Over the past year, Amelia has demonstrated exceptional leadership and fresh energy in elevating the profile and effectiveness of Smarter Profit initiatives across Coles. She has been instrumental in helping to further transform how the organisation addresses theft – using data to influence change, from store level to senior management.
Through her proactive engagement, Amelia has elevated crime reporting quality and strengthened partnerships across the retail and law enforcement sectors.
Here are some specific ways Amelia has set herself apart as an influential leader in retail crime prevention.
Putting herself in store teams’ shoes to gain an authentic understanding of the challenges they face:
To truly understand the challenges faced by store teams and guards, Amelia has immersed herself in their day-to-day experiences. She also actively works with a range of police stations to report incidents and support community safety efforts by police.
Her willingness to engage directly with the crime reporting process has equipped her with invaluable insights, allowing her to address team needs more effectively and bridge gaps between store teams and law enforcement.
Change management – educational initiatives and connecting store actions to the “Why”: By emphasising the purpose behind reporting and crime prevention activities, Amelia motivates store teams and coverts to participate actively, reinforcing the importance of their roles in broader organisational and community goals.
Amelia has taken a proactive role in educating store teams and coverts on best practices. She clarifies common misconceptions and guides teams on what should and shouldn’t be reported, adapting to changing crime trends and reporting needs. Her myth-busting efforts help teams distinguish between reportable and non-reportable incidents, ensuring that valuable intel is prioritised and store team time protected.
To support this, Amelia led a comprehensive policy refresh, shifting the focus from quantity to quality in crime reporting on Auror. She also leverages data and has created a reporting scorecard to determine where to best place efforts for maximum impact. This has resulted in more actionable insights and a more efficient use of resources.
Amelia leverages a variety of communications channels to foster a culture of engagement between smarter profit and stores, sharing knowledge and celebrating success. This grassroots approach has led to increased buy-in and implementation of smarter profit initiatives at the frontline.
Her efforts have significantly increased smarter profit awareness and engagement at store level.
Advocacy and building stronger law enforcement relationships: Through direct interactions with law enforcement and a collaborative mindset, she fosters trust with both store colleagues and local police. This benefits both store teams and the broader community.
Amelia has been instrumental in forging and strengthening partnerships with external organisations, including VicPol, NSWPOL, National Retail Association (NRA) and Crime Stoppers. She advocates for the needs of Coles, while building strong partnerships with law enforcement.
Amelia consistently provides law enforcement with clear, organised, and relevant information, helping to expedite investigations and resolve issues faster.
Ultimately, this has contributed to several high-profile arrests of organised retail crime members in 2024.
Supporting Senior Management Engagement: Through weekly data-driven and insightful presentations, Amelia also helps to ensure that Smarter Profit remains a top priority for senior leadership. Her analysis has been key to helping stakeholders understand the true impact of organised retail crime and recidivist offending at Coles.
Amelia has demonstrated outstanding leadership in retail crime prevention through her hands-on approach, commitment to store engagement, and dedication to educating people on the frontline. Through collaboration, careful change management and data-driven insights, Amelia exemplifies what it means to be a Rising Star in the industry.