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Susannah Schofield OBE leads the Direct Selling Association, repositioning the sector within the broader retail landscape.
As Director General, Susannah Schofield OBE leads the DSA, an industry body representing over fifty member companies including Avon and Forever Living, collectively contributing nearly £1 billion annually to the UK retail industry. She has been instrumental in rebranding the DSA to encompass broader direct-to-consumer retail models and advocating for its members and the self-employed workforce.
Susannah Schofield OBE began her career in sales, selling advertising space for the Daily Mail, an experience she credits with teaching her resilience and fundamental sales skills.
Susannah Schofield OBE spent twenty years at Royal Mail, working her way up from managing a small sales team to senior leadership roles, gaining extensive experience in logistics, retail, and consumer engagement.
After leaving Royal Mail, Susannah Schofield OBE founded her own business, Best in Glass, which received awards before she eventually sold it.
Susannah Schofield OBE worked as a consultant for Deloitte, a role she held prior to taking on her position at the Direct Selling Association.
Susannah Schofield OBE has built an extensive and varied career that spans sales, logistics, and entrepreneurial ventures. Her professional journey began in sales, specifically selling advertising space for the Daily Mail, an environment that instilled in her resilience and foundational sales skills. Following this, she dedicated two decades to Royal Mail, progressing from managing a small sales team to holding senior leadership positions. This period provided her with significant experience in logistics, retail, and consumer engagement, which would prove valuable in her subsequent roles.
After her tenure at Royal Mail, Schofield founded her own award-winning business, Best in Glass, which she later sold. She then transitioned to consulting for Deloitte before being approached by the Direct Selling Association (DSA). Initially intending to assist for only six months, she ultimately accepted the role of Director General, a position she has held for six years. In this capacity, she has focused on redefining direct selling not as a distinct sector, but as an integral channel within the wider retail industry. Under her leadership, the DSA, a non-profit organization supporting over fifty member companies including prominent names like Avon and Forever Living, has expanded its influence, with members contributing nearly £1 billion annually to the UK retail industry.
Schofield has championed the modernization of the direct selling industry, particularly in response to the COVID-19 pandemic. The industry, traditionally reliant on face-to-face interactions, adapted rapidly by leveraging social media platforms for product showcases, tutorials, and live sales, blurring the lines between traditional retail, e-commerce, and direct selling. She also led a significant rebrand of the DSA to position it as the industry body for direct-to-consumer retail, advocating for diverse selling models that include companies like Just Eat, Gym Shark Beauty Pie, and Freddy’s Flowers. Her work focuses on supporting the growing self-employed workforce and ensuring policies align with flexible career paths. In 2015, she was appointed an OBE by the Queen of England for her contributions to supporting women and young people in business, recognizing her as a pioneer and a catalyst for positive change in the corporate sphere.
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