Demos Parneros | Fortune 500 CEO Interviewed by Blue Ocean Global Technology

Demos Parneros | Fortune 500 CEO | Advisor and Board Member I Retail & E-Commerce Leader | Startup Investor

Demos Parneros is an experienced and innovative retail and e-commerce leader, helping Staples grow from a startup to a Fortune 100 company, serving as President of North American Retail and E-commerce businesses. He subsequently took on the role of CEO at Barnes & Noble, leading a focused transformation plan, which eventually led to the sale of the company. In addition to previously serving on several high-profile company boards, Demos now leads CityPark LLC, which has invested in leading-edge consumer and retail tech startups.

Blue Ocean: Tell us about your professional life. Why did you choose to work in this industry?

Demos Parneros: I always want to continue learning and growing, so the retail industry was a natural choice for me after college because of its dynamic nature. As I progressed through the ranks from a management trainee to a public company board member and CEO, I had the chance to work with great Fortune 500 companies like Macy’s and Staples, as well as many amazing start-ups and early-stage companies.

Throughout my years of experience in retail, the industry has gotten more intense and is changing every day.  I love the ongoing challenge of serving customers in new and innovative ways as their needs and expectations evolve.

Blue Ocean: What does your typical day look like?

Demos Parneros: I am an early riser. I usually like to begin my mornings by responding to calls, texts, and emails. I then spend some time catching up on reading business and other news, before getting on with my day, which typically includes at least one meeting in-person and a few video or phone calls. I like the variety of collaborating with any one of the existing startups or consulting opportunities I’m working with, or hearing a pitch from someone new.

Blue Ocean: What is one trend from your industry that excites you?

Demos Parneros: I’m really excited about artificial intelligence, especially its applications in the retail and consumer space. From planning and procurement to operations, sales and marketing, there are so many opportunities to optimize the business, and as a result, serve our customers better than ever before.

Blue Ocean: How have you differentiated yourself, and what underpins your success?

Demos Parneros: I’ve been told that one way I stand apart is my diverse skills and experiences having grown up in the retail business. I developed a knack for operational detail early on in my career while also having the benefit of much more strategic roles, at the C-Level and board positions in public and private companies. Throughout this time, the qualities of honesty, transparency, and working hard to deliver on promises has served me well, as well as building a network of incredible colleagues who share similar values.

Blue Ocean: Tell us what you are grateful for.

Demos Parneros: I believe there is a lot in my life to be grateful for. I am especially grateful to have loving family and friends, supportive colleagues, and the opportunity to work on a variety of projects and with diverse businesses. It will be interesting to look back on this time in 10 years to see what new innovations and technology will have changed the world.

Blue Ocean: When you have time outside your work, what passions or interests do you pursue?

Demos Parneros: When I have a little downtime, I enjoy reading, cooking, being active, and following sports – especially all the amazing New York area teams. I also love to travel and be outside, escaping in nature when I can. But most of all, I like spending quality time with friends and family.

Blue Ocean: How did your experiences as a business leader shape the person and professional you are today?

Demos Parneros: I take lessons away from every experience I have, but my early days at Staples were particularly formative.  I joined the company as the General Manager of the first New York City store, and took on roles in different functions throughout the company as I rose through the ranks, ultimately leading the chain that grew to nearly 2,000 locations as President of Retail. 

It gave me a real appreciation of how every job in the company is critical to the success of the business and matters in its own way. Those early days also taught me so much about entrepreneurialism – having a vision, being scrappy and iterating quickly to make things happen.  It’s something I’ve carried forward in every position I’ve taken on since.

Blue Ocean: What are your sources of inspiration to thrive in a competitive environment?

Demos Parneros: I think it’s important to always remain true to yourself, especially in a competitive environment. Your unique qualities and perspectives will help you overcome challenges and set you apart from others, the foundation of a strong personal brand. Along with authenticity, hard work is always the cornerstone to success. Putting in the effort and dedication is the only way to achieve one’s goals. Even then, failure is inevitable – but it’s the best learning opportunity. If you don’t succeed right away, or even fail, continue to push and show grit and perseverance, and know that if nothing else, you will come away from the experience stronger and wiser. 

Blue Ocean: How do you motivate the people around you?

Demos Parneros: By being authentic and inclusive, as well as sharing a positive and constructive vision. To me, this is the best way to build trust with my colleagues, create a common goal and foster a sense of belonging, which is incredibly motivating and energizing. I also believe that listening is an important factor as it gives a sense of respect and appreciation. It allows us to gain new perspectives but also assures the team that their ideas and opinions are important and heard.

Blue Ocean: What, according to you, makes a great team? ?

Demos Parneros: Trust among team members, common goals and alignment, respect, and understanding of each other’s skills and attributes. Understanding and respecting each other helps promote a sense of mutual support, accountability, and unity in a team, which leads to better outcomes. These elements are essential for creating a collaborative and supportive work environment, where everyone can work together to achieve common objectives.

Blue Ocean: How do you handle negative feedback?

Demos Parneros: I always listen first and make an effort not to be defensive. While feedback can sometimes be difficult to accept, it is also a great way of identifying areas of improvement, as long as you keep an open mind. If taken with a growth mindset, feedback can be used to achieve greater success and fulfillment 

Blue Ocean: How do you stay informed about industry trends and developments?

Demos Parneros: I like to stay up to date with books, articles, earnings reports, and other news sources to keep up with the latest developments in business and strategize future possibilities. Attending conferences, seminars, and webinars and constantly communicating with others is a great way to keep my finger on the pulse.  My network of colleagues has always helped me expand my knowledge and is a great source of guidance for me.