Geometry Promotes Elke van Tienen to EMEA Chief People Officer

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Role expands UK responsibilities.

Elke van Tienen has been promoted to the newly created position of Geometry EMEA Chief People Officer. This is in addition to Elke’s current role as HR Director, Geometry UK. Based in London, Elke’s task is to lead and align Geometry’s “Grow Well” talent agenda across EMEA.

Claus Adams, Geometry EMEA CEO explains, “Elke will support our region to share and embed best practice, inspire and deliver experiences that celebrate diversity and foster an environment of growth for our people, clients and business.”

Asked about the new challenge, Elke said: “I’m excited to be joining Claus and the team as we continue to nurture a culture that embraces growth and transformation, empowering our people to thrive – individually and collectively.”

For Geometry UK, Elke has created and delivered a remarkable set of talent initiatives through critical phases of agency transformation – while all the time cultivating an open and an inclusive culture.

Just a few of the successes include: ‘The Incubator’: a work experience program offering students from diverse backgrounds an opportunity to operate as a mini agency; #CreativeComeBack, launch partnership with Creative Equals, a returners program fast-tracking women back into the creative industry; and, ‘Pitch Your Passion’, the quarterly contest of inspirational Geometry side-hustles. Under Elke’s leadership, Geometry UK won recognition for focus on learning and wellbeing, landing IPA Continued Professional Development (CPD) Gold Accreditation.

Elke remains part of the UK leadership team, working with our UK CEO, Michelle Whelan.

“Elke is a senior leader who champions a people-first approach to business. She has been instrumental in developing our culture by introducing new programs and embracing new ways to attract and retain people. I look forward to seeing Elke build a stronger EMEA culture through educating and enabling talent to be more mobile across borders – creating an even better Geometry for people to work with,” commented Michelle.

Elke is a graduate of The London School of Economics and Political Science in industrial relations and human resource management. She has over 13 years' leadership experience in advertising, marketing, media & entertainment including Viacom/MTV UK & Ireland, [Comedy Central & Nickelodeon] MTV international and MTV emerging markets. Elke is multi-lingual and a proud mother to two young boys.