International Women's Day: An interview with Louise Bruchez from PassMeFast
To celebrate International Women's Day, this week we are putting the spotlight on inspiring women in digital leadership roles. In this 4th instalment, our own inspiring leader, Forward Role’s first-ever female Associate Director Rachel Wheeler, chatted with Louise Bruchez - Head of Digital at PassMeFast.
1.Please can you provide an overview of your role?
I’m Head of Digital at PassMeFast, an intensive driving course specialist in the wider driving tuition market. My role is focused on driving both student and Instructor acquisition as well as providing a premium proposition and ecommerce experience for students. As a part of the Senior Leadership Team at PassMeFast, I also own the wider objective of driving a digital first mentality business wide.
2. What are the biggest challenges you have faced in your career?
I’ve worked at 2 businesses that have gone through organisational change and resource restructuring during my time there. The uncertainty and need to embrace change that comes with this can be challenging. Changes of this type can often have a negative impact on mood and culture and be demotivating for teams. Navigating change, being positive and continuing to be effective is essential.
3. Let’s be more positive! What are your biggest success stories?
In my first year at PassMeFast the Team have delivered a 45% YoY increase in web revenue through channel optimisation and the addition of new digital channels to the mix. In previous roles I’ve delivered digital strategy for FMCG brands that has contributed to brand growth. Launching a retail ecomms site from scratch and the growth story associated with that is also a career highlight.
4. What advice would you give to women who aspire to be in a role of power?
Work hard and be persistent, nothing good comes easily. Looking for the right opportunities for you and being solution focused is important, as managers want resolutions not problems. Networking is key as you often come across the same people throughout your career. If you can find a mentor to support your development, it can be massively beneficial. Resilience is also essential as everyone has bad days.
5. What factors do you think have caused an imbalance at the top of the ladder between men and women? What do you think we can do to overcome these challenges?
Historically, a lack of women in senior positions as role models may have undermined confidence that gender balance in the boardroom is achievable or that C-suite roles are attainable. This landscape is changing and hopefully increased female visibility in roles at the top of businesses will inspire women starting their careers to aim for the top.
I’ve been lucky enough to have been led by managers who strive for high achieving teams and great performance. This approach to people management is really important as it helps breed success and enable people to achieve their goals which will ultimately drive gender parity in senior roles in the workplace.
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Check out the first instalment of our Women in Digital Leadership Series, with Rachael Tansey-Brown, Head of Digital at Findel Education-HERE
2nd Instalment with Kate Mitchell, Head of Digital Trading at Forrest Holidays - HERE
3rd Instalment with Vicky Dring, Head of Digital Products at Studio Retail - HERE