At The Watercooler

At the Watercooler with Johanna Hinkle, product lead at Toshiba's Innovation & Incubation Center

Johanna Hinkle, director of portfolio management, at the Innovation & Incubation Center for Toshiba Global Commerce Solutions, discusses her career path, industry trends and personal values.

presented by

Image: Willie Lawless, Networld Media Group

February 14, 2025 by Retail Customer Experience

Describe your current role:

I lead product in the Innovation & Incubation Center, driving the evolution of AI-driven IoT security solutions for front-end retail systems. My focus is on scaling innovation from an initial successful POC with a customer to full market availability and enterprise readiness while continuing to expand and refine our solutions. Today, this includes the ELERA Security Suite, encompassing ELERA Loss Prevention and ELERA Produce Recognition, as well as the supporting IoT platform. My role spans product strategy, development, and commercialization, ensuring measurable business impact. I lead our solutions across cross-functional teams in sales, marketing, professional services, customer success, and program management to drive adoption and success for our clients, while also serving as the evangelist and champion for our solutions both internally and externally.

What was your first-ever career role and what is one important lesson you learned from it?

My first career role was as a software engineer in professional services, working in a small, scrappy team. Unlike a typical engineering role, I was never just writing code — I was always deeply engaged with our customers. Retailers would call me directly, and I was involved in the end-to-end process. I spoke with users and stakeholders, sometimes receiving just a one-line requirement. It was my job to not only understand what they were asking for but to uncover what they truly needed. I had to design the solution, implement it, document it, provide support, and ensure it actually solved their problem. This experience certainly shaped my path to product management — I learned that successful technology isn't just about building software, but about deeply understanding customer needs and delivering real, practical value.

What inspired you to work in your industry?

I've always been drawn to the intersection of technology and the people who use it. Technology should serve real human needs, and I've always seen it as a tool for problem-solving. When I started working in retail, self-checkout was still an exciting, relatively new area, and it was fascinating to be part of something that was changing how people shop. Everyone goes grocery shopping, so the idea of working on software that I could see and use in the real world was incredibly appealing. It made the impact of my work tangible, and that sense of connection between innovation and everyday experiences continues to drive my passion for this industry.

Who is/was your mentor and what's one important lesson you learned from them?

I'm incredibly fortunate right now to have two of the best mentors in my career — my boss and "my other boss." They push me to meet high standards while also supporting me in reaching them. They exemplify that leadership isn't just about having a vision, but about articulating it with clarity and conviction to inspire confidence and action. They build trust by being direct, consistent, and holding themselves to the same expectations they set for others. That trust creates an environment where I can take risks, challenge assumptions, and make tough calls with confidence. They push me to be decisive and unafraid to challenge the status quo. At the same time, they emphasize that leadership is never just about individual decisions — it's about people and partnership and making progress together.

What industry trends do you think are currently over-hyped and why?

Right now, there's a lot of hype around AI replacing human roles entirely. While AI is transforming industries, the idea that it will fully eliminate the need for human decision-making and oversight is overblown. In retail, for example, AI and computer vision can enhance security, efficiency, and loss prevention, but they still require human judgment, operational integration, and ongoing refinement. The most impactful solutions blend AI with human expertise rather than trying to replace it altogether. The focus should be on augmentation, not replacement.

What advice would you give to someone just starting out in your industry?

Be curious. Don't just learn the technology, learn the business. Understand what drives revenue, where the biggest pain points are, and how things actually work in the real world. The best solutions aren't just technically impressive; they solve real problems in ways that scale. Build strong relationships across teams — engineering, operations, sales — because no one succeeds in this space alone. Surround yourself with people who challenge you, complement your strengths, and push you to be better. Be data-driven, make your impact measurable, and always back up your ideas with real insights. And don't be afraid to challenge the way things have always been done. Change in retail happens in waves, and the best innovations come from people willing to rethink the status quo.

What do you do to have fun outside of work?

I love traveling and exploring and find so much joy in being active and immersed in new places and experiences. Whether it's simply running along the river where I live or traveling and hiking through national parks and awe-inspiring places, being outdoors gives me a sense of peace and perspective. Traveling to new cities with different cultures, languages, food, history, art, and people changes the way you approach the world. Thank goodness my kids inherited this same love for adventure! It makes me proud to see them approach life beyond their everyday experiences with curiosity and excitement.

What's one interesting thing about you that even the people you work with every day probably don't know?

I've worked at Toshiba Global Commerce Solutions for a long time and I'm a pretty open book, so this might be a tough one! But one thing that doesn't come up often is that I played competitive ultimate frisbee during and after college in North Carolina. My team made it to the national championship and was recently inducted into the local hall of fame! It was an incredible experience that shaped how I think about teamwork, strategy, and adapting under pressure — skills that continue to serve me today.

Is there anything else you would like to tell people about yourself or your company/organization?

I work with people who are truly passionate about what they do — solving complex problems, pushing the boundaries of innovation, and making a real impact. It's inspiring to be surrounded by a team that not only brings deep expertise but also genuinely cares about the solutions we build and the customers we serve. The work we do isn't just about technology; it's about creating meaningful change in retail, helping businesses operate smarter, safer, and more efficiently. I'm proud to be part of a team that challenges each other, supports each other, and is always striving to do better.

More From At The WatercoolerMore

---

Included In This Story

---

Toshiba Global Commerce Solutions

Every great shopping experience starts with a choice. An epic choice. The kind that defines your path and shapes your destiny. At the crossroads of opportunity, the decision to forge ahead can lead to incredible adventures and extraordinary achievements. ​What’s your epic choice? Forge ahead with Toshiba and create your tomorrow today.

Request Info

Learn More