Shindy B.

Experience

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  Umba

  Vice President Marketing

  Apr 2022 - Present

  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.
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  ARSQ

  Strategic Advisor

  Apr 2020 - Present

  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.
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  eyetamins®

  Member of the Board of Advisors

  Jan 2020 - Present

  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

  Chief Marketing Officer

  Feb 2021 - May 2022

  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.
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  Starbucks

  Head of Marketing and Innovation (contract) - Evolution Fresh

  May 2020 - Feb 2021

  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

  Brand Strategy and Product Marketing, Amazon Devices and Alexa

  Sep 2017 - Sep 2019

  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.
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  Yum! Brands

  KFC Vice-President/Senior Director, Brand Management and Innovation

  Mar 2014 - Sep 2017

  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.
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  Yum! Brands

  Senior Director of Marketing

  Jan 2013 - Mar 2014

  • 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.
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  Yum! Brands

  Director Of Brand Management I/II

  Nov 2011 - Jan 2013

  • 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.
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  Yum! Brands

  Senior Brand Manager

  Jan 2011 - Nov 2011

  • 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.
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  Yum! Brands

  Brand Manager

  Jan 2010 - Mar 2011

  • 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

  Vice-President/Head of Media and Innovation, 2009-2017

  Oct 2009 - Sep 2017

  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.
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  Taco Bell

  Marketing Manager

  Jan 2004 - Jun 2010

  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.
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  TGI Fridays

  Associate Marketing Manager

  Jan 2003 - Dec 2004

  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.
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  EuroRSCG 360

  Account Executive

  Jan 2000 - Dec 2003

  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.
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  McCann

  Account Executive

  Jan 1997 - Dec 1999

  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.