In this power issue, Grazia International’s Beauty Editor, Kaniz Ali talks exclusively to Abby Ghafoor. Abby mentions to Kaniz
“I want to open more doors for others than I walk through myself.”
Abby Ghafoor is a powerhouse in marketing, strategy, and inclusive leadership. With over 25 years of experience across international markets, she currently serves as CEO of a leading marketing organisation, Chair of the Women in Business Committee at the London Chamber of Commerce, and Chair of Women on Boards CIC. Her work spans the public and private sectors, where she’s driven transformational change, built high- performing teams, and reshaped how businesses connect with people.
A recipient of the prestigious Freedom of the City of London, Abby is known for her ability to turn strategy into impact and vision into measurable results. From leading national campaigns to mentoring future leaders, she has built a legacy rooted in purpose, representation, and performance. In this interview, Abby shares the story behind her success—and the values that continue to drive her forward.
Kaniz: Tell us more about your background:
Abby Ghafoor: I grew up straddling two worlds—one rooted in tradition, the other fueled by ambition. As the eldest of six siblings, I was born in Pakistan and arrived in the UK just over a year later. My mother and I joined my father, who had made East London his home since 1961. We built our life in Hackney, and my childhood was warm, community-driven, and filled with possibility.
My father was a born entrepreneur. He started with a modest corner greengrocer’s and went on to establish ARC Dairies. Watching him, I learned early that business isn’t just about profits—it’s about people. It’s about relationships. In 1990, we lost him unexpectedly. My mother, not yet 40, became a widow with six children and a business to manage. The company was eventually sold, but her resilience during that time left a mark on me that continues to shape the way I lead today. My academic journey began in science and research, but a summer job after university unexpectedly introduced me to marketing—and I never looked back. Two and a half decades later, my career has spanned both public and private sectors, evolving from marketing into strategy and leadership. The common thread? Storytelling—whether it’s building a brand, shifting a perception, or championing women in business.
Today, I serve as CEO of a marketing organisation, Chair of the Women in Business Committee at the London Chamber of Commerce, and Chair of Women on Boards CIC. These roles allow me to help shape policy, amplify underrepresented voices, and push forward conversations about inclusion and leadership. I was recently awarded the Freedom of the City of London—an honor I accept with humility and a renewed sense of purpose.
Kaniz: What inspired you to go into marketing?
Abby Ghafoor: It wasn’t planned. I accepted a summer job as a Marketing Manager at an international publishing house, and everything changed. I loved the variety—the strategy, the storytelling, the connection to people. That role led to a regional promotion, and then I was headhunted to work in Austria’s financial markets, before beginning a 17-year journey with BT.
People often see marketing as the surface layer of a business—but at its heart, it’s about understanding human behavior. My science background gave me a different lens. I was always interested in the why— why we follow, trust, or buy. For me, marketing is a form of leadership. It’s where creativity meets commercial thinking. It’s how we move people—and markets.
Kaniz: What do you enjoy most about the corporate world?
Abby Ghafoor: Shaping culture from the inside out. Especially in B2B environments, where legacy systems often slow progress, I thrive as a thoughtful disruptor—not to break things, but to build better. There’s something deeply satisfying about turning “That can’t be done” into “We delivered— and then some.” I’m driven by results, but even more so by the mindset shifts those results can create.
Kaniz: What have been your favorite moments in the corporate world?
Abby Ghafoor: It’s always about the people. Whether it’s mentoring a young woman of color entering the industry or leading a campaign that reshapes public perception—those are the moments that stay with me. Awards are wonderful but fleeting. Changing someone’s trajectory because you saw their potential? That’s where real legacy lives.
Kaniz: What’s been your biggest challenge so far?
Abby Ghafoor: Leading through silence. There have been rooms where just being present felt like a disruption—too female, too brown, too bold. Navigating those spaces without shrinking, while still delivering results, was one of the most defining parts of my career. Resilience, I’ve learned, isn’t just endurance. It’s strategy, self-awareness, and knowing when to speak—and when to let the results do the talking.
