Helen began her career with some of the UK’s best-known high street brands, including Next, Dorothy Perkins, George at Asda and Bonmarché where she developed deep expertise across buying, merchandising and commercial strategy. Over the course of her career she has built a reputation for combining strong commercial leadership with a clear focus on customers, teams and brand. Helen joined New Look as Chief Commercial Officer in 2020, bringing a wealth of experience in product, brand and customer strategy. She became CEO in 2022 and has since led the business through a new phase of modernisation and digital growth. Under her leadership, New Look has accelerated investment in its digital platforms, strengthened its social and customer engagement, and enhanced the way the business uses data to better serve its customers. Helen is passionate about building strong teams and creating a culture that empowers people to deliver their best. Together with the New Look leadership team, she is focused on driving sustainable long-term growth.