Laila spent two decades in roles that demanded not only the development of high quality strategies, but also, their translation into every aspect of the business, starting with brand design. Laila has held senior roles in brand management, retail category management and general management at blue chip companies such as Procter & Gamble and Canadian Tire. She founded and runs a brand management firm Lumena, which focuses on both brand launch and invigoration, and whose essence is “building brand momentum”. Laila has worked closely with many graphic and web designers and has a deep understanding of how strategy and design work together in the most impactful way. One of her side passions is science and within that, astronomy, at times drawing from both in her practice of brand management.