What was your first-ever job? A store assistant in a very trendy shop in Cape Town at 18 years old most of my salary was spent buying clothes to fit in with the clientele!

What was your worst job interview? All of them. I am so honest, that to my detriment I end up giving away more information than is necessary. I always tell it like it is.

What was the first music single you bought? Violent Femmes Blister in The Sun still a classic!

How do you describe your job to your mates? I say I work for the company that owns Old El Paso and Häagen-Dazs. That tends to excite them so much that they usually go off on a tangent about how much they love those brands no one has EVER asked what exactly I do.

What is the most rewarding part of your job? Understanding what consumers crave and bringing it to life. Seeing a product on shelf that you've had something to do with is an incredibly satisfying experience.

What is your motto in life? Enjoy the Journey.

What's your nickname? Sabs.

If you were allowed one dream perk what would it be? A driver to pick me up from home and take me to work and back every day.

What's your favourite movie and why? Dogfight starring River Phoenix. It's about a group of soldiers during the Vietnam War who play 'Dogfight', which is a game to see who can get the ugliest date. I saw it first as a teenager and I loved the theme of not bowing to peer pressure.

Do you have any phobias? Germs especially since the swine flu 'outbreak' of 2009. I go through bottles of anti-bacterial hand gel at quite some speed.

If you could pick a celebrity to join your staff who would it be and why? Ruby Wax she's more talkative and more vocal than me so I would no longer be called out as the 'loud one' by my colleagues.

If you could change one thing in the grocery industry what would it be? Mine is not a change, but I would love to ensure that retailers are utilising shopper behaviour understanding. Little changes in-store that better meet consumer needs can really deliver significant retail benefits.

What luxury would you have on your desert island? I cannot live without access to the internet it's become an absolute necessity.