Nature has announced the appointment of Aliya Hasan to the newly created role of strategy director based in Melbourne.
Hasan brings with her 20 years of strategic planning experience, most recently at The Media Store, where she was head of strategy, working on some of Australia’s biggest FMCG, automotive and services brands.
Hasan’s expertise includes a diverse skillset across brand and creative strategy and integrated communications planning. Her work has also been recognised across multiple Cannes and Effie Awards.
As a director at Nature, Hasan will bolster the strategic insights consultancy’s senior leadership team and help elevate its end-to-end brand strategy offer, from development through to in-market evaluation, through her extensive strategic planning expertise and skills.
Hasan’s appointment marks an exciting time for Nature, signifying the insights consultancy’s commitment to helping organisations better drive long-term value through their brands.
Chris Crook, Nature’s founder and managing partner, said: “Bringing Aliya on board in the newly created role of Strategy Director marks the beginning of a new chapter for Nature.
“We are so excited to not only have Aliya and her incredible talent, but to further progress our strategic thinking and creative strategy,” he added.
Paddy Cain, Nature partner and brand lead, said: “This new Strategy Director role will push us beyond our already strong brand credentials and provides our clients with access to the best insights and strategic thinking.
“We’re looking forward to working with Aliya and welcoming her to the business,” Cain added.
This comes after a study by Nature and The Lab released last week found that four out of every 10 Australians will stop buying products or services from a company if it is not acting in a sustainable way.
The research uncovered widespread confusion and scepticism among Australians about sustainability claims.
Over 70% of people don’t believe some brands are as environmentally friendly as they say they are, and more than half find the claims businesses make about environmental sustainability confusing.
See also: Nature and The Lab finds consumers will stop buying from a companies acting unsustainably
Top image: Aliya Hasan