Kaniz: How do you maintain your emotional and physical health during high-pressure projects? Abby Ghafoor: Self-care isn’t a luxury—it’s a non- negotiable. I run both a business and a family, which means I’m often spinning multiple plates. But I’ve learned to focus only on what I can control, and mentally “box up” the rest. I schedule big decisions later in the day when I’ve had time to reflect. I walk, I paint, I journal. My faith grounds me—it reminds me that what’s meant for me will never miss me.
I also give myself permission to feel—excitement, frustration, even overwhelm. Talking is therapy, and having a tight circle of friends and mentors has been vital to keeping me emotionally centered. Emotional fluency is a strength, not a weakness.
But perhaps most importantly—I’ve built a brilliant team. Having the right people around you, who bring not only capability but also kindness, empathy, and accountability, changes everything. It means I can lead from a place of trust, not exhaustion. We lift each other, and that’s how we all rise.
Kaniz: What’s been a standout moment in your career?
Abby Ghafoor: There are many, but one I’ll never forget is being called into the office while on maternity leave—heavily pregnant with my third child—and receiving a national Gold Award from the Chairman for consistent, high-level performance. That moment reminded me that impact doesn’t pause just because life gets full.
More recently, being appointed Chair of the Women in Business Committee at the London Chamber has been a proud milestone. It’s a platform with power— and I’m committed to using it to open doors for others.
Kaniz: How do you handle criticism?
Abby Ghafoor: Criticism is data. I filter it. If it’s constructive, I take it on board. If it’s rooted in bias or ego, I let it go. The key is to develop an inner compass so strong that external noise doesn’t knock you off course. That kind of resilience is built over time—but once you have it, it becomes your superpower.
Kaniz: How do you manage being a wife, mother, and professional?
Abby Ghafoor: I don’t chase balance—I pursue integration. Some days, my daughters sit beside me while I prep for a board meeting. Other days, I close the laptop to make dinner and just be “Mum.” My husband and I are partners in the truest sense. We support each other’s ambitions, and we both show up—at home and at work.
I’m deeply conscious that I’m not just raising girls— I’m modelling the kind of women I hope they become. Women who know they can lead with both strength and softness.
Kaniz: Your top three must-have makeup products? Abby Ghafoor: A bold red lipstick—for the moments when you need to make a statement without saying a word. A luminous concealer—for the nights when sleep doesn’t show up. A strong brow pencil—because how you frame your face says everything about how you frame your presence.
Kaniz: What do you love doing in your downtime? Abby Ghafoor: I’m a voracious reader—biographies, poetry, behavioral science. I love hosting and feeding people. And I’ve got a soft spot for hidden cafés where the tea is strong and the conversation stronger. Fashion is a quiet passion of mine—most evenings, you’ll find me organising outfits and accessories, mixing old pieces with new energy.
Kaniz: What’s your best advice for someone starting in marketing?
Abby Ghafoor: Don’t chase virality. Chase value. Understand people before you try to understand platforms.
If you can articulate someone’s need better than they can, they’ll trust you—and that’s the beginning of loyalty.
Always ask yourself: Are you selling a product, or telling a story? Marketing is the heartbeat of every successful business. If that excites you, take the leap—and do it with purpose.
Kaniz: What are your plans for the next five years? Abby Ghafoor: To open more doors for others than I walk through myself.
I’m working on a leadership programme for women in emerging markets and plan to publish a book that redefines what it means to lead with purpose and authenticity. I also want to play a more active role where policy meets people—shaping economic systems that serve everyone, not just a few.
And I want to scale ARC—the name drawn from my late father’s legacy. To build something meaningful in his honor would be one of my proudest achievements.
Kaniz: How do you switch off and relax?
Abby Ghafoor: I switch off by switching perspectives. Sometimes that’s stepping out into nature. Sometimes it’s shopping or cooking a dish from another culture. But always, it’s about coming back to myself—reminding myself that I am not just my to-do list. I’m a mother, a wife, a daughter of the diaspora— and all of that deserves time, rest, and reverence.
CEO : Zahra Saifullah
Managing Editor: Nashmia Amir Butt
Creative Director: Kaniz Ali
Photography: Danny Singh
Make Up & Styling: Kaniz Ali
Hair by Iman at KANIZMAKEUP Team
Location: Louise Bradley, London UK
Interview: Kaniz Ali
Editorial Associate: Sibgha Batool
