Sian is an award-winning behavioural marketeer with over a decade of experience specialising in science-backed strategies to take challenger brands mainstream and increase sales. She's an expert in helping product-based brands cut through and gain market share, especially in saturated categories, and was listed in Performance Marketing World's 100 Powerlist 2024 as "e-commerce ethicist" for her expertise in building high converting digital funnels. She was previously Head of Marketing at a £4.5mil turnover cyber security SAAS company, supporting many of the world’s most recognisable organisations with cyber security automation, including: the Department of Defence, MoD, FBI, PayPal, Cisco, BT, Deloitte and KPMG. As the Founder of #EthicalHour Sian spent a decade building an influential global network of changemakers who have shaped the public conversation on sustainability - from influencing individual behaviour change, through to shaping national policy and turning the climate emergency into a mainstream media issue. She was a UK Government Green Ambassador and was named UK’s Sustainability Influencer of the Year in 2018 and 2020. As author of the book “Buy Better Consume Less Create Real Environmental Change”, she is a regular media commentator on conscious consumerism and greenwashing in print, radio and television around the world. Sian is a trusted strategic partner to brands in the UK, Europe, USA and Australia and has extensive experience in taking sustainability-focused products to the mainstream market.