Jess Littlewood
Jess Littlewood has worked with Retail Entrepreneur, Theo Paphitis, since 2016 and is Group Communications Director for him and the Theo Paphitis Retail Group.
With 25 years of Communications and Events experience, across TV, Radio, Charity and Retail, Jess supports Theo on all of his media, #SBS Small Business Sunday network, charity work, events and everything Communications-focused in between.
- Tell us a little bit about your role…
I am the Group Communications Director for the Theo Paphitis Retail Group, which has 4 fantastic retail brands in it – Ryman, Robert Dyas, Boux Avenue and London Graphic Centre. They cover everything from pots and pans to pens and pants! I also help Theo run the #SBS Small Business Sunday network of over 4,000 small businesses – the strapline is ‘helping small businesses think big!’ which we definitely do. The role also covers interview requests, charity work and events and internal comms including running the annual conference.
2. How did you get into PR?
I started out working at 2TenFM Radio Station in Reading when I left University, supporting their sales team for a few months. The parent group also owned Classic FM radio station and they advertised the role of PR Assistant. As it was 100% the area I wanted to work in, I went for it and was delighted to be given the role. I worked in radio for about 3 years, before moving to TV PR in-house for LIVINGtv, working on US and UK dramas and reality shows, such as Grey’s Anatomy (I even met McDreamy), America’s Next Top Model, Britain’s Next Top Model and Extreme Makeover and more. I have also worked in the charity sector with the Samaritans, and at a B2B logistics company, iForce – setting up their PR function from scratch.
3. What are the biggest opportunities and challenges in your industry?
Communications and PR covers so many channels now, and often the challenge is being able to cover ground on all lanes effectively and in good time. However, so many brands are even more focused on their image and communications channels that the appetite for PR opportunities and focus are very much there – although this has certainly changed shape in the last few years. Then you’ve got the wildcard of using, or competing with, AI – which is both an opportunity or a challenge, and something we all need to play about with and be aware of how it can support our role in parallel with our own expertise.
4. How would you describe your leadership style?
I like to give opportunities where I can, and have been lucky enough to mentor some fantastic colleagues, in and outside of the Communications world. I am hands-on in the day to day work and like to enable people to shine and give credit where credit is due. I would like to think I create an environment where the team cares about what they’re doing, why they’re doing it and how – because when you care about the outputs, you will ultimately do a better job. I am lucky to work with a supportive team who are never afraid to roll their sleeves up and make things happen – it makes me very proud to work with them.
5. How do you get the most out of the people who work for you?
I am a keen listener and want to understand what my team wants out of their role and time with our business. You may not always get this right, but it’s important to keep having conversations, as priorities change over time. If the team is happy, and enjoying what they do – it makes the whole team stronger. I like to collaborate on ideas, and often work in smaller teams where this is more possible for everyone to contribute to the conversation.
6. What are the most crucial elements to your business running smoothly and being successful?
Information and time are absolutely essential in PR and Communications, as you’re only as good as the information you have – which is where strong relationships with every single department across the business is important, whether the Senior Leadership teams, consumer PR and Marketing for the brands, HR, Trading teams, Accounts, Risk or the COOs. The communication lines you have with key people in the business are crucial in ensuring you can react quickly and appropriately to any scenario.
7. How has the past 12 months been for you?
It’s been a busy one again covering interviews with Theo in print, online, radio and TV on all manner of topics from retail and current affairs to dyslexia and charity. The business also launched the Ryman App disrupting the online greeting cards industry, whilst supporting the high street as customers can personalise and collect in store within the hour. #SBS Small Business Sunday’s event last month was our biggest yet with almost 1200 small businesses in attendance – so there was a huge amount of hard work that went into it from the #SBS Crew.
9. What will the next 12 months look like for you?
There are loads of exciting things in the pipeline across the board, so it will be another busy one. We are rolling out the 5 #SBS Regional Business Bootcamps with our partners NatWest – so the #SBS Crew will be travelling to Glasgow, Manchester, Bristol, London and Milton Keynes, which is exciting. We will also be facilitating many high profile interviews for Theo, enabling him to share his views on the key issues that he is passionate about, and there will also be more charity fundraising. I believe I am being gunged by a Ryman store team in a shop window later this year…all for a good cause!
10. What are the highlights of your career so far?
I’ve been really lucky to work across multiple sectors with brands that I love. My learning patch at Classic FM showed me strong female leadership, the importance in the detail and that the people you work with matter. My time in TV really opened up the world of PR to me and I took journalists all around the world on TV sets, including a memorable night at the Emmys. Another highlight is being made Theo’s Group Communications Director and particularly all the hard work and energy we have put into making #SBS Small Business Sunday, making it bigger and better every year and a real voice for small businesses . We now have Google on board as a lead partner and 80% of the community are fantastic female entrepreneurs.
11. What’s the biggest business mistake that you’ve learnt from?
I try not to dwell on mistakes, as by that point there is nothing you can do, so rather pointless worrying about it. There are always projects that don’t go to plan, but I do find that when something has gone a bit wrong, for whatever reason, you just learn how to approach scenarios differently going forward. A bad day at the office will inevitably lead to a better one another day because of it!
12. What’s the best piece of business advice you’ve been given?
I lost my lovely Dad in early 2022, and he was full of great advice. The best thing he ever said to me was ‘Dignity at all times’ and I think you can apply that to so many things, but above all – just behave like you want people to behave, even when the chips are down. When things are out of your control the only thing you can control is how you react to them. A dignified response will always be the right choice.
