I am Lorya Roblin (née Noseda). I am an experienced Strategy Director with a track record of working for the largest advertising agencies (WPP, IPG, M&C Saatchi, to name a few), governments, multilateral organisations and foundations (ex. Nike Foundation). With 16 + years of experience spanning the UK, Europe, Asia-Pacific and Africa, I have become an expert in harnessing the power of communications to solve unsolvable problems.
A trailblazer, a creator and a leader, I have used my double expertise in brand planning and Social and Behaviour Change Communications (SBCC) to tackle the world’s most pressing issues such as social justice, human rights and freedoms, gender equality, national security and climate emergency.
Specialist in youth engagement and passionate about behavioural science, I have designed cultural brands and entertainment programmes (from music videos to drama, talk shows and digital editorial brands) to help change gender norms and empower adolescent girls in the global South, from Malawi to Nigeria by way of Indonesia. In Cambodia, one of the oldest authoritarian regimes in Asia, I have co-led an innovative national elections campaign on facebook, inspiring a new generation of young people to take to the streets in the name of democracy and vote for change - a ‘Cambodian Spring’ according to the press.
I have proven experience designing and leading global teams through the entire strategic process - Ethnographic & cultural research, target audience analysis, strategic & creative development, comms planning & partnership strategy and monitoring & evaluation (M&E) - across culturally diverse projects, teams and geographies. I also have the soft skills to inspire and grow global teams.
Lastly, I am a proud mother of two young children.
Find out more here.
Born and raised in Paris, in a French-Cambodian culture, I have always been curious about why people do the things they do.
This deep interest in human behaviour led me to live and work across rich and diverse cultures from the UK to Europe, Asia and Africa.