Episode 32 // Souad Christina Saied: Journal Your Way to a Valuable Data Bank

November 24, 2020

“My broader philosophy that I share with everyone I come into contact with is; you need to start with yourself and you need to build self-awareness. And self-awareness starts with self-reflection. I think that’s a really important message…”

Souad Christina Saied speaking to Judy Stewart from Singapore, September 2020



Souad is a passionate, creative and solutions-focused leader. An entrepreneurial self-starter, she arrived in Australia at 22 years old and built a successful marketing career from scratch. She climbed the ladder quickly and in 2018 was recognised as a finalist in B&T’s 30 Under 30 Awards.


As a strategic business director at a global brand experience agency, Souad acts as a consultant for some of the world’s largest brands. An active contributor to her company culture, she finds particular joy in mentoring and nurturing junior talent and proactively develops diversity, equity and inclusion initiatives.  

A genuine people lover; Souad is a go-to for consultation and advice. She is governed by the belief that if we start working, investing and knowing ourselves earlier in our adult lives then we can make the right choices (and the wrong ones) for ourselves, sooner rather than later.

It is this unwavering belief that led her to create Lost x Found, a newsletter and coaching practice that aims to make personal development more accessible, relevant and engaging to a younger audience. A trained life and performance coach, Souad’s aim is to help people cultivate self-awareness, with a particular passion for supporting underrepresented future leaders. She’s appeared in B&T, Future Women and Grazia and has presented, delivered workshops and coached clients across the world.

Born to immigrant parents in London, Souad has always been curious about different cultures. Since she was 9 years old, she has aspired to travel and live in other countries and has spent almost all of her adult life overseas. So far, she has lived in Australia and Singapore and has no plans to return to the UK.