Helena Wayth, Founder and Managing Director of A Bird’s Eye View.
Helena Wayth combines extensive international brand, business and sustainability experience with a passion for market based collaborative solutions that can tackle social inequality challenges.
With over 20 years of experience in global organisations such as L’Oréal and Unilever ranging from managing big budget brands to leading small entrepreneurial start-ups, Helena’s breadth of senior strategic and operational leadership expertise spans markets (Asia, Europe, US, UK, Africa), sectors and cultures.
Believing that ‘business as usual’ is unsustainable and a wasted opportunity, Helena founded A Bird’s Eye View to help organisations strengthen their purpose, build a more sustainable business model for greater resilience and differentiation, and create impact and governance frameworks for accountability.
Helena sits on the Board of PATH, a global non-profit organisation using innovation and partnerships to develop and scale solutions to advance health equity.
She has a Non-Executive Director Diploma, a Masters in Sustainability and Responsibility and a bachelor’s degree in Business.
A Bird’s Eye View has provided invaluable support in the strategic refresh of our sustainability framework.
ABEV was particularly responsive in conducting a review of our framework to assess its future readiness, links to our core business model and how we can further embed our strategy. As part of this work, Helena assessed the maturity of our framework, and in doing so, suggested a roadmap for how we could further enhance our integrated plan in the context of organisational change.
We particularly valued ABEV’s ability to interpret our needs swiftly, whilst always keeping the customer and our purpose at the heart of all deliverables – this ensured high quality and focused outcomes.
Helena’s wealth of experience and knowledge, along with her appetite for supporting organisations in achieving sustainable growth, is a winning combination that ensures outputs of the highest standard.
We had the right team for this project – the research team bringing deep environmental impact expertise and rigour combined with Helena’s strategic perspective – to generate and translate the findings and trends into the commercial, systemic and board room agendas to ensure they landed well with senior stakeholders. Throughout the two-and-a-half year project, Helena helped cut through the complexity of the research for our senior leaders and really drill down to the messaging that we need to give to investors and other stakeholders across the sustainability agenda.
Little Blue Research worked with A Bird’s Eye View throughout the 18-month project. This included helping conduct stakeholder research and frame key findings and critical impacts to address. Helena provided strategic guidance and valuable insights to the project helping to build goals and next steps for the project steering group to consider. Her industry experience helped to take the outputs of the assessment further and provided the support needed to develop an overarching set of shorter-term and longer-term actions for the US and Canadian B2B events sector to take forward. We look forward to working with Helena and ABEV in the future.
We were fortunate to work with ABEV on two very distinct projects. The outcomes of both projects were transformative for Bridge Farm Group and took full advantage of Helena’s expertise in strategic development, leadership and brand.
As a business with a small team and great ambition, Helena’s involvement brought a fresh perspective to a key strategic project. She worked with us to develop a sustainability framework and style of communication that was respectful to our heritage but also reflected the business we are transitioning into.
Helena then appraised and help strengthen our wellness brand. Very quickly Helena’s sector and brand experience was evident, but also her high level of attention to detail. She was an invaluable asset to the process, helping to elevate our wellness proposition to a highly relevant, consumer-centric brand.
I have personally gained a great deal through the process of working with Helena. It’s helped shape my thinking and level of preparedness for growth journey we are on.
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.
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.
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.
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.
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.