Assessment of Helena Theakstone's Digital Leadership at Oasis
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Critical Analysis of a Chief Information
Officer’s (CIO’s) Strategy
CIO interview: Helena Theakstone, head of digital, Oasis Fashion
Officer’s (CIO’s) Strategy
CIO interview: Helena Theakstone, head of digital, Oasis Fashion
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Table of Contents
Introduction................................................................................................................................3
Identify themes and views......................................................................................................4
Investigate and briefly overview the company’s recent IT history prior to the interview.....7
Themes...................................................................................................................................8
From investigating the background of the management of information systems in the
company identify any issues and problems, which you think the CIO should be addressing,
i.e. What is not said? The CIO will wish to be seen in a positive light and there may be
issues that are not mentioned...............................................................................................11
Give suggestions for future strategy and direction that you think the CIO should pursue.. 12
Conclusion................................................................................................................................13
References................................................................................................................................14
Introduction................................................................................................................................3
Identify themes and views......................................................................................................4
Investigate and briefly overview the company’s recent IT history prior to the interview.....7
Themes...................................................................................................................................8
From investigating the background of the management of information systems in the
company identify any issues and problems, which you think the CIO should be addressing,
i.e. What is not said? The CIO will wish to be seen in a positive light and there may be
issues that are not mentioned...............................................................................................11
Give suggestions for future strategy and direction that you think the CIO should pursue.. 12
Conclusion................................................................................................................................13
References................................................................................................................................14

Introduction
The strategies and innovations are necessary for the performance and development of an
organization. This is necessary to think about different factors which need to manage and
attain by the organization in significant manner. This essay will discuss one of the interviews
of Head of Digital of Oasis fashion Helena Theakstone. This is headquartered in London and
one of the known brand of fashion industry from entire world. This particular interview had
described the significance of technology and information management in the organisation for
satisfaction of the customers and the success of the organisation. This interview will help to
understand the EU General Data Protection Regulation (GDPR) and role of coordination in
between the IT department with the other operational functions of the organisation to boost
customer satisfaction. Work according to the IT regulations and procedures has also
discussed in the interview of Helena Theakstone.
The strategies and innovations are necessary for the performance and development of an
organization. This is necessary to think about different factors which need to manage and
attain by the organization in significant manner. This essay will discuss one of the interviews
of Head of Digital of Oasis fashion Helena Theakstone. This is headquartered in London and
one of the known brand of fashion industry from entire world. This particular interview had
described the significance of technology and information management in the organisation for
satisfaction of the customers and the success of the organisation. This interview will help to
understand the EU General Data Protection Regulation (GDPR) and role of coordination in
between the IT department with the other operational functions of the organisation to boost
customer satisfaction. Work according to the IT regulations and procedures has also
discussed in the interview of Helena Theakstone.
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Identify themes and views
The organization is currently working on a significant manner to enhance the digitalisation
and information processing according to GDPR. This interview has been conducted only on
the understanding of the information sharing significance according to the GDPR. This
interview has been conducted on some points which are taken under the themes. Customer
identity is prior thing for the organisation to keep confidential and processed according to the
GDPR which can help the company to make its process better (Dutta, et. al., 2015). Some of
the themes are given below which can help to understand the views of Helena Theakstone.
EU General Data Protection Regulation
According to Helena Theakstone (2018), customers are highly possessive for their identity
and personal information which is shared with the organisation. They want that organisation
should keep their information with proper confidentiality standards. Problems can be faced
by the organisation which are not working on this. Helena Theakstone is working on the
betterment of the organisation information sharing process to make it according to the EU’s
General Data Protection Regulation. This regulation has been come in force from May 2018
to understand the risk which can be occurred due to mismanagement of information in the
organisation. The GDPR mainly works for the benefits of the customers in the organisation
by working on the confidentiality process on the customer database.
Cross working with departments
The Helena Theakstone has produced a new working culture in the organisation by providing
support of digital and IT department to its different departments. The IT department of the
company can help the organisation in the order processing and many more other works so it
is essential for the other departments to keep the coordination with the digital department.
