Prina Shah

Principal, Innovation

'Wise beyond her years, Prina is impeccably efficient and a true change-maker, all whilst being an all round top person'. — Owen Eddershaw

Prina Shah


Prina brings to True a breadth of experience across commercial retail strategy and technology. Prior to joining True she was at Amazon for seven years, in roles ranging from leading various product categories within health and beauty to most recently being the global senior product management lead for customer engagement for Subscribe & Save. Outside of work, Prina loves outdoor adventures, volunteers at a children's charity she attended as a child herself and is trying to lower her golf handicap (unsuccessfully).

meet Prina

Why did you choose True?

True's unique business model and purpose driven culture (including it's B-corp status) really stood out and aligned with my own values and passions. I'm so excited by the trajectory True is on and wanted to be part of that journey.

How would you describe your job to a 5 year old?

I help companies become better and ready for how you will shop when you are older.

What do you love most — and least — about your job?

I love that I get to sit at and nurture the intersection of traditional retail and consumer corporate with the best upcoming technologies, innovation strategies and pioneering start-ups. I dislike the 'thick soup' that can exist in this industry when it becomes so thick that it slows down or even halts important reactions to customer's needs.

Name an idea or company that reimagined a business or industry — one you wish you’d thought of.

I'm biased but it has to be Amazon. Let alone the breadth of all the continuous new innovative ventures of the past 28 years, they continue to truly re-imagine and lead the way on convenience and the 'infinite' shelves of eCommerce. From transforming delivery times from a few weeks to a few days to now a few seconds in Fresh stores, whilst also launching Amazon Day, auto-deliveries via Subscribe & Save and lockers, they continue to re-define and personalise what 'convenience' really means. Customer obsession is intrinsic to their DNA.

Which person or people helped shape and inspire who you are today?

I feel so privileged and grateful to have had many different people throughout my life shape and inspire me at various pivotal and unexpected moments of my life that it’s hard to pick just one or a few. I would have to callout my parents though who both had to leave Kenya at a young age with very little, didn't go to university and have been my most inspiring role models with their influential and invigorating attitudes to work, life and helping others. I do also want to acknowledge the growing number of inspirational, women of colour role models - seeing aspirational 'people like me' wasn't always prevalent growing up, so the growing number of women smashing it and leading this industry is a powerful force (even if we still have a way to go).