Sarah Chemouni Named General Manager, People and Culture at Freedom Australia

Sarah Chemouni Named General Manager, People and Culture at Freedom Australia

Australian home and lifestyle retailer Freedom australia has appointed Sarah Chemouni  as General Manager, People and Culture. The move underscores the company’s commitment to fostering a strong workplace culture, enhancing talent development, and aligning workforce strategy with its broader business objectives. As retailers navigate evolving consumer behaviors, supply chain dynamics, and digital transformation, investment in people leadership has become a critical driver of sustainable growth.

Elevating Workforce Strategy

In her new role, Chemouni will oversee key aspects of Freedom Australia’s human resources and organizational development functions. The General Manager, People and Culture, typically leads initiatives such as:

• Talent acquisition and retention

• Leadership development programs

• Employee engagement and wellbeing

• Diversity, equity, and inclusion strategies

• Performance management frameworks

By strengthening its executive team in this domain, Freedom Australia signals an intention to cultivate a resilient and high-performing workforce.

Supporting Organizational Transformation

Retail organizations across Australia are undergoing significant change, influenced by omnichannel retailing, digital integration, and shifting customer expectations. Effective people leadership plays a central role in managing this transformation. Chemouni’s appointment is expected to reinforce internal alignment as the company adapts to new operational models and evolving market conditions. Building a culture that supports innovation and collaboration is essential in maintaining competitiveness within the retail sector.

Enhancing Employee Experience and Engagement

Workplace culture has become a strategic priority for modern organizations. Companies increasingly recognize that employee satisfaction, engagement, and professional growth contribute directly to customer experience and brand strength. As General Manager, People and Culture, Chemouni will likely focus on strengthening employee value propositions, improving communication channels, and ensuring leadership accountability across business units. Investing in people-centric strategies can also enhance retention, productivity, and long-term organizational stability.

Strengthening Governance and Leadership Alignment

Senior HR leadership plays an integral role in aligning people strategies with corporate governance standards and compliance requirements. This includes maintaining ethical workplace practices, ensuring regulatory adherence, and fostering inclusive environments. Freedom Australia’s appointment reinforces executive oversight in workforce management, reflecting a structured approach to organizational leadership.

Retail Industry Outlook

Australia’s retail landscape remains competitive and dynamic, with companies balancing cost pressures, technological investment, and consumer demand shifts. Leadership in people and culture functions helps organizations remain agile while sustaining morale and productivity. By appointing Sarah Chemouni to this pivotal role, Freedom Australia positions itself to strengthen internal capabilities while supporting long-term strategic growth.

Looking Ahead

The appointment of Sarah Chemouni as General Manager, People and Culture, marks an important step in Freedom Australia’s leadership evolution. With a renewed focus on workforce strategy and organizational development, the company aims to enhance both employee engagement and operational performance. As retail transformation accelerates, structured people leadership will remain central to building resilient teams and delivering sustained business success.