Our latest Leadership Spotlight features Stacey Turner!
With a career spanning digital transformation, eCommerce, and brand strategy, Stacey Turner is a leader in driving growth for heritage and contemporary brands alike. Currently Head of Digital at Sanderson Design Group, she is leading a large-scale digital transformation—expanding digital revenue while modernising infrastructure and enhancing global market presence.
Stacey’s experience includes working across live events, sponsorship, and brand partnerships before transitioning into digital and eCommerce leadership. From working on high-profile industry events like Grand Designs Live to spearheading digital-first strategies at Flokk, where she supported rapid international growth, her career has been defined by a passion for blending creativity with data-driven strategy.
Now at Sanderson Design Group, Stacey is focused on scaling digital channels, optimising the omnichannel experience, and ensuring the business stays ahead in a rapidly evolving landscape. Whether it’s leveraging emerging technologies or unlocking new customer segments, she thrives on finding innovative ways to connect brands with their audiences.
In our Q&A with Stacey, she reflects on her career to date. She also discusses why she loves the pace of the digital industry, her current role, why adaptability is important whilst working in a team, and her success launching the Morris & Co. ecommerce platform. There's much more!
Read the Q&A below.
Why did you join the Digital Leaders Club?
I’ve been following Jack’s podcast for a while and always enjoy hearing from other leaders in this space. With so much digital momentum at Sanderson Design Group right now, it feels like the perfect time to get involved.
What’s your career journey been like to date?
I started in live event management, working on concerts and festivals. From there, I moved into sponsorship management for industry events like Grand Designs Live, Ideal Home Show, and Clerkenwell Design Week, working with clients such as Virgin Media, Unilever, M&S, Renault, and Jaguar. I loved pitching ideas, securing investment, and turning creative concepts into impactful brand experiences. A standout moment was working on The Queen’s Coronation Festival at Buckingham Palace, where I collaborated with Royal Warrant holders and heritage brands—an experience that sparked my fascination with legacy brands and their evolution.
That led me to Flokk (a parent company of several design-led furniture brands). The company was scaling rapidly through organic expansion and an ambitious M&A strategy, acquiring and revitalising heritage brands while competing with agile market challengers. My role focused on driving digital transformation, expanding trade and direct-to-consumer opportunities, and adapting growth strategies across international markets.
It was an incredible scale-up journey to be part of, with the company tripling in size during that period.During the COVID lockdown, I joined Sanderson Design Group because I was drawn by its unique mix of heritage and contemporary brands. From the history of Morris & Co. and Sanderson to the trend-led energy of Harlequin and Scion, it was the perfect opportunity to lead a large-scale digital transformation. The challenge is staying to these brands while evolving to meet changing customer needs in an ever shifting digital landscape.
Tell us about your current position
One of the most exciting things about my role is being surrounded by incredible creative talent—designers, creatives, and storytellers who bring these brands to life. Not many can say their office has an archive but having access to the historic Morris & Co. and Sanderson collections is genuinely inspiring. It’s a constant reminder of the rich design history we’re building on and the huge opportunity to grow these brands in new and exciting ways.
At its core, my role is about leading a large-scale digital transformation—identifying growth opportunities, understanding our diverse customer base at the deepest level, and ensuring we have a seamless omnichannel approach that meets customers wherever they are.
Right now, we’re in the thick of this transformation, investing in new technologies to drive efficiency and enhance the customer experience.
Beyond digital transformation, a huge part of my role is about partnerships. We work with retailers like John Lewis and Next, a network of independent retailers, and licensing partners such as Disney Home, Neals Yard, Zara Home, Ruggable, and H&M.
What do you love about working in digital?
What I love most about digital is the pace and the endless opportunity. It’s fast-moving, constantly evolving, and full of potential to create meaningful customer connections. The mix of creativity and data-driven strategy keeps it dynamic—you can tell compelling stories, respond to insights in real-time, and constantly test, learn, and optimise.
What are the common challenges you see in digital leadership?
One of the biggest challenges (and opportunities) is keeping up with constant change—whether it’s evolving customer expectations, new technologies, or shifting market conditions. Digital leaders need to react quickly, stay ahead by experimenting, adapt effectively, and make digital work for broader commercial goals.
Another challenge is delivering a truly seamless omnichannel experience. Customers don’t think in channels—they just expect brands to meet them where they are, whether that’s online, in-store, on social, or even through AI-driven experiences.
In your view, what's the most important trait of a successful team?
Adaptability. The digital landscape moves fast, so it's essential to have a team that is open to change, constantly learning, and working collaboratively.
What's the best piece of career advice you've received?
"Be comfortable with being uncomfortable. Growth happens when you push beyond your comfort zone."
Which trend do you expect to dominate in 2025 and beyond?
Most of us in digital will say AI will dominate, but I believe the brands that win will be those that use it for true personalisation—anticipating customer needs, creating seamless experiences, and bridging digital with physical retail. Beyond that, sustainability will continue to be a defining factor as customers demand more brand transparency and responsibility.
Tell us about your best success story.
One of my most recent successes was launching the Morris & Co. eCommerce platform. Being part of a brand with such a rich history—founded by William Morris himself—comes with a real responsibility to balance heritage with modern relevance.
Equally important was creating a halo effect—supporting trade customers, strengthening the brand’s digital presence, and establishing an authentic online home.
Seeing the platform come to life and introducing these timeless designs to new audiences has been incredibly rewarding. We're live in the UK and are now gearing up for our US launch.
What are your hobbies and interests outside of work?
I’m lucky enough to split my time between London and the Northeast, and I love being by the sea in Northumberland—it’s the perfect escape from busy life. You’ll often find me walking on the beach, attempting to tire out my very energetic toddler!
I’ve also always had a keen interest in interior design, naturally leading me to where I am today. I’ve renovated three houses (with another project about to begin), and I love the process of transforming spaces.
Connect with Stacey on LinkedIn
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