Driving Strategic Growth Through Creativity

Andi Davids (Executive MBA 2015) has recently taken on a transformative role as Chief Growth Officer at Bulletproof, the world’s largest independent brand agency. With a career spanning non-profits, academia and agencies, Andi shares her leadership philosophy, the impact of the Cambridge Executive MBA and her vision for the future of branding.

Andi’s academic and professional path has taken her through global cities – San Francisco, Paris, London, Amsterdam and now New York – each adding depth to her understanding of people, cultures and business. But it was the Executive MBA at Cambridge Judge Business School, supported by the Sainsbury Bursary, that gave her the tools to turn those insights into impact.

Strategic thinking with structure

“Whether or not it was in my title, I’ve always been a strategist,” Andi explains, “but the Executive MBA provided me with the vocabulary to apply strategy to board-level challenges. I had the instincts, but the programme added the rigour – the frameworks and tools to deploy those instincts.”

A defining moment came during a classroom debate on the Volkswagen emissions scandal. While most questioned whether the brand could recover, Andi argued they would not only recover but could also turn the learnings from the scandal into a competitive advantage and emerge stronger. Her prediction proved accurate and underscored her instinctive grasp of brand strategy.

Today at Bulletproof, she’s embedded that strategic mindset into the agency’s approach.

“We use tools like game theory and decision trees to guide our thinking. It’s not just about having ideas – it’s about building business cases that earn board-level buy-in.”

Leadership rooted in empathy and adaptability

One of the most valuable takeaways from the Executive MBA was around leadership. Andi’s style is shaped by situational leadership – recognising that people have different needs, motivations and developmental levels, and adapting her approach to bring out the best in all. This has been especially important at Bulletproof, a founder-led business with 8 global offices. Navigating senior stakeholders across cultures and time zones is a core part of her role.

The Executive MBA also deepened Andi’s understanding of stakeholder management and transformation. Having taught organisational behaviour and change management, she was familiar with the theory, but the programme exposed her to how others respond to those same concepts.

“Seeing how my classmates reacted to things I had taken for granted – like the importance of cultural context or individual motivation – was eye-opening. It helped me better understand how to gain buy-in and lead change effectively.”

Redefining growth

As Chief Growth Officer, Andi defines growth holistically: business growth through strategic planning and new revenue streams; brand growth through marketing and thought leadership; and creative growth by pushing teams to deliver more thoughtful, effective solutions.

“Success isn’t just about numbers. It’s about evolving the business, strengthening the brand, elevating the work.”

Driving desire through disruption

“During my Executive MBA, ‘disruption’ was everywhere. But for us, it’s not about being the next Uber of every category – it’s about helping people achieve their desires.”

Grounded in human psychology, Bulletproof’s brand platform, Create Desire Through Disruption, is built on a simple truth: desire drives action. This is where brands come in. They help people get what they want – whether it’s confidence in a swimsuit, success in a B2B sales pitch or simply a tastier burger – by challenging a category convention, a behavioural habit or a cultural expectation. That might be through bold positioning, an innovative product, a cultural activation or even standout packaging on a supermarket shelf.

Disruption doesn’t always mean being loud or radically different. It’s all about context, and shifts depending on the specific business challenge being addressed. As Bulletproof’s founder Gush Mundae puts it: “Silence in the middle of New York City can be incredibly disruptive.”

This is where commercial discipline plays a crucial role. It ensures that creative ideas are purposeful, strategic and aligned with overarching business objectives. It’s not about making noise; it’s about driving meaningful impact.

Shaping the next chapter of Bulletproof

Looking to the future, Andi is guiding Bulletproof beyond its strong legacy in CPG and packaging, helping the agency solve more complex business challenges across industries and regions. Already working with brands in science, education, mobility, tech and sports, Bulletproof is poised to be an even bigger creative force. With new offices in Dubai and a growing presence there in travel, hospitality and commercial real estate, Andi is pushing Bulletproof’s reach and influence.

“In some ways, Bulletproof is the industry’s best kept secret. I’d love for that to change – for Bulletproof to be known as much for our strategic excellence as our stellar creative capabilities.”

Advice for future brand strategists

As a guest lecturer at the University of Cambridge, Andi also shares her experience with the next generation of brand strategists. Her advice?

“Go beyond the tactical. Understand the business challenges. Build strong human relationships. And always consider both the cultural and commercial dimensions of branding. These are the skills that will remain valuable – even in an AI-driven world.”

Beyond the lecture theatre, Andi continues to mentor full-time MBA cohorts through consultancy projects, offering practical insights and strategic guidance. She’s also introduced new frameworks to her team at Bulletproof, empowering them to approach client challenges with greater clarity.

“Like many people breaking into senior management, I struggled with imposter syndrome. The Cambridge Executive MBA gave me the confidence to own my role as a global leader – turning instinct into bold, strategic action.”