Experience

trundl GO

• Co-Founder

  • Feb 2021 - Present

  trundl is the walking for charity social business that is on a mission to change the way people and companies are motivated to be more active outdoors and environmentally responsible. Having co-created the concept, brand identity and operational blueprint for trundl, sleeves are fully rolled up running the operational trundl ecosystem. Key aspects of this being: - Co-design and project-management of the trundl app MVP and - now - 2nd stage development. - Grounding of brand identity across all channels. - Co-design and project-management of owned sites and digital communications. - Identification and curation of charity partnerships. - Total marketing, CRM and communications planning. - Investment pitching. - Brand partnership development. - Content creation for owned sites. - Management of creative and communications services. Show less



Freelance

• Egypt
• Human Resources
• 1 - 100 Employee

• Insight & Strategy Consultant

  • Aug 2020 - Jan 2021

  From the comfort, but distance, of lockdown, helped a brilliant entrepreneur think through, articulate, design and depict her business idea and co-create a brand from the ground up. The commission involved the design and moderation of insight and development research which, through the use and invention of a variety of resources, helped unlock the value-exchange that will be critical to the success of this highly purposeful initiative. The outcome is a brand called trundl, which is already receiving positive reception from charity and brand partners and potential customers. Show less



McCann Demand

• United Kingdom
• Advertising Services
• 1 - 100 Employee

• Insight & Strategy Consultant

  • Feb 2020 - Apr 2020

  Made a mark on a global beauty project and new business pitches before Covid-19 stopped play. Made a mark on a global beauty project and new business pitches before Covid-19 stopped play.



Publicis Sapient

• United States
• Business Consulting and Services
• 700 & Above Employee

• Insight & Strategy Consultant

  • Jul 2018 - Apr 2019

  Senior consultant (insight and strategy) for global digital transformation assignment from leading family CPG brand. Senior consultant (insight and strategy) for global digital transformation assignment from leading family CPG brand.



Publicis Groupe

• France
• Advertising Services
• 700 & Above Employee

• Head of Strategy & Insight Global

  • Feb 2017 - Jul 2018

  Working with an integrated creative and data team, devised global insight and behavioural segmentation for family-focused CPG brand, incorporating a predictive modeling approach . Created Blue 449 Open Source global planning platform utilising third party and Publicis proprietary data streams. Working with an integrated creative and data team, devised global insight and behavioural segmentation for family-focused CPG brand, incorporating a predictive modeling approach . Created Blue 449 Open Source global planning platform utilising third party and Publicis proprietary data streams.



Starcom Mediavest Group

• Spain
• Advertising Services
• 1 - 100 Employee

• North Asia Strategy and Insight Leader

  • Apr 2010 - Jan 2017

  Led insight and planning practices across North Asia offices. Highlights included: • Ground-breaking cultural and communication insight projects across Greater China, involving design and implementation of qual and quant research, data analysis, story-telling and event presentation. Yangtze National Study was the largest cultural and communications study, covering 35,000 people and revealing the real stories and potential of China’s tiered geography. The Women’s Study examined inter-generational motivations for love, work, family and shopping in Greater China. Paparazzi Generation uncovered how the first truly digital cohort were changing culture and society. • Led strategy for key international clients, including Mars Wrigley, P&G, Coca Cola, ABInbev, BMW. . Helped Earth Hour transition to Singapore. • Member of the Global Product Committee. Show less



Mediaedge:cia

• Netherlands
• Advertising Services

• Marketing Director APAC

  • Mar 2005 - Mar 2010

  Corporate communications and new business development. During this time, MEC was consistent leader in new business league tables, campaign awards and in 2006 was recognised as Media Agency of the Year

• Managing Partner, MEC Global Solutions

  • May 2000 - Mar 2005

  Developed Global Solutions from team of 3 people servicing 2 clients, to profitable division of 18+ people servicing over 12 international clients (regional and global) including Singapore Airlines, Chanel, MercedesBenz, Chevron, DHL. High level of client and staff retention across this period.



McCann Erickson

• Technology, Information and Internet

• Communications Director, Cathay Pacific Airlines Central Team Hong Kong

  • Apr 1995 - Dec 1999

  Global communications director within the full-service dedicated agency managing Cathay Pacific Airlines' total communications. Architect of integrated global communications partnerships. Worked closely with creative teams to design and execute effective and award winning campaigns. Global communications director within the full-service dedicated agency managing Cathay Pacific Airlines' total communications. Architect of integrated global communications partnerships. Worked closely with creative teams to design and execute effective and award winning campaigns.



McCann Worldgroup

• Advertising Services
• 700 & Above Employee

• Strategic Planner

  • Apr 1989 - Feb 1995

  After learning the ropes as graduate trainee on a range of Nestle brands, rose to become most senior planning point of contact for the centralised L'Oreal and Garnier national accounts. After learning the ropes as graduate trainee on a range of Nestle brands, rose to become most senior planning point of contact for the centralised L'Oreal and Garnier national accounts.