About me

Yelena is a strategist with over 20 years of experience shaping some of the world's most influential brands. Working in New York and London, she has led strategy for global FMCG giants, national icons, tech startups, and NGOs — helping them carve out bold, meaningful positions in culture.

As Chief Strategy Officer at Fold7, Yelena challenges brands to think smarter and move faster. She believes technology should fuel creativity, not replace it, and pushes brands to take a stand —because making an impact isn't optional. Passionate about inclusivity, she has spearheaded campaigns such as Coppafeel!'s 'The Chest Checklist' to increase Black women's representation in cancer awareness. Her thought leadership extends to industry podcasts, where she discusses the role and responsibility of strategy in shaping culture and inclusivity.

Before Fold7, Yelena was the Global Group Strategy Director across the Reckitt portfolio before being promoted to Head of Planning. Now, she leads strategic direction for brands like Audible and Carlsberg Group, building strong brands that deliver growth for businesses.

An optimist at heart, she sees this as a defining moment for the industry — where accountability meets creative bravery.

A former drama student, Yelena still dreams of hosting her own talk show one day.

Yelena's work

The Best Things Come To The Curious

There's more to imagine when you listen

Eat Avec Respect

Nature Hits Different

No Nasty Surprises

Power Up What You Do

Carlsberg 'The Lake'

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