Who I am.

Hey there. I’m Nada. My purpose is to see things differently with honesty and optimism so we can create limitless opportunities.

I am a growth strategist who works through the lens of brand and marketing. I have over 19 years of international and commercial experience working with purpose-driven, high-growth scale-ups and established SMEs. I can help you grow, pivot, or get your groove back.

My background is varied and predominantly in-house: designer to entrepreneur to brander to marketer to strategist. I have experience working in travel and leisure, outdoor, adventure, food & drink, art, charity, experience and design sectors.

With a unique career spanning predominantly in-house design, brand building, and award-winning marketing strategy, I bring both the big-picture vision and hands-on expertise to transform brands from both inside out and outside in.

As a classically trained marketer and designer with a minor in Sociology, I have a deep-rooted curiosity about human behaviour and a sharp instinct for what makes brands resonate. My work has powered growth and strategic pivots across sectors including travel and leisure, food and drink, outdoor and adventure, experience, and design.

I am particularly proud to be one of the Founding Members of Canopy & Stars, helping grow from startup zero to seven figures in less than six years with 30% to 50% year-on-year growth since launch. And to have been part of +25-year old Sawday’s’ rebrand, re-positioning and business-model pivot as an employee-owned, B Corp, SME.

I love brands that are creative, can do a lot with very little, love people and the environment, and take the risk of not following status quo because they believe in something different. I love businesses that believe in what they do, especially when what they are doing is divergent, interesting and adding joy to this world. I love working with teams that believe in who they work for and the people they work with.

I'm a lover of the outdoors: snowboarding, mountain biking, hiking, outdoor photography and travel. My family and friends are of the utmost importance. And I was so obsessed with nature books that I read the entire available collection at my childhood library, so the environment has always been a passion of mine.