External communications manager,

The Guardian


She has a passion for storytelling and transforming complex information into engaging campaigns.

Ayesha Baker is an external communications manager at the Guardian. In her role, she is responsible for promoting the Guardian’s editorial and commercial initiatives and managing the press office.

Ayesha’s diverse career has spanned PR, communications, media, and advertising. She has a passion for storytelling and transforming complex information into engaging campaigns.

Prior to joining the Guardian, Ayesha worked in communications for the NHS, developing key public health messages on high-profile topics, including covid-19, cervical screening, and the NHS annual winter well-being campaign.

In 2020, Ayesha was a mentee on the BME PR Pros/PRWeek Mentoring Scheme. In 2021, she served as a judge for the PRWeek Healthcare and Pharma Comms Awards, and The Pros Awards 2023.


Why did you sign up to be a judge for The Pros Awards 2024?

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.
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/Twitter(X)/Tik Tok account should every comms pro follow and why?

@famouscampaigns (on Instagram and X) 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 story from 2023 and why?

The McDonald’s ‘Raise Your Arches’ campaign because it’s fun, simple and iconic. It fascinates me that a campaign that never contains any burgers or restaurants is now synonymous with McDonald’s.

I also love that the campaign is all about helping people to find small moments of joy during what’s been a tough year for many. Powerful in the context of now.

As before  we’ve got a great DJ booked for The Pros Awards awards ceremony in July – what’s your dancefloor-filler request?

Burna Boy, City Boys or Drake and Bad Bunny, Gently