Dalia Feldheim
Burnout is running ahead of strategy in most organisations, and the old command-and-control playbook is producing disengaged teams and exhausted managers. Leaders need a way to bring empathy, purpose and psychological safety into the work without losing commercial edge. The question is how to change how people lead, not just what they say about culture.
Dalia Feldheim is a former Procter and Gamble marketing executive turned organisational psychologist who helps leaders build cultures of purpose, resilience and psychological safety.
Full Profile
Why organisations work with Dalia Feldheim
- She led the brand team behind Always #LikeAGirl, a campaign that won 14 Cannes Lions and was named by Forbes as one of the most influential of the decade. She now translates that instinct for cultural change into how leaders run teams.
- Her book “Dare to Lead Like a Girl”, with a foreword by Sheryl Sandberg, sets out a specific playbook built on purpose, perseverance, people-first and positivity, rooted in both corporate practice and organisational psychology.
- She teaches the Science of Happiness and Resilience as an Adjunct Professor at Singapore Management University, bringing applied positive psychology into the room, not just a founder story.
- Her credentials are practitioner-plus-clinician: an INSEAD Executive Masters in Consulting and Coaching for Change, ICF coach accreditation, and training as a psychodynamic group therapist. That range lets her work with executive teams on culture change without oversimplifying.
- She speaks from inside the marketing craft, which makes her credible with commercial leaders who are suspicious of wellbeing content that does not understand how businesses actually grow.
Biography highlights
- 17 years at Procter and Gamble as a C-suite global marketing executive, leading Always, Tampax and Whisper brand teams.
- Led the Always #LikeAGirl campaign, 14 Cannes Lions, named by Forbes as one of the most influential campaigns of the decade.
- Author of “Dare to Lead Like a Girl” (Rowman and Littlefield, 2022), foreword by Sheryl Sandberg. Revised paperback “Lead Like a Girl” followed in 2024.
- Adjunct Professor at Singapore Management University, teaching the Science of Happiness and Resilience.
- Executive Masters in Consulting and Coaching for Change, INSEAD. Certified teacher in the Science of Happiness via the Happiness Studies Academy with Tal Ben-Shahar.
- Founder of Flow Leadership Consultancy and of Uppiness, a positive-psychology game for employees. Featured in McKinsey Author Talks and on TED.com via TEDxJaffaWomen.
Biography
Always #LikeAGirl rewired how a generation talks about what girls can do. Dalia Feldheim led the brand team behind it at Procter and Gamble. The campaign won 14 Cannes Lions and was later listed by Forbes among the most influential campaigns of the decade.
That work sits at the centre of how she thinks about leadership today. After 17 years running global marketing for P and G brands including Always, Tampax and Whisper, she retrained as an organisational psychologist at INSEAD and as a certified teacher in the Science of Happiness at the Happiness Studies Academy with Tal Ben-Shahar. Flow Leadership Consultancy grew out of that combination.
Her book “Dare to Lead Like a Girl” (Rowman and Littlefield, 2022, foreword by Sheryl Sandberg) argues that the most durable response to burnout is a leadership style built on purpose, perseverance, people-first and positivity, for men and women alike. McKinsey featured her in its Author Talks series on the same thesis.
She teaches the Science of Happiness and Resilience as an Adjunct Professor at Singapore Management University, and works with executive teams on building cultures that combine psychological safety with commercial ambition. Her TEDxJaffaWomen talk, also titled “Dare to Lead Like a Girl”, is published on TED.com.
Key speaking topics
- Purpose-driven leadership and the four Ps: purpose, perseverance, people-first, positivity
- Psychological safety and culture change
- Resilience and the science of happiness at work
- Women in leadership and gender equality in the workplace
- Burnout, wellbeing and sustainable performance
- Purpose-led brand building
Ideal for
- CHROs and heads of leadership development rethinking how they build leaders through sustained pressure.
- CMOs and brand leaders looking at purpose-led marketing from someone who has led it at scale.
- Executive teams running culture, DEI or wellbeing programmes that need credibility with commercial leaders.
- Leadership offsites where the audience wants substance from a practitioner, not motivational content.
Audience outcomes
- A language for leading with empathy and purpose that commercial leaders can actually use with their teams.
- A clearer view of how psychological safety links to commercial performance, not just engagement scores.
- Specific positive-psychology practices leaders can apply to manage burnout in themselves and their teams.
- A sharper read on how purpose shows up in brand and culture, drawn from the Always #LikeAGirl playbook.
- A framework for rethinking gender and leadership style without reducing the conversation to representation numbers.
Talks
A keynote built on the book and the TEDxJaffaWomen talk, arguing that the most resilient leadership style for both women and men is grounded in purpose, perseverance, people-first and positivity.
Key takeaways:
- A leadership model drawn from organisational psychology and twenty years in global marketing.
- Practical ways to build psychological safety and reduce burnout on senior teams.
- A reframed conversation on gender and leadership style, for mixed audiences.
A working session for leadership teams that co-creates a women’s equality charter, drawing on ten strategies Feldheim uses with clients.
Key takeaways:
- Named interventions that shift the gender balance at senior levels.
- A charter the leadership team can sign and operationalise.
- A shared vocabulary for inclusive leadership that lands with commercial leaders.
A three-step method for identifying authentic brand purpose, grounded in heritage and lived values, drawn from the Always, Tampax and Whisper work.
Key takeaways:
- A test for whether a purpose platform is commercially defensible.
- Lessons from building Always #LikeAGirl into a business and cultural asset.
- How purpose-led work connects to internal culture, not just external brand.