PA PROFILE KARREN BRADY IS THE ANTITHESIS OF
THE FOOTBALLER’S WIFE –A MODERN AND MARVELOUS TOUR DE FORCE IN A MALE- DOMINATED ENVIRONMENT... AND THAT GOES FOR HER PA AS WELL BY RICHARD ALDHOUS
RETIREMENT IS A DIRTY WORDfor Karren Brady. The very notion of slinking back from the corporate world for a qui- eter life in the shadows fills the Edmonton native with venomous disgust. “I can’t ever imagine not working,” she says as we begin our exclusive Executive PA Magazine interview. “I’ve worked all my life; what would I do with myself? Take up bridge? Knitting? Naturally, each to their own, but I think I’d go mad. I’ll work until my last breath... and find some way to go on afterwards!” With her commitments as Vice Chairman of West Ham
United Football Club, the eyes and ears to Lord Sugar on The Apprentice, not to mention positions on the boards of Moth- ercare and Arcadia, it’s fair to say the mum of two has her hands rather full. However, the glamorous businesswoman admits her world
would come crashing down were it not for the assistance of PA, Cassandra Kendall. “I’m in a transitional period between my last PA of seven years and my current PA, Cassandra, but I’m relieved to say it’s been a seamless process thus far. She has brought something incredibly new and fascinating to the table, and with- out her, my world would fall apart.” So what’s Cassandra’s most important contribution to the
demands of Karren’s workload? “I think what stands out is her ability to get me to the places I need to be, and on time. There’s so much that needs to be organised and I can always rely on her for that. I can’t overemphasise just how important that is. And having been with my last PA for so long, I’m so impressed at how Cassandra has taken to the role; impressed and relieved!” Experienced Executive Assistant Cassandra admits the han-
dover from her predecessor was the biggest challenge of her new role. “I had a very limited amount of time, for a very big job. That was a massive ask,” she admits. “I came in and thought ‘oh my God, can I do this?’ “It’s been a baptism of fire – it’s exciting, it’s challenging and
it’s fun. It’s not the easiest job because we’re juggling many things at once, but I thrive at that pace.” Cassandra recalls that the interview process for the position
had her nerves on edge. “It wasn’t just because it was Karren Brady – someone who I wanted to impress immensely – but I imagined I was going to have this Apprentice-style interview! I thought I was going to be grilled and I’d need to have all my ducks in a row and my CV learnt backwards, but I had such a nice surprise. It was nothing like that, she was so lovely and we got on straight away.” Karren admits the coolness of a PA under pressure and gen-
eral ‘can do’ attitude is so important. “A calmness and ability to juggle so many different tasks at one time is something I sim- ply couldn’t handle myself. A PA always needs to be on top of things and always second guessing where I’m going. And a con- tingency plan for every project is pretty essential – that could be ensuring I have my passport with me, anticipating transport delays or countering against misplaced files. “If you have that attention to detail it makes everything else less stressful. Take travelling, for instance. I like to sit in an aisle seat. A PA noticing and noting those things really does make the difference between good and outstanding.”
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