Caroline Hooley

Clever used to be the differentiator. Now it's the price of entry. What's left is empathy: a sense of responsibility to the real lives on the other side of the work. For Caroline, this awareness is the differentiator, and creativity is what turns that into something people actually feel. With this foundation, she's leveraged three values in every role and with every team she's led. Curiosity, to find the real story. Courage, to tell it honestly. Generosity, to let people see themselves in it. Over the past 20 years, Caroline has evolved and led brands at key moments of significant change. She gives those brands bold ideas, then uses storytelling to carry them consistently everywhere a brand shows up. She's growing RSM UK's Creative, Comms and Content team on that same approach, building on earlier roles at Deloitte, National Grid and the British Library.