Natasha Shillingford, Brand Marketing Director, International, at La-Z-Boy, talks about her role, future plans, supporting gender balance in the industry and some special career moments.
Let’s start with you. Can you share a bit about yourself and your background?
I’m originally from the north of England and I’m married and have a stepdaughter.
While I’ve been with the La-Z-Boy International team for four years, I’ve actually worked with the brand much longer, as La-Z-Boy was a client of mine when I ran a PR and marketing agency. During the past 13 years it’s been great to see the brand grow and develop so significantly.
Prior to taking an MA in Marketing in 2010, my BA was in journalism and my first professional role was as a news, court and features reporter.
What is your current job role and key responsibilities?
As brand marketing director for La-Z-Boy International, I look after the iconic La-Z-Boy brand in our 70 territories outside of North America. I support our partners in their marketing strategies and execution, and I’m the central contact for distributing brand assets across our network.
I’m based from our international office in the UK but I regularly travel to events, photoshoots or to meet with partners.
What do you love about your job?
I love getting to understand the similarities and differences between markets, particularly from a cultural context. Our partners do an amazing job of representing our brand in their home markets and I enjoy being able to support them and help them to bring the brand to life successfully for their local consumers.
I also oversee our trademarks in international territories and this is a part of my role that I find particularly interesting, as it’s satisfying to be able to protect our brand assets from intentional or unintentional confusion in, which helps create a better experience for our consumers.
What time is your alarm clock set for and do you have a morning routine?
I travel regularly, which can often mean very early starts, but this balances out when I’m working from home. When I’m home based I like to start the day with some exercise, often yoga followed by a Duolingo session over breakfast.
When it comes to work, my mornings can be different each day. Our partners span across all time zones so we’ll often have to catch up early in UK time.
Why did you choose to work in the furnishing industry?
During the 10 years that I ran a marketing agency, we found a niche in the furniture sector and gained an excellent reputation via recommendations through clients and trade press. It’s an industry I’ve worked in for 15 years now and have built up a thorough knowledge over time.
Have there been any special moments during your career?
During my time as a reporter, I was delighted to win Young Journalist of the Year in 2008. That was a very special moment to gain recognition for my work.
And in my La-Z-Boy career it was an honour for me to lead the roll out of our new brand identity when we launched our retail partnership in the UK with DFS. I enjoyed working on such a unique and fast-paced project which required extensive co-ordination across departments and organisations.
What is your favourite item of furniture you own and why?
I live in a 1960s apartment and I have an original teak unit under the TV, that has six different coloured drawers. I loved it from when I first saw it in a vintage shop and it always gets compliments from visitors.
I also have to give a shout out to Mammoth, as my mattress is soooo comfy and I love getting back home to it after travelling.
What do you think is trending within the industry at present?
I’m loving the trend of bringing the outdoors in, with very earthy colour shades, natural wood and greenery.
What would you change in the industry?
Things are changing for the better in terms of gender balance and opportunities for women, and accelerating that change is something I will always champion. I’m very proud to be chair of the Women’s Employee Resource Group at La-Z-Boy, supporting women throughout the organisation.
Can you share an insight into your future plans?
We’ll be rolling out our new La-Z-Boy branding later this year which will be a big focus of my role. We also have some significant research projects underway right now which I’m looking forward to analysing to help structure our future marketing plans in different parts of the world.
What do you enjoy most outside of work / free time?
I enjoy running, swimming, cycling and roller skating and spending time outdoors in nature. Music is also very important to me, whether that’s live bands, festivals or musical theatre.
What might someone not know about you?
I have comedian Tim Vine’s autograph tattooed on my leg and I also play a wedding guest in one of his films.
If you had a different career, what would it be?
I’d be an author.
Finally, if you were an item of furniture, what would it be and why?
I’m very practical and organised so probably some kind of desk or dresser, but it would have to be a cool vintage one.
Five Fun qs:
If you could hack into any one computer, whose computer would you choose and why?
Stephen King as he’s one of my favourite authors and I’m always amazed by how he’s so prolific. Maybe I’d find some inside info on how he comes up with so many ideas.
What fact amazes you every time you think of it?
That a million seconds is 11.5 days, while a billion seconds is almost 32 years.
What’s the most spontaneous thing you’ve ever done?
When I was 19, I bought a car so I could go to watch a band play 300 miles away.
What is the most important object you own and why?
Sentimentally, it’s obviously my engagement and wedding rings. But from a practical day-to-day point of view, my Airpods. I’ll normally listen to music or a podcast while I’m travelling, running or trying to get to sleep, so I feel lost without them.
What did you think was cool when you were young but isn’t cool now?
I can’t think of anything… I still love loads of things I did when I was young. My Little Ponies, Gremlins, Pokemon, Hello Kitty – they’re all still cool!
