Laura Francheteau

A multidisciplinary brand strategist with 10+ years’ experience working at the intersection of brand and culture to deliver true strategic transformation. Bringing expertise in insight-led brand strategy, customer experience, culture change, brand architecture and naming, I connect disciplines to develop creative yet actionable solutions. Experienced in leading high-profile, multidisciplinary programmes for complex organisations across sectors and international markets.

Expert in translating qualitative and quantitative insight into clear strategic direction, I build compelling strategic narratives that strengthen client relationships, drive growth and engage senior stakeholders. My approach combines strategic rigour, creative curiosity and commercial mindset to develop teams and raise the bar collaboratively.

STRATEGY ASSOCIATE DIRECTOR - YONDER CONSULTING

(2022-01)

Leading all aspects of projects, including owning client relationships, leading strategy development from inception to delivery, managing cross-functional project teams, maintaining project profitability and growing key accounts across complex, multi-workstream programmes. Promoted from Senior Consultant and winner of Yonder’s Leader of the Year Award in 2023.

• Strategic leadership: Lead brand and culture strategy programmes, from in-depth research through to strategic recommendations, experience design and activation across multiple markets. Act as the designated cover for Partners and Directors on several occasions during maternity, paternity and sick leave
• Senior client advisory: Own key client relationships as the main point of contact, and act as a trusted strategic partner to senior stakeholders; developing and presenting persuasive recommendations and facilitating C-suite workshops to align leadership around strategic direction
• Operational management: Owner of project profitability, from scoping high-margin projects to identifying ways deliver the work more profitably. Lead team resource planning and project allocation; introduced processes that improved utilisation by 15% in two months while improving overall efficiency and team morale
• Commercial growth: Drive account growth by identifying and securing opportunities to extend client relationships, resulting in 83% of my clients commissioning at least one additional project in 2025/26.
• Business development: Collaborate with Directors across disciplines to scope projects, shape proposals and lead pitch presentations. Proactively generate new business leads by identifying target clients, and contribute to the development of thought leadership articles and points of view
• Cross-functional leadership: Manage multi-workstream programmes and coordinate teams across disciplines, balancing strategic quality, client expectations, resources and delivery requirements
• Offer development: Co-developed and commercialised a new culture strategy offer with the Managing Partner, shaping its proposition, supporting go-to-market activity and securing senior internal buy-in for investment. Act as the culture strategy lead within the business, serving as the first point of contact for culture briefs, upskilling teams and supporting the onboarding of new starters
• Team development: Created and ran Yonder’s first internship programme for three years, in addition to line-managing two people, and regularly running training sessions for more junior team members

SENIOR STRATEGIST EMEA - SIEGEL + GALE

(2021-03 - 2021-12)

Taking a fact-based approach, with a dose of intuition, to simplify and amplify brands. Partnering directly with the Strategy Director or Head of Strategy on a wide range of projects, from value proposition definition, to brand architecture and naming.

• Leading the content direction from storyboarding to briefing Designers and Copywriters
• Analysing and building recommendations based on detailed findings from the in-house Insight team or collaborators
• Developing point of view pieces for pitch presentations and proposals
• Collaborating with the Creative, Account and Insight Practice Leads to bring different viewpoints and ensure better client outcome
• Mentor for the Intern turned Brand Analyst through fortnightly calls, brand training and personal counsel
• Working side by side with the Managing Director on new business and marketing initiatives

BRAND STRATEGIST - PEOPLE-MADE

(2020-03 - 2020-12)

Bringing the world of brand purpose and culture together as one to help brands like Peloton and AstraZeneca to achieve their bold ambitions and unite their global workforce. Directly reporting to the two Founding Partners and working from strategic thinking to practical activation in an autonomous way.

• Producing culture work – from defining values to developing new leadership behaviours framework
• Crafting global Employee Value Proposition (EVP), supported by tailored talent messaging
• Activating purpose through culture change programme and imaginative employee experience initiatives
• Designing and conducting rigorous research and deep engagement programmes, from virtual focus groups to interviews and competitor audits

JUNIOR ASSOCIATE - CIRCUS

(2016-11 - 2020-03)

Deliver bespoke brand strategy and research management projects for high-profile clients such as The Body Shop, Pukka Herbs, John Lewis & Partners, and Holland & Barrett. Directly reporting to the Partners in a rigorous and intellectually challenging environment.

• Producing brand purpose definition, activation and portfolio architecture strategies
• Supporting the design and facilitation of workshops with high-profile executive-level clients, as well as the development of new business proposals
• Formulating key strategic insights drawn from interviews, consumer research and market/business analysis for the Partners & Founding Partner
• Creating speech presentations and background research for the Founding Partner
• Coaching and training of new starters, including development plans and fortnightly performance feedback
• Tracking the project’s commercial performance, reporting back to the Head of Finance

BA(HONS) - INTERNATIONAL MARKETING, 1ST CLASS - COVENTRY UNIVERSITY LONDON CAMPUS (2015 - 2016)

BTS - MARKETING COMMUNICATION - IFC MONTPELLIER (FRANCE) (2011 - 2013)

BAC STG - MARKETING (A LEVELS) - LYCEE DEODAT DE SEVERAC, CERET (FRANCE) (2009 - 2011)