At Harvey Nichols, Shadi Halliwell worked alongside CEO Stacey Cartwright and the Board to embark on a radical transformation programme to rejuvenate the brand’s physical stores, customer service experience and digital platforms. This included the launch of Harvey Nichols’ Rewards, a loyalty app that was advertised by the memorable Shoplifters ad, which featured real CCTV footage showing people (disguised by cartoon faces) stealing from the stores. Before joining Harvey Nichols, Halliwell spent 23 years at telecoms company O2, where she spearheaded the brand’s association with entertainment, most notably relaunching the Millennium Dome in London as the O2 Arena. In September, she will join Three as CMO.