Industry Rising Star – Giorgia English

WFA: Can you share with us how you first got into the window furnishings industry and what initially attracted you to this field?

Giorgia English: My journey into the window furnishings industry began in London, where I took on a marketing role for a company selling Norman shutters after my university exchange in Dublin. This opportunity allowed me to explore my interests in marketing and interior design, leading me to work for an online blinds retailer while completing my degree when I returned to Australia. After graduating in finance and economics, I briefly pursued a career in wealth management but soon realised it wasn’t the right fit. I returned to the window furnishings industry when Norman needed help implementing a CRM and setting up a data analytics system, along with some marketing assistance. With this new role at Norman I was able to draw on my experience in previous roles, learn new skills and tap back into my creative side and interest in interior design. 

WFA: Who or what were the key influences that guided your early career choices and led you to focus on digital transformation and marketing within the industry?

Giorgia English: My father was a significant influence on my early career choices, having worked in the window furnishings industry throughout my childhood. A notable highlight was when our family moved to the Netherlands for four years during my high school years to help distribute Norman products and start an online blinds company. This experience left a lasting impression on me.As I began my career, I quickly recognised the critical role that systems, processes, automation, and IT play in the efficient operation of a company; not just for the bottom line, but also in enhancing the employee experience.

My work with CRM systems and data analytics brought me into close collaboration with the marketing team. This experience allowed me to transition into the role of marketing coordinator with a solid understanding of the technical side of things, such as analytics and systems, along with a strong interest in interior design. This combination of skills and interests provides me with a unique perspective in my role.

WFA: As the Marketing Coordinator at Norman Shutters Blinds and Shades, what are your primary responsibilities and what does a typical day look like for you?

Giorgia English: I am responsible for leading the marketing team and overseeing strategic planning and implementation in marketing, including brand management, content creation, and campaigns. My role encompasses managing marketing, data and CRM systems, driving digital marketing initiatives, and supporting the sales, product, and training teams with their marketing and system requirements.

My days can vary greatly. Just last week, I was in rural Victoria with the marketing team shooting our next house tour with Catriona Rowntree. Typically, I’m at our head office in Brisbane coordinating the marketing team. My day often starts with team discussions to review ongoing projects and set priorities. Throughout the day, I collaborate with different departments to support their marketing and system needs. I also review and approve content for our social media, website, and email campaigns, keeping a close eye on marketing data to track performance and make data-driven decisions. I also have a few meetings with external partners for some of the exciting projects I am currently working on.

WFA: What are some of the most significant achievements or milestones in your career so far, particularly at Norman?

Giorgia English: I have been at Norman for almost four years now, and one of my recent accomplishments is my promotion to the role of Marketing Coordinator. In this role, I manage the marketing efforts at Norman and lead a talented and dynamic marketing team.

WFA: What are some of the biggest challenges you’ve encountered in your role, and how have you overcome them?

Giorgia English: One of the biggest challenges I have faced in my role is managing multiple important projects simultaneously, especially as my role encompasses many critical components to our company’s success while Norman has had significant growth. To overcome this, I have leveraged technology, increased our resources by bringing on more team members, and utilised effective prioritisation and planning strategies.

Keeping up with the rapid advancement of technology can also be challenging. To stay ahead, I regularly attend industry events and conferences, which provide valuable insights into the latest trends and innovations. Additionally, I listen to relevant podcasts that feature industry experts and thought leaders, offering fresh perspectives and practical advice. I also actively connect with external experts and industry peers who focus on these advancements, ensuring that I am well-informed and up-to-date on the latest developments.

WFA: How have you seen the window furnishings industry evolve since you started, especially in terms of digital transformation?

Giorgia English: I’ve observed a significant increase in the adoption and interest in digital tools and systems. The industry is embracing technology to streamline operations, improve customer interactions, and enhance overall efficiency, especially with the recent advancements in AI. In terms of marketing, the importance and quality of beautiful content have been recognised, leading to more engaging and effective marketing strategies.

WFA: Can you share some of the most important lessons you’ve learned throughout your career in this industry?

Giorgia English: Embracing and driving innovation is essential for staying relevant in the industry. Continuously seeking new ways to improve products, processes, and customer experiences keeps the business ahead of the curve.Staying informed about industry trends, new technologies, and best practices is vital. This commitment to ongoing education helps maintain a competitive edge and fosters innovation.The window furnishings industry, like many others, is constantly evolving. Being open to change and adaptable to new technologies, market trends, and customer preferences is crucial for long-term success.Understanding and prioritising the needs and preferences of customers is essential. Providing excellent customer service and delivering products that meet their expectations builds loyalty and drives business growth.

WFA: What are some of the innovative projects or initiatives you have spearheaded that you’re particularly proud of?

Giorgia English: We recently launched a new consumer-focused website to enhance our online presence, attract more consumers to our brand, and drive more business to our retail partners, thanks to the incredible effort of my team. I automated our customer enquiry system, ensuring retail partners instantly receive consumer details, allowing quick responses and lead capitalisation, significantly enhancing the service experience for both retail partners and consumers. I developed an automated data analytics system that supports data-driven decision-making across the company, optimising our internal strategies and enabling us to provide top-tier service to our retail partners.

WFA: Where do you see the window furnishings industry heading in the next five to 10 years, and what role do you see digital transformation playing in that future?

Giorgia English: The window furnishings industry will increasingly adopt advanced systems like CRMs and quoting tools, such as Accent Software’s Insyte system, to streamline operations and automate processes. AI will enhance these tools, offering personalised recommendations, efficient quoting, and predictive analytics to anticipate market trends and customer preferences.

This digital transformation will allow businesses to grow with fewer resources, as automation handles routine tasks and frees up human resources for creativity, customer service, and strategic planning. Companies embracing these innovations will optimise processes, reduce costs, and deliver superior customer value, positioning themselves to thrive in a competitive market.

WFA: What advice would you give to someone looking to start a career in the window furnishings industry, particularly in digital transformation?

Giorgia English: Continuously learn and maintain a curious mindset as the digital transformation space and marketing are constantly evolving. Follow industry leaders on social media, listen to their podcasts, and subscribe to their newsletters to gain valuable insights and inspiration. Engage in networking and attend marketing and digital transformation events to observe what other companies are doing and bring new perspectives back to the window furnishings industry. Find mentors and coaches to elevate your career by providing guidance, sharing experiences, and helping navigate challenges.