Driven to make a positive impact, Lucinda is an advocate for ‘better business’ for people and planet. She pushes Google to show up for underrepresented communities in global marketing activations, advocated for sustainability through Fjällräven’s marketing strategy, worked with CARGO to promote a more inclusive curriculum, and is currently developing a healthier drinks concept to tackle over-consumption of sugar. Lucinda has been instrumental in rooting these values within The Upside. In her latest role as B Corp Champion, Lucinda is pushing for better maternity policies, sustainable suppliers, volunteer days and pro-bono projects. During lockdowns, she made concerted efforts to protect the mental health of the team, through initiatives such as ‘Content Club’ - a virtual forum for employees to stay connected. Refined through INSEAD’s ‘Developing Emerging Leaders’ program, Lucinda has a leadership style that empowers others to shine. In the last 6 months, she has been a crucial part in the promotion of 2 strategists. Lucinda recently received this piece of feedback: “Lucinda’a been such a crucial part of creating an environment where I felt comfortable and confident to grow...I'm honoured to have had the opportunity to see Lucinda grow in her own work and watch how she uplifts those around her”. Beyond marketing, Lucinda is a Plan International and BuildOn contributor - having helped the latter build a school in rural Nepal.