MEMBER PROFILE
Name: Robert Cockerell
Position: Retail partner
Location: Specsavers Devonport
Years in industry: 12
1. What inspired you to pursue an optical dispensing career, and how has your perspective changed over time?
My wife, Lauren, inspired me to pursue a career in optical dispensing. I initially joined the industry to support her on weekends at her practice, which gradually evolved into a long-term career path, leading me into management, completing my ACOD studies, undertaking the Specsavers Pathway program and eventually owning my own practice.
Over the years, my perspective of the industry has grown significantly as my roles have evolved. As an optical assistant, I viewed my position primarily as a service role, focused on supporting patients and delivering a positive experience. As I progressed into an optical dispenser trainee and then a manager, my perspective shifted to a more technical focus, with a deeper understanding of lenses, dispensing, and problem-solving.
As a retail director, I bring all these perspectives together with a strong emphasis on people – both patients and team members. I recognise the importance of balancing clinical knowledge, customer experience, and team development to deliver the best overall outcomes.
2. What are the most influential moments and people that led you to this point?
Meeting one of the fantastic directors of ACOD James Gibbins, was a pivotal moment in my career. His passion and enthusiasm for the industry were truly contagious. James strongly motivated me to complete my Certificate IV in Optical Dispensing and inspired me to actively encourage and support others in their own careers within the optical industry.
3. What’s something you know now that you wished you understood at the start of your career?
The true impact of leadership not just on business performance, but on people’s lives. Early on, I focused more on tasks, results, and the technical aspects of the role. Over time, I’ve come to realise that effective management is about developing people, creating the right culture, and enabling others to succeed.
I also underestimated the broader impact our industry has. Providing access to better sight and hearing isn’t just about a transaction – it can genuinely change someone’s confidence, independence and overall quality of life. Understanding that has given much greater meaning to the work we do and has shaped how I lead my team today, with a stronger focus on purpose, patient outcomes and long-term impact.
4. Can you share a moment where you made a significant impact on a patient’s life?
One moment that really struck me was helping a four-year-old boy pick up his very first pair of glasses. On the way out from the store, he turned to his mum and excitedly said he could see the leaves on the trees for the first time.
As a parent myself, that moment hit me hard. It was a powerful reminder of the real, tangible impact our work has – how something as simple as the right pair of glasses can open up a whole new world for a child. Experiences like that reinforce why I’m so passionate about what we do and the difference we make in people’s everyday lives.
5. What innovations in eyewear or technology are you most excited about, and why?
There is a lot happening in this space at the moment, from smart frames to advancements in lens design and AI in both the test room and dispensing. From a dispensing point of view, I’m excited to see the precision and accuracy in the future – with that said, you’ll always find me with a trusty PD ruler in my pocket when I’m at work.
6. What skills or qualities do you believe are most important for an optical dispenser to thrive in today’s market?
To thrive as an optical dispenser today, you need strong technical knowledge paired with excellent communication skills. It’s about explaining complex options clearly, connecting with patients of all kinds and building trust – so they feel confident in their care while you deliver the best outcomes.
7. How do you ensure your skills and knowledge stay up to date and current in such a fast-moving industry?
I ensure my skills and knowledge stay current by regularly reading industry publications, attending conferences and training events and networking with colleagues and industry leaders. Staying engaged with the latest technologies, trends, and best practices allows me to continually improve patient care and support my team effectively.
8. Why did you become a member of ODA, and what value do you see in the organisation?
I became an ODA member during my ACOD studies when membership was offered complimentary and I immediately enjoyed the high-quality content and resources available. Now in my third year, I’ve found the organisation to be an invaluable part of my professional journey. It provides excellent opportunities to connect and network with like-minded individuals across the industry, fostering the exchange of ideas and best practices. Being a member has helped me strengthen my skills, broaden my knowledge and stay inspired to continually improve both my own practice and the support I provide to my team.