Theakstone has identified that decentralised approach has a vast effect on technology
procurement in the organisation. Theakstone wants to create a joint approach to work with
the IT department. According to Helena, buying cloud service and based on it is not effective
for the organisation. It is essential for the organisation to develop a joint approach. It is
essential for the company to make a proper collaboration with the suppliers of the
organisation (Piotrowicz and Cuthbertson, 2014). Proper contribution of supplier’s
information is required to make a better collaborative platform in the organisation.
It is essential for the company to work with proper coordination with the other departments
which can help to ensure the effective business relation. The Oasis fashion is working with
The organization is currently working on a significant manner to enhance the digitalisation
and information processing according to GDPR. This interview has been conducted only on
the understanding of the information sharing significance according to the GDPR. This
interview has been conducted on some points which are taken under the themes. Customer
identity is prior thing for the organisation to keep confidential and processed according to the
GDPR which can help the company to make its process better (Dutta, et. al., 2015). Some of
the themes are given below which can help to understand the views of Helena Theakstone.
EU General Data Protection Regulation
According to Helena Theakstone (2018), customers are highly possessive for their identity
and personal information which is shared with the organisation. They want that organisation
should keep their information with proper confidentiality standards. Problems can be faced
by the organisation which are not working on this. Helena Theakstone is working on the
betterment of the organisation information sharing process to make it according to the EU’s
General Data Protection Regulation. This regulation has been come in force from May 2018
to understand the risk which can be occurred due to mismanagement of information in the
organisation. The GDPR mainly works for the benefits of the customers in the organisation
by working on the confidentiality process on the customer database.
Cross working with departments
The Helena Theakstone has produced a new working culture in the organisation by providing
support of digital and IT department to its different departments. The IT department of the
company can help the organisation in the order processing and many more other works so it
is essential for the other departments to keep the coordination with the digital department.
Theakstone has identified that decentralised approach has a vast effect on technology
procurement in the organisation. Theakstone wants to create a joint approach to work with
the IT department. According to Helena, buying cloud service and based on it is not effective
for the organisation. It is essential for the organisation to develop a joint approach. It is
essential for the company to make a proper collaboration with the suppliers of the
organisation (Piotrowicz and Cuthbertson, 2014). Proper contribution of supplier’s
information is required to make a better collaborative platform in the organisation.
It is essential for the company to work with proper coordination with the other departments
which can help to ensure the effective business relation. The Oasis fashion is working with
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the legal firms to make contracts with its stakeholders to maintain transparency in contracts.
It is highlighted by the Helena Theakstone that Oasis fashion is working its contract team to
create contracts with new suppliers and partners. Use of Fieldfisher (outside legal advisory
firm) has helped the organisation to manage its business relationship with suppliers by
creating amendments in the legal contracts. The use of third party legal firm has worked in
the Oasis fashion to manage interest and to satisfy all parties involved in legal contracts.
Core achievements
Helena Theakstone has discussed her achievements in her 12 months working period in the
organisation. She has discussed the IT and Digital department has worked to redesign
company’s website. It was essential to redesign the organisation's website for better
communication and engagement of the targeted customers in the organisation. She has also
appointed a new external system integrator for frond-end developments.
Helena Theakstone has helped in the launch of Oasis Unlimited in which unlimited free
delivery benefit has provided to the customer on a limited cost. Subscription-based delivery
system and click and collect strategy for customers is also supported by the Helena
Theakstone to launch in the organisation. The subscription-based delivery system helps the
customers to get specific number of delivery without any other cost out of the subscription
(Bloom, et. al., 2014). Helena Theakstone is also working on the new checkout system
according the stores of the organisation which helps to keep the record of the employees.
Manage communication with customers on the social media platform
As per the view of Helena which is discussed in the interview that social media is a key
platform for the organisation to deal with customers. It is essential to listen to the queries and
issues of the customers to resolve them as fast as possible. Proper communication on the
feedback of customer has to be managed by the company. It is the responsibility of the IT
department of the company to manage the two-way communication on customer feedback on
social media platforms. The company should manage provide appropriate answer on the
queries of the customers on the social media platforms which helps to enhance trust and
credibility of the organisation (Sittig and Singh, 2015). It is essential for the company to
manage transparency in the communication and promotion on social media platforms.
