08 March 2024
From canvas to copper: An interview with RME’s Chief Customer Officer
For this year's International Women's Day (IWD), themed ‘Inspire Inclusion’, we had the honour of speaking with RME's Chief Customer Officer, Cherylyn Russell. Her generous insights offer a unique perspective on diversity and inclusion at RME and the broader mining sector.
Creativity isn't confined to art studios – it flourishes in engineering and on mine sites too. At RUSSELL MINERAL EQUIPMENT (RME) we're fortunate to count a remarkable cohort of women among our ranks demonstrating that innovation thrives in diverse environments. Their unique perspectives, shaped by rich and varied backgrounds, fuel their inventive approaches to problem-solving. These women aren't just valuable members of our team; they're instrumental in developing solutions that benefit RME and our Customers' mineral processing operations.
For this year’s International Women's Day (IWD), themed ‘Inspire Inclusion’, the marketing communications team had the honour of speaking with Cherylyn Russell, RME’s Chief Customer Officer and highest-ranking female leader. Her generous and articulate insights are invaluable and offer a unique perspective on diversity and inclusion at RME and the broader mining sector.
This interview delves into Cherylyn’s highly relatable career journey, the values she upholds as a leader, and how she sees inclusion reflected in her work. It also explores the crucial issue of underrepresentation of women in engineering and mining, both domestically and globally. Through this exploration, we hope to inspire the next generation of women to look beyond the stereotypes and embrace the opportunities this exciting and rewarding sector offers.
We hope you enjoy the read as much as we enjoyed documenting this story.
Q1: Tell us about your career beginnings and how did it prepare you for your role at RME?
Q2: What has your journey been at RME?
Q3: What do you see as the primary purpose of your role?
Q4: What do you love most about it?
Q5: What challenges have you faced in your leadership role? And what advice would you give to other women pursuing similar roles?
Q6: What have you been most proud of in your career?
Q7: How has your journey shaped your perspectives on the need to foster inclusion and diversity in engineering and the mining sector?
Q8: What does inclusive leadership mean to you, and how is this realised at RME?
Q9: Why is diversity and inclusion crucial for design and engineering teams?
Q10: Fostering inclusivity and diverse perspectives are crucial for success today. How do you intentionally create a culture of inclusion and promote diverse perspectives across the organisation where everyone feels valued and empowered to contribute?
Q11: What role does mentorship play in promoting inclusion for you? How do you approach guiding other women leaders within RME?
Q12: What message would you share with young women considering a career in engineering and the resources sector?
Q13: Many women leaders talk about the importance of 'being seen.' Why do you think it's crucial for women to be visible in engineering the resources sector and leadership?
1. Thank you for joining us today Cherylyn. To start us off, we'd love to hear about your career beginnings and how it prepared you for your role at RME?
Cherylyn Russell: My career beginnings may not be typical for this industry, but I think that’s what makes it relatable and allows others to connect with it. My life has always been about embracing opportunities that played to my strengths and walking (with natural caution but nonetheless walking!) into new environments where people saw my potential and allowed me to express my creativity.
Art was always my thing. I was fortunate to have positive role models and just the right amount of encouragement from my teachers to give me confidence to pursue the beautiful craft of art restoration and custom framing, as well as several years in advertising and graphic design. This led me to the wonderful community of Toowoomba where I managed, then purchased and transformed an artwork framing and restoration business. These experiences fostered my creative problem-solving and client relationship building – skills which have been important throughout my career. ARTSHOP was actually how I first connected with RME and found myself unexpectedly expanding my horizons into the incredible world of engineering and mining.
Over the years, I’ve had the privilege of working alongside these two ‘crafts’ – the artist and the engineer – and it is clear they share many synergies. I think humans are naturally curious, and our strongest expressions often manifest in the arts and in scientific discovery. Artists create forms using colour, shape, textures and materials – minerals from the earth – that evoke human emotion. Engineers create using maths, physics and minerals from the earth to shape solutions which offer shelter and comfort, keep us safe, and enable our mobility. Both crafts fulfil our sense of wonder. Both improve the human condition.
