Shindy B.

Umba is an African digital bank providing free bank accounts and a connected ecosystem of payments, loans, savings and payroll services via a mobile app. Launched in Nigeria (2021) and Kenya (2023), Umba uses proprietary tech and AI-driven credit decisioning to expand financial inclusion across the continent.

• Led marketing for an early-stage African digital bank, owning go-to-market strategy for consumer and SME products across target markets.
• Launched brand and product marketing programs to drive customer acquisition and activation for mobile-first banking experiences.
• Built and managed integrated campaigns (digital, partnerships, events) to grow app installs, account openings and product adoption.
• Partnered with product and data teams to translate AI-driven credit and product insights into targeted acquisition and retention tactics.
• Established agency and media relationships and helped shape performance measurement frameworks to optimise CAC and LTV.
• Represented marketing in senior leadership forums to align growth, product and regulatory priorities.

Association régionale de soccer de Québec (ARSQ) is one of Quebec’s largest regional soccer associations, overseeing recreational and competitive soccer programs, coaching and referee development across a wide territory and approximately 31,000 members.

• Advised the regional soccer association on strategic priorities to support membership growth, youth engagement and volunteer development.
• Provided guidance on program planning and stakeholder alignment between clubs, coaches and regional governance.
• Supported development of community outreach and grassroots pathways to improve player retention and coach/arbitration training.
• Recommended approaches to program evaluation, partnership engagement and communications to increase participation and visibility.

eyetamins® is a life sciences company focused on therapeutics and consumer innovations in eye health, offering vitamin and supplement solutions aimed at conditions such as dry eye and visual strain.

• Served on the advisory board providing strategic guidance on product positioning and clinical/consumer messaging for eye-health supplements.
• Advised on regulatory and claims strategy relevant to nutraceuticals and OTC eye-health products.
• Supported commercialization and go-to-market planning, including channels (DTC, retail, clinician networks) and partnerships.
• Provided introductions and advisory input on clinical validation, KOL engagement, and consumer marketing priorities.

SummaForte is a company (corporate information limited in record).

• Led brand strategy and product marketing initiatives to define positioning and messaging across channels.
• Developed and executed integrated marketing plans to support product introductions and demand generation.
• Coordinated cross-functional teams (product, sales, creative) and external agencies to deliver campaigns and measure impact.
• Established KPIs and reporting to track adoption, engagement and campaign ROI.

Starbucks is a global coffee company and retailer offering in-store and packaged coffee and related consumer products worldwide.

• Led marketing and innovation for a $100M CPG brand (Evolution Fresh), reversing pandemic-driven negative sales trends through targeted marketing and product initiatives.
• Managed and motivated cross-functional teams (advertising, marketing, innovation) and external agency partners to execute integrated campaigns.
• Owned multi-million dollar media planning and execution to drive awareness, trial and sales lift.
• Introduced promotional and product strategies designed to improve household penetration and restore topline performance during a challenging retail environment.
• Aligned innovation roadmap and marketing calendar with broader brand and retail priorities to maximise distribution and retailer support.

Amazon is a global technology and retail company focused on customer-centric innovation across e‑commerce, cloud computing, devices and digital services.

• Built and led a 27-person digital marketing organization to support the multi‑billion dollar Amazon Devices portfolio and Alexa ecosystem.
• Owned brand strategy and product marketing for device launches in a complex, matrixed environment, coordinating across product, engineering, retail and PR teams.
• Designed and executed end-to-end digital acquisition, retention and lifecycle campaigns to drive device sales and Alexa adoption.
• Scaled measurement frameworks and optimization processes to improve marketing efficiency and ROAS across paid channels.
• Recruited and developed senior marketing talent and established cross-functional operating rhythms for launch and sustained growth.

Yum! Brands is a multinational restaurant company that operates leading quick-service brands (KFC, Taco Bell, Pizza Hut) in partnership with franchised restaurant operators worldwide.

