Ayesha
Baker
Senior Communications Manager,
The Guardian
"
judge for the PR Week Healthcare & Pharma Comms Awards in 2021 and the Pros Awards in 2023 and 2024
Ayesha Baker is a senior communications manager at the Guardian, where she promotes the publication’s editorial and commercial initiatives and manages the press office.
With a dynamic career spanning PR, communications, media, and advertising, Ayesha is passionate about storytelling and transforming complex information into engaging campaigns.
Ayesha’s expertise has been recognised across the industry. In 2020, she was named a BME PR Pro after participating in the Blueprint mentorship scheme. She later served as a judge for the PR Week Healthcare & Pharma Comms Awards in 2021 and the Pros Awards in 2023 and 2024.
q&a
Why did you sign up to be a judge for The Pros Awards 2025?
Lack of diversity unfortunately remains a significant industry challenge. The Pros Awards, however, excel in acknowledging and celebrating the exceptional work produced by individuals from diverse backgrounds in PR and communications.
Once again, I’m honoured to be part of an initiative that actively works towards addressing this. By recognising and celebrating the remarkable contributions of BME professionals, the Pros Awards are helping to drive positive change.
What Insta, LinkedIn or Tik Tok account should every comms pro follow and why?
@famouscampaigns posts the most creative brand and marketing campaigns from around the world, everyday. Really helpful if you’re in need of some inspiration!
What was your favourite PR/comms campaign from 2024 and why?
My favourite PR campaign of 2024 was Blank Street’s drink collaboration with influencer and celebrity stylist Melissa’s Wardrobe. The campaign stood out for its organic and authentic approach, seamlessly aligning with Mel’s highly engaged community, -who eagerly anticipate her newest recommendation every day (myself included!).
As always, we’ve got a great DJ booked for The Pros Awards award ceremony in September – what’s your dancefloor-filler request?
Found Lovin’, Fatback Band