2. What has your journey been like at RME?
Cherylyn Russell: My journey began in 2013 when, knowing I had an advertising background, RME approached me about a brand and messaging refresh. What began as modest consultancy work evolved into a larger remit as the company navigated the end of the mining construction boom. This critical period saw RME forge our clear market strategy, strengthen our R&D program with innovative new offerings, and refresh our brand and voice. As part of this, I oversaw the formation of the RME’s Marketing Communications Team, working with some fantastic local talent who believed in in the company’s Mission and embodied RME’s culture and values. Every day was a pleasure with this team, and it still is.
In early 2020 I embarked on the challenging and rewarding role of Chief Customer Officer (CCO) within the newly formed Chief Executive Team or CET. With the global pandemic upon us, this period was the ultimate in ‘storming, forming and norming’. We became more resilient, mature, agile and collaborative. It was a period that reinforced the importance of working together to achieve success for our Customers, our people and our business.
While RME certainly has departmental structures for practicality’s sake, it isn’t particularly siloed and this, in my view, is due to the value we place in ‘juntos’, which in Spanish means ‘together’. We like working together and we see sustainable improvements when we do, because we learn from one another’s perspectives.
As someone who's passionate about building value and creating sustainable, positive impact, what I appreciate most about my role is my ability to influence Customer loyalty and trust. This starts with a foundation of integrity – as trustworthy, reliable and sincere employees, as precision engineers and as problem solvers, and as a company who believes in its Mission, knows its market and has the courage and conviction to change things for the better.
3. What do you see is the primary purpose of your role?
As RME’s primary Customer advocate, my role encompasses a variety of responsibilities – I certainly wear meany hats! However, the core focus is on cultivating trusted teams that prioritise empathy and understanding our Customers' needs, reliable engagement, and sound commercial acumen. The RME Mill Relining System isn’t just chosen over competing offerings for its technical merit; Customers value our safety leadership, but also our corporate responsibility, and connections to people and community.
4. What do you love most about your role as RME's Chief Customer Officer?
Honestly, two things truly stand out for me and they’re both creative!
The first is witnessing the impressive growth of RME and our amazing global cohort. When my relationship with RME first began, the company had a strong reputation for high-quality products globally. However, I saw untapped potential in further leveraging our brand identity. It was exciting to uncover new ways to grow this. We started with fundamental but important visual assets like logo architecture, industrial design, signage, photos and film, laying the groundwork for strong brand recognition.
The second, and undeniably the most humbling, source of joy is seeing our people thrive and flourish. Helping remove constraints that hinder their growth is deeply fulfilling, and I'm incredibly grateful that my role provides daily opportunities to empower them. This mirrors the invaluable experience I've had of being influenced, inspired, and mentored by exceptional people every day.
5. What challenges have you faced in your leadership role? And what advice would you give to other women pursuing similar roles?
Cherylyn Russell: Oooh this is an interesting question. As someone who identifies more as an introvert, stepping into leadership roles early in my career came somewhat of a surprise. One challenge I faced was balancing the natural caution that comes with new experiences with a sense of conviction.
My advice to other women is this: Embrace the conviction you have in your vision and abilities. It's okay to be cautious, but don't let it hold you back. As you persist, the path often becomes clearer. Additionally, actively seek out knowledge and diverse perspectives through questioning and listening, and diligence. Finally, remember that genuine connection and building trusted, positive relationships are crucial in any leadership role. .
6. What have you been most proud of in your career?
Cherylyn Russell: Throughout my career, I've found immense satisfaction in encouraging and mentoring others. I know myself that when someone showed me the way by their example, I felt encouraged to walk new paths and overcome self-doubt and fear. Having team members trust me and work together on creating cool things, not only do they grow, but I grow too. This mutual encouragement benefits everyone involved. Most importantly, I have been humbled by the moments when individuals saw something in me, I didn’t know I had. Breaking through my own ‘glass ceiling’ and enabling others to do the same is what I'm most proud of. That’s the heart-swelling stuff.
7. How has your journey shaped your perspectives on the need to foster inclusion and diversity in engineering and the mining sector?
