Shehnaaz Chenia

The Innovator 25:

Shehnaaz Chenia

Director, Global eCommerce

The Lego Group
London

“Don't be afraid to ruffle a few feathers along the way”

Shehnaaz Chenia’s experience spans the full-spectrum of digital, where she has spent the last 15 years working for a number of large consumer brands, including AOL, Microsoft, BSKYB, and Amazon’s Audible. Now at Lego, Chenia is charged with finding new ways to develop the iconic toy companies ecommerce proposition through capability building, site development, and brand compliance.

How do you define innovation?
I would define innovation as constant iteration and evolution of solving just about anything.

Most innovative PR/comms campaign you’ve seen in the last 12 months?
Lucozade provided some lucky London commuters with free trips on the underground with contactless bottles. Example of a product serving a multitude of purposes.

What brands and/or agencies are most innovative when it comes to marketing/PR?
Nike, Airbnb, Nespresso, Coke, Redbull, Spotify.

Describe a moment in your career that you would consider ‘innovative.’
Acting as a change agent in all organizations to drive change across teams, products, and leadership.

In what area of marketing/PR do you see the most innovation?
Social media & online marketing.

How would you describe the communications/PR industry’s level of innovation?
About the same as other disciplines.

Where do you see the greatest opportunity for marketing & PR to become more innovative?
Planning & analytics.

Who most influences how innovative a brand’s marketing/PR is?
CMO.

Who is your mentor and why?
No single mentor but have the great fortune of being surrounded by many who continue to support, influence, and shape the journey I take.

How do you find inspiration?
Inspiration can be found all around us. Through friends, family, colleagues, mentors, but mostly through diverse and rich immersive experiences.

What is your advice for people seeking to bring new ideas, ways of doing things to their organizations?
Don't be afraid to ruffle a few feathers along the way. It's all part of being a game changer/disruptor.

In your opinion, what’s the most innovative place in the world?
London, of course.

What’s your favourite time of day and why?
Early morning, where I enjoy the quiet, solitude, and space.