Susannah Schofield OBE

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Former Commercial & Innovation Director, Royal Mail

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Susannah built businesses and created innovation as part of the Royal Mail brand. She’s since set up and sold a small business, advised the Department of Business, Innovation and Skills, and devised the Dice Matrix business model – set out in detail in her book Mind The Gap. Susannah explains how to stress test for weaknesses, compare internal and customer perspectives, identify critical actions and play to your strengths.


Former Commercial & Innovation Director at Royal Mail, Susannah is a leading industry expert in strategic sales and business modeling. She is the Director General of the Direct Selling Association, and author of business strategy book Mind The Gap.

As Commercial & Innovation Director, Susannah was responsible for setting up micro-businesses within the Royal Mail Group. Previously she was Deputy Sales Director responsible for sales targets in what, with the rise of online deliveries, has become one of the most competitive business sectors in the country. Amongst a number of roles at the postal service, Susannah led a team of 300 with the remit to establish Royal Mail as the delivery supplier of choice with SMEs all over the country. She did this whilst also balancing a drive for profit with the scrutiny and regulation that comes with being part of the state postal service.

Susannah is the founder and CEO of the Dice Matrix Group, a consultancy firm based on her ‘Dice Matrix’ business model which looks at how data is used to shape business decisions and strategy. The model highlights the connection between six key areas of market intelligence: customer, sales, service, product, after-care and the organisation’s people. Amongst a range of businesses that have adopted the model, Susannah has worked extensively with football clubs to help drive sales and build relationship with fans. This has seen Dice Matrix Group establish SportDMM and PitchDMM, apps designed to build social media communities with fans, deliver inside information on players and tactics, and connect them to the clubs themselves.

From her experience with SMEs and her Dice Matrix model Susannah speaks about lessons in leadership, sales and innovation, as well as building a business, motivating a team, and maintaining workplace wellbeing. Susannah is the former Editor-in-Chief of the Key Women in Business magazine, where she continues to be an Ambassador. It provides business content for female entrepreneurs, and helps young women with their career choices.

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