The latest episode of Inspiring Futures features an interview with Sophie Ayles. Sophie is one of Australia's most experienced strategists. She started her career in the Disruption group at TBWA Paris and has spent time at JWT, BBDO, co: collective, and M&C Saatchi (where she had several different roles, including Regional Chief Strategy Officer -APAC).In the episode, we discussed Sophie's journey and experience along that journey- what makes for a good strategist, how strategists can make an impact, and what specific aspects of strategy she most enjoys. Most of our conversation is focused on her recent work at M&C Saatchi/Greenhouse, a unique client: agency transformation unit and team established to help transform one of Australia's biggest retailers, Woolworths.Woolworths operates over 2,000 stores in Australia and has a 36% share of the Australian grocery market.