Los Angeles
I’m Leila.
As a Director, Strategy at Part and Sum, I guide clients with thoughtful strategies to help them reach goals and initiatives while also providing leadership and support to team members trying to reach their fullest potential.
Over the course of 10+ years, Leila has worked with Microsoft, Facebook, Walmart, Target, Sephora, Coca-Cola, Subway, HBO, Fox, Disney, and more. She applies cultural insights and a deep understanding of generational trends and consumer behavior to help clients better reach their customers, understand the competitive landscape, and take action on standing out, disrupting, and innovating.
Some of Leila’s achievements include delivering on a global digital restaurant strategy and audit for Subway, leading the positioning, messaging and media buying for GitHub’s first brand campaign, and working with Disney animators on how to future-proof details in IP development. She’s also given the keynote presentation at the annual offsite for Fremantle entertainment, workshopping with the producers of Idols and Got Talents on how to understand the next generation of consumers.
Leila has a background in fine art and has curated exhibitions from Los Angeles to Paris. Her background in the art world gives her a unique perspective on culture and creativity, and helps her guide clients to better anticipating where culture is headed, knowing which trend waves to ride and which to ignore, and pushing forward campaigns that really land. Innovation is her sweet spot.
<aside> <img src="/icons/rocket_gray.svg" alt="/icons/rocket_gray.svg" width="40px" /> Leila’s POV on seeing through the eyes of your customer
“Often times marketers will be driven by what’s the most interesting to them, what’s the most fun project to do, what’s big and splashy, and when it falls flat they wonder why. If there’s a lack of understanding the customer’s POV, needs, interests, lifestyle, then marketing lacks roots. An artist can be creative for creativity’s sake, a marketer needs to be creative to reach people, speak to people, empathize with people, relate to people. And a really good marketer understands this and embraces this by rooting initiatives in a customer-first mindset, knowing the engagement is reciprocal and can inspire people to take action.”
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<aside> <img src="/icons/star_gray.svg" alt="/icons/star_gray.svg" width="40px" /> Leila’s psOS Favorites
<aside> <img src="/icons/drafts_gray.svg" alt="/icons/drafts_gray.svg" width="40px" /> Leila’s Articles in the psOS
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