Natalie Fresen

Chief People Champion

Team interview
We ask Natalie about her role and why she is involved in PiRA

Can you tell us what you do and what your role is with the awards?
I’m a marketing specialist and have worked in the retail sector throughout my career. As an avid writer I also have a long standing association with the creation of retail content. Since Covid, I’ve specialised in people-centred stories and looking at the importance of human connection in both a social and commercial context. For PiRA, I am the project lead and people champion.

What makes these awards special?
I love this quote – “… when someone does something incredibly well, no matter what it is, there’s a beauty to it, and it reaffirms your faith in humanity.” – Caroline Suh.

To me, these awards are a way to pause and reflect on what matters most – each other. People add purpose and connection to everything we do – in business, and out. These awards are a way of celebrating the good we have around us everyday – the big and the small things.

What is your favourite retail moment, initiative, or innovation?
I’m fortunate that I get to read and see a lot of amazing news in the retail space. What I’ve loved about 2023 is seeing how businesses, despite the pressures they are under from almost every angle, are giving back to their communities. There are plenty of good and well intentioned initiatives to provide support for individuals, lobby for further equality, give back and help others. ‘People Matter’ is becoming a movement. There is still a lot to do but I love seeing the small changes. These all add up to a lot.

If you were a retail brand, what would be your unique selling point?
Tough question! A retail brand that goes beyond the transactional. We’re not just selling products; we’re driving a movement for positive change. Our unique selling point sits in the spirited energy we put into everything we do. When you choose us, you’re not just buying a product; you’re becoming part of a community committed to making the industry a better place—one day at a time.

If you could choose a famous retail mascot or slogan to represent the team what would it be and why?
The Duracell Bunny!  We’re all about never-ending energy, just like our bunny friend. Why? Because we’re all in this for the long run, bringing change and positivity with the enthusiasm of a bunny in a carrot patch. And bunnies? Soft, warm, they know a thing or two about forming strong connections. They’re basically the rockstars of the animal kingdom.

Or, if we’re borrowing from Ted Lasso, our slogan would be, “If you care and have a dash of love in your heart, there’s nothing we can’t tackle together!” Because who says conquering the retail world can’t be fun and authentic?

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Venue and contact


London Marriott Hotel, Grosvenor Square, London W1K 6JP United Kingdom

More about the venue


26 September, 2024




For partnership opportunities:

Karen:  +44 7725 414385  / [email protected]

Patrick: ‭+44 7726 877198‬ / [email protected]


For award, entry, media or people enquiries:
Natalie: ‭+44 774 9326885 / [email protected]


Venue map