Kriston Dean is the vice president of sales and marketing at the Canadian brand Purdys Chocolatier, where she oversees marketing, design, merchandise, and chocolate innovation with the master chocolatier. She’s also a Women in Retail Leadership Circle (WIRLC) member! In this member spotlight, we asked Dean a series of questions about both her professional role and personal life, including the woman that inspires her, her leadership style, her advice for the next generation of female leaders, and much more.

  1. What’s the best book you’ve read recently?
    I just finished “The House Across the Lake” by Riley Sager, I prefer fiction. I recently reread “The Four Agreements” by Miguel Rulz.
  2. What is a tip you have for productively leading a WFH or hybrid team?
    Trust and clear deliverables.
  3. What’s a mistake you made early on in your career? 
    Listening less and talking more. I thought I had to know everything, so I was quick to talk rather than listen.
  4. What’s the toughest part of being in charge?
    Someone saying you are in charge. I see leadership as a role that allows me to guide my team in a direction that suits our business goals and our customer needs, but I would not describe myself as being in charge.
  5. What’s the best way you motivate team members?
    Each team member is unique and therefore each requires different motivational tactics. If you try to blanket every member with the same approach it could have the opposite effect.
  6. What woman inspires you right now and why?
    So many! Women who take chances, have grit, play outside the rules, and allow themselves to define success how best it suits them.
  7. What are you looking forward to the most for the industry over the next year?
    Stability. We have all experienced a lot of turbulence from COVID-19 to recovery and for some, the uncertainty of a secure future. Some brands have survived and others will not. I hope for more stability for retail in general.
  8. What is one thing you look for when interviewing a potential candidate?
    Candor and curiosity.
  9. What’s something that you learned about yourself in the past year?
    I have the ability to influence without being directive, both in my personal life and at work. This was a skill I envied from others and I am learning how to use it.
  10. What values are most important to you as a leader?
    Integrity, curiosity and a willingness to learn.
  11. What’s the most important thing people should know about you?
    I like to process, so when I hear information for the first time, I need to process it for a few hours. Once I process I am able to clearly articulate my position.
  12. What practices or boundaries have you implemented in your personal life to create more work/life balance?
    This is a tough one for me as I love what I do and therefore the lines can be blurry. However, my goal is to be present wherever I am, so if that is home, be present and actively engage with those around me. I want to be present and paying attention to those who matter to me. I make it very clear with my team that my schedule does not equal their schedule and I encourage them to have clear work/life balance and boundaries which can look different than mine.
  13. What’s your favorite app?
    I do not have a favorite app. However I love music, so I am listening to my music as often as I can including in the office.
  14. What do you do to recharge?
    I love walks with my dog, I love to travel, and a good long hot bath is a perfect place for me to collect my thoughts.
  15. What is your biggest accomplishment?
    Of course my family first, but I am also very proud that I have been able to hold on to who I am as a person. I used to think there was a certain “type” that sat at the executive table and I have proven that you can be respected and successful while sharing who you really are. For me, I like to laugh and am sarcastic which, when appropriate, is still who I am in my role.
  16. What advice would you give to the next generation of female leaders?
    I like to experience-share over giving advice, as it is hard to force perspective. I would share that it is OK to define success for yourself, it may not look the same as others.
  17. What gets you up in the morning?
    The ever-changing retail environment, our strong company purpose and what we want to deliver to our customers.
  18. What do you like most about being a member of Women in Retail?
    I am a new member, I really appreciate the extensive network and the willingness of the members to connect and help when you ask for advice!

Interested in connecting with women like Dean? Apply today to become a Women in Retail Leadership Circle member!