Growth in customer satisfaction
It is highlighted by the Helena Theakstone that Oasis fashion is working its contract team to
create contracts with new suppliers and partners. Use of Fieldfisher (outside legal advisory
firm) has helped the organisation to manage its business relationship with suppliers by
creating amendments in the legal contracts. The use of third party legal firm has worked in
the Oasis fashion to manage interest and to satisfy all parties involved in legal contracts.
Core achievements
Helena Theakstone has discussed her achievements in her 12 months working period in the
organisation. She has discussed the IT and Digital department has worked to redesign
company’s website. It was essential to redesign the organisation's website for better
communication and engagement of the targeted customers in the organisation. She has also
appointed a new external system integrator for frond-end developments.
Helena Theakstone has helped in the launch of Oasis Unlimited in which unlimited free
delivery benefit has provided to the customer on a limited cost. Subscription-based delivery
system and click and collect strategy for customers is also supported by the Helena
Theakstone to launch in the organisation. The subscription-based delivery system helps the
customers to get specific number of delivery without any other cost out of the subscription
(Bloom, et. al., 2014). Helena Theakstone is also working on the new checkout system
according the stores of the organisation which helps to keep the record of the employees.
Manage communication with customers on the social media platform
As per the view of Helena which is discussed in the interview that social media is a key
platform for the organisation to deal with customers. It is essential to listen to the queries and
issues of the customers to resolve them as fast as possible. Proper communication on the
feedback of customer has to be managed by the company. It is the responsibility of the IT
department of the company to manage the two-way communication on customer feedback on
social media platforms. The company should manage provide appropriate answer on the
queries of the customers on the social media platforms which helps to enhance trust and
credibility of the organisation (Sittig and Singh, 2015). It is essential for the company to
manage transparency in the communication and promotion on social media platforms.
Growth in customer satisfaction

This could be an understanding that customers are the base for any of the organization. The
company Oasis Fashion also made some of the innovations and changes to attain customer
values. The company has launched to boost customer satisfaction by providing parcel
delivery service from delivery partners. According to Helena it is significant to display or
promote the products online channels which can help to enhance customer satisfaction.
Preparation for GDPR
The Oasis Fashion is working to develop procedure according to the requirements of the
General Data Protection Regulation. It is a broader strategy of the organisation to make
amendments in the working process of the organisation to make it according to the GDPR.
According to Helena Theakstone, it is essential for the company to have a proper plan in case
if it has stuck in any type of cyber-attack and threats (Jones, et. al., 2015). Development of
information processing and management according to GDPR helps to make a better chance to
beware from these threats in future. It will help the company to take its customer out of threat
of data loss and leak in the market.
company Oasis Fashion also made some of the innovations and changes to attain customer
values. The company has launched to boost customer satisfaction by providing parcel
delivery service from delivery partners. According to Helena it is significant to display or
promote the products online channels which can help to enhance customer satisfaction.
Preparation for GDPR
The Oasis Fashion is working to develop procedure according to the requirements of the
General Data Protection Regulation. It is a broader strategy of the organisation to make
amendments in the working process of the organisation to make it according to the GDPR.
According to Helena Theakstone, it is essential for the company to have a proper plan in case
if it has stuck in any type of cyber-attack and threats (Jones, et. al., 2015). Development of
information processing and management according to GDPR helps to make a better chance to
beware from these threats in future. It will help the company to take its customer out of threat
of data loss and leak in the market.
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Investigate and briefly overview the company’s recent IT history prior to the interview.
The interview made an understanding of the performance and current stage of the
organization. This could be understanding that the organization is currently making rapid
changes and using some more innovative ideas to grow the IT innovations to attain growth
and development. Timely innovation and new technologies have not introduced according to
the regulations and governance. This particular interview had described that initially the
organization had started working on the data protection by the effect of Head of Digital
Department.
