Meet Charlotte Black, the dynamic Executive Director of Strategy at Saffron Brand Consultants. With a diverse background that blends business acumen with creative flair, Charlotte leads a global team dedicated to crafting innovative brand strategies. In this exclusive interview, she shares her journey, the challenges she’s overcome, and her vision for the future of the branding industry.
From her days balancing audit at PwC with creative stints at Ralph Lauren and Condé Nast, to her pivotal role in rebranding Facebook and launching Meta, Charlotte's story is one of passion, perseverance, and perpetual learning. Dive in as she offers invaluable advice for aspiring creatives, insights into the evolving role of technology in branding, and her unique approach to fostering collaboration and diversity within her team.
Tell us a bit about your role! Is there a “typical” day?
I lead the global strategy team at Saffron and sit on the executive committee.
There isn’t a “typical” day, but most include a combination of client meets for existing projects, preparing or attending pitches for prospective clients, and managing my team of strategists across our different offices worldwide.
I work closely alongside my colleagues who lead our teams in Design and Client Services to ensure we develop the most cutting edge work for our clients.
As I am based in London for our global business, I also focus some of my time developing our strategy for growth in the UK market.
What was the biggest challenge in getting to your current position?
I’m not sure I’d describe it as a challenge, but finding the right place for your career to grow and for you to develop as an individual is vital. It’s a lot about dedicating conscious thought to what the right factors are that ensure you thrive and enjoy your every day.
I’ve found exactly that in Saffron - the community, the collaboration and the creativity is unmatched. This is why I am a proud returner, having recently rejoined Saffron to lead the team I used to be a part of.
What is your personal background and what role did it play in your career?
I studied Business at University, and always balanced a business mindset with my creative passions. Before I went to university, I had worked at PwC in audit and secured a scholarship for my degree. But I knew I wanted to have a more creative career.
I spent my summers working at Ralph Lauren in Marketing and Condé Nast in Editorial Business. It was this combination that led me to secure a spot on the Omnicom Accelerate program which led me to the world of branding, which has allowed me to balance both sides of my passions.
What is your biggest career-related win? What is your biggest loss?
Wins and losses come in many forms. For me the win comes from being part of great teams doing exceptional work.
I was very proud to be part of the Saffron team that developed the Facebook company brand. We were the underdogs in the pitch and have gone on to develop a long-term relationship with the business (including the launch of Meta) which is a testament to the talent in this company.
It’s a cliché, but my losses have probably been wins in disguise. When something hasn’t worked out how I imagined, I’ve taken the biggest learnings. These include how to run teams effectively, how to build relationships and how to navigate challenging situations. There is always an opportunity to learn!
Which individuals and/or agencies do you gain inspiration from? Do you have any heroes in the industry?
There isn’t one particular person or agency in the industry, but there are many inspiring people I have met throughout my career.
I’ve been lucky enough to work with some exceptional clients and I’ve always really valued the insight and perspective that the leaders I’ve partnered with have shared. I’ve worked in most industries at some point in my career, and the breadth of insight and experience I have been exposed to has been a constant source of inspiration.
I’m also constantly learning from the people in my teams - from the most junior, to my peers. Inspiration really does come from everywhere.
What advice would you give to your younger self?
Perspective is a great thing. I’d tell her that every experience is a lesson that will help you on your career journey. Everyone at some point worries if they are on the right path. But the reality is that there are many paths we can take, and it’s about the experiences along the way that we will remember and value.
If you weren’t in your current industry, what would you be doing?
Travel and exploring different cultures has been a big part of my life from a very young age. I’m lucky that my career has offered the chance to do a lot of this as well. But if I wasn’t a brand strategist, I’d probably own a travel company that designed unique trips exploring lesser known areas of the world.
What’s your one big dream for the future of the industry?
Good brand strategy can have a big influence on how companies do business. I hope in the future we continue to positively influence how companies do good business through their approach to people, technology and the environment (to name a few).
What are your top tips for aspiring creative professionals?
Get comfortable with discomfort - those that rise to the top are often those that can navigate change, whether it’s market, customer or internal. Building resilience and not getting derailed by things out of your control is something to master.
Never stop learning - always have an open mindset and be open to learning from everywhere and everyone.
Find inspiration everywhere - creativity comes from the most unlikely places. It’s important to be open to inspiration from people, places, situations, history, and the future.
Avoid being stubborn at all costs - this will hold you back, block collaboration opportunities and prevent you from achieving your potential.
What are your top tips for other creative leaders?
Hire well – getting the right people around you is critical to success. This includes the right mix of hard and soft skills. Don’t hire identical profiles, but complimentary profiles that will help you achieve your overall objectives.
Culture is critical – being purposeful about the type of culture you are curating across your team is important. Work out what is going to get the best out of your people, and how this aligns with what your business requires.
Empower your team – it’s important to empower your team so they have a sense of ownership and responsibility and will help you build to your overall objectives. Making sure that everyone is playing an active role will have a big impact.
When you think about your team, what is the thing that matters to you the most?
Diversity of perspectives and collaboration – fundamentally this is what makes for a successful team. At Saffron, we operate a unique ‘One Saffron’ model across several geographical locations. This means we have people working in different locations, but coming together to work on client projects as one.
Without collaboration, we wouldn’t have the success we do and without the diversity of perspectives, ‘One Saffron’ wouldn’t make sense. It enriches our work and has helped us have successful partnerships with some of the biggest companies across the world.
How do you approach collaboration with other creatives or teams and what do you believe makes for successful partnerships?
Creating space for different voices is important in any team. Valuing and listening to different perspectives will always sharpen your work.
What industry trends do you foresee taking hold in the coming months?
Balancing humanity with technology. After a few years of AI buzz, brands are and will understand the importance of using AI in the right way, which isn’t at the expense of humanity.
AI helps us get to the starting point faster and create a lot of efficiencies, but it’s really important that brands don’t forget the power of human insight, human experience and human fans.
What do you think sets apart truly exceptional creatives from the rest of the pack?
Collaboration is a theme of my answers, but I do feel this is what sets people apart. Being able to have bold ideas is important, but being able to work with others to take them into powerful directions is how magic happens.
How do you think technology has influenced the creative industries and how have you adapted to these changes?
Technology has allowed us to do a lot more. It enables us to experiment in new ways and helps us collaborate through different tools.
Delivering projects in a global team has never been easier – but you still can’t beat being in the same room!
How do you prioritise self-care and maintain a healthy work-life balance?
I am a big believer in eight hours of sleep and very rarely sacrifice it. I also play tennis most weekends, and most importantly I take one or two trips a year that are about switching off and exploring a new culture and having new experiences.
How do you handle creative blocks or burnout?
Creative blocks – step away and take a walk. Works every time.
Burnout – taking a holiday is vital to recharge and reset.
Can you describe a moment when you had to think outside the box to overcome a creative challenge?
I always try to think outside of the box. It’s important to challenge yourself, and not get complacent with the solutions and work you develop for clients.
Getting outside inspiration or asking the perspective of someone who isn’t as deep into the work is a great practical way to get out of your box!
Do you have any websites, books or resources you would recommend?
I find inspiration everywhere – travel, galleries, friends & family, observing people on the tube, Instagram! But the thing I enjoy the most is podcasts – I listen to a big spectrum, and it never ceases to amaze me how much we can learn and be inspired by stories, other people’s perspectives and a good debate! Here are some of my favourites….
Armchair Expert with Dax Shepard
Freakonomics Radio
How I Built This with Guy Raz
WorkLife With Adam Grant
How to Fail with Elizabeth Day
