Articulating Dufry´s Diversity Proposition

By Jorge Muñiz

In this issue of Dufry World, we have replaced our traditional one-to-one interview for a more diverse format, becoming a four-to-one interview. Augusto Deymonnaz (Basel, Switzerland), Freda Cheung (Vancouver, Canada), Marie d'Hauteville (Hong-Kong) and Ranjith Kumar (Bangalore, India) are taking the stage on this occasion to share with us their views about Diversity & Inclusion (D&I) in Dufry.

The four of them are part of the core team appointed to support the Chief Diversity & Inclusion Officer Sarah Branquinho to give shape and articulate Dufry´s plan for D&I. They bring to the table their experience, diverse backgrounds and different perspectives and views in this field, and hence enrich the team with their different points of view and experiences. Their work and contributions will be instrumental in helping Dufry achieve its ambition of building a truly diverse and inclusive company.

During the interviews, many interesting views and reflections arose and it’s been difficult to choose which ones to feature. In the following questions, we are sharing with you the highlights from their views.

Share with us what diversity, equality, and inclusion mean to you and your function and why they are important…

According to Freda, Diversity is about ensuring different identities are represented in an organization; Equity is recognizing that not everyone starts from the same place, so some need more help than others. Inclusion is about ensuring that the thoughts and ideas of these different identities are all heard, valued and taken into consideration. A diverse and inclusive workplace is a place where everyone respects each other’s differences and is given equal opportunities to contribute and grow.

We are a multinational company present in 64 countries – commented Marie – so for me, it’s even more important that we have a diverse representation of cultures/genders/age/sexual orientation etc. across all levels of the organization. I am myself a foreigner in HK and have been given an opportunity to work with people of different cultures and backgrounds.

What is the most challenging aspect of working in a diverse environment?

They all agreed that working in different geographies and locations as we do, may exacerbate the communication gaps. When email or phone communications replace face-to-face contact, it’s very easy to overlook other ways of thinking or approaching a situation. An additional challenge is the use of a foreign language to communicate with colleagues, as sharing ideas and views can be tougher. It’s fair to say, that although they won´t replace face-to-face interaction, video conferencing tools such as Teams are helping break that barrier.

Ranjith pointed out the significance of culture and education and how important (and sometimes difficult) it is to accept and embrace cultural differences, which dominate the working environment in many countries. The sense of hierarchy and the boss-to-employee relationship change from one place to another, and even in the same place, from one cultural background to another. And understanding this kaleidoscope of cultures that geographically spread teams represent is both a challenge, but also an opportunity and a key for success.

Although the D&I topic has been on the agenda for many years, it is now in the spotlight more than ever, but has different levels of acceptance and understanding. How would you advocate for diversity, equality, and inclusion with colleagues who do not understand its importance?

For Marie, this is about creating a truly diverse and inclusive workplace where ideas are listened to and implemented. It´s about ensuring that everyone experiences equal chances and opportunities regardless of their background and that they feel confident to express their views and ideas.

Augusto and Ranjith concur that it is important to increase the visibility of the success that comes when achieving a diverse workplace. An inclusive environment generates more engaged staff, which results in better circulation of ideas and, ultimately, more innovation and creativity.

Lastly, Freda points out the risk of decision makers being surrounded only by people who are like them. She adds that hearing and understanding those that have been negatively impacted by the lack of Diversity, Equality and Inclusion is important, as sometimes this unconscious bias generates unintended pain amongst those working with us.

You all have a team. Can you give me an example of how you make your direct reports feel a sense of inclusion, belonging, and equality on a daily basis?

All agree that sharing and discussing projects and activities with the group, to ensure all voices are heard and respected, always adds value to the outcome. Praising team achievements and encouraging team members to share ideas and initiatives during meetings is also an important part.

On the bi-weekly meetings with the teams, Freda has opted for including non-business related topics, which go beyond business trends and best practices, topics such as grief and fear, anxiety and depression, poverty awareness, black history, gender equality, celebration of faith, mental health, LGBTQ2+, disability awareness, Asian heritage, Hispanic heritage, Indigenous/Native American heritage, and human rights are discussed. This allows normalizing the conversations on topics that are often ignored or avoided.

Marie regularly steps out with the team for lunch or does some team-building activities – a great opportunity to listen and learn more about teammates in a relaxed environment. She is also keen on leading by example, showing that work-life balance can be achieved, working hard but raising her three young kids and always trying to stay positive, open-minded, respectful and curious.

Freda Cheung – General Manager Dufry Canada and USA

Born and raised in Hong Kong, moved to Canada as a teenager and has lived and worked there 30 years. Joined Aldeasa in 2006, which was subsequently merged with World Duty Free, and then acquired by Dufry in 2016.  

“My life experience has shaped me to be very cognizant of the importance of diversity, and to be the voice of those who are excluded. While I’m 100% Chinese, I’ve spent my entire adulthood in Canada which in herself is a mosaic of over 250 ethnic origins. This has allowed me the opportunity to be curious and attempt to understand many different cultures other than my own.”

Ranjith Kumar – Divisional CFO – APAC, EE, MEMEI

Hails from India, born and brought up in Bangalore, joined Weitnauar Tuxedo (currently Dufry) in Sharjah as country Finance Manager in March 2000.

“I consider myself a Dufry veteran! Having worked in the company even before it was named Dufry, and having seen it grow to the leading travel retailer that is today. I have had the chance to set up and lead cross-country and cross-cultural teams and I take pride in having learned about the value this brings to our business. The story of Dufry is about growing and consolidating, not just business and finance, but also teams and individuals.”

Marie d’Hauteville - Procurement Director for ADI Operation (Alibaba-Dufry Joint-venture)

Born in Lyon, France, lived in Japan (5 years) and the UK (5 years). Worked in Paris for a few years and moved to China. Joined Dufry Group in June 2009 in Beijing, then moved to Shanghai in 2011 as Commercial Director and finally moved to Hong Kong in 2016.  

“I have a multi-cultural background (Japanese/Thai mum and French/Norwegian father) and I speak many languages (French, English, Japanese, Mandarin, German…) which helps me understand other cultures well and accept differences. I have lived in different countries and I am very curious and eager to learn new languages. I am a working mum of three.”

Augusto Deymonnaz - Global Head of Trade Marketing

Born and grew up in Buenos Aires, Argentina. Degree in Advertising and post graduate education in Business in Argentina and a Masters in Marketing in Australia. Joined Dufry over 15 years ago in Argentina operations.

“I bring to the team my Latin American background and experience in both operations and in the headquarters working with different areas of the organization and nationalities. Having started as a Marketing assistant and being able to grow in the organization, I have visibility on different teams and groups and levels, as well as global brands teams. That gives me a very wide view of our organization and its people.”