Ali is a senior strategic and creative marketing professional specialising in building powerful, engaging brands in complex not-for-profit organisations. She led the transformation of the Macmillan Cancer Support brand and subsequent award-winning, brand building campaigns. Currently Brand Director at the British Council, Ali is responsible for ensuring our brand engages young learners, students, change makers, government ministers, corporate partners and more across the English, Education and Arts sectors in over 100 countries worldwide. She is passionate about how brands can use exceptional creative content with storytelling at its heart to drive growth.