Sienne has 25 years of experience in leading digital retail and technology products. She has a strong commitment to creating customer-centered products and innovative solutions in mobile, social, and omni-channel retail. She has held leadership roles at well-known South African, UK and European brands like Kingfisher Plc (B&Q, Screwfix, Castorama & Brico Depot), John Lewis & Partners, Marks & Spencer, and Morrisons. She has also collaborated with industry leaders such as Sony Playstation, Coca Cola and Tiger Brands and eTV (South Africa).

Early in her career as a product innovator, Sienne played a key role in introducing pioneering concepts in UK high street retail. She developed a personal styling application for fashion store employees, launched the UK's first mobile website for shopping at M&S, created a groundbreaking smart TV application for the fashion industry, and spearheaded the development of the first social and mobile gamified Facebook app for donating clothes. She also introduced the first mobile taste test, allowing customers to discover and buy the perfect wine. Most recently, her team built a DIY marketplace at B&Q that uses AI recommendations.

Motivated by her passion for crafting mobile experiences that customers love and for building successful products through joyful and productive teams, Sienne founded Invisible Stuff, a consultancy dedicated to helping organisations craft outstanding customer-centric digital experiences. The name "Invisible Stuff" began as a family joke, reflecting her lifelong commitment to integrating technology seamlessly with customer experiences, making it virtually invisible.