About Us

We are on a mission to make awethenticity the currency of human experience.

2020 has completely changed the world we all live in. We need to re-emerge from the ashes and form a new reality, a new normal as some say. We envisioned a rebranding and a new mission for the business. Awesome & Authentic originated at this turning point for humans, business, and machines to embrace a new era of radical awethenticity as we rise, emerge and rebuild from the ashes, loss and collective grief in the wake of a global pandemic and climate change crisis.



For two decades, Syma has been a practicing marketer, customer experience researcher, advertising professional, and an academic. She has worked with Fortune 500s, bootstrapped and VC funded start-ups and a range of companies in the middle. Her research insights and strategy have helped shape numerous digital and physical products and services