It’s not so much how busy
you are, but why you are busy.
It’s human nature to praise
the bee and swat the mosquito

Who We Are

Dr. Susan Hetrick,
Founder and Managing Director

A strategic and international HR business leader, Dr Susan’s impressive career has spanned more than 30 years. Dr Susan has worked with multiple global organisations including the World Bank Group, Arab Banking Corporation, RBS Group, Aegon, HSBC and Deloitte based in the UK, USA, Europe, and more recently in the Middle East with solid experience of operating globally.

Dr Susan is a published author and speaker on Corporate Culture in global organizations. Over the course of 30 years, Dr. Susan has implemented large scale transformational change programmes that focus to strengthen corporate cultures and enable every individual to fulfil their potential. Her passion is in maximising people’s talent that is all too often untapped in organizations.

Dr Susan has a doctorate from City University Business School, and a Masters in Industrial Relations from Warwick University. She has published numerous articles on corporate culture and HR in global organizations, and co-authored the book: Corporate Reputations, Employer Branding and People Management for advanced HR Practitioners. She is currently writing her latest book on how toxic cultures and leaders destroy corporate reputations, and what can be done to fix them.

Tel: +44 (0) 7955 810480

Corporate Reputations, Branding and People Management: A Strategic Approach to HR (Advanced HR Practitioner)

The book helps HR practitioners understand corporate-level concepts and their relevance to the key strategic agendas of organizations by drawing on a wide range of ideas from branding, marketing, communications, public relations and reputation management.

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Pauline Lindsay

Pauline is an Associate with Zuhra and a specialist in reward, compensation and benefits. Pauline works with our client organizations on the design and implementation of market-aligned reward strategies with the aim of improving employee engagement, attraction and retention.

Initially gaining her experience in financial services, she has lived and worked in four countries and has managed global and regional remits. Pauline has a client portfolio across a wide variety of sectors and has designed and implemented grade and job family frameworks in Phoenix Group (Standard Life), ACCA and Spirit Energy to mention a few.

She has a solid reputation as a knowledge expert in the field of reward management.

Pauline currently serves on the Board of an Edinburgh community focused charity, North Edinburgh Arts.

John Bell,
Lead Consultant, Culture Quotient

John is a commercially focused organisational design, culture and leadership consultant, specialising in the development of both business and people strategies, driving culture change and executive team development.

John has extensive global experience working with C-suite executive teams to deliver evidence-based Human Resource programmes involving complex stakeholder and change management.

John has worked in the UK, Ireland, Europe, North America, Australia and the Middle East, working in both FTSE 100 and public-sector organisations including Royal Bank of Scotland, Cabinet Office (UK Civil Service), Rio Tinto, Hutchison 3G, Tesco Bank, Sopra Steria and Bank ABC.

John has a Masters in International Human Resources and is a member of the UK Market Research Society.

Alex Preston,
Communications and Social Media Specialist

Alex is Zuhra’s Communications and Social Media Specialist. Alex is a recent graduate in Philosophy and History from Southampton University.

In 2021, he will be undertaking a Masters in the communications field at the University of Amsterdam. He is interested on the generational differences in social media and the effectiveness of communications.

In his spare time, Alex likes producing music and running.


Knowledge increases by sharing, but not by hoarding

We have more than six decades of international HRM working with global organizations across more than 100 countries. Our clients include FTSE100 companies as well as international and public organizations.