Zara is a transformational leader, with a track record of creating purposeful change, unlocking growth, and driving shareholder value for some of the world’s most iconic brands. Previously, she served as Chief Brand Officer, leading the transformation of brand strategy, marketing, creative services, and corporate social responsibility across TIAA and NUVEEN.
Zara was previously Global Chief Brand Officer for GE, leading the internal and external transformation of the storied 130-year-old brand, and created significant shareholder value by reimagining the GE brand to successfully launch 3 new investment grade companies – GE Aerospace, GE Healthcare and GE Vernova (Energy). Prior to GE, Zara was Global Head of Creative Excellence at Bacardi Ltd, where she was responsible for transforming the portfolio of iconic brands, bringing purpose to the heart of the marketing programs, accelerating innovation and embracing digital channels to engage consumers in new ways.
Before moving to the US, Zara was a partner at Bartle, Bogle & Hegarty - one of the most successful and respected marketing agencies in the world. She worked across a variety of B2B and B2C brands including Google, British Airways, Johnnie Walker and The Guardian. Zara is British Indian and now lives in Connecticut with her husband and three children. She sits on The Advertising Council’s Diversity Board and is an active member of The WIE Suite, a women’s leadership network, and Gold House, an influential Asian Pacific community, using her platform to rally around common causes to drive socioeconomic change for underserved communities. Zara is also a strategic advisor and investor in a portfolio of tech and emerging D2C brands.
At the heart of every brand I’ve had the privilege to steward is a deep belief that purpose drives performance. The throughline has always been: be passionate about understanding and delighting your customer, serve with authenticity, and earn trust every single day. Secondly, culture is the ultimate brand expression. If your internal culture doesn’t reflect the promise you’re making externally, your brand will eventually collapse under the weight of that disconnect. A strong brand is built through inspiring and aligning your internal people first. When your values are lived by your people, echoed in leadership decisions, and felt by customers, that’s when brand becomes reputation.
Lastly, creativity is not a department – it’s a business driver. The best brand leaders are pattern seekers. They connect the dots others don’t yet see and help unlock new value, challenge old assumptions, and build relevance in a world that’s constantly changing. In every industry I’ve worked in, it’s this combination – purpose, culture and creativity – that has fueled my passion and delivered outsized impact.
Rather than a mindset shift, I’d say it’s been a skillset expansion – especially around storytelling. As Chief of Staff, I’ve gone from shaping how the world sees the company to shaping how the company sees itself – across teams, decisions, and priorities. It’s a move from leading one function to orchestrating across many, with a relentless focus on alignment, execution, and unlocking capacity for our CEO to extend her impact on employees, clients and partners. The aperture widens, but the core remains the same: clarity, consistency, and the power of story to drive action. Now my role is less about being the voice and more about being the amplifier.
What I hope to instill most deeply in the next generation is a belief that financial empowerment is the foundation of agency. And one of the most powerful things you can do for your future is to start saving for retirement early. The magic of compounding works over time—quietly, steadily, and powerfully. And that’s also my leadership advice: keep showing up. Leadership compounds just like savings. Every time you raise your hand, follow through, or stand up for what you believe in—it counts. You don’t have to be the loudest in the room. You just have to be the most consistent. Over time, that consistency builds trust, influence, and impact. The next generation doesn’t need to wait for a title to lead. Start where you are, lead with purpose, and let your consistent presence be your power.
WIE is a unique space where women can be both ambitious and authentic. There’s power in proximity, and WIE offers proximity to wisdom, to networks, and to energy that uplifts rather than competes. I value the real talk, the generosity, and the joy.
My grit and work ethic – full stop. It’s in my DNA coming from multi generations of hard working, courageous immigrants. I watched my parents and elders work relentlessly – often starting over in new countries, in unfamiliar systems, with nothing but determination and a belief that you can learn, adapt and start again. When opportunity knocks, you may open the door – but it’s discipline, humility and consistency that keeps you in the room.
Thasunda Brown Duckett, CEO of TIAA. She’s a true impact maker – a leader who embodies purpose, authenticity and a collective ambition for all, that is deeply energizing and inspiring. But what I admire most is how Thasunda uses her light to shine on others. She leads to create space, elevate voices, and open doors. Her power isn’t just in what she achieves, it’s in how she helps others rise. It’s a true privilege to serve alongside her and learn from her every day.
My big, crazy, global village – family and friends spread across continents and time zones. They remind me that no matter where I am in world, I’m never far from love and a different perspective.
The August vacation trend. It’s here, it’s glorious and I’m fully embracing some soft life energy.
The Shaman’s Mind by Jonathan Hammond. Jonathan is a friend and teacher whose work has deeply influenced my spiritual practice. The book is rooted in the Huna philosophy that energy flows where attention goes—a principle that has shaped how I lead, parent, and show up in the world. It’s a reminder that focus is power, and that inner alignment creates outward impact.
