Page 4 - March 2023 #179

WHO’S RLI MEETS

WHO
IN RETAIL

Nurtac Afridi

CEO - GODIVA

Q. What are the company’s key objectives for the next 12-18 win the hearts and minds of new consumers across all platforms, from
months? Instagram to WeChat to TikTok. If a brand does not invest in this space,
Our top priority as a business is opening more people’s eyes to the they’ll quickly lose relevancy, especially with younger consumers. The
wonder of GODIVA, whether they’re customers, consumers, or talent. growth of e-commerce – driven in part by the pandemic - radically altered
An important part of making this happen, at least for our customer and the retail scene. We experienced unprecedented triple digit growth in
consumers, is through the expansion of relevant channels of distribution. e-commerce in 2020, which was subsequently followed with double digit
We want to be everywhere our fans are, whether that’s online, in the growth in 2021. Meanwhile in 2022, Newsweek Magazine named Godiva.
chocolate aisle of a drug store, e-commerce, fine retailers, or licensing to com as one of the Best Online Shops 2022 in Food Categories.
name a few.
Q. Taking a step back from right now, what would you
Q. Would you say events around the world in the last few consider your career highlights to date to be?
years have affected the business at all and has it had any Without a doubt, my career highlight to date is being tapped to
effects on future plans? become the Global CEO of GODIVA. Having the opportunity to lead this
It’s safe to say that nearly all global companies have faced a variety of incredible brand, which is steeped in nearly 100 years of history, during an
challenges over the past few years ranging from COVID-lockdowns in unprecedented time of transformation is truly the opportunity of a lifetime.
Greater China, economic uncertainty around the world and continued
supply chain issues. And GODIVA is no exception. However, we are Q. With everything that has happened in recent times, how
truly fortunate to see continuing growth across all our regions, despite are you feeling about the 12-18 months that lie ahead?
these challenges. The last few years - while the human impact has been More than anything else, I’m feeling excited! Our strategy to date
heartbreaking - have afforded us an opportunity to transform our has proven to be successful and we continue to see positive results.
business, thanks to the resiliency of our people. As I reflect upon last year’s performance and recent successes, we
are feeling confident about the road ahead of us. We continue to see
Q. What key leadership skills do you feel are the most positive trends and I know the changes we made to our business in
important in the current retail climate? 2022 will be setting us up for even greater successes in the 2023-2024
I believe that regardless of industry, a leader must put their people holiday season. I relish the opportunity to take on a new challenge and
first. Be thoughtful and intentional about investing in talent and have the look forward to the many positive things at GODIVA – both new and
foresight to include training to further their long-term development. In in terms of expansion.
addition to making your organisation even stronger, this is one of the
most important ways to motivate and inspire teams. It’s essential for Q. Lastly, any final thoughts or anything else you would like
each person to feel valued, to understand how they contribute to your to add for our readers?
business and have a strong sense of being a part of something bigger We are a brand that is not only committed to spreading wonder through
than themselves. our products, but we are also a brand that is committed to providing a
positive social impact to the world around us. For GODIVA, being a
Q. As a leader who makes key strategic decisions, do you responsible corporate citizen is a way of doing business – going back to
prefer to rely on facts and figures, your natural instinct, or a our foundation as a company that worked to bring joy to communities
combination of the two? in Belgium after World War II. As the CEO of GODIVA, I have relished
As a leader, I prefer to take a holistic approach to making strategic the opportunity and the responsibility to advance gender equality and
decisions that combines the natural instincts I’ve honed over my career advocate for women’s empowerment. I am very proud of our signature
as well as facts and figures. I will never make a significant decision without social impact program, The Lady GODIVA Initiative, which reinforces
research, counsel from my executive committee, and reflection. With our commitment to supporting women’s empowerment and female
thousands of people depending on me for their livelihoods and nearly 100 entrepreneurship. Since the initiative’s launch in 2021, we have been
years of brand legacy resting on my shoulders, there is too much at stake recognising female-forward NGOs around the world for the exemplary
to go on instincts alone; and facts and figures can sometimes oversimplify positive impact they are making in their communities. In addition to
a situation or remove the human element. So, I look to both. monetary support, we partner with each of these organizations so that
GODIVA can provide a platform for their collective voices to be heard
Q. What do you make of social media and its importance in and help further their mission in uplifting women around the world.
the world of retail and how prominent is e-commerce and As you can see, making the world a more wonderful place is key to
online activities within the business? GODIVA’s mission as a responsible corporate citizen. As I look at my
Today, establishing a strong digital presence and strategy is an essential global team, I am especially proud of our strong female representation in
ingredient of any successful business plan. We have teams around the managerial roles worldwide. I know that to succeed as a global business,
world who are dedicated to creating welcoming, engaging content to it’s essential to have women wherever decisions are being made.

04 RETAIL & LEISURE INTERNATIONAL MARCH 2023