Helina Asefa

Strategy Director

Helina is a seasoned Strategy Director with 15+ years of experience leading brand and campaign strategies across Europe, Asia, the Middle East and Africa. Today Helina has a solid track record in developing insightful brand strategies for a broad range of sectors including consumer goods, beauty and personal care, financial services, pharmaceutical, corporate branding, retail and hospitality. Her remit spans initial problem analysis, interrogation of core issues and possibilities, connecting the dots and framing the ultimate answer to develop a sound positioning leveraging key brand assets and creating compelling messaging strategies.

Has worked with:

  • Procter & Gamble (Safeguard and Ariel businesses)
  • HSBC
  • Bayer Middle East
  • Pfizer
  • Meraas

Is an expert in:

  • Qualitative research
  • Ethnography
  • Insight generation
  • Brand strategy
  • Passion for insight-driven problem solving, inspired story-telling and brand-building in emerging markets.

Wants you to know:

  • BA, McGill University
  • MBA, Cambridge University
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