Ellie Bird

Communications Lead, UKI, Nordics & MENA - Lime

What is your proudest professional achievement?

I've had a lot of proud moments at different points of my career so far. A few come to mind - both from agency days, and in my current role at Lime. If I had to choose one, maybe it would be launching Lime's 'Helmet Hair Salon' in Summer 2022 - a first of its kind activation for the business in London. The idea was born about 4 months after I joined the business, and it was super exciting to be trusted to have an idea, roll with it, and bring it to life a few months later. I loved being able to take a serious and important topic like safety, and making it culturally and creatively engaging for consumers - and of course, land some great coverage too.

Which social media platform do you use more than others, and why?

Personally, or professionally? For industry news and general news - I've always been a huge Twitter nerd (sorry, I mean 'X'). I normally find out a breaking news story has happened there before I even get my BBC news alert. For Lime, Instagram is where we see highest engagement with our riders and building this into an engaged community has been a priority over the last year.

What's the secret to good client/agency relationships?

I think having worked both agency side and now in-house as the client has helped with this. I know your agency is only ever as good as the time/effort you invest into embedding them into the business. I like to keep things highly collaborative too - I'll always be in the room for the brainstorm! Today, I have a great relationship with my retained agency and see them as a true extension of the team.

If you could change any one thing about the comms industry, what would it be?

I think this is already happening - but the blurring of lines between comms and brand, corporate and consumer. I love that the boundaries are getting less rigid across the board, campaigns are more integrated than ever, and roles are too.

What is the motto you live by?

I'm not sure I really have one 'motto'. But this will come as no surprise to those that know me… As a huge Swiftie, I was obsessed with Taylor Swift's NYU speech at the 2022 commencement ceremony for the school's graduating students (if you haven't watched, go do it). I love this specific line: "Learn to live alongside cringe. No matter how hard you try to avoid being cringe, you will look back on your life and cringe retrospectively. Cringe is unavoidable over a lifetime ... you can't avoid it, so don't try to." I think it's a funny, relatable way of saying not to take life too seriously, live in the moment, and be your authentic self.