Abi Tinawi
About Abi Tinawi
Abi Tinawi serves as the Chief People and Brand Officer at Rated People, where she has worked since 2023. With extensive experience in brand management and people strategy, she has held various leadership roles in notable companies throughout her career.
Work at Rated People
Abi Tinawi currently holds the position of Chief People and Brand Officer at Rated People, having started in 2023. In this role, she is responsible for the people agenda, which includes organizational design, restructuring, recruitment, training and development, and culture. She is also a member of the Senior Leadership Team (SLT), contributing to executive-level decision-making. Prior to her current role, she served as VP People and Brand at Rated People for two months in 2022.
Previous Roles and Experience
Before joining Rated People, Abi Tinawi worked at Elevate Credit International Limited as Director of Brand and Acquisition from 2017 to 2019. She also held the position of Marketing Director at Rated People from 2019 to 2021. Her earlier experience includes roles at Lloyds Banking Group, where she worked as Brand Communications Planning Manager, Marketing Strategy Manager, and Consumer Marketing Manager. Additionally, she served as Head of Brand & CRM at Elevate from 2015 to 2019.
Education and Qualifications
Abi Tinawi completed her MA in History of Art at the University of Cambridge from 2004 to 2007. She also studied at Reading Blue Coat School, where she achieved A-levels in History of Art, Performance Studies, and English from 2000 to 2002. Additionally, she earned a CAM Diploma in Marketing Communications from the Chartered Institute of Marketing from 2010 to 2011. Earlier in her education, she attended Gillotts School, where she achieved 10 GCSEs from 1995 to 2000.
Leadership and Strategic Contributions
In her current role at Rated People, Abi Tinawi leads the brand strategy and creative direction for the business. She ensures a consistent vision and voice across all touchpoints, which is essential for maintaining the brand's integrity and market presence. Her involvement in the Senior Leadership Team allows her to influence key strategic decisions that shape the company's direction.
Career Progression
Abi Tinawi's career began at Lloyds TSB as a Front Line Manager in 2008, where she participated in the LBG Graduate Scheme. She later transitioned to various roles within Lloyds Banking Group, including Payments Business Analyst and Brand Communications Planning Manager. Her diverse experience in brand management and marketing has contributed to her expertise in leading people and brand initiatives.