Atif Sheikh



Organisational transformation, transformational leadership and commercial strategy, brand building, proposition development, innovation.

Business highlights

Director & European Business Leader | ?What If! Innovation
Led transformation & innovation work which drove growth for Aviva, Samsung, CNN, Pepsico and PaddyPower - amongst others.

Marketing Management | Burtons, Diageo, Unilever
Developed and executed innovation, brand and trade strategies to drive turnaround & double digit growth.

Why I love what I do

Large organisations can easily get lost in the pace and complexity of market disruption. I am totally driven by creating renewed clarity and unlocking human potential in that context. What gets me out of bed is seeing the surge in belief and energy people experience when their organisation moves from decks and initiatives to real change in the way business is done.

A business result I'm proud of

Working with the Group Exec of Aviva to pull off the rebirth of a 30,000 person organisation - with renewed vision, pace, pride and skills.

A business reinvention I admire

Am a huge fan of the way Pepsico have always forced themselves to assume their current core will die, and looked a decade earlier than needed at where their next core business will come from. Acquiring and scaling Tropicana and Quaker earlier than they needed to meant they were ready when health began to move up everyone's agenda. And led directly to a decade of double digit growth - whilst sailing past Coke's market cap.