Strauss Executive Discusses Strategy, Transformation, and Female Leadership
Translated & summarized from Globes by baba
Linda Cohen-Rofa, Strauss's Chief Strategy and Transformation Officer, stated that strategy requires implementation and transformation to be effective. Speaking at a Globes conference, she shared insights on her career, the importance of adaptability, and the unique aspects of female leadership. Cohen-Rofa advised aspiring entrepreneurs to focus on continuous learning and self-understanding, emphasizing that every day presents a new opportunity for progress. She also highlighted the need for the food industry to cater to the growing senior demographic.
The story in 5 lines · by baba
- Strategy requires implementation and transformation to be effective, according to Strauss executive Linda Cohen-Rofa.
- Cohen-Rofa emphasized the importance of continuous learning and self-understanding for career success.
- She noted that female leadership has unique nuances that are best understood by other women.
- The food industry must adapt to serve the growing population of individuals over 60.
- Cohen-Rofa advised entrepreneurs to avoid being reactive and to view each day as a fresh start.
Linda Cohen-Rofa, Strauss's Chief Strategy and Transformation Officer, emphasized that strategy is meaningless without implementation, stating, "Strategy can be amazing in presentations, but without implementation and transformation, it doesn't happen." She spoke at the Globes 'Next Generation Investors' conference in Tel Aviv, sharing insights from her 18 years at Strauss and offering advice to women starting their careers.
Cohen-Rofa explained her role involves looking years ahead to identify potential areas for the company's growth, with transformation being the crucial, albeit less glamorous, element that brings strategy to life. She highlighted that transformation initiatives often span across different organizational functions and require significant human engagement to shift perspectives and achieve new outcomes. She cited the company's work on productivity, introducing concepts like revenue growth and design to value, as an example of a complex transformation process.
Before joining Strauss, Cohen-Rofa worked at KPMG, managing their account. During her tenure at Strauss, she held six different positions, transitioning from finance to management roles and gaining experience across various subsidiaries in Israel and abroad, including China, the UK, and the US. She noted that her current role was not something she had specifically aimed for but emerged organically.
Reflecting on her career, Cohen-Rofa shared that she comes from a modest socioeconomic background and has always desired to do something significant. She finds fulfillment at Strauss due to the company's dual focus on business and social responsibility. She advised against fixating on specific job titles, emphasizing the importance of embracing the journey and recognizing diverse paths to achieving one's vision.
Addressing financial roles, Cohen-Rofa acknowledged the inherent tension between short-term reporting and long-term strategic partnership, suggesting AI tools might help balance this. She also discussed how women in finance can better assert themselves in high-level board meetings, noting a potential gap between women's attention to detail and their self-presentation. She stressed the value of mentorship, particularly from other women, stating, "There are nuances in female leadership that only a woman can understand."
She praised Ofra Strauss for her leadership, highlighting her ability to connect people, values, and business, and her emphasis on staying connected to one's roots. Cohen-Rofa also pointed to the growing 60+ demographic as a key market segment for the food industry to address.
For aspiring entrepreneurs, Cohen-Rofa advised against being reactive, encouraging a pause before responding to challenges. She also stressed the importance of continuous learning, likening it to being a perpetual student, and emphasized the significance of internal self-understanding, especially for senior management. Her final piece of advice is to view each day as a fresh start, free from past mistakes, framing progress as a "journey of continuous improvement."