On Solving Difficult Problems Together— And Delivering Growth that Matters
Anabela Perozek leads the Private Equity practice at Power Digital Marketing, a growth marketing firm. Previously, she was Founder and Managing Partner at Sproutward (acquired by Power Digital).
Before her agency career, Anabela served in a number of Marketing leadership roles at leading Ecommerce/Retail brands. She was CMO of Shoes.com — a footwear and apparel ecommerce retailer — that was acquired by Walmart. Previously, she was Global VP for Staples’ Digital Center of Excellence and the Head of Marketing for Staples.com — after serving in a number of roles across Strategy, Operations and Marketing. Anabela began her career as a management consultant and holds an MBA from the MIT Sloan School of Management and a BA from Amherst College.
Author’s Note: I first met Anabela in 2008, shortly after I joined Staples after graduating from business school. As a new member of the Corporate Strategy team, I was introduced to group alumni — like Anabela — who had taken on operating roles within Staples’ businesses. At the time, Anabela was part of the Staples Marketing organization. She had just taken on an Omnichannel leadership role — the company’s first meaningful attempt at connecting the then disparate retail store and online customer experiences. Later — when she led Marketing for Staples.com — we would work together to improve the effectiveness of promotions on the site. She always struck me as someone who loved to solve problems with her team. Since then, our interests have continued to converge. Below are some excerpts from an exchange of ideas that began on February 7, 2024.
What do you remember about how we met?
At Staples, we first met at Chef Louie’s (the employee cafeteria). Odds are, I was waiting in line for one of the Asian bowls that I loaded with vegetables and the spiciest sauces they had. I think the SVP of Strategy introduced you as a newcomer to the team — and we chatted a little bit about the projects you were assigned to and I wished you luck.
I have another memory of you presenting an update on a strategic initiative — at one of the Senior Leadership team meetings, chaired by the President of the Retail Stores business. It was an intimidating setting and I remember your very calm demeanor as you handled the questions from the organization’s senior executives.
“Strategy alumni had a legacy of catapulting into leadership positions across different functional areas… (we) gravitated towards and supported each other.”
What do you love about what you do?
I love solving problems — intellectually challenging problems. In my role, I get to explore lots of different challenges that many different clients — in different industries, at different stages — are experiencing. I like getting to the bottom of a challenge — collecting perspectives, turning possible solutions around in my head, getting buy-in — and modifying as necessary.
“I love the process of getting people to arrive at a conclusion… the best feeling is the “a-ha” moment when you achieve alignment.”
When you do it really well, people will think they got there on their own. That means you have full buy-in! They will carry the torch and bring the idea to fruition.
What helps to maximize the impact of the work you do?
A former CEO of Staples — and a valued mentor — once told me that if I was doing my job right, I’d always be trying to make myself obsolete. That really resonated with me — the concept is to always be looking for ways to teach others how to do your job.
The way I maximize my work is by coaching and mentoring more people to do what I do. I hope to do it in a way that feels meaningful and exciting to them. Once you’ve nurtured the next generation of team members to do your job, you’re ready to take on the next challenge.
There is nothing more satisfying than working on an assignment with junior professionals and putting them in the position to present to a senior executive on their own — or to lead a team. I love the point where you know the associate is ready, but they look terrified. You look at them and say:
“You’ve got this, you are ready; I’ll be here if you need me, but I believe you are ready.”
What is something cool you are working on now?
For the last several years, I’ve served on the Board of a non-profit. This organization provides young boys of all backgrounds with a multi-year, outdoor camp experience — that builds resilience, integrity and respect for others — and the Earth.
When I first got involved, the camp had low utilization (20% open beds), uninspired staff and neutral camper/parent sentiment. The mission of the camp was very relevant to the times, but the magic had disappeared because the camp was in financial straits. Since then, we have tripled the endowment size, restructured the debt — and developed a plan for the next 100 years. Now, there’s a waiting list for the program!
What’s been really gratifying about this experience is how this Board came together. It’s a group of very talented, very passionate people with a broad range of skills, each contributing our own gifts and challenging each other and working to a larger goal. Of course, it also helps that the Executive Director of the program is an impressive and inspiring leader.
Why does this work matter now?
“I get excited about the business metrics — but what really matters is that we are doing good in addition to doing well.”
This camp offering has been around for 120 years and its mission is more important now than ever. Young people are under a lot of pressure in today’s always-on world. These young people are learning lessons in resilience and self-reliance at the same time as they are learning to leave no trace — these are important lessons that will serve them and our world for a long time to come.
How will the work you do change the world?
My everyday work drives measurable outcomes — the “what” — that make a difference — helping companies adapt to a changing environment so they can perform better, drive more efficiency — and create more jobs.
But what is more satisfying — and potentially more impactful — is the “how” I choose to do my work. It would be most efficient to delegate tasks and then be the face of the “solution.” But I thoroughly enjoy mentoring and coaching — investing time to teach others and providing them with opportunities to shine. Teaching others takes a lot more time — but it also sows the seeds for future leaders. Giving folks the opportunity to shine as the face of a solution pushes them beyond their comfort zones.
“That kind of growth is very hard to replicate.”
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