LONDON, UK // Firdaous is a Brand Leader with 20 years’ experience in Marketing and Communications who worked in major global Beauty and Personal Care companies, Unilever, The Body Shop and L’Oreal. She is the former Vice President of Dove Masterbrand Global and North America where she worked almost 10 years until a few weeks ago.

Firdaous’ passion and dedication to purpose-driven brands is evident in her work. Her leadership has contributed to the success of award-winning campaigns from “Courage is Beautiful” and “Reverse Selfie,” to transformative projects for representation and diversity such as ‘Project Show Us’ and more recently initiated campaigns challenging harmful social media trends to girls like #TheFaceOfTen. Last year, she led the Cannes Lions Grand Prix-winning “#TurnYourBack.”, a social first campaign tackling digital distortion. And more recently she launched the 20 years anniversary campaign for Campaign For Real Beauty, challenging representation in AI through ‘The Code’.

In addition, Firdaous led the Dove sustainability efforts, launching the Nature Regeneration Project through the Unilever partnership with the Rimba collective to help protect and restore 123,000 acres of rainforests in Southeast Asia over five years. Her commitment to positive beauty and sustainability continues to inspire change both within and beyond the industry.

Firdaous believes in the investment in brand equity to build brands that stand the test of time while staying highly relevant to the consumer. For nearly a decade at Dove, Firdaous has also been instrumental in leading innovative marketing strategies, such as shifting the whole marketing model of Dove and other Unilever Beauty & Wellbeing brands to a social 1st one with communities and influencers taking the centre stage. This model amplifies the brand’s purposeful work and innovations by inviting others to become key contributors of the brands message and campaigns, including creating an industry leading approach to influencer & culture first marketing.

Before jumping into her next adventure, she wants to share the model she learnt over the years on how to build brands that grow and last with purpose at their core so more brands out there can reconcile strong belief systems with growth, something consumers care about more than ever before.

Beyond that, Firdaous is a Moroccan French who lives in London with her husband and 7 year old triplets.