Lubna’s deep curiosity and empathy formed as a “third-culture kid” living in ten cities and five countries across three continents. This global background gives her a unique ability to conceive effective inclusive strategies and campaigns that connect to diverse audiences. She believes all clear, bright, beautiful brands start with empathy. Empathy brings insight, turning consumers into fans, turning products into powerful brands. An Integrated Brand Management expert, she spent two decades honing her strategic dexterity and a keen eye at NYC’s leading agencies. Lubna has created integrated branding campaigns for Citi, Coach, LVMH, Weightwatchers, No Nonsense, Intel, Fujifilm, Fiat Chrysler, Gannett, Marriott, and Renaissance Hotels. Her award-winning work appeared in The New York Times, Graphis, Creativity, Archive, Ad Age, Adweek, and Print. She has won an ADC, NY Festivals, Global Health, Addy and Ace Awards. She now leads a multi-disciplinary creative team that is transforming the Ricoh brand in North America.