Nagwa Assafiri

Head of People & Culture

Hero

People have always been the heart of every successful organisation, and that won’t change, no matter how much technology or AI evolves. At eStore, my approach is all about empowering our team to thrive in a culture centered on connection, safety, and purpose.

With a background in Business and Employment & Labour Relations Law, I’ve spent the past two decades shaping people and culture strategies at iconic brands like David Jones and The Reject Shop. Along the way, I’ve negotiated enterprise agreements for teams of over 5,000 people, driven major workforce transformations, and built high-performing, engaged teams that fuel business success. 

Since joining eStore, I’ve concentrated on building a culture where our people feel deeply connected to our mission. This began with launching a new purpose, vision, and values to guide everything we do. I then introduced tech-driven tools to streamline hiring and onboarding and created a self-service portal that puts essential resources directly in the hands of our team. 

I’ve also led the shift to a more proactive approach to employee wellbeing—empowering team members to take ownership of safety through a new management system, while offering support through our Employee Assistance Program for everything from mental health to financial guidance. Beyond enhancing the day-to-day experience for our team, I’ve driven operational efficiencies that have delivered significant cost savings and directly  strengthened our bottom line. 

Quick Facts

  • Head of People & Culture at eStore, where a people-first culture defines us
  • Champion of tech-driven solutions that create seamless employee experiences
  • A lover of pilates, culinary adventures, and collecting passport stamps—over 40 countries and counting