Combining over 50 years cumulative retail experience working for some of the largest brands in the country, such as Vodafone, Boots and Costa Coffee, ReThink understand the operation of running a business from the bottom-up.

In the beginning

ReThink was created back in 2011, by retailers Simon and Sue Hedaux.

After spending many years working in retail and workforce management, the pair realised they could use their experience to help other leadership teams. They found that businesses needed detailed  information about the efficiency of their operations and were often not sure how best to utilise the data once they had it. They also found that although there were plenty of companies able to provide raw data that measured performance, not many could do it all AND provide useful insight into how to use it to drive the productivity and efficiency of business.

From creating a productivity roadmap to implementing new workload budgets, identifying quick wins and improving efficiency on a role by role basis, ReThink has been there and done that and can utilise their wealth of knowledge to help any business understand what’s working, what isn’t and more importantly where they can save time and money.

Read on to find out more about the ReThink journey.

How we became the best!


Associate Director

  • At the start

    From hands on experience in hospitality to a 1st class honours degree from Sheffield.

  • Climbing the ladder

    Market data analysis on leading retail brands for global research company Nielsen.

  • Applying Skills

    Senior consumer and market insights manager at PepsiCo for Tropicana, Quaker and Walkers.

  • A Change of Scene

    Ventured out into the world of freelance insight.

  • Joined the Team

    Joined ReThink in 2015.


Laila says,

“Having spent over 15 years providing insights that put shoppers and consumers at the heart of consumer brand strategy and development, I now apply my passion for “digging deeper” to productivity. I help by turning study data into actionable insights that business teams can apply to drive improvements for customers and the bottom line”.


"I help by turning study data into actionable insight that business teams can apply to drive improvements for customers and the bottom line."