About Tavy Cussinel

With over two decades of high-impact, globally-minded communications leadership, I’ve spent my career architecting strategies that drive tangible business growth. From founding and building my own PR agency in London to developing business in Southeast Asia & the Middle East and launching the UK operation for a global agency, my journey has been defined by a unique blend of entrepreneurial drive, commercial acumen, and creative vision. This experience has given me a deep understanding of the multifarious pressures businesses face, not only in communications but also in operations, finance, and team management.

Beyond the strategy and the spreadsheets, I believe that a business’s greatest strength is its people. My “human-first” approach is the bedrock of how I work with every stakeholder, from the boardroom to the newsroom. I’ve found that in order for a business to thrive, everyone – from the client board to the client C-suite, from managing agencies to liaising with journalists – needs to be seen, heard, and valued. By investing in a deeper understanding of what motivates and inspires the people I work with, I build trust, foster seamless collaboration, and ensure that every communication effort is not only strategically sound but also authentically delivered for maximum impact. This approach allows me to act as a more effective and empathetic partner, translating a business’s goals into a shared vision that everyone can rally behind.

In 2016, a relocation to Singapore marked a pivotal expansion of my global perspective. Joining a leading international comms agency, I worked across a diverse portfolio of clients, from iconic household names to disruptive startups. Operating from this strategic hub, I led global accounts that spanned vastly different cultural and regulatory environments. This experience demanded more than just strategy; it required a nuanced mastery of cultural translation by addressing the distinct sensitivities of individual markets while maintaining a cohesive, powerful global brand voice. By pivoting with the rapid digital shift and integrating social media as a core strategic driver within traditional frameworks, I developed a sophisticated toolkit for globally resonant brand building.