Roma Singhal
Founder & Strategy Partner, Brandself
I'm the Founder & Strategy Partner at Brandself. I'm a seasoned Brand, Design & Digital Strategist with over 15 years of experience in blue-chip marketing and advertising organisations. Affectionately known as The Smiling Strategist, I've successfully navigated the global, AUNZ, and APAC markets, delivering exceptional results across various categories.
I've had the honour of being selected as a first-round judge for the EFFIE Awards in Australia. I was also one of four female leaders in Australia chosen for the hipages Group’s Empower Women Leadership Program in recognition of my efforts in breaking down societal barriers.
To showcase my expertise, I'm a Strategy Teacher at the esteemed Miami Ad School and a Mentor at UNSW.
Career & Background
Could you tell us a bit about your professional background?
I’ve been fortunate to build a career in brand and creative strategy, where I continue to learn, grow, and contribute. Known as The Smiling Strategist, I’m passionate about shaping brands and ideas that drive meaningful impact. At Brandself, I work across diverse strategy briefs while also exploring new business opportunities and partnerships that help us evolve and thrive.
Supporting and mentoring the next generation of strategic thinkers is something I deeply value. As a Strategy Instructor & Jury at Miami Ad School and a Mentor at UNSW, I enjoy sharing insights and learning from the bright minds I get to work with. Recently, I was honoured to be invited by UNSW to have supper with their research students—an experience that reinforced the importance of knowledge-sharing and collaboration.
Beyond teaching, I contribute to global conversations on strategy as a member of the APG UK Head of Planning Forum, engaging in discussions on how strategy is evolving, particularly in the age of AI. Being part of these conversations allows me to challenge my own thinking and continuously refine my approach.
Throughout my career, I’ve been privileged to work on award-winning campaigns, including an EFFIE Gold, and to serve as a first-round judge for EFFIE Australia in 2019. These experiences have shaped my perspective on effectiveness and creativity in strategy.
I also enjoy contributing to thought leadership in the industry, and I’m grateful that my work has been recognised, including ranking highly in Google searches for strategy-related insights. Having the opportunity to interview Jon Steel and discuss creativity, diversity, and AI was a career highlight, and I hope it continues to inspire fellow strategists.
Diversity, equity, and inclusion are close to my heart, and I am honoyred to contribute to these efforts, including speaking at the Australian South Asian Centre’s fireside chat on entrepreneurship and creativity and working on First Nations strategy projects that support reconciliation in Australia.
I believe in fostering a positive and collaborative environment where people feel valued and supported. My strengths, identified through the Red Bull Wingfinder and Gallup Strengths assessments, reflect my love for strategic thinking, ideation, and problem-solving – skills that I aim to use in a way that benefits the teams and communities I work with.
Most recently, I was humbled to be chosen as one of four female leaders in Australia for the hipages Group Empower Women Leadership Program, an opportunity that has reinforced my belief in breaking barriers and lifting others along the way.
I’m passionate about giving back to the industry by mentoring the next generation of strategists, sharing insights, and fostering growth through guidance, collaboration, and real-world learning.
What inspired you to do what you are doing now?
The desire to grow by taking ownership and delivering results – not just in the work we do, but also in the relationships we build.
What drives and inspires you
What are your core values?
- Authenticity
- Optimism
- Vulnerability
- Different
- Disruptive
- Delightful
Who is your biggest inspiration and why?
My biggest inspiration is Rainer Maria Rilke. Rilke’s philosophy was centered on living the questions rather than seeking immediate answers. He saw uncertainty as an essential part of life’s journey, encouraging a mindset of curiosity and openness. Despite financial difficulties, unrequited love, and health struggles, he remained committed to his craft, showing the power of persistence and dedication to one’s purpose. Letters to a Young Poet remains a guiding light for anyone grappling with self-doubt, artistic struggle, or existential questions, offering wisdom that transcends time. His works are a fusion of philosophy, spirituality, and raw human emotion, making them deeply relatable yet endlessly profound.
Your favourite food for thought
Books
- “The End of Jobs” by Taylor Pearson – explores how traditional career paths are becoming obsolete and why entrepreneurship, adaptability, and leveraging new opportunities are the keys to success in the modern economy.
- “Fire Starter Sessions” by Danielle LaPorte – a soulful and motivational guide that helps you redefine success on your own terms, igniting passion, purpose, and actionable momentum in your life and career.
- “The One Thing” by Gary Keller and Jay Papasan – emphasises the power of focus, urging you to prioritise the single most important task that drives the greatest results in your personal and professional life.
Podcasts / Thought Leaders
- Barack Obama – a visionary thought leader who champions hope, unity, and progressive change, inspiring global conversations on leadership, democracy, and social justice.
- Jon Steel – a strategic genius who revolutionised account planning, emphasising storytelling, insight-driven creativity, and the power of intuition in brand strategy.
- Steve Jobs – a visionary innovator who revolutionised technology, design, and storytelling, inspiring the world to think differently and push the boundaries of creativity.
You as a Mentor
Why have you decided to become a mentor?
I’ve always believed that great strategy is as much about people as it is about ideas. Throughout my career, I’ve been fortunate to learn from incredible mentors and collaborate with some of the best minds in the industry. Their guidance shaped my journey, and now, I want to pay it forward. Becoming a mentor is my way of giving back – helping the next generation of strategists navigate the challenges, unlock their potential, and build confidence in their unique thinking. Whether through teaching at Miami Ad School, mentoring at UNSW Business School, or contributing to industry discussions, I see mentorship as a way to not only share knowledge but also foster a culture of growth, curiosity, and inclusivity. Strategy is constantly evolving, and I want to help others embrace that evolution, challenge conventional thinking, and carve their own paths with clarity and conviction.
What are the top skills or qualities you bring to mentoring?
- Asking powerful questions
- Empathic
- Intuitive
- Optimistic
- 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.