Commercial, Social
and Sustainability Expertise

Helena Wayth Profile

Helena Wayth is the founder and driving force behind A Bird’s Eye View. With a background in business ranging from managing big budget brands to leading small entrepreneurial start-ups in global organisations such as L’Oreal and Unilever, Helena has a sharply honed sense of the commercial reality.

Her breadth of senior experience in strategic marketing and operational leadership spans markets, sectors, cultures and continents. This experience confirmed the belief that business as usual no longer makes sense, and how a crisis can become an opportunity and catalyst for invaluable change.

In more recent years Helena worked with several NGOs including Oxfam, Solar Aid and Marie Stopes International at a strategic, programme and community level, which have helped shape and strengthen her social and sustainable outlook.

Helena has a Bachelor’s Degree in Business and Marketing, and a Masters in Sustainability and Responsibility. She was a member of the Unilever Toilet Board and trustee of Helping The Burmese Delta, and currently sits on the board of international non-profit organisations PATH and Practical Action.


  • Global, Edelman
    Lisa Sepulveda, Global Chief Client Officer & President

    Helena continues to be a first phone call for me when I am searching for strategic counsel in a number of areas. Over the past two years, Helena has been a pivotal resource as we expand our market leading purpose platform for the agency.

    Helena conducted an extensive review of our Purpose business and developed a business case, strategy and pathway to further leverage organisational strengths, build capability and advance our offer.

    She led the effort to garner senior leadership buy-in and delivered a first-class implementation plan. Together with senior agency leaders, she helped design a strategy to generate greater commercial value and social impact.

    Helena is a true strategic and implementation partner who brings fresh insights and thinking with a commercial and social lens. Her thought process helps to reframe organization-wide opportunities. Helena comes at assignments with a global mindset and is able to effectively engage with and work across teams and markets. Helena is a top-class business partner.

  • UK, Selfridges
    Daniella Vega, Director of Sustainability

    A Bird’s Eye View worked with Selfridges on our award-winning Project Ocean and Material World campaigns.

    They worked closely with us to design and deliver in-depth research programmes which generated valuable insight into the campaigns’ value and impact, guidance for our future programme and communication, and help shape and reinforce our existing sustainability strategy and purpose.

    ABEV bring a wealth of senior experience, considered challenge to stretch us beyond ‘business as usual’ and the right blend of big picture thinking and attention to detail.

  • Global, Unilever
    Marcela Melero, Global Brand VP Dove Men + Care

    Helena is a very passionate marketer with a deep understanding of the beauty market – including its dynamics, the consumer, the products and the go to market.

    With products always at the heart of everything she does, Helena opened our eyes to a very different way of approaching mix development. Working with her has definitely helped up take our thinking to the next level.

  • Africa, Oxfam
    Brian McSorley, Head of WASH Kenya

    Helena brought a valuable commercial, consumer and systems perspective to the innovative sanitation projects and community owned initiatives in urban settlements.

    Leading a multi-stakeholder project team, Helena used participatory research techniques to understand needs and barriers, and to test the relevance, appeal and feasibility of a new innovative sanitation technology and closed loop model.

    Her work contributed to strategy revision, new collaborative partners, project escalation and additional funding.

  • Africa, SolarAid
    Steve Andrews, Former CEO

    What Helena achieved for our social enterprise, Sunny Money in only 6 months was something to behold. She is an outstandingly smart, focused, passionate marketer and retailer.

    She developed and ran a pilot project for us in rural Kenya to challenge the sustainability of our business model. It had a simply huge productivity rate and impact on our thinking. I wouldn’t hesitate to employ her again.