3 minute read
Trailblazer Sarah Friswell
Leading the way for women in tech
Sarah Friswell is CEO of Red Ant, a leading retail technology specialist that empowers organisations to respond to their business challenges and build new retail capabilities. Its retail solution RetailOS combines data, systems, process, and technical expertise for remarkable digital customer experiences.
Founded in 1999 and headquartered in the UK, Red Ant’s team of technology experts is 59% women and has been dedicated to diversity and inclusion since the company’s inception.
In May 2020, Red Ant became an employee-owned business and since then, employee motivation has soared. The ambitious company picked up a win at the National Technology Awards for best retail tech of the year in October 2021.
After beginning her career in account management, Friswell followed the client relationship ladder all the way to the emerging digital landscape in Dubai, where she led major projects for leading global brands including IBM and Volvo.
On her return to the UK, Sarah joined Red Ant where she applied her extensive experience of networked and independent tech-based businesses to drive the company forward in its pioneering work with highprofile brands such as Charlotte Tilbury, Furniture Village and Chalhoub Group.
As Red Ant’s CEO, she is responsible for driving and guiding the business, from ensuring the company is run in a sustainable and ethical way to heading up talent selection and overseeing project progress and delivery to clients. She is particularly passionate about diversity, equality and encouraging the progression of women in what can be a tough industry and has been instrumental in ensuring positive measures are part of Red Ant’s policies.
Life hasn’t always been easy for Friswell, but she finds solace in knowing she is not alone: “Some mornings I wake up and think ‘I’ve got a lot to get done today’ or there’s a tricky call I need to make, but then I remind myself I’m not doing it on my own. The team carries you mentally in these times and if they don’t, you’re working with the wrong team!” Friswell feels there is much she can share with
other ambitious young women coming into the industry, which has always been so traditionally male-dominated. When quizzed on specific advice, she added: “There is so much more depth to our businesses than sales, engineering, and QA - seek out people who can help navigate you through all the different career paths by talking you through their first-hand experience, as well as traditional progress through the ranks,” she said. Inspiration can be found in understanding other role types around you, she continued: “Try to find experience in lots of different types of tech businesses and, if your interests align, different role types. Most people, however busy, have time for a coffee - don’t underestimate the power of a 30-minute chat as a source of inspiration,”
Since her studies at university, where she read History, Friswell has always considered it important to look outside of her immediate sphere of reference for some great examples of trailblazers.
“Coco Chanel is not always recognised for her innovation in her industry. Taking a traditional male domain of suit design and tailoring, she created an offering for women that delivered a product of equal technical and aesthetic brilliance. The innovations in her clothing design led the move away from restrictive women’s designs such as corsets. With a clear parallel for the tech industry, we have a lot to learn from Coco [Chanel] about pushing the boundaries of norms that have existed for years around classification of what women contribute,” said Friswell.