The organisation does not have much information on the IT background. The company has
not worked on the IT requirements according to the regulations and governance which has
arisen much requirement of change in the current process of working. A collaboration
between IT and Digital tea with the other departments has helped to make changes according
to the new regulations and government policies. Advancement in the IT team is also
implemented by the company to be active on social media (Samuels, 2018). Afterwards the
organization had used some new and innovative ideas to build the more relevant and
impactful use of the technologies.
The interview made an understanding of the performance and current stage of the
organization. This could be understanding that the organization is currently making rapid
changes and using some more innovative ideas to grow the IT innovations to attain growth
and development. Timely innovation and new technologies have not introduced according to
the regulations and governance. This particular interview had described that initially the
organization had started working on the data protection by the effect of Head of Digital
Department.
The organisation does not have much information on the IT background. The company has
not worked on the IT requirements according to the regulations and governance which has
arisen much requirement of change in the current process of working. A collaboration
between IT and Digital tea with the other departments has helped to make changes according
to the new regulations and government policies. Advancement in the IT team is also
implemented by the company to be active on social media (Samuels, 2018). Afterwards the
organization had used some new and innovative ideas to build the more relevant and
impactful use of the technologies.
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Themes
1. EU General Data Protection Regulation
Explanation of theme
The organization Oasis Fashion is trying to improve its IT and Digital technology according
to the GDPR which helps the organization to attain more comprehensive development.
Helena Theakstone has developed to make its process according to the GDPR. The
organization made some strategies to attain new strategies which help to secure the data and
save the customer authentication. The higher authorities needed to have knowledgeable
employees to tackle the issues of cyber breach.
Expand with reference to stories and tasks
Governance and regulation are required to implement by the organisation in the IT and
Digital process which can help the company to enhance trust of the targeted customers. Head
of Digital department has worked to make changes in the current IT process. That was
overlooked by the CIO that the employees can only get the resolution if they work for
themselves. She also stated to the employees to plan efficiently to get proper resolution
regarding the issues related to cybersecurity.
Set in the context of recent IT history of the company
Recently the company has developed its internal process according to the GDPR to make its
customer database safer. The digital and IT department work collaboratively to manage the
requirements of the GDPR in the organisation. Helena Theakstone has initiated against this
technological development. The history of organization attains the impactful decisions to
make the impactful changes to attain the technical innovation in context of organizational
performance (Piotrowicz and Cuthbertson, 2014). The cybersecurity threats helped
organization to expand technically.
Critically appraise the CIO’s view, strategy and approach to the stated theme. What do
you think about what is said? What are the positive and negative points about the
theme?
The change in the IT and Digital information management is beneficiary in some of the
context as data confidentiality and effective information management in the organisation.
Social media promotion and communication are also covered in the new process. The idea of
1. EU General Data Protection Regulation
Explanation of theme
The organization Oasis Fashion is trying to improve its IT and Digital technology according
to the GDPR which helps the organization to attain more comprehensive development.
Helena Theakstone has developed to make its process according to the GDPR. The
organization made some strategies to attain new strategies which help to secure the data and
save the customer authentication. The higher authorities needed to have knowledgeable
employees to tackle the issues of cyber breach.
Expand with reference to stories and tasks
Governance and regulation are required to implement by the organisation in the IT and
Digital process which can help the company to enhance trust of the targeted customers. Head
of Digital department has worked to make changes in the current IT process. That was
overlooked by the CIO that the employees can only get the resolution if they work for
themselves. She also stated to the employees to plan efficiently to get proper resolution
regarding the issues related to cybersecurity.
Set in the context of recent IT history of the company
Recently the company has developed its internal process according to the GDPR to make its
customer database safer. The digital and IT department work collaboratively to manage the
requirements of the GDPR in the organisation. Helena Theakstone has initiated against this
technological development. The history of organization attains the impactful decisions to
make the impactful changes to attain the technical innovation in context of organizational
performance (Piotrowicz and Cuthbertson, 2014). The cybersecurity threats helped
organization to expand technically.
