Sofina’s Laura Smith on wellness, Jim Broadbent and Game of Thrones

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Laura Smith 1st choice

Name: Laura Smith

Job title: Senior category manager

Company: Sofina

What was your first job? My first job was waitressing in a wonderfully old‑school nostalgic café in Doncaster with my best friend. It was busy, funny and honestly some of the best times I’ve ever had.

What’s been your worst job interview? My first one out of uni. It was for a fashion merchandiser role, and I turned up in an outfit that reflected my style a bit too much.

The train was delayed by over two hours, so I ended up sprinting through London, arrived sweating, flustered and then failed the tests anyway. A humbling experience all round.

What was the first music single you bought? Especially for You by Kylie Minogue and Jason Donovan. Looking back it’s a pretty brilliant first purchase.

“There’s so much choice now that even a quick shop can feel overwhelming”

How do you describe your job to your friends? As senior category manager at Sofina, I analyse retailer and shopper data for our retail partners to understand how categories are performing. I turn those insights into clear recommendations on range, space and promotions to help retailers grow their categories.

What is the most rewarding part of your job? When the data reveals a clear opportunity, and the retailer implements the change. Seeing an insight turn into a real‑world action on shelf and then watching the results come through is incredibly satisfying.

What is the least rewarding part? When the work that goes into developing an insight isn’t fully visible. Category work often happens behind the scenes, so when the effort isn’t immediately recognised, it can be a little disheartening – though it never stops me pushing for the best outcome.

What is your motto in life? Structure the everyday so you can savour the moments that count.

If you were allowed one dream perk, what would it be? An annual wellness retreat somewhere warm. A week completely dedicated to switching off, recharging and resetting. Time away to focus on wellbeing feels like the kind of reward that genuinely makes you better in every part of life.

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Do you have any phobias? Small spaces and I do not get along.

If you could change one thing in grocery, what would it be? I’d love to see grocery become simpler and easier for people to navigate. There’s so much choice now that even a quick shop can feel overwhelming. If I could change one thing, it would be reducing that noise.

Clearer layouts, better signposting and a bit less duplication on shelves. When customers can find what they need quickly and confidently, the whole experience feels better for everyone, including the teams working in store.

What luxury would you have on a desert island? Gym equipment. If I’ve finally got all the time in the world I might as well fit in a few workouts between sunbathing and drinking from coconuts.

What animal most reflects your personality? I’d probably be a swan. Calm, tidy and graceful on the surface, quietly taking everything in alongside a dry sense of humour. I glide through life looking composed even if half the time I’m not entirely sure how I’m managing it.

What’s your favourite film and why? I don’t really have one, but my favourite TV series of all time is Game of Thrones. Everything from the characters, the drama, the constant twists – I am obsessed. I love it so much I even had a Game of Thrones-themed wedding.

What has been the most embarrassing moment in your life? One year, before Christmas, it felt like a guy kept following me around the wine section in Waitrose. Every step I took around the fixture, he seemed to take too. I was getting really irritated, so I finally said something, then looked up and realised it was much-loved English actor Jim Broadbent.

I’d basically told off a national treasure when he was actually just minding his own business!

Which celebrity would you most like to work with and why? A celeb I’d love to collaborate with is someone from the fitness world – probably Alex Toussaint or Jon Hosking from Peloton. They both bring such high energy, positivity and motivation that working with them would be incredible.

What would your death row meal be? Pure comfort: fish and chips with tartar sauce, ketchup and mushy peas, a cold glass of Riesling on the side and a tiramisu to finish. If I’m going out I’m going out happy.