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Hello, I’m Sue Siddall

Partner and Managing Director, Europe

I help clients understand their business’s purpose and future potential, and then match that with our skills. As a partner, I look out for IDEO’s long-term sustainability.

What you won't learn from my bio:
I’m English, but didn’t live in the UK until I was fourteen. I’ve lived in five different countries including Pakistan, France, Belgium, USA and UK.

Joined IDEO:

Full Bio

As Partner and Managing Director of IDEO Europe, Sue Siddall helps organizations reinvent themselves and connect with consumers and employees in new and meaningful ways. She has over 25 years of experience working with clients across luxury, retail, hospitality, and the public sectors.

Before joining IDEO in 2005, Sue was the global marketing director at Tanner Krolle, the luxury leather goods company, where she was responsible for strategy, brand, and marketing in the US, UK, and Japan.

Sue started her career in advertising and worked for M&C Saatchi for seven years, as a group account director, responsible for brand and communication strategy, as well as implementation for planning for such clients as British Airways, Asprey, Garrards, Vogue.com, GE, and Nestlé.

She grew up in Pakistan, Belgium, and the United States before moving to the UK at the age of 14, and has worked in NYC and Paris. She is a regular contributor to industry and client conferences, speaking on topics including purpose-driven innovation; creative leadership and value-driven organizations; and design thinking. She loves reading, cooking, art, and film, as well as traveling.