Simone Fonseca

How I think

My principles are simple. I work alongside leaders to understand why the work matters. Stay curious enough to find what matters. Then make it matter to the people we need to reach.

These principles show up in everything I do. The work here isn't intended to fit neatly into boxes — it’s a selection of the projects that best bring each principle to life.

Editorial earns trust. Marketing builds influence.

One creates belief. The other creates momentum. Together, they create impact.

Thriving Through Inflation

Not long after businesses began to recover from COVID-19, they were hit by a second wave of disruption: inflation. Prakash Hariharan, then CFO Advisory and Finance Transformation Leader at Genpact, believed the traditional response wasn't enough.

Together, we developed a thought leadership paper that challenged conventional thinking, explored the implications for industries facing the greatest pressure, and presented intelligent automation as a path to greater resilience.

The paper became the foundation for a wider thought leadership campaign, generating 10,000+ page views. It also raised Prakash's profile beyond Genpact, securing three media interviews and a conference speaking engagement, demonstrating how strong editorial, supported by the right marketing, can extend the influence of an idea well beyond its original publication.

The Genioo Way

Explore The Genioo Way

The Genioo Way is more than a consulting methodology. It captures how Genioo works with clients, how projects move from vision to value, and what makes its approach different.

Drawing on what I learned from client conversations, town halls, pitch decks and working with SMEs across the business, I translated that complexity into a human-centred digital journey — shaping the content architecture, copy, wireframes, UX and SEO through to the live experience, with discoverability built into the content from the outset.

The content speaks to different ways of making decisions: purpose and human impact, process and methodology, ways of working, and commercial outcomes. Each audience has its own reason to engage, while every page builds into one coherent story.

What's next: Evolving the site's structured data and schema markup for an AI-first search landscape.

Curiosity uncovers the ideas worth sharing.

The best stories are often hidden beneath the surface. Dig deeper and follow where the story takes you.

From Health Plans to Health Services

Working with Scott Alister, then a Genpact Life Sciences and Healthcare practice lead, and HFS Research, we shaped a hypothesis around the growing importance of Social Determinants of Health (SDoH) for healthcare payers and commissioned original research to explore it.

Data from 100 US health plan CXOs and senior executives helped us understand how payers were approaching SDoH, where they were investing and what stood in the way of adoption.

Interrogating the data, we looked beyond the individual findings to find the bigger story: where the responses reinforced our expert's thinking, where they challenged it, and what the collective experience of those healthcare leaders could tell their peers.

We used those insights to shape a commercially relevant white paper that went beyond reporting research findings.

To change the world, change the way you work

Explore the full campaign

Executive Insights: 10 Years of Transformation at Astellas

Genpact had built a strong relationship with Shinya Sudha, who had spent a decade leading digital transformation as Astellas' CIO. Working alongside then Life Sciences practice lead Sacha Nathan, we drew on Shinya's experience to explore how technology was reinventing the industry and where his expertise could offer valuable insights to his peers.

We shaped those conversations into a series of short, digestible films launched through a coordinated social campaign. The series generated 6,000+ views in its first week, demonstrating the power of credible peer-to-peer content to earn attention and build authority.

One story. Different reasons to care.

Meet your audience where they are, with what they care about, and why it matters to them.

Decisions depend on who's buying.

A strong offering meets a need. Good marketing gives people a reason to choose it. What that reason is depends on who’s buying and what motivates them. Some want to understand the purpose. Others want to see how it works, the value it delivers or proof that it has worked for others.

Refreshed Procurement Offering

Explore the Procurement Offering

Working with Genioo's Procurement expert, Christopher Kayatz, I translated his thinking into a connected suite of content: the core landing page, an industry explainer video, case studies, a process framework, and supporting credentials and client proof. Together, the content addressed the different things buyers need to understand and believe as they move towards a decision.

Same purpose. Different solutions.

Explainer videos have one job: make complex information easier to understand. Working with marketing leads, we choose the format that gives the story its true voice — making the offer clear, matching the brand’s personality, and meeting the audience in the way that is most likely to engage them.

Success Planning — Frederic Brunner, CEO, Genioo

A credible expert takes one solution from challenge through approach to impact, giving the audience a human, authoritative explanation of how it works.

Life Sciences & Healthcare — Genpact

Upbeat B-roll, music and typography move quickly through an entire offering, tackling multiple client problems and capabilities in a fast-moving industry.

The Hackett Institute — The Hackett Group

Animation takes a deeper dive into a complex curriculum, covering the full breadth of programmes for a conference booth audience, with shorter edits created for different marketing needs.

Okay. The last serious bit.