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Who we are

Meet the team
who we are

zuhra consulting

Established in 2020 by Dr Susan Hetrick, zuhra consulting specialises in building positive workplace cultures.

Our approach is based on several decades of hands-on experience in establishing positive cultures in global and local brands with expertise in the causes of – and remedies for – toxic cultures. It is informed by the work Susan has done researching and writing her book on toxic culture and her expertise as an organisational psychologist.

Dr. Susan Hetrick,
Founder and Managing Director

A strategic and international HR business leader, Dr Susan’s impressive career has spanned more than 30 years. Dr Susan has worked with multiple global organisations including the World Bank Group, Arab Banking Corporation, RBS Group, Aegon, HSBC and Deloitte based in the UK, USA, Europe, and more recently in the Middle East with solid experience of operating globally.

Dr Susan is a published author and speaker on Corporate Culture in global organizations. Over the course of 30 years, Dr. Susan has implemented large scale transformational change programmes that focus to strengthen corporate cultures and enable every individual to fulfil their potential. Her passion is in maximising people’s talent that is all too often untapped in organizations.

Dr Susan has a doctorate from City University Business School, and a Masters in Industrial Relations from Warwick University. She has published numerous articles on corporate culture and HR in global organizations, and co-authored the book: Corporate Reputations, Employer Branding and People Management for advanced HR Practitioners. She is currently writing her latest book on how toxic cultures and leaders destroy corporate reputations, and what can be done to fix them.

Tel: +44 (0) 7955 810480


Toxic organizational cultures and leadership have led to major reputational failures, with the greatest impact felt by the people who dedicate their careers to working for these organizations. And yet organizations do not become toxic overnight. They do not consciously set out to break rules and regulations, nor do they actively seek wrongdoing. This book defines toxic culture, explains how toxic cultures emerge over time, and provides practical approaches supported by in-depth research for overcoming a toxic culture at the individual, team, and organizational level.

Find out moreBuy the book

Pauline Lindsay
Associate Consultant

Pauline is an Associate with Zuhra and a specialist in reward, compensation and benefits. Pauline works with our client organizations on the design and implementation of market-aligned reward strategies with the aim of improving employee engagement, attraction and retention.

Initially gaining her experience in financial services, she has lived and worked in four countries and has managed global and regional remits. Pauline has a client portfolio across a wide variety of sectors and has designed and implemented grade and job family frameworks in Phoenix Group (Standard Life), ACCA and Spirit Energy to mention a few.

She has a solid reputation as a knowledge expert in the field of reward management.

Pauline currently serves on the Board of an Edinburgh community focused charity, North Edinburgh Arts.

John Bell,
Lead Consultant, Culture Quotient

John is a commercially focused organisational design, culture and leadership consultant, specialising in the development of both business and people strategies, driving culture change and executive team development.

John has extensive global experience working with C-suite executive teams to deliver evidence-based Human Resource programmes involving complex stakeholder and change management.

John has worked in the UK, Ireland, Europe, North America, Australia and the Middle East, working in both FTSE 100 and public-sector organisations including Royal Bank of Scotland, Cabinet Office (UK Civil Service), Rio Tinto, Hutchison 3G, Tesco Bank, Sopra Steria and Bank ABC.

John has a Masters in International Human Resources and is a member of the UK Market Research Society.

Alex Preston,
Communications and Social Media Specialist

Alex is Zuhra’s Communications and Social Media Specialist. Alex is a graduate in Philosophy and History from Southampton University.
Alex also has trained in the theatrical arts, and therefore knows what impacts an audience. He is interested on the generational differences in social media and the effectiveness of communications. 
In his spare time, Alex likes writing plays and practicing yoga. He is about to study a masters at a top drama school. 

Lauren McAlpine
Executive Assistant

Lauren is an experienced, reliable and highly effective Executive Assistant who works closely with Susan and the team to ensure the smooth running of operations within zuhra.

Lauren is skilled in communication, team organisation, event management, and project planning. She brings warmth, tenacity and efficiency to her work.

Tel 0131 560 6580

“We've used Susan's expertise for a number of years. She's helped our board and senior leadership team design our growth and organisation plans, and challenging people situations. Susan has a vast experience in HR/OD in people-centric businesses and is immensely useful as a sounding board, advisor, facilitator, and chair. I also work alongside Susan on a board (non-profit) and she provides calmness, leadership, structure and far sightedness there also.”

Chris Martin, CEO, Waracle Ltd