Sylvia van der Waal is Global Brand and Marketing Insights Leader at IKEA, working with global and local teams to shape brand and marketing decisions across all levels of the business that drive real impact.

With 25-plus years of experience across technology, media, consultancy and agency roles around the world, she brings a sharp, practical perspective on how insight can strengthen creative and effective brand building and marketing strategy. Known for turning complex data into clear, engaging stories, Sylvia helps organisations navigate change, bring people along in strategic transitions and challenge assumptions to enable better business decisions that drive growth.