LeadershipHQ Magazine June 2015 2nd Edition | Page 9

This Month’s Leader
of Leaders Interview
Peter Birtles CEO
Super Retail Group
1. What do you love best about being a CEO?
What I most enjoy is having the opportunity to lead the
company in what I see to be the right direction, and to
have an influence on its development. Great companies
are always evolving and as CEO I am able to plan for that,
and to work with the whole team to achieve our vision
and purpose.

6. What are your strengths and unique talents?
I don’t really like to talk about myself as I think that
everything we achieve is through the combined strengths
and talents of the team. Since you are pressing me, I would
suggest that one of my strengths lies in making my team
feel that their ideas and input are important and that I
value their contributions to the organisation.

2. What’s your purpose - your WHY?
My personal purpose is to build the kind of company culture
and environment that brings out the best in my team.

I believe that I am a pretty good strategic thinker. I like to
look ahead and think about what are the challenges and
opportunities that the company will encounter in the
future and to build plans to tackle these.

3. How would you describe your Leadership Style?
This is a tough question, but as CEO I need to be constantly
aware of my leadership style because it can have a huge
impact on the way our team works. I would describe my
style as determined, clear, open and collaborative.

I try to be open and approachable to all of our team
members and if requested provide my advice and ideas.
I’m a strong listener which important in any CEO.

4. Key achievements and successes - any come
to mind?
There are some successes that I am really proud of.
I have worked to increase engagement levels within the
company and I’ve succeeded in the lifting of retention
rates in the team from 53% to 76%.
Our brands are now regarded more favourably not only
because of our positive growth, but because customers
are being served by people who love what they do.
We have increased the size and share price of the company
through both the acquisition of other brands and the
expansion of the company brands, with new stores
opening and more private label lines being introduced.
5. Who has made a difference in your career?
I have been very lucky to have had various leaders take a
personal interest in my career and help me to grow and
succeed. Having access to a great mentor is really important.
Another thing which has made a difference in my career is
that I’ve had the opportunity to work with some amazing
teams, striving collectively to reach our goals. Working
with a cooperative and focused team is a great grounding
for any potential leader or CEO.
9 | © LeadershipHQ 2015

I also think that I am both intuitive and reflective, which
gives me the ability to gather information and then
process it in a quiet and constructive way.
7. What does the future hold for you?
I would love to lead the company ideally to the goal of
becoming one of the top 5 retail companies across
Australia and New Zealand, with more growth of our
existing business and with more acquisitions.
8. What advice would you give to leaders who
want to move up the ladder to CEO?
Take the opportunity to move into different areas and
parts of an organisation. Don’t just look up. Take the
sideways moves, too. Build up your range of skills and
experience across the whole organisation. Success comes
from performing in the role, not just securing the role.
9. Key Learning in your Career
Never stop learning. Recognize that you will never know
everything. Keep learning and surround yourself with
people who have their own special strengths – different
to yours. Learn from them and learn to work with them.
It’s clear that to Peter, being CEO isn’t just about his own
skills. It’s about enabling his team to use their skills and
abilities to achieve something worthwhile – team and
company success.