Sydney, New South Wales, Australia, September 2025 – BABYBOO Fashion, one of the world’s leading online fashion retailers, has appointed Sian Johnson as its new Head of People & Culture. In this role, she will be responsible for designing and scaling people systems, shaping culture, and building leadership capability to support BABYBOO’s next phase of global growth.
Before joining BABYBOO Fashion, Sian was with Cashrewards for nearly four years, most recently serving as Chief People Officer. She was a key member of the Executive Team, driving business performance through people strategy, leading large-scale cultural transformation, and achieving recognition such as Great Place to Work Certification for two consecutive years and Best Place to Work for Women in Tech (2023).
Earlier at Cashrewards, she served as Head of People and Culture, where she scaled the workforce from 50 to 250 employees and built the HR function from the ground up. She partnered closely with leadership to embed inclusivity, achieving an impressive 99% sense of belonging score.
Previously, she worked at Country Road Group as Talent Manager, overseeing the talent strategy across five major fashion brands. Her retail experience also includes her time at MYER, where she held leadership roles in talent acquisition, partnering with senior executives to align HR strategies with business growth.
Her earlier career spans HR and recruitment leadership roles with organizations such as Cotton On Group, Selfridges, Debenhams, and EMR in the UK. Across these roles, she built strong expertise in recruitment, leadership coaching, cultural transformation, and strategic HR leadership across retail and fashion sectors.
About BABYBOO Fashion
BABYBOO Fashion is a global powerhouse in online retail, selling to over 120 countries worldwide. The brand is dedicated to empowering women to look and feel amazing through its exclusive collections of occasionwear. With bold ambitions and a fun, growth-oriented culture, BABYBOO continues to expand its global footprint while staying true to its philosophy: “Our clothes are not going to change the world, but the women who wear them will.”
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