.

Another encouraging trend is the rise of visible role models. More women are stepping into leadership roles across retail and retail tech, openly sharing their experiences and lifting others as they progress. In my own reflections, I’ve celebrated the women who “drive change and push boundaries every day,” because their visibility creates opportunities for the next generation.

And finally, diversity is becoming a strategic advantage, not a checkbox. Retailers are recognising that teams with varied backgrounds build better products, understand customers more deeply, and navigate transformation more effectively. The industry’s growing investment in DEI is not simply ethical, it’s operationally smart.

For women who are earlier in their careers or aspiring to leadership roles in the retail space, what advice would you share based on your own experience?

My biggest piece of advice is this: don’t wait to be invited to the table, bring your own chair, your curiosity, and your voice. Qualities like passion, dedication, and innovation drive change and push boundaries every day. Those qualities aren’t reserved for people already in leadership. They are built early, through everyday habits and choices.

1. Lead from where you are.

Leadership doesn’t start with a job title. It starts the moment you take ownership, share ideas, and show up with intention. The industry needs women who aren’t afraid to raise their hands, whether that’s to solve a problem, ask a question, or suggest a better way of doing things. Take the space, use your voice and disagree if needed!

2. Surround yourself with people who lift you.

I’ve openly celebrated the power of supportive teams and inclusive spaces, where collaboration and shared vision allow “everyone, regardless of gender, to feel empowered to succeed.”

Find the people who cheer for you, challenge you, and see your potential, even before you do. And be that person for others, especially other women.

3. Get comfortable being uncomfortable.

Your growth will live right on the edge of your comfort zone. Whether it’s taking on a new project, speaking up in meetings, or stepping into the unknown, discomfort is not a sign you’re not ready, it’s often proof that you are.

4. Keep learning: relentlessly.

The retail and tech landscape changes quickly, and curiosity is your greatest asset. From digital transformation to omnichannel operations, staying current and stretching your skills is one of the most reliable ways to stand out.

5. Own your story, all of it.

Your background, your challenges, your perspective: these are not obstacles; they are differentiators. Women succeed not by mimicking what leadership used to look like, but by expanding what leadership can look like.

6. And finally… pay it forward.

As you grow, reach back and lift other women with you. The ripple effect of one woman supporting another is enormous and the retail industry is stronger every time we choose collaboration over competition.

eTail UK are thrilled to announce that Paula will also be speaking at the conference in June 2026. Retailers and Brands now go free, register today!