CYNTHIA MORROW
Cynthia is a distinguished leader with more than 25 years’ experience in organisational transformation, innovation, operational excellence, and executive coaching and development.
Her expertise spans Fortune 500 companies, scale-ups, and the non-profit sector, making her a sought-after advisor on strategic transformation using innovative methods to drive growth.
Cynthia’s career highlights include significant leadership roles at Safeway and Teradyne, founding consultancy Performance by Design - later merged with Expressworks International - and establishing the EWI European entity, which she grew from inception to £10M in annual recurring revenue. She was a founding member of the world’s first MBA consulting programme, where she coached MBAs to apply design thinking to create innovative solutions to address intractable organisational challenges for prestigious global clients such as Disney, Visa, Facebook, and Cisco. In addition, Cynthia pioneered circular economy models in the luxury sector, founding two innovative start-ups.
Throughout her career, Cynthia has led complex, large-scale transformation projects. She has collaborated with senior leaders to define strategy, vision, and mission, and has built organisational capability to achieve future goals. This work includes developing leadership capability, high-performing teams, innovative business models, and organisational structures: operating models, organisational culture, values and behaviours, performance management and incentive systems, as well as talent strategy and execution.
Cynthia has delivered over £500 million in operational improvements, steered boards through financial turnarounds, and coached C-suite executives at leading global organisations, including Shell, Safeway, Teradyne, Gap Inc., Continental Airlines, and Chevron. Her leadership has driven innovation, sustainable growth, and high-performance cultures across these organisations.