Caroline Hugall
Chief Strategy Officer, Spark Foundry
Caroline Hugall is the Chief Strategy Officer at Spark Foundry, leading the agency’s strategic vision and driving innovative, data-driven solutions for clients. With over 20 years of experience across brand strategy, media, and communications, Caroline has held leadership roles at IAG, Mondelez International, Ogilvy & Mather, and Naked Communications. An advocate for women in media, communications and the arts, she is also the Founder of How Did She Get There and a Guest Lecturer at NYU Stern School of Business. Caroline’s expertise spans global markets, and she is dedicated to shaping the future of media and marketing.
Career & Background
Could you tell us a bit about your professional background?
Caroline Hugall is a visionary strategist and industry leader with over 20 years of experience shaping brand, media, and communications strategies across global markets. As Chief Strategy Officer at Spark Foundry, she leads the agency’s strategic direction, integrating creativity, data, and behavioural insights to drive business growth. Her career spans leadership roles at IAG, Mondelez International, Ogilvy & Mather New York, and Naked Communications London, where she developed award-winning campaigns and challenged conventional marketing approaches.
Looking ahead, Caroline is focused on pushing the boundaries of media strategy, ensuring brands remain relevant in a rapidly evolving digital landscape. She is committed to harnessing technology, cultural intelligence, and innovative channel thinking to create deeper consumer connections. At Spark Foundry, she is driving a more agile, audience-centric approach, helping brands navigate shifting consumer expectations and media consumption habits.
Her focus now is on shaping the next evolution of strategic leadership—one that blends data with creativity, challenges industry norms, and ensures media remains a powerful force for meaningful brand connections.
What inspired you to do what you are doing now?
Caroline Hugall’s career has been shaped by a deep curiosity about human behaviour, culture, and the power of storytelling in building brands. Early in her career, she was drawn to the intersection of creativity and strategy, seeing how bold ideas could drive meaningful business impact. Working across markets in London, New York, and Sydney exposed her to diverse consumer mindsets and strategic challenges, reinforcing her belief in culturally attuned marketing.
She has also been inspired by the shifting media landscape, where technology and data have transformed how brands connect with people. This evolution has driven her to champion a more dynamic, human-first approach to strategy—one that blends creativity, behavioural science, and media innovation.
Beyond the industry, her passion for mentorship and elevating diverse voices has played a big role in shaping her work. Founding How Did She Get There was a response to her own experiences and the need to create space for different perspectives in leadership. Her role at Spark Foundry allows her to continue shaping the future of media strategy while staying true to her belief in purposeful, people-driven marketing.
What drives and inspires you
What are your core values?
- Authenticity
- Humour
- Vision
Who is your biggest inspiration and why?
My biggest inspiration comes from a mix of industry leaders, creative thinkers, and change-makers who have challenged the status quo. A major inspiration is Cindy Gallop, a fearless advocate for diversity and disruption in business. My work on How Did She Get There, reflects Gallop’s influence in championing new perspectives in leadership.
On a broader level, I am inspired by women who have navigated leadership in male-dominated industries – Indra Nooyi (formerly Pepsi), Whitney Wolfe Herd (formerly Bumble), Oprah Winfrey.
Your favourite food for thought
Books
- The Long Walk to Freedom by Nelson Mandela
- It’s Not How Good You Are, It’s How Good You Want To Be by Paul Arden
- Ikigai: The Japanese secret to a long and happy life by Héctor García
Podcasts / Thought Leaders
- Not Stupid with Julia Baird and Jeremy Fernadez
- How I Built This with Guy Raz
- A bit of Optimism with Simon Sinek
You as a Mentor
Why have you decided to become a mentor?
I’ve experienced firsthand the power of guidance and support in shaping my own career. I’m passionate about helping others navigate their professional journeys, especially in an industry that can feel challenging, and I believe mentorship is key to empowering the next generation of leaders. It’s about creating opportunities for growth, fostering diverse perspectives, and giving back to those who are working to find their path.
What are the top skills or qualities you bring to mentoring?
- Asking powerful questions
- Collaborative
- Non-judgemental
- Respectful
- Willing to be vulnerable
Ready to apply?
The best time is right now. Take a chance – you never know where an Assisterhood mentor can take you.