TRAILBLAZER 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
“ Red Ant ’ s team of technology experts is 59 % women and has been dedicated to diversity and inclusion since the company ’ s inception ”
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
20 March 2022