Critically appraise the CIO’s view, strategy and approach to the stated theme. What do
you think about what is said? What are the positive and negative points about the
theme?
The change in the IT and Digital information management is beneficiary in some of the
context as data confidentiality and effective information management in the organisation.
Social media promotion and communication are also covered in the new process. The idea of

employment seriousness towards the issue resolution is good and could be used. But this can
become negative for the organization if any of the employees will not have the idea to get rid
of the issues.
2. Cross working with departments
Explanation of theme
It is a major theme of the interview in which cross working with the departments has been
discussed by the head of the digital of Oasis fashion. The collaboration of IT and Digital
department with the other department can help the company to enhance the product and
service deliveries to the targeted organisation. It also helps the company to change
information process in the organisation.
Expand with reference to stories and tasks
The collaboration with the IT and digital department helped to make an easier process of
working. The supply chain management and information sharing process has developed
easier for Oasis Fashion. The technology had used to increase the efficiency of staff and also
helped to attain growth in the IT professional tasks in significant manner.
Set in the context of recent IT history of the company
IT department has directly linked with the procurement and supply department to manage the
variance and also to make its process better. The IT department is also linked with the legal
team to resolve IT issues according to the legal procedures (Piotrowicz and Cuthbertson,
2014). The company motives to build effective IT expansion and use different ideas to attain
technical concepts.
Critically appraise the CIO’s view, strategy and approach to the stated theme. What do
you think about what is said? What are the positive and negative points about the
theme?
It is most significant and effective to enhance the collaboration between the teams of the
company which helps to manage support and enhance the coordination among staff to reach
the targeted goals and objectives.
3. Key achievements
Explanation of theme
become negative for the organization if any of the employees will not have the idea to get rid
of the issues.
2. Cross working with departments
Explanation of theme
It is a major theme of the interview in which cross working with the departments has been
discussed by the head of the digital of Oasis fashion. The collaboration of IT and Digital
department with the other department can help the company to enhance the product and
service deliveries to the targeted organisation. It also helps the company to change
information process in the organisation.
Expand with reference to stories and tasks
The collaboration with the IT and digital department helped to make an easier process of
working. The supply chain management and information sharing process has developed
easier for Oasis Fashion. The technology had used to increase the efficiency of staff and also
helped to attain growth in the IT professional tasks in significant manner.
Set in the context of recent IT history of the company
IT department has directly linked with the procurement and supply department to manage the
variance and also to make its process better. The IT department is also linked with the legal
team to resolve IT issues according to the legal procedures (Piotrowicz and Cuthbertson,
2014). The company motives to build effective IT expansion and use different ideas to attain
technical concepts.
Critically appraise the CIO’s view, strategy and approach to the stated theme. What do
you think about what is said? What are the positive and negative points about the
theme?
It is most significant and effective to enhance the collaboration between the teams of the
company which helps to manage support and enhance the coordination among staff to reach
the targeted goals and objectives.
3. Key achievements
Explanation of theme
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The head of digital has discussed various achievements during this interview session. She has
discussed the work done and ongoing projects.
Expand with reference to stories and tasks
Helena Theakstone has worked on redesigning of the website according to the new patterns
and trends. Oasis unlimited, subscription-based delivery system, click and collect strategy has
been introduced by the head of digital team to enhance customer satisfaction (Rahimi, et. al.,
2016).
Set in the context of recent IT history of the company
Redesigning of Website is most required element according to the Helena Theakstone which
has helped the company to communicate properly with its targeted audience.
Critically appraise the CIO’s view, strategy and approach to the stated theme. What do
you think about what is said? What are the positive and negative points about the
theme?
The positive aspect of using the latest technology and consideration of customer perspectives
helps the organization to attain more effective customer base. On the other hand, it negatively
affected the traditional approach of linking with the customers.
discussed the work done and ongoing projects.
Expand with reference to stories and tasks
Helena Theakstone has worked on redesigning of the website according to the new patterns
and trends. Oasis unlimited, subscription-based delivery system, click and collect strategy has
been introduced by the head of digital team to enhance customer satisfaction (Rahimi, et. al.,
2016).
