Emma Shell shares her Journey Through the Ranks of Penny On The Move!

My journey began on a cold, wet Friday in February, 2008.  I was just 18, fresh-faced and filling up with fuel, when a casual question from the man behind the counter — “Are you looking for a job?” — changed the course of my life. I wasn’t actively looking; I was still completing my A-Levels and already juggling jobs at an adult learning centre and my mum’s hair salon. (Plus, I had my moment of fame as a background extra in Harry Potter — a true claim to fame in our household!)

But something about the opportunity, maybe the Manager’s charm, compelled me to say yes to a 4-hour trial shift — right then and there.

Looking back, it felt like fate.

Within weeks, I was part of the Penny family, working evenings and weekends alongside my studies. As I progressed into university, I was invited to assist the office team with admin support during my holidays. Initially hesitant, I soon found myself embracing the challenge.

After graduating, I took on a full-time admin assistant role in the office and gradually stepped away from the front-line store work — though I’ll never miss a chance to jump on the till! From there, my career evolved steadily. I took on fuel and accounts responsibilities, helped produce monthly management accounts, and supported IT, telecoms, asset finance — you name it.

Then came COVID. Like many, the pandemic changed my path. At that point I joined the business development team, while continuing to manage many of my previous responsibilities. It was during this time I discovered my passion for problem-solving, quickly becoming the company’s informal “fixer” — a role I relished.

In March 2025, following the retirement of Keith who ran that team, I stepped into the role of Head of Compliance and Business Development — my most challenging position yet. In just 12 weeks, I’ve seen our newly formed Business Support function come to life. I’m incredibly proud of the team, the structure we’re building, and the culture we’re nurturing.

No two days are the same in my role — and I love that. It’s a daily mix of organised chaos, collaboration, and creativity. I’m supported by senior colleagues who genuinely listen, share ideas, and challenge my thinking — a leadership environment built on partnership, not hierarchy.

But my journey hasn’t always been smooth as I have felt the need to work harder to prove my capabilities. It’s a challenge many women face but thankfully, Penny on the Move is an organisation that champions female leadership and actively creates opportunities for women to grow and lead. I’m also lucky to work alongside many formidable women who bring bold opinions, deep expertise, and unique perspectives to the table.

For me, true success lies in creating a space where both men and women contribute equally, each offering vital perspectives that shape a better business.

As Penny on the Move and the Forecourt retail industry move forward — it’s brimming with opportunity. The old stereotypes are falling away, making room for a new generation of thinkers, fixers, and leaders and the industry needs:

• Strong communicators
• Tech-savvy innovators
• Empathetic problem-solvers
• Resilient leaders — regardless of gender!

It’s an exciting time to join, particularly for women looking to break into roles.  From operations to compliance, finance to customer support — there’s room for everyone to grow and shine so come and join us!