During her time at NOBL, Rubina was deeply engaged in both our work and our culture. Through the work, she proved successful at building healthy executive-level client relationships and helped lead complex change programs. And right from the start, she demonstrated an entrepreneurial mindset internally by volunteering to shepherd new initiatives, including an onboarding redesign and an internal peer learning group for new staff. In everything she does, Rubina brings passion, thoughtfulness, and care.

When I hired Rubina, I knew I was hiring someone with an ability to hold a room of Executives. That definitely proved out during her time at NOBL. She cultivates strong relationships with senior leaders coaching them through moments of difficulty and helping them bring their visions to life. Rubina brings both a strategic and tactical lens to work - architecting work sessions and engagements as well as getting into the granular steps needed to achieve a set of outcomes. She can design and facilitate a workshop with a perfectly planned agenda as well as one that demands a more emergent approach. Rubina also dug into some particularly important and impactful internal work at NOBL - for example, she convened a group of our team on a regular basis to refine our best practices, improve our cross-pollination and to support each other in the work. Rubina brings rigor, audacity and compassion and I deeply enjoyed my time working with her.

Rubina is a smart, savvy, strategic thinker. She is open, honest and dedicated to her clients and team. Her ability to take any task from research to high-level insights and strategy all the way down to blowing out business requirements makes her a valuable asset to any team. She provided GM with the insights and direction needed to build one of the leading mobile websites in the Canadian automotive space. It was a great pleasure working with Rubina and I look forward to the next opportunity for when our paths will cross.

Rubina was instrumental in leading the Digital Strategic Plan for Ford of Canada. She developed and moderated working sessions with over 20 individuals of various levels and expertise, ensuring collaboration and integration. Following the work sessions, Rubina implemented a framework that identified key themes and tactical recommendations, building a short to long-term plan that she presented to Senior level clients. Rubina led this project with confidence, always keeping the consumer and business objectives at the core, and was open to advice and recommendations along the way to ensure the best solution for Ford of Canada.

Sometimes you're lucky enough to find a co-worker that is not only intelligent, collaborative and really damn good at their job but also someone who makes YOU better at yours. For me, Rubina was that person at Union.

Working with Rubina has made me a better collaborator, ideator, writer and manager. As someone on the creative team, having Rubina on your side can only make your ideas stronger and definitely easier to sell.

She is a strong strategic thinker, very well-organized and always has rationale to back up any insight or idea she may have. Plus, she is a phenomenal colleague and friend, with an infectious laugh and a non-stop smile.

Rubina was so much more than just my colleague. Over the last year and a half she's not only put herself in the role of my mentor, but has continually produced quality work by going above and beyond whatever is asked of her.

Rubina is driven to make the best work possible. If she notices a breakdown at any point in the process, she won't hesitate to take initiative and solve the problem, all while remaining professional and refusing to let office politics get in her way.

I would happily work with Rubina again at any point in the future due to her willingness to never give up, tackle any challenge head on, and come out on top with the rest of her team right behind her the entire way.

Rubina is a smart, driven strategist who works hard to bring a well-rounded perspective to her projects. She’s a connecter with communication skills that make her great at pulling various insights in a room. Beyond that - it’s not just her brand, business or digital smarts, but her ability to bring these worlds together that makes her most effective.

She also has a real talent for bringing a sense of calm to a client. The presentation of her work is smooth and easy to understand, which is simply a skill that’s hard to grasp for most people. I really enjoyed our time together and look forward to our paths crossing again!