About Leena

After graduating from the University of Westminster with two degrees, I went into digital marketing and PR in the music industry. I held roles at Sony, award-winning digital marketing agency Outside Line, and the pioneering music streaming dotcom Peoplesound. My clients included Universal, EMI, and Warner. I also acquired indie sector experience with clients such as Sanctuary, Echo/Chrysalis, Beggars Banquet, Ministry of Sound, Tummy Touch, Warp, Wiiija, and Telstar. I worked on almost two hundred campaigns, leading international European projects for superstar artists from Beyoncé to Take That.

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My music business training provider, Positively Music, led me to lecture all over the UK on digital music business and entrepreneurship in universities and government business agencies. I trained hundreds of start-ups and students. Clients included the University of Chester, the University of Westminster, Manchester College, London Metropolitan University, Croydon Council, Southwark Council, Portobello Business Centre, Leeds College of Music, and the University of East London.

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In 2012, I was invited to speak at TEDx for the University of Westminster on fan-centred music business. In 2013, several reports and books — Your Music, Your Money and The Fan Experience — were released. In 2014, I was invited to speak at The Big Music Project (represented by Global Radio and Capital FM) and to comment on the U2 and Apple partnership on SRF News, Swiss Radio and Television. I simultaneously worked as a senior lecturer at the University of East London, supervising students across four different business degrees in music, tourism, events, and management.

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In recent years, I’ve worked as a cross-cultural marketing consultant focused on the EMEA region, with notable projects for agencies working with major Chinese brands such as Huawei and Bosideng.

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So, how does this help you? Well, amongst many things…

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I leverage my experience crafting compelling narratives, emotionally connecting with audiences, and shaping brand identities. These skills translate into universal marketing strategies that resonate across industries. The music industry's reputation for rapid change and trend sensitivity mirrors my ability to adapt to new technologies, evolving consumer behaviours, and cultural shifts. I excel at staying ahead of the curve, experimenting with bold strategies, and adjusting under pressure — all of which foster business innovation and resilience. My cross-cultural expertise enables me to tailor messaging across varied cultural contexts, enriching brand strategy and global relevance. This perspective benefits businesses entering international markets or targeting diverse customer segments.

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I’m known as an idea machine and tested critical thinker, with tactical vision and attention to detail. Sharp, forward-thinking, and a tip-top communicator.

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Now, after 25 years of experience across digital marketing, PR, education, and strategic consultancy, I’ve launched Marcomms by Leena — a thought leadership platform dedicated to the forensic analysis of communications, narrative power, and ethical influence. It’s the culmination of everything I’ve learned: the strategy, the psychology, the cultural critique — all brought together to rethink how we communicate, persuade, and shape the world around us.