Rebecca DeNiro

Rebecca DeNiro has spent over 20 years working across technology, non-food and food branded businesses in direct to consumer, retail and business to business models for Dyson, Pure Electric, Reckitt Benckiser and Pepsico.

10 years at Dyson , the technology driven, consumer products manufacturer. In her role as Managing Director GB&I she drove transformational growth through new category entry, launching into beauty and purification and operational change accelerating the direct to consumer business, outsourcing support functions and re-modelling the pricing and promotion model. As CEO at founder led Pure Electric she was responsible for re-setting the strategy, transforming from a retailer of multiple brands to being product and brand led, launching transformational internally designed NPD in October 2022.

Rebecca is a Non-Executive for Regatta Ltd, providing independent support and challenge on company strategy, future succession and board level mentoring, a board advisor at Pure Electric, focused on onmi channel routes to market, international growth and new executive mentoring, trustee and chair of the revenue development committee at the Royal West of England Art Academy, supporting strategic decisions, conduct and financial stability and previously a board advisor for Newcastle University business school.
Rebecca supports business looking to introduce professionalisation through governance, process and structure , businesses focussed on reviewing, expanding or transforming their omnichannel routes to market with direct to customer or with partners both bricks and mortar and digital and businesses embarking on transformation or change in their business model or organisational structure. Rebecca also supports with mentoring and coaching of both established and future leaders.