First Movers: Ann Boyles

ANN BOYLES is currently the Director of eCommerce and Trade Strategy at Kao.

With over 20 years of CPG expertise in the Beauty, Personal Care, Food and Beverage industries across Kao, Pfizer, Church & Dwight, L'Oreal and Kellogg's and across eCommerce, traditional and multi-channel brick and DTC commerce, she is a high-performing senior sales and sales strategy leader skilled at translating brand strategies to align with retailer strategies, leading retailer co-creation, driving customer engagement, and elevating strategic partnerships.

Her broad functional experience in sales, management, strategy, business intelligence, customer marketing, shopper insights and category management have significantly advanced her impact at Kao in helping the organization embrace and accelerate eCommerce as a competitive advantage.

Why did you choose to pursue eCommerce in your career? In some respects, it chose me vs the other way around. I raised my hand for it without any pure eCommerce experience but could see the need to bring leadership to team that was working remote. In the process, I found that I love translating the world of eCommerce to internal support and leadership teams to increase the total organization eCommerce IQ. I’m inspired by the fast pace and ever changing landscape. I get energy from working cross functionally to move our business forward in this space. It takes tenacity and an entrepreneurial spirit to succeed.  

What is your biggest strength, and how have you used it for your success in eCommerce? Continuous improvement or as the Japanese say, “Kaizen.” No one has everything completely figured out and when you master something, it changes. I thrive in a culture of continuous learning, collaboration, and putting the needs of the team before the individual. I thrive in a servant leadership culture.   

What is the weirdest skill or talent to come in handy in your eCommerce experience? Working in the service industry and funding my education. I worked in restaurants throughout high school and college. It taught me how to work as a team, how important customer service is to success and the power of an amazing experience. I also learned the value and rewards of doing the “roll up your sleeves” hard work and education. Most importantly, how far a smile or nice comment can change the trajectory of day.  

How have you most successfully influenced change within your organization (or with your clients)? Increasing the total organization eCommerce IQ is key to success. When knowledge is shared we minimize fear of the unknown and curiosity is encourage. Once curiosity in eCommerce is encouraged, you have a team with the desire to learn and support the GROWTH engine of most of our companies.  

What was your most “valuable” career failure, and why? So many but they have all been opportunities to learn and grow. I am a true believer that feedback can change a person, team and organization. I wish I had received constructive feedback earlier in my career. Now I am a “Feedback Junkie” and it’s been transformational.    

In the last five years, what new belief, behavior or habit has most improved your life? The work Brene Brown has lead with vulnerability has led to a strong belief that transparency and feedback will be a driving force to personal and professional growth. I learned quickly in the eCommerce space things are new and changing every day, and I typically do not have the answer AND That’s ok. I remind myself and my team that we’re not in it alone. I do love the comradery of the eCommerce community where sharing knowledge is encouraged. Network as much as you can and you’ll make amazing friends in the industry.  

What are you learning right now? How to play the guitar. I’ve wanted to since I was a child but we had a piano instead.

What are the 1-3 songs that would make up your career soundtrack today?

• Sweet Home, Alabama by Lynyrd Skynyrd: Just a GREAT Song. Everyone knows it and loves it. 
• I Can Only Imagine by MercyMe: Inspiring story behind the music. Beautiful song!

What are the 1-3 books you’ve gifted the most or that have greatly influenced your life, and why?

• One Word by Jon Gordon: I read it once a year to provide clarity, focus and drive to what’s most important.
• Little Women by Louisa May Alcott: First Chapter book I read as a child and it ignited my love of reading. Some of my favorite Quotes: “Love is a great beautifier.” “Love casts out fear, and gratitude can conquer pride.” “You don’t need scores of suitors. You need only one, if he’s the right one.” “Just because my dreams are different than yours doesn’t make them unimportant.” “The humblest tasks get beautified if loving hands do them.”

If you could have a gigantic billboard for the world to see with anything on it, what would it say, and why? 

“Assume Positive Intent.” Enough said.

“Don’t let perfection be the enemy of good.”

Scale of work in eCommerce and Speed to execution tend to be in conflict in an eCommerce space where there is fear of the unknown. Learning to let go of Perfection and focus on the learning takes practice and patience.  

What are the worst recommendations or advice you have heard related to eCommerce?

“It’s only X% of our business and creates work and disrupts us.”

“Can’t you just tell the Amazon buyer to shut off the Algorithm for a couple days?” 

Designing an eCommerce or Amazon strategy with a focus on reliance on partnerships, Top to Tops or category leadership is incredibly risky.   

What advice would you give to a future leader of change about to enter business, or specifically the eCommerce field? Find your tribe. Be curious and willing to try something new, not each day but increase the frequency. Stay committed, stay positive and know you’re not alone, everyone is at different point across the many spokes of eCommerce. Find those early wins and use them to build a foundation of credibility that builds momentum.  

What specific, industry-related change do you believe will happen that few others seem to see? A more sustainable-friendly lifestyle will be an industry driver. Caring more about the World, Society and how we take care of our families and ourselves will drive industry change. What we choose to do socially, how we react to new governance and our impact on the environment will all driving meaningful innovation leading to CHANGE. 

What is the last thing you bought online, and why? Moving Boxes. The Boyles Family is Downsizing!

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First Movers is a change leader interview series featuring select industry pioneers who are driving the evolution of commerce, the consumer and everything in between. If you would like to recommend a change leader for consideration, please reach out to me on LinkedIn.