Cherylyn Russell: It absolutely has. My experiences have deeply ingrained in me the value of diverse perspectives. Witnessing the impact of being safely included and empowered has shaped my belief in creating supportive and welcoming environments for everyone. Furthermore, I've always been captivated by diverse individuals and their unique perspectives. This curiosity is not only personally enriching; it also fuels my belief that diversity brings new ideas, innovation and richer solutions.
An example of diversity in inclusion in my own career was one of my first projects at RME. Despite my limited exposure to mining and minimal engineering knowledge, the business recognised the value of my ‘different’ background in visual design, communications and sought my help in developing the three-volume "RME Guide to Mill Relining. This collaboration led to the creation of a publication which now contributes to best-practice standards for safe and efficient mill relining processes globally. Notably, Volume 2, "Steps on the Relining Path," features an omega-shaped diagram visually depicting the preparation, relining cycle, and return to mill production process. This project exemplifies the power of creative communications in making complex technical information accessible to a wider audience. And it solidified my belief that embracing diverse perspectives are key for improving the status quo and driving positive change in sectors like engineering and mining.
8. What does inclusive leadership mean to you, and how is this realised at RME?
Inclusive leadership is a core value I hold deeply. At RME, we strive to realise this through our innovative Chief Executive Team (CET) model. Inspired by the concept of distributed leadership, the CET brings together key operational leaders from across the business. This collective voice ensures every significant issue has a dedicated champion within our strategic framework. It's not just about who holds the title, but about ensuring everyone feels empowered, valued, and heard. We also leverage the strength of rotational membership. This fosters stability during transitions while providing invaluable professional development for our leaders. Through diverse experiences, they broaden their skillsets and gain valuable insights.
Ultimately, the CET model codifies collaboration, diversity, and inclusion in the very fabric of our leadership approach.
9. Why is diversity and inclusion crucial for design and engineering teams?
Cherylyn Russell: That’s another great question and it raises a very important issue. I’ll give you an example that illustrates the importance of gender equity in engineering and product design: I recently read an article that historically, women were less likely than men to receive CPR in public, because training mannequins were based on the male form.
Car accidents had a similar tale. According to a 2011 study in the US, female drivers had higher injury rates than their male counterparts. This is because the crash test dummies were also male forms and so they did not provide accurate information about how a crash impacts a woman.
At times personnel protective equipment (PPE) in the resources sector was often poorly designed for women. This has also been an issue for the military and law enforcement agencies where body armour was designed for men. This meant they weren't always safe or comfortable for women.
It’s examples like this, that when your eyes are opened to them, it becomes so obvious there is a genuine need for significantly more diversity in design and engineering!
10. Fostering inclusivity and diverse perspectives are crucial for success today. How do you intentionally create a culture of inclusion and promote diverse perspectives across the organisation where everyone feels valued and empowered to contribute?
Cherylyn Russell: Totally! Why wouldn’t we actively cultivate inclusive environments where diversity is appreciated? In my experience, harmony does not come from sameness (nor does innovation and progress). It comes from respect and respect comes from understanding others. Once you recognise that the richness of culture, ideas and relationships comes from this and not homogeneity, you seek it out. There’s no place for, or merit in, perpetuating stereotypes and intolerance of difference. In this way a respectful, empathetic, culturally diverse, and diversely talented group of people has immense strength.
John Russell has always exemplified this philosophy I believe. He surrounds himself with smart and nice people, the more interesting the better. Eccentrics are welcome! Over the years, this commitment to inclusion has attracted hundreds of employees who have contributed amazing ideas and personality, enriching our company culture.
RME also actively cultivates safe spaces for open communication and collaboration by leveraging the concept of "PO". This is inspired by Edward de Bono's work, which encourages respectful questioning and exploration of diverse viewpoints. This fosters an environment where individuals feel comfortable sharing ideas, participate in problem-solving, and contribute to innovative solutions.
Like, “PO: I think the RUSSELL Mill Relining Machine that comes out of Assembly on International Women’s Day 2024 should be pink!” Even if it does not get adopted, the point is there is safety is voicing the idea and it opens the door for discussion and improvement. I will also add that we are tickled pink with our new 'pink' load rings on the beautiful RUSSELL Mill Relining Machine!
