In this episode, we dive into a conversation with Will Snow, Associate Director of Digital Technologies at Yum! Brands, about his fascinating journey across regions, leadership lessons, and the impact of technology on business. From scaling teams to mentoring future leaders, there’s a lot to unpack, particularly regarding empowering teams in multicultural environments. 

Building Effective Teams in Multicultural Settings 

Will’s career has been incredibly diverse, spanning across continents and cultures, which has allowed him to develop unique insights into leadership. When it comes to managing multicultural teams, he emphasises the importance of truly understanding people’s cultures. “Put yourself in their shoes, understand what drives them, and the psychology behind it,” Will advises. By immersing yourself in the culture of your team, you can build stronger connections and create a solid foundation for successful teamwork. 

What Makes a High-Performing Team? 

In Will’s experience, high-performing teams are driven by a mix of talent and shared goals. “Get the talent right,” he stresses, and then align the team’s dynamics based on the cultural and psychological understanding of each member. Once the team believes in a common goal, they can work together efficiently and effectively to achieve it. 

The Power of Mentorship 

When asked about mentoring future leaders, Will shares his passion for helping others grow. He reflects on how he lacked mentorship early in his career, but eventually found mentors who guided him and helped unlock his potential. “Mentoring is invaluable because it’s not just about gaining knowledge—it’s about understanding how to navigate life, stakeholders, and complex situations,” Will says. A good mentor is more than a knowledge source; they become a trusted advisor, offering guidance and life lessons. 

Personal Growth and Transformation 

Will highlights a pivotal moment in his career that significantly contributed to his personal growth: his first job out of university in Sierra Leone. “It was a massive jump,” he recalls. “You go from being at the top of the academic hierarchy to starting from the ground up in the professional world.” In this challenging environment, Will learned that experience and collaboration with others were as important as raw talent. 

Driving Innovation Through Technology 

Innovation has been a central theme in Will’s career, with cutting-edge technologies like drones and voice AI playing a major role. One of the key moments he mentions is the implementation of voice AI technology, which is reshaping how businesses interact with customers. Will sees the potential for voice AI to be transformative, not just in customer service, but also in making operations more efficient. “Voice AI will be the next big thing,” he believes, noting that this technology can significantly enhance user experience by improving interactions with businesses. 

Keeping the Customer at the Core of Innovation 

For Will, putting the customer at the centre of everything is vital. “We need to focus on the user experience—what does the customer want, and how do we deliver that?” he explains. One of the challenges of incorporating new technologies, such as AI, into business operations is ensuring that they align with customer needs. Will stresses that businesses should use customer feedback to drive innovation, with the ultimate goal of improving the customer experience. 

Overcoming Challenges in Digital Transformation 

Digital transformation can be a complex and challenging process, especially within large organisations. Will admits that “people don’t like change,” but emphasises the importance of bringing stakeholders along on the journey. “You need to consult with other departments early on,” he advises, explaining that engaging with stakeholders from marketing, operations, and other teams early in the process can help ease the implementation of new technologies. 

The Role of AI and Voice in Customer Engagement 

Voice AI is an area that Will is particularly excited about, as it holds the potential to revolutionise customer engagement. “The most natural way for humans to interact is by talking,” Will explains. With voice AI, businesses can offer personalised, consistent customer experiences, something that can be difficult to achieve with human staff alone. However, he acknowledges that while voice AI is promising, it still has room to grow before it becomes fully autonomous. 

Data-Driven Decision-Making 

Having a strong foundation in data analytics, Will believes that data plays a crucial role in strategic planning. He shares his background in geographical information systems and how that data-driven mindset has shaped his approach to decision-making. “Data gives you insights, helps with forecasting, and informs your strategy,” he says, stressing that decisions should always be backed by solid data. 

Embracing Technology as a Partner 

In a world where technology is rapidly advancing, Will encourages leaders not to fear it. “It’s about finding the right people to partner with the tech to move businesses forward,” he says. Reflecting on the industrial revolution and today’s AI-driven landscape, he sees technology as an ally rather than a replacement for people. By leveraging AI and other tools, businesses can enhance productivity and create more efficient processes without displacing the workforce. 

The Future of AI and Machine Learning 

Looking ahead, Will is particularly excited about the future of voice AI, machine learning, and their applications in business. He believes that these technologies will play a pivotal role in how we interact with software, automate processes, and analyse large-scale data. “The capabilities of AI and machine learning will allow us to be more targeted and efficient,” he says. 

From Ostrich Farming to Digital Technologies 

Will’s journey into technology is a fascinating one. Growing up on an ostrich farm, he initially studied entomology and geography. His early exposure to computers, gaming, and geographical information systems ultimately led him to a career in digital technologies. His passion for tech grew as he worked on projects involving drones, remote sensing, and satellite imagery. “That’s when I realised that tech was the future,” Will reflects. His interest in software grew further when he helped build an app to deliver aerial imagery to farmers, ultimately leading him to become a product owner in the field of digital technologies. 

Career Milestones and Achievements 

When asked about a project he’s particularly proud of, Will mentions the successful rollout of kiosks in Africa. This project aimed to bring digital technology to as many stores as possible, enhancing customer interactions through touch-screen ordering systems. Over a span of nine months, the team implemented kiosks in over 500 stores, a feat that Will describes as “incredible” and one that brought people together across various teams and vendors. 

A Day in the Life at Yum! Brands 

As Associate Director of Digital Technologies at Yum! Brands, Will’s day is filled with diverse tasks, from testing new technologies in stores to collaborating with franchisees across the region. His role involves everything from eCommerce development to overseeing A/B testing and ensuring the profitability of tech solutions. “My job is quite spread out,” Will says, “and that’s what I love about it. It’s never the same day twice.” 

Listeners can stay tuned for more inspiring conversations with industry leaders in future episodes of the Dubai Mini Series Podcast. Tune in to Akoni Tech Talks for the full conversation – available on Spotify Podcasts,Apple Podcasts and YouTube.