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3 July 2020

Mitre 10 Movers & Shakers

Mitre 10 is pleased to announce two C-level appointments to its executive leadership team (ELT). Andrea Scown, formerly GM Retail Operations and an existing ELT member, has been promoted to Chief Customer Experience Officer, and award-winning people leader Anna Campbell has been appointed Chief People & Capability Officer. Both bring exceptionally strong leadership skills and a talent for inspiring teams.


Of her three years with the business, the weeks leading up to Andrea Scown’s promotion were, paradoxically, her most challenging and most rewarding. She led the Mitre 10 retail operations team through the COVID-19 lockdown and alert level de-escalation which had retail doors closed for seven weeks, an experience she counts as a career highlight. She says it was incredible to see people across the business synchronising overnight to do what had to be done.

“It was a great feeling to trust yourself and the team around you, for all of us to be confident making decisions in a true crisis setting. The was no room for self-doubt. The most important thing was to maintain momentum, keep moving forward, keep making decisions and know that we would course-correct as necessary. I think we all gained a great sense of achievement from it.”

Before joining Mitre 10, Andrea held executive leadership positions at major retailers SFG, Ezibuy and Bendon, and spent several years in the private equity sector. She is a Chartered Accountant and Chartered Director. Her vision for the future of Mitre 10 is ‘omni’, harnessing digital connection to bring together and humanise the customer experience across all channels and touchpoints.


Anna Campbell’s passion for NZ-owned businesses and those that contribute to their communities was a key factor in her decision to join Mitre 10. A seasoned senior executive and director, she brings the ability to marry commercial acumen with kindness and culture to create great experiences for teams and customers.

Her career as a people leader includes several years with The Warehouse Group before she became CEO of FAB Group, one of NZ’s most successful beauty businesses and owner of the Caci Clinic franchise. She counts leading the first team in New Zealand to implement domestic violence leave, before it was mandated by law, as one of her proudest moments.

A professional director and member of the Institute of Directors, Anna serves on a number of boards, including the Institute for Strategic Leadership, the White Ribbon Trust and the Massey University’s College of Business Advisory.

Of her new role, she says her approach will hold the customer at the centre of everything, with culture orienting around: “Retail is all about people. Creating an awesome customer experience comes from the team and how they feel about the business.”