December 2024
20 Questions
In our continuing series of meeting our team, today we pose the 20 questions to Vicki Raynes, our Data Protection and Assurance (DPA) Specialist.
Q1. What pivotal moment or specific challenge early in your career fundamentally changed how you approach your work?
A defining moment came during my time at Staffordshire County Council, when I was involved in the organisation’s GDPR readiness programme. I was still early in my career, and suddenly found myself working on policies and training that would affect thousands of staff members and countless residents. The scale and sensitivity of the task forced me to think differently about responsibility and impact. It was the first time I truly understood how deeply personal data protection is – not just as a regulatory requirement, but as a matter of public trust. Delivering those early programmes shaped my belief that privacy must be both principled and practical, and that clear communication is just as important as legal compliance.
Q2. What is the single biggest misconception people have about your role or department, and what’s the real story?
The most common misconception is that data protection is about saying “no”. Many see it as the department that slows things down or creates obstacles. In reality, data protection is there to enable organisations to move forward with confidence. By embedding compliance early – whether in a marketing campaign, a new system, or a client project – we safeguard the business, the customer, and the long-term relationship between them. My job is not to halt innovation; it’s to make sure innovation is sustainable, ethical, and grounded in trust.
Q3. Looking ahead, what is the one thing you are most determined to change or innovate within the company in the next year?
I want to develop a more proactive, structured approach to privacy-by-design across all client projects. As data-driven marketing continues to evolve, I’d like to help embed privacy considerations into every early-stage conversation, ensuring that we don’t just meet regulations but exceed expectations around trust and transparency. I’d also like to expand our internal training offering so that every department feels equipped, confident, and genuinely engaged with data protection; not as a box-ticking exercise, but as part of our identity as a responsible business.
Q4. If you had to summarise your leadership philosophy in just three words, what would they be?
Clarity, integrity, empowerment. I believe in making complex ideas accessible, upholding strong ethical standards, and equipping people with the knowledge they need to make confident, compliant decisions in their daily work.
Q5. What skill that you learned outside of your formal education has been most crucial to your success here?
The ability to translate complexity into something meaningful. Much of my academic training focused on ethics and information security, but the skill that has taken me furthest is learning to communicate those ideas in a way that feels practical and human. Whether I’m delivering training or advising a team, I try to replace jargon with clarity and give people the “why” as well as the “what”. That communication style has helped shift perceptions of data protection from something intimidating to something empowering.
Q6. How do you ensure that your team stays creative and takes calculated risks, even when the stakes are high?
For many people, creativity doesn’t naturally coexist with compliance, but I think they complement each other. I encourage teams to explore new ideas with confidence by helping them understand the boundaries early on. When people know the parameters, they can innovate more freely without fear of crossing into unsafe territory. I also try to create a space where questions are welcomed and mistakes are treated as learning opportunities. When people feel supported, they become more comfortable experimenting within the right frameworks.
Q7. What’s the best piece of professional advice you’ve ever received, and who gave it to you?
A mentor once told me, “Protect the trust, and everything else will follow.” It was simple, but it reframed the way I approached my work. Regulations will shift, technologies will evolve, but trust remains a constant. Keeping that principle at the centre of every policy, audit, and recommendation has shaped how I operate professionally. Working with Thom [Poole], as the author of Play it by Trust – I am learning so much more about trust in business.
Q8. How has the company culture evolved since you started, and what role do you play in shaping it now?
When I joined JMS in 2021, the organisation already valued responsibility, but over time the culture has grown more structured and proactive in how it approaches data and compliance. I contribute by helping weave trust and transparency into our everyday processes, from onboarding to client strategy. My aim is to ensure that data protection feels natural within our operations rather than something bolted on afterwards.
Q9. Describe a time when a project failed, and what you, or the team, learned from that experience.
Early in my career, I worked on a project where privacy assessments were carried out too late, which resulted in significant rework and delays. It was a stressful experience for everyone involved, but it taught me the importance of early engagement. Since then, I’ve championed privacy-by-design as a core working principle. When compliance starts early, it prevents problems, saves time, and leads to better outcomes for both the organisation and the client.
Q10. What is a quality you actively look for and try to mentor in junior employees?
Curiosity. Data protection doesn’t stand still: new technologies, regulations, and risks emerge constantly. Junior colleagues who ask thoughtful questions and show genuine interest quickly grow into strong practitioners. I encourage them to develop both their technical understanding and their ability to see the human side of privacy.
Q11. What is your favourite non-work-related book, podcast, or hobby, and how does it influence your leadership style?
I’m a huge fan of mystery novels. They appeal to my love of problem-solving – following clues, piecing together information, and thinking critically about what’s hidden beneath the surface. That mindset transfers directly into my work, where attention to detail and pattern recognition are essential. It also helps me stay calm and methodical, even in high-pressure situations.
Q12. Where do you go or what do you do when you need to completely disconnect and recharge?
Hiking in the Shropshire Hills is my escape. Being outdoors gives me a sense of perspective and allows me to clear my mind. The combination of nature and movement helps me return to work feeling centred and ready to tackle complex tasks with fresh energy.
Q13. If you could have dinner with any three people (living or historical) to discuss strategy, who would they be and why?
I’d choose Edward Snowden for his insights into privacy and ethics, Sheryl Sandberg for her understanding of organisational leadership and digital transformation, and Brené Brown for her wisdom on vulnerability and trust. Each of them brings a unique perspective on responsibility, courage, and human behaviour.
Q14. What piece of technology or simple tool can you not live without (and why isn’t it your phone)?
My encrypted notebook, both digital and physical versions. It’s where I map out policies, draft ideas for training, and capture insights from audits. It helps me stay organised and ensures that sensitive information is handled responsibly while still giving me a space to think creatively.
Q15. If you weren’t in this industry, what completely different career path do you think you would have followed?
I suspect I would have become an ethics researcher or perhaps a writer focused on digital responsibility. I’ve always been drawn to the intersection of people, behaviour, and technology, and I find real satisfaction in exploring how choices shape trust. Those interests would have guided me no matter the profession.
Q16. What’s one thing you are currently learning (professional or personal)?
The impact of emerging international privacy frameworks and how they will influence cross-border marketing practices.
Q17. What is your go-to method for starting a challenging conversation?
I start by grounding the discussion in shared objectives, reminding everyone that the goal is to protect the organisation and the customer, then moving into the issue with clarity and calm.
Q18. What do you believe is the next big trend that will disrupt our industry?
Automated privacy tools powered by AI. They will change how organisations manage compliance and how customers expect their data to be treated.
Q19. What makes you most proud to work for this company?
The genuine commitment to doing things the right way. JMS understands that trust isn’t a slogan – it’s a practice, and one we deliver every day.
Q20. What is one personal habit or routine that contributes most to your daily productivity?
Reviewing my priorities each morning and aligning them with current risks and compliance needs. It ensures I stay focused and proactive throughout the day.