"I actually learnt that I'm more intimidating than I think I am."

Kedda Ghazarian found that out from a friend, over a drink, completely by accident. It's the kind of gap between how we think we show up and how we're actually received that runs right through this conversation.

Kedda is Head of Marketing at Bonds, where she's helped launch Bloody Comfy Period Undies, The UnGenderwear Project, Be The Village, and convinced Robert Irwin to get into his undies for Bonds' US launch. Her team was named AdNews' 2026 Marketing Team of the Year.

We start with the little kid at the grown ups' table. Kedda talks about stepping into leadership before she felt ready, and why she now believes "all leaders should ask the dumb questions" in the room.

We get into why she's a chronic oversharer, and the boundaries she's still working out now that she's single for the first time in her adult life.

She tells me what it actually takes to get a brand as loved as Bonds to lean into a campaign as bold as the Robert Irwin one, and why knowing exactly what you have permission to do is the real unlock.

And we land on her superpower, limitless play, and why she refuses to let a title move her away from the creative work she fell in love with in the first place.

This one stayed with me because Kedda names something so many of us do quietly. We keep chasing the next rung, and forget to enjoy the one we're standing on.

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