About

I've sat where you sit. That changes how I work.

Consumer brand strategist turned employer brand specialist.
17 years of helping organisations figure out what makes them genuinely different, and express it clearly.

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Vicki Saunders

Founding Director

Five things that shape how I work

My consumer brand background at Boots, leading campaigns like Here Come the Girls. I learned to think about audiences with precision and to obsess over whether something is actually working. When I moved into employer brand, I brought that consumer mindset with me. It's unusual in this space, and it changes the work.

Senior in-house experience that keeps my advice grounded. I've led employer brand at Boots, BAE Systems, and Currys. I know what it's like to navigate internal politics, make the case for budget, and try to build something meaningful when sixteen stakeholders all want different things.

A deep respect for psychology and behavioural science. I don't just use frameworks because they look good in a deck. The 8D Framework is grounded in Maslow's hierarchy and built from years of pattern recognition across sectors and talent segments.

Proprietary tools and methodologies that bring structure to complex problems. Not rigid templates, but repeatable approaches that flex around each organisation's reality.

And a collaborative way of working that builds confidence, not dependency. I work alongside your team, not behind a curtain. The goal is always that you own the strategy long after the project ends.

I bring sharp thinking, structure, and a collaborative way of working that makes the complex feel doable. And because I love the work, I bring just enough lightness to make the process enjoyable.

Specialisms

EVP Development & Activation • Employer Brand Strategy • Employee Advocacy • Values & Behaviours • Purpose & Vision

60 seconds with Vicki

How I support my clients

How I got here

From consumer marketing at Boots to founding a specialist EVP consultancy, each role has shaped the frameworks and thinking I bring to client work today.

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Boots: Consumer Marketing

Led multi-million-pound consumer brand campaigns including Here Come the Girls. Learned audience segmentation, proposition development, and outcome-focused thinking at scale, but also channel strategy based on media consumption and the discipline of optimisation; working out what's actually working and switching investment towards it.

Boots: Customer Proposition Development

Designed, piloted, measured, and rolled out new pharmacy services including diabetes risk assessments and vaccination programmes. A role grounded in understanding what customers genuinely needed and building propositions that delivered. That experience has shaped how I approach employment propositions today in ways that still surprise me.

Boots: Employer Brand

This is where the crossover happened. Moving into employer brand, I discovered that the fundamentals were the same as consumer: audiences, needs, content, channels. But the psychology is completely different. You're not looking for repeat purchase; you're asking people to choose and commit. I remember asking the Boots consumer SEO and PPC lead to look at our careers site data. He was mortified by the low repeat visits. That was the moment it clicked; this goes much deeper.

BAE Systems

Led employer brand across a complex, multi-division defence organisation. Navigated stakeholder complexity, security constraints, and vastly different talent audiences. This is also where diversity became central to the work; attracting more women into engineering required a fundamentally different approach to segmentation and messaging.

Currys

Responsible for the full scope: employee experience, EVP, employer brand, and culture, including leading the values refresh from research through to launch. Retail, tech, and services talent all under one proposition during a period of significant business transformation. This is where the need for proprietary frameworks became clear; the complexity demanded a structured, repeatable approach.

The EVP Consultancy

Founded the consultancy to bring everything together: consumer brand rigour, in-house employer brand reality, proprietary frameworks, and a way of working designed to build confidence and capability.

What clients say

Vicki isn’t just going to tell you what she thinks you want to hear; everything is grounded in data and insight and there’s a deep trust I have in Vicki to know exactly what the client needs. I would recommend her to any organisation looking for a thinking partner, a trusted expert and someone you can have a laugh with as well.

Emily Allen

Director of People, Anthony Nolan

She brings sharp ideas, deep experience, and a rare ability to empathize instantly with both clients and their audiences - that’s her real superpower.

Wilfried Niehueser

Head of Talent Acquisition & Employer Branding, Zooplus

Working with Vicki doesn’t feel like hiring an external consultant who delivers a document and disappears. She embeds, thinks alongside you, and leaves you with something you can actually use.

Ben Philips

Global Employer Brand, Booksy

Vicki has been fantastic throughout, bringing structure, creativity, and clarity to a process that can often feel vague and complex, especially in a large organisation with thousands of employees. […] We now have an EVP that is clear, authentic, and actionable - and it’s going to have a real impact, helping us align our recruitment efforts, internal communications, and employer brand.

Blanka Csanicz

Employer Brand Lead, Holland & Barrett

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