Set in the context of recent IT history of the company
Redesigning of Website is most required element according to the Helena Theakstone which
has helped the company to communicate properly with its targeted audience.
Critically appraise the CIO’s view, strategy and approach to the stated theme. What do
you think about what is said? What are the positive and negative points about the
theme?
The positive aspect of using the latest technology and consideration of customer perspectives
helps the organization to attain more effective customer base. On the other hand, it negatively
affected the traditional approach of linking with the customers.
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From investigating the background of the management of information systems in the
company identify any issues and problems, which you think the CIO should be
addressing, i.e. What is not said? The CIO will wish to be seen in a positive light and
there may be issues that are not mentioned.
The Head of a digital team of Oasis fashion is required certain aspects and sectors of the
company for ensuring efficient management of information systems in company through
identifying and addressing the issues and problems associated by business operation function
of the company. The issues and problems that emerge within the company that the CIO
should address are stated below:
The redesigning requirement in IT and Digital technology – It is essential for the
company to make amendments in the current IT procedures. The Head of Digital has to
develop its process according to the GDPR (Namada, 2018).
Customer satisfaction – It is essential for the company to manage transparency in the IT and
digital process. Promotion and communication with the targeted audience have to be clear
and transparent to enhance the trust of the customers on the company (vom, et. al., 2016).
company identify any issues and problems, which you think the CIO should be
addressing, i.e. What is not said? The CIO will wish to be seen in a positive light and
there may be issues that are not mentioned.
The Head of a digital team of Oasis fashion is required certain aspects and sectors of the
company for ensuring efficient management of information systems in company through
identifying and addressing the issues and problems associated by business operation function
of the company. The issues and problems that emerge within the company that the CIO
should address are stated below:
The redesigning requirement in IT and Digital technology – It is essential for the
company to make amendments in the current IT procedures. The Head of Digital has to
develop its process according to the GDPR (Namada, 2018).
Customer satisfaction – It is essential for the company to manage transparency in the IT and
digital process. Promotion and communication with the targeted audience have to be clear
and transparent to enhance the trust of the customers on the company (vom, et. al., 2016).

Give suggestions for future strategy and direction that you think the CIO should
pursue.
The future strategy and direction that head of the digital of Oasis fashion should pursue in the
company and its business operation are stated below:
Redesign Strategy: The CIO should pursue the strategy design efforts as this strategy
enables the team within the company to create a new and effective website (Soto-Acosta, et.
al., 2016).
Digital Footprint Strategy: This strategy is effective for the developing future direction of
the company as this strategy enables the company to available its services in the form of text,
images and video online for the consumer which further develops company social footprint
and boasts its business and consumer platform. This strategy provides the company with
opportunity of enhancing its channel through the medium of Facebook, Instagram, YouTube
and Snap-Chat. The CIO through pursuing this strategy would be able to increase company
customer base, embrace technology changes, innovation and efficiently understand the world
opinion which further enhances the value of the company. Apart from this, this strategy also
wider the mission of the company and also develop new purpose to serve the consumer all
over the world.
pursue.
The future strategy and direction that head of the digital of Oasis fashion should pursue in the
company and its business operation are stated below:
Redesign Strategy: The CIO should pursue the strategy design efforts as this strategy
enables the team within the company to create a new and effective website (Soto-Acosta, et.
al., 2016).
Digital Footprint Strategy: This strategy is effective for the developing future direction of
the company as this strategy enables the company to available its services in the form of text,
images and video online for the consumer which further develops company social footprint
and boasts its business and consumer platform. This strategy provides the company with
opportunity of enhancing its channel through the medium of Facebook, Instagram, YouTube
and Snap-Chat. The CIO through pursuing this strategy would be able to increase company
customer base, embrace technology changes, innovation and efficiently understand the world
opinion which further enhances the value of the company. Apart from this, this strategy also
wider the mission of the company and also develop new purpose to serve the consumer all
over the world.
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