Brand Management and Reputation Awards 2021 Judges

Karen Jones - Chairwoman

Karen founded Citywealth after a career at News International, The Times, and Sunday Times in the legal, financial and recruitment sections. She also ran the Legalease flagship title Legal Business/Asia Pacific Legal 500, and launched Legal Business Awards and Legal 500 parties. Karen then took over In Brief magazine, where she grew the organisation from a buyout where it had gone bankrupt to a successful £500,000-a-year publishing and events business. Her work as a Citywealth CEO was recognised by four New York Stevie Awards: Women helping women (2014, 2015), Innovator of the year (2015), and Entrepreneur of the year (2015).

Matt Tabb
Chief Marketing Officer

Matt has overall responsibility for Equiom's strategic marketing activities across all business lines and jurisdictions. Working closely with the senior management team, business development teams and regional marketing teams, Matt's role is to align business strategies with a consistent global brand message. Matt has more than 20 years' professional marketing experience, in both B2B and B2C arenas, having previously worked with a number of internationally recognised brands. He holds a Professional Diploma from the Chartered Institute of Marketing (CIM), a Diploma from the Institute of Direct Marketing (IDM) and a Diploma from the Institute of Promotional Marketing (IPM). Matt is an honours graduate of the University of Sheffield and a member of the Chartered Institute of Marketing.

Christina Mina
Marketing Manager

Christina Mina has over 14 years’ experience in wealth management, working for investment management, financial planning and property finance companies. She joined Rathbones in 2018 to manage the delivery of the marketing strategy for charities and professional advisers. Today, Christina is Rathbones’ marketing manager for professional advisers, Rathbone Financial Planning and Court of Protection/personal injury. Christina has a strong commitment to supporting the future generation of professional advisers, developing strategic partnerships with membership organisations such as Citywealth, where advisers can network effectively with their peers. She is also focused on the importance of brand management, which in financial services has an equity value of circa 30% (Source: Interbrand Zintzmeyer & Lux). Trust is a valuable equity, so maintaining an authentic and trusted reputation is crucial to a successful marketing and growth strategy. In her spare time, Christina studied the art of luxury bag design and production at the University of the Arts London, and is currently developing her own line of ethically sourced and consciously crafted leather and sustainable leather alternative goods

Rebecca Stannard
JTC Group
Associate Director - Business Development & Marketing

Rebecca joined JTC in 2019 to lead the marketing and business development strategy for the private client services division. She focuses on the planning, execution and analysis of activity to help grow the business. As a specialist in communication she is also helping to raise the profile of JTC’s private client services in relevant locations. Prior to joining Rebecca was global head of marketing and business development for an offshore law firm and has also held senior marketing and business development roles in two other trust companies.

Elenor Bouchet
Fairway Group
Head of Marketing, Business Development & Engagement

Elenor is the Head of Marketing, Business Development and Engagemet for Fairway Group and has been working within the offshore finance industry since 1998. She is responsible for the development of Fairway Group's marketing strategy, in line with the group’s overall strategy as well as development and implementation of effective marketing communications activity across a wide range of channels. Prior to joining Fairway, Elenor gained a wealth of experience in financial services marketing strategy and tactical implementation having worked for the international investment arm of one of South Africa’s largest financial services groups and prior to that an international bank. Her expertise lies in brand strategy and implementation, integrated marketing communications for traditional and digital channels and campaign management. Elenor is a Fellow of the Chartered Institute of Marketing (FCIM) and has held Chartered Marketer status since 2007.

Osnat Peled
Managing Partner

Osnat Peled currently serves as managing partner of MCBA EVO, an innovative social media and brand reputation global company. Osnat has vast experience in the international investment, trade, and development industries, and over 20 years in marketing advisory. During the last years, she worked with hundreds of companies from cross-domain industries, offering them added value through state-of-the-art technologies for the social media and branding arena. MCBA EVO (a part of MCBA GROUP) is a social media management and technology company located in Amsterdam, with branches in Tel Aviv and Bucharest. The company creates and manages top-performing Social Media Campaigns and Brand Reputation Management operations for companies, covering all the online media channels to reach their target clientele, increase their positive visibility and intensify their satisfaction. Linkedin osnat:

Yolanda Bornand
Global Head of Marketing and Communications

Yolanda has worked in the trust and corporate services industry for nearly 15 years in a number of high-level roles in Marketing and Communications, reporting directly to the Board. After graduating with an International Affairs and Trade Master’s degree, Yolanda worked for two of the largest trust, corporate and fund service providers. She joined ZEDRA at its inception in 2016. Yolanda has extensive operational understanding, as well as a strategic and practical approach to the role marketing plays in supporting growth. Today, Yolanda is ZEDRA’s Group Head of Marketing and Communications. Yolanda leads her team to support ZEDRA through marketing, including digital and content strategies, events and promotion of the firm’s service offerings. Yolanda is responsible for establishing ZEDRA as a recognised and trusted brand in the financial services industry. Yolanda oversees a range of projects including branding and sponsorship opportunities, employer branding and CSR initiatives. Fluent in English, French and Spanish, Yolanda also holds Diploma of Advanced Studies in Digital Public Relations from the University of Geneva.

Samantha Bisson
Director of Marketing and Communications

Samantha joined Buzzacott in 2006 and is the Director of Marketing & Communications, within our Professional Support division. With over a decade of experience within Professional Services marketing, Sam shapes, advises on and implements the firmwide marketing, communications and business development strategy. She ensures that Buzzacott cultivates its brands, advocates its values and remains a leading firm in the services it provides. During her time at Buzzacott, Sam has led two brand refreshes and website launches, including the most recent one in September 2018. Along with her team, Sam ensures that Buzzacott’s internal and external reputation reflects our ethos of building long-term relationships with clients and contacts alike. Sam is also very well-connected in the professional marketing networks, using this to support the firm in excelling and achieving its strategic objectives. She is a Chartered Marketer and a member of the Marketing Directors Network, the Professional Marketers Forum and Emerging Leaders Forum. Outside of Buzzacott, Sam is an enthusiastic gastronome, a pastime she pursues with zeal while indulging her interest in travel.

Hayley Geffin
Mishcon de Reya LLP
Head of Communications

Hayley is the Head of Communications and PR. She has over ten years' experience of advising on corporate communications and works across public relations, editorial, marketing and brand campaigns and social media. She also leads on internal communications at the Firm. She works alongside lawyers to provide clients with communications advice including in relation to crisis communications, group actions and crowdfunding. Hayley was part of the team that brought the Article 50 legal challenge on behalf of Gina Miller in 2016, handling communications and media for both Mrs Miller and the Firm. She read English at St Hugh's College, Oxford.

Julian Gibbs
Barclays Private Bank
Head of Marketing, UK & Global Growth

Julian leads a team of international marketers tasked with delivering against challenging growth targets in 30 UHNW & GFO markets across 25 countries. Jiulian is a seasoned marketing leader with an extensive career of achievement developing and directing strategic marketing initiatives in complex and competitive industries, including the financial services sector. Intuitive and articulate marketer with acute business acumen and expertise in B2B and B2C channel development and execution.

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