When it comes to e-commerce, Paula Mitchell is leading the charge within the retail industry. With over 15 years’ experience across some of Australia’s leading retail brands, Paula has pioneered digital and e-commerce strategies while building a solid track record through the delivery of multi-channel projects, developing teams, and most importantly driving e-commerce growth.

As the Chief Digital Officer for the General Pants Group, Paula is responsible for managing the business IT strategy and roadmap, the global e-commerce strategy, website optimisation, eCommerce operations and fulfilment, digital marketing, CRM and customer service functions.