Elke van Tienen Promoted to EMEA Chief People Officer Geometry

UK practices to roll out across EMEA

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We’re delighted to announce the promotion of Elke van Tienen to the newly created position of Geometry EMEA Chief People Officer. This is in addition to Elke’s current role as HR Director, Geometry UK.

Based in London, Elke’s task is to lead and align Geometry’s “Grow Well” talent agenda across EMEA. Claus Adams, Geometry EMEA CEO explains, “Elke will support our region to share and embed best practice, inspire and deliver experiences that celebrate diversity and foster an environment of growth for our people, clients and business.”

Asked about the new challenge, Elke has said: “I’m excited to be joining Claus and the team as we continue to nurture a culture that embraces growth and transformation, empowering our people to thrive – individually and collectively.”

For Geometry UK, Elke has created and delivered a notable set of talent initiatives through critical phases of agency transformation – while all the time cultivating an open and an inclusive culture.

Just a few include: ‘The Incubator’: a work experience programme offering students from diverse backgrounds an opportunity to operate as a mini agency; #CreativeComeBack, launch partnership with Creative Equals, a returners programme fast-tracking women back into the creative industry; and, ‘Pitch Your Passion’, the quarterly contest of inspirational Geometry side-hustles. Under Elke’s leadership, Geometry UK won recognition for focus on learning and wellbeing, landing IPA Continued Professional Development (CPD) Gold Accreditation.

Elke remains part of the UK leadership team, working with our UK CEO, Michelle Whelan. 

“Elke is a senior leader who champions a people-first approach to business. She has been instrumental in developing our culture by introducing new programmes and embracing new ways to attract and retain people. I look forward to seeing Elke build a stronger EMEA culture through educating and enabling talent to be more mobile across borders - creating an even better Geometry for people to work with.” commented Michelle.

Elke is a graduate of The London School of Economics and Political Science in industrial relations and human resource management. She has over 13 years' leadership experience in advertising, marketing, media & entertainment including Viacom/MTV UK & Ireland, [Comedy Central & Nickelodeon] MTV international and MTV emerging markets.  Elke is multi-lingual and proud mum to two young boys.  

Geometry UK

Our ambition is to drive growth by innovating where and how people discover, buy and use your products and services. Our proven growth framework unlocks growth opportunities in consumer (need state), channel (mission) and category (demand space). Our creativity changes behaviour in the moments that matter. With expertise across Retail & Shopper; Omni-Channel & Digital Commerce; Experiential; Brand & Design; Innovation; and B2B & Trade, our promise is to deliver ideas that create growth for your brand. Our clients include: Coca-Cola, GSK, Kimberly-Clark, PwC, HSBC, GORE-TEX, Shell, Diageo and Unilever. We’re led by our values. We are brave, we are trusting, we are reinventive and we are human. The people who make up Geometry are Geometry and we work hard to look after them – whether it’s our award-winning wellness programme, our IPA Gold standard training, our industry-leading benefits or our funding programme for employees’ passion projects.