Rachael Hockaday
Managing Director, Haeday
People and curiosity. I’ve always been fascinated by what drives customer behaviour, what lies under the surface. And later this evolved into how strategic marketing can influence decision-making. Working both client-side and agency-side has given me a unique perspective on what drives business success. Founding Haeday was my way of combining creativity with commercial strategy to help retailers thrive.
Career & Background
What inspired you to do what you are doing now?
I’m inspired by leaders who challenge the status quo and bring innovation to the industry. Rhonda White was certainly one who fuelled my passion for retail, she took emerging approaches in behavioural science and applied them with business smarts. I’m influenced by those who build businesses by staying customer-focused and balancing creativity with commercial impact. They truly stand out to me.
Your favourite food for thought
Books
- Why We Buy – The Science of Shopping by Paco Underhill
A must-read for anyone in retail, marketing, or business strategy, this book delves into the psychology of consumer behaviour and how brands can influence purchasing decisions. - Start with Why by Simon Sinek – Perfect for those seeking direction in their career or leadership journey, this book explores how purpose-driven leaders and businesses inspire action and long-term success.
- Thinking, Fast and Slow by Daniel Kahneman – A brilliant book on decision-making, this explores how our minds process information, make choices, and sometimes lead us astray. It’s especially useful for professionals looking to refine strategic thinking, avoid biases, and make better career and business decisions.
Podcasts / Thought Leaders
- The Diary of a CEO – Hosted by Steven Bartlett, featuring deep conversations with world-class leaders on business, mindset, and career growth.
- The CMO Podcast – Hosted by Jim Stengel, former CMO of P&G, sharing insights from top marketing leaders across industries.
- Retail Gets Real – Produced by the National Retail Federation, exploring trends, innovations, and leadership in retail.
What drives and inspires you
What are your core values?
- Achievement
- Authenticity
- Gratitude
Who is your biggest inspiration and why?
My career has been a journey across agency, client-side, and consultancy roles, giving me a unique perspective on retail strategy and marketing. I started in advertising, honing my skills in brand strategy and campaign execution before transitioning to retail leadership at Terry White Pharmacy Group, where I led merchandise and marketing. From there, I moved between agency and client-side roles, working with both global and Australian brands to develop strategies that connect in-store and digital experiences.
This diverse experience led me to consulting for both agencies and businesses, helping them refine their retail strategies before ultimately founding Haeday. Now, as Managing Director, I focus on retail innovation—helping brands maximise their impact across all touchpoints, from ATL and BTL campaigns to in-store execution and customer engagement strategies. My goal is to continue driving meaningful change in the retail space, blending creativity with commercial impact to help businesses thrive in an evolving market.
You as a Mentor
Why have you decided to become a mentor?
Throughout my career, I’ve been fortunate to have incredible mentors who shaped my thinking, leadership style, and approach to problem-solving. Their guidance helped me navigate challenges, seize opportunities, and grow with confidence. I get to pay it forward, by being able to mentor —supporting others in their journey, helping them gain clarity, build resilience, and make strategic career decisions.
Mentorship isn’t just about giving advice; it’s about fostering growth, encouraging new perspectives, and ensuring no one feels alone in their career journey. I’m continually inspired by the progress of those I mentor, and I believe mentorship is a two-way street—I learn just as much from my mentee’s as they do from me.
What are the top 5 skills or qualities you bring to mentoring?
- Asking powerful questions
- Knowledgeable
- Passionate
- Respectful
- Supportive
Ready to apply?
The best time is right now. Take a chance – you never know where an Assisterhood mentor can take you.