Secondly, we actively invest in ensuring both physical and psychological safety for all stakeholders. We do this by implementing robust safety, wellness and social connection programs including Safety Awareness Days and partnerships with MATES in Mining. The heart of our business is also about inventing solutions for our Customers which reduce physical risk within the hazardous environment of grinding mill relining. Safety improvement is RME’s mission and ‘why’ we exist as a company.
11. What role does mentorship play in promoting inclusion for you? How do you approach guiding other women leaders within RME?
Cherylyn Russell: I’m a firm believer that being accessible and relatable helps to create safe spaces, and this is something that promotes inclusion for me. It's about creating a respectful space for everyone, no matter who they are. As for guiding other women leaders at RME, I like to think we guide each other. We share stories and experiences, and there is always something helpful and instructive in every interaction and exchange!
12. What message would you share with young women considering a career in engineering and the resources sector?
Cherylyn Russell: To all the young women out there contemplating a career in this sector, I say go for it! It's seriously exciting and rewarding, plus you get make a real difference in the world. There are numerous resources and organisations dedicated to supporting women in STEM (Science, Technology, Engineering, and Mathematics). Don't hesitate to connect with them and leverage their support.
The sector also offers an incredible range of career paths – apprenticeships, engineering, maintenance, project management, business development, customer service, logistics, human resources, safety, and the full gamut of marketing – the options are endless. The industry is also undergoing significant transformation with a focus on sustainability, and social responsibility, presenting exciting opportunities to be part of shaping the future.
I do acknowledge that the reputation of mining sometimes gets a bad rap in social media, but it’s important we differentiate between the impact of fossil fuel extraction (which industry is earnestly trying to move away from) and mining for minerals critical to the energy transition. Understanding this distinction is crucial, especially for younger people entering the workforce. We need six times more copper to switch to cleaner forms of energy. And everything, from phone to lifesaving medical equipment, comes from mined materials. Yep, if it's not grown, it comes from mining! That's why responsible mining is key for a sustainable future, especially as we move towards net zero. Going-greener relies heavily on minerals. This is a message our industry is trying to elevate – because we need a whole lot of people and innovation to make this transition happen.
Finally, my own experience has been incredibly fulfilling, so I encourage younger women to embrace the challenges and opportunities that this sector has to offer. Merit is merit and our industry’s men see this too. So don't be afraid to step outside your comfort zone, learn, grow, and contribute your unique talents to a dynamic and impactful field.
13. Many women leaders talk about the importance of 'being seen.' Why do you think it's crucial for women to be visible in engineering the resources sector and leadership?
Cherylyn Russell: Throughout my career, I've been fortunate to have witnessed women paving the way with confidence, conviction, and dedication. Their visibility served as a powerful inspiration, not just for me, but for countless others. While focusing on the task at hand is essential, it's easy to underestimate the impact your presence can have. You might be the inspiration and role model another woman needs to forge her own path.
Specifically, across mining in general, seeing women in leadership and technical roles in the field isn't just about having them there. It's important for changing cultures from the inside out, making them more welcoming, respectful, and positive for everyone. The mining industry has had a homogenous past, which unfortunately led to some not-so-great behaviours on mine sites, as evidenced by some high-profile investigations in recent years. But the industry, especially in Australia, is absolutely working hard at accountability and transformation.
When women and people from diverse backgrounds take on leadership roles, it sends a powerful message. It shows young women that they belong and can totally ‘rock’ careers in mining and engineering. Additionally, having a range of voices at the table leads to fresh ideas, better decision-making, and a more positive and constructive work environment.
When you think about it: if you never saw anyone like you in a leadership role, would you feel like you could get there too? Possibly not. That's why visible women leaders are important role models. They inspire others to aim high and chase their goals.
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We want to conclude this interview by paying tribute to Cherylyn's unwavering dedication to action on good ideas and her positive presence. Her genuine and authentic commitment to fostering connection and inclusion truly aligns with the spirit of International Women's Day, reminding us that leadership can be both decisive, creative and compassionate. We are incredibly grateful for Cherylyn's contributions to RME, her loyalty to RME’s shareholder, her commitment to Customers and the people of RME. Thank you for sharing your insights and perspectives with us today and inspiring the next generation.
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