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Flora Nicholas, Chief Executive Officer

Flora is an experienced, award-winning, Chief Executive Officer/Chief Creative Officer, with world-class business, operations, brand marketing and advertising credentials to bring to the table. Her key skills include the vision to create unique, groundbreaking businesses, the ability to create and motivate  great teams, and the foresight to develop strategies that will maximize an organization’s chances of success.

Additionally, she is exceptionally media savvy,  has great communication skills and will be an effective and trusted spokesperson for the company and an inspirational leader for all those who come to work for All Sober.

In the course of her career, Flora has held Executive Management, Creative Director and writer positions at the world’s top agencies — including Young & Rubicam, Ogilvy, Saatchi and Saatchi, and Arnold Worldwide. During that time, and latterly as the CEO of Brainwave, she has been responsible for the development and execution of multi-million-dollar marketing campaigns for 15 of the top 100 global brands.

Her clients have come from a wide range  of business sectors and have included technology giants like SAP, Exxon Mobil, Lockheed Martin and Software AG, as well as other world-famous brands such as Reebok, Mars, Wrangler, SAP, Phillips, LG Chem, McDonalds and Proctor & Gamble to name but a few. Importantly, Flora’s ability has helped companies become brand leaders, increase revenues by multi-millions of dollars and achieve 100% success rates with regard to their goals.

Flora’s operational and day-to-day management experience is extensive and varied. It includes being an International Creative Director and managing teams  of marketing professionals across two continents as they developed multi-lingual campaigns for the likes of Mars, McDonalds and Hasbro; being part of a  six-person Executive Management team at Arnold Worldwide and overseeing $200 million in annual billing, while managing an agency staff of 200; and  launching and developing Brainwave into one of DC’s premier boutique brand marketing agencies and attracting clients of the caliber of Lockheed Martin,  Sallie Mae, Cable & Wireless, KPMG and Software AG in the process.

Flora has won numerous prestigious awards for her work — notably Britain’s Campaign Press, Campaign Poster and Creative Circle Silvers, and America’s  Clio's and Addys among others. However, as she will tell you herself, Flora is most proud of an award that she received from the Department of Justice in  2004 when she was named “National Volunteer of the Year” for a pro bono campaign that she and Brainwave developed for the National Center for Missing & Exploited Children (NCMEC). To date, the campaign has raised over $80 million, made a huge difference in the lives of thousands of children and their families, and underscores Flora’s commitment to using her professional skills to make a difference in the lives of those in need.

Flora’s most important qualification as the Chief Executive Officer of All Sober is that she is the mother of someone who is recovering from addiction. As a result, she has deep personal experience and an immense knowledge of all the challenges faced by millions of people throughout the recovery life cycle and has had the vision to see exactly how to help people in recovery and their families and friends. She has therefore been inspired to create All Sober and has the passion and the drive to ensure that the company becomes a huge societal and business success.

Flora graduated from the University of Leeds (UK) with a BA (Hons) degree in International History & Politics, is married to co-All Sober founder, Paul Gayter, and takes immense pride in her most creative productions to date — her two children, Sophie and Andrew.

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