• Provided senior leadership for brand management and innovation initiatives at KFC within Yum! Brands, focusing on product and marketing strategy to drive relevance and growth.
• Led cross-functional innovation efforts to identify new product concepts and translate them into national-scale programs.
• Collaborated with franchise partners and global teams to align product roadmaps, test plans and commercialization strategies.
• Drove brand positioning, creative direction and campaign prioritization to support system sales and franchisee ROI.

• Owned the national and test marketing calendar, strategy and innovation roadmap for a $4.5B brand, leading concept generation and product development.
• Led integrated multi‑million dollar marketing campaigns from concept through launch across more than 4,500 restaurants.
• Managed a high-performing marketing team and coordinated with cross-functional partners, franchisees and agencies to deliver consistent sales growth.
• Oversaw creative development, media planning and measurement to optimize campaign effectiveness and ROI.

• Directed national and test marketing programs and a three‑year innovation roadmap for a $4.5B brand, driving sustained same-store-sales outperformance.
• Collaborated closely with global and U.S. leadership, franchisees and cross-functional teams to design and scale national campaigns.
• Supervised and developed brand managers, owned hiring and performance management, and allocated resources across marketing initiatives.
• Presented quarterly results and strategic recommendations to leadership and franchise boards; earned industry recognition for digital promotion effectiveness.

• Set strategic direction for the dinner occasion layer (~$2B) including tactics, media allocation and creative execution for national programs.
• Managed test-and-learn approaches, analyzed financial impact of program sales mix and reported results to franchise and leadership stakeholders.
• Coordinated cross-functional execution to ensure campaigns delivered on sales and profitability objectives across thousands of restaurants.
• Maintained rigorous measurement discipline to inform future calendar planning and creative optimization.

• Led the Everyday Signature Value test program, clarifying brand messaging and driving measurable sales impact in test markets.
• Delivered 12% same-store-sales growth and increased transactions in pilot markets; scaled the concept globally based on results.
• Managed cross-functional teams through test design, execution and roll‑out; received company recognition for breakthrough results.
• Owned analysis of test insights and presented business case to senior leadership to secure broader implementation.

KFC is a global quick-service restaurant brand famed for its fried chicken and significant international presence as part of Yum! Brands.

• Headed media and innovation efforts to modernize media strategy and introduce innovative marketing approaches for KFC U.S. operations.
• Championed integration of media, creative and product trials to accelerate return on marketing investments.
• Worked with national and global stakeholders to align media investments, pilot new channels and scale successful tests.
• Built relationships with agencies and vendors to deploy impactful, brand-building campaigns.

Taco Bell is a fast-food restaurant chain known for Mexican-inspired menu items and is a part of the Yum! Brands family.

• Owned marketing initiatives supporting menu and promotional programs, collaborating with cross-functional partners to drive traffic and sales.
• Managed tactical execution for local and national activations, supporting operations and franchise partners.
• Contributed to creative briefs, promotions planning and post-campaign analysis to inform continuous improvement.

TGI Fridays is an American casual dining restaurant and bar chain offering a broad menu of American-style cuisine and beverages.

• Supported marketing program execution across menu promotions and in‑restaurant marketing initiatives.
• Coordinated with vendors, creative teams and restaurant operations to deliver promotions on time and on budget.
• Assisted in campaign reporting and analysis to measure lift and inform future marketing decisions.

EuroRSCG 360 (Digital Tank) is an internet and digital communications arm of a global advertising network, delivering digital strategy and creative solutions.

• Served as account executive on digital projects, coordinating client deliverables, timelines and agency teams.
• Managed day‑to‑day client communication and ensured alignment between strategy, creative and technical teams.
• Supported campaign reporting, media coordination and vendor management to deliver digital initiatives.

McCann is a global advertising agency network that delivers strategic marketing solutions and creative advertising campaigns for large national and international clients.

• Executed client servicing responsibilities for advertising campaigns, managing timelines, production and cross-functional agency teams.
• Coordinated briefs between clients, creative and media teams and tracked campaign milestones and budgets.
• Supported campaign performance analysis and maintained client communications to ensure expectations and deliverables were met.