Celia’s work in developing and scaling brand strategies and using them to fuel creativity has her recognised in the top 5 global strategy leaders by Campaign.

For the past 7 years, she has led the strategy team for Uber's advertising agency Special Group across APAC. This included creating the multi-award-winning campaign 'Tonight, I'll be Eating...' for Uber Eats, which has scaled the world, and was recognised for its outstanding long-term business impact last year, winning multiple global effectiveness awards, including the Grand Effie. Prior to this, Celia held strategy roles in both London and Sydney across a wide range of clients including Samsung, Virgin, and Vodafone.