Vision 100


Penny Herriman

Global brand director


Having joined Boden from her position as CEO of digital agency Isobar back in September 2013, Penny Herriman is perfectly placed to bring the catalogue sales company into the digital age and drive international growth. When she joined, the business had just experienced a 21% growth boost in the US alone and today more than half of its growth comes from outside the UK. Herriman believes digital has fundamentally changed the business playing field. “You’re either a start-up or a turnaround,” she says. “Either way, momentum is the only KPI worth measuring. Focusing on the status quo is the perfect plan towards ruin.”

"As a leader, focus on what you have to gain, not what you have to lose."