who.

We are a collective of modern-day Business Sherpas, aka business guides and mentors, fully equipped for today’s business world.

Jane's Story

In 2017, Jane Birkin began her own business adventure. After 20+ years at the sharp end of big corporations with a desire to do business differently and avoid the people and resource waste associated with modern day corporate business.

With a desire to do things differently Jane decided to work tougher, bringing 20+ years of experience and expertise in the commercial and creative world and passion for being a positive force for change and a vision of a world where business success is measured by more than just profit.

This catalyst grew Yellow into a collective of modern-day Business Sherpas, aka business guides and mentors, fully equipped for today’s business world.

Jane Birkin she/her

Jane Birkin she/her

Chief Ooomph Officer (COO)

I am an "Energiser and a Connector". I'm commercial and practically creative. I'm all about focus and getting things done and out into the real world. I'm a keen adventurer & adrenalin sports fan. I have an irrepressible belief that anything is possible - I apply this in work & play, which is why I founded yellow.global 6 years ago.

How I ‘Dare to Care’?

Doing things your own way in life and business, and not being afraid to break the mould.Being prepared to be vulnerable,go raw, honest and see, feel and say things for what they are.It's also about laughing and having fun with those around you on the journey to make some memories and build things that last.

Emma White she/her

Emma White she/her

Chief Vitality Officer (CVO)

If I’m not out running, playing rugby, or learning some new sport, you will find me chilling with friends and family, cold drink in hand. All this combined with work I enjoy keeps me full of energy and love for what I do. I love motivating, energizing, and uniting people behind a purpose.

How I ‘Dare to Care’?

Challenging myself and others to do something different and make a positive impact.

Ewan Topping he/him

Ewan Topping he/him

Chief Curiosity Officer (CCO)

Amsterdam-based Anglo-Dutch dad of 4. Digital native and evangelist. Allergic to sitting still, grumpy with no exercise. Happiest chasing and hitting balls with others, preferably with a competitive edge. Believer in people, and the power of aligning business values with human values to be successful. Problem solver, possibility finder, and general simplificationalist.

How I ‘Dare to Care’?

Being real and human. Thinking about others, listening, and asking brave questions that align objectives with human values.

Mark Barrett he/him

Mark Barrett he/him

Chief Magic Officer (CMO)

London-based proud dog dad with over 20 years in retail, hospitality, and FMCG. Expert in capability training and customer marketing, I add a magic touch to every project, with a focus on flawless execution. Love to travel, having lived in Nigeria, South Africa, and Bangkok. Former professional magician with a fun past, including performing at the first Jurassic Park after-party for Steven Spielberg. When not with my Frenchie, nieces, or friends, you'll find me with a deck of cards.

How I ‘Dare to Care’?
Being real, human, and a good listener. Asking brave questions that connect business goals with human values.

Robert Johnston he/him

Robert Johnston he/him

Chief Visualisation Officer (CVO)

Dedicated and motivated videographer, editor and artist. Happiest in an empty cinema, or out running in the trails.

How I 'Dare to Care'?

Facing up to every challenge with an open heart and soul, and trying something new.

Kabo Lam she/her

Kabo Lam she/her

Chief Animation Officer (CAO)

Amsterdam based Dutchie, proud cat owner, and loves trying new kinds of food. As a motion designer I like to draw, which I do both for work as well in in my free time.

How I ‘Dare to Care’?

By facing challenges. Not as a problem, but as an opportunity to make something eye-catching.

Ben Bryant he/him

Ben Bryant he/him

Chief Aesthetic Officer (CAO)

U.K. based designer and creative. I have a particular love of UX, design phycology and what great visual comms can achieve. I am also firmly rooted in sustainable brand solutions and love working with people who recognise the importance of the planet before anything else.

How I ‘Dare to Care’?

Sometimes we laugh, sometimes we cry, but both are valid emotions. Being honest about feelings is OK. For me, daring to care means getting up again, dusting down and cracking on. Someone else has been through it! Empathy is for the ears and action is from the heart.

Marc de Wolf he / him

Marc de Wolf he / him

Chief Illustrator Officer (CIO)

I'm a motion designer/animator (whichever you prefer) and illustrator. I've always been drawing or otherwise creating stuff, from a very young age, and have managed to carry that over into my professional life. Outside of commercial gigs, I work on my own projects and create sets for theater plays.

How I ‘Dare to Care’?

By always remembering the human. Or cat. Or any other creature.

Kat Thornely she/her

Kat Thornely she/her

Chief Lollipop Officer (CLO)

I love to get things done, I love a to do list, whether it’s exciting client projects, or projects at home, I love seeing a project well done. My kids keep me busy, and we love to travel, explore new places and meet new people.

How I ‘Dare to Care’?

It means taking a risk to create a better world for our children, whilst savouring every moment we have..

Prachi Wasnikar - she/her

Prachi Wasnikar - she/her

Chief Zen Officer (CZO)

Born in Mumbai and based in Amsterdam. Collaborator & Taskmaster. With my problem-solving, creative and flexible skills I am able to produce the smoothest events / experiences. Specialize in Cancer Nutrition and Restorative Yoga!

How I ‘Dare to Care’?

Practicing empathy, instead of sympathy.

Alex Wigford-Morgan he/him

Alex Wigford-Morgan he/him

Chief Technology Officer (CTO)

Tech leader focused on innovation, sustainability, and streamlining processes. Passionate about blending technology with purpose to drive efficiency and positive environmental impact. Always seeking ways to improve teamwork and results.

How I ‘Dare to Care’?

By making tech-driven choices that boost productivity and sustainability, ensuring business success aligns with environmental responsibility.

Nicola Cloherty she/her

Nicola Cloherty she/her

Chief Search Officer (CSO)

Multi-passionate entrepreneur who crafts stories and creates with heart and soul. I combine energy and strategy to shape content that resonates deeply. Love to connect, collaborate, and share. Dancing, calamari, chocolate éclairs, forest walks, ocean swims, and energy medicine keep me inspired. Chatting, writing, and making memories are my happy places.

How I ‘Dare to Care’?
Taking bold, heart-led steps to create change, even when it's uncomfortable, knowing it leads to a positive impact—and always with a few laughs along the way.

Claire Morelli she/her

Claire Morelli she/her

Chief Graphic Officer (CGO)

Passionate brand and packaging creator – In deep love with graphic art, music, poetry and clothing – You can find me: Dancing at indie concerts – SUPing on the canals of Amsterdam or on the Mediterranean Sea – Hula hooping–
On a side of an ice ring, supporting my 2 boys playing ice hockey.

How I ‘Dare to Care’?

By being conscious of the impact of my actions on the planet as a creator and a consumer.

Hugo van der Wardt he/him

Hugo van der Wardt he/him

Chief Bubble Officer

I am a Dutchie by birth, globetrotter by nature. Besides The Netherlands where I live now, I have also lived in Brazil, Indonesia, Spain, Canada and the UK. This has given me a unique outlook on people, work and life. Local freedom within a global framework is how I tackle opportunities. I have a can-do attitude and believe there is always a solution to get to the desired winning result.

How I ‘Dare to Care’?

By imagining a world where we all give more than we take.

Jo Weston she/her

Jo Weston she/her

Chief B-corp Sherpa (CBS)

I am not your average Jo ;) I'm the glue that joins things together, drives change and builds for the future. I help growing businesses, B corps, tech for good, social enterprises define and be guided by their mission and translate that into a business and brand strategy that balances the needs of people, planet and profit. I am happiest outside walking in the hills and munching a cheese and marmite sandwich!

"How do I dare to care"?

Connecting with myself and other humans to make a difference.

Oliver Coulson he /him

Oliver Coulson he /him

Chief Cultural Intern

As a postgraduate alumnus from Durham University , I bring a wealth of experience in strength & conditioning coaching and mindset consultancy for high-performance athletes and business professionals.I always try to impact on the micro level (the self). If we start at the bottom of the tree, we can always work our way to the top!

How I ‘Dare to Care’?

I dare to care by being the best self and bringing up others alongside! This comes from being truly empathetic, understanding and aware of others potentially different opinions and working with them to create something special!

Kathelijne Baauw

Kathelijne Baauw

Chief Calm Officer (CCO)

True curious Dutchie who has travelled the world for business and pleasure that loved living in Barcelona and Miami. Happiest when enjoying culture, good food and drinks. Most passioned with making a difference to brands and businesses, in finding their track and the customer / consumer journeys that lead to growth.

How I ‘Dare to Care’?

Not holding back when facing challenges. Keeping the heart and spirit open, as good things always follow.

Sally McKendry she/they

Sally McKendry she/they

Chief B Corp Assistant (CBCA)

Happiest when I’m by the sea with some exercise (preferably some beach football) and good food! Passionate about climate action rooted in justice and liberation which I try to (although imperfectly…) exhibit in my everyday life. I’m energised by being around other people, supporting each other and trying new things.

How I ‘Dare to Care’?

By trying to make an active choice at every point of decision making to create a world where there is an abundance of compassion towards everyone and their needs, including the planet.

Jo Geneen she/her

Jo Geneen she/her

Chief Sustainability Sherpa (CSS)

Outdoor swimmer. Mother. Yogi. Parkrun director. Supports brands and businesses wanting to make a net positive impact through strategy, comms, marketing and scaling best practices.

How I ‘Dare to Care’?

Caring about clients and projects - never ‘faceless’ consumer, never ‘stakeholder’, never ‘clickbait’ or ‘data point’. Developing real and valuable messaging and strategic steps to further purpose and produce great work collaboratively for a better planet and society.

Hayley Bagnall she/her

Hayley Bagnall she/her

Chief Integrity Officer (CIO)

Nature lover, daily Wim Hof enthusiast (hello, cold water dips!), and always up for a South African braai with friends. My thirst for conscious living, meaningful connection, and purpose-led work keeps me grounded. I blend heart, strategy, and boldness to inspire human potential, shifting mindsets and behaviors to spark transformational change in people and organizations.

How I 'Dare to Care'?

By guiding others to embrace possibilities, challenge the status quo, and co-create impactful change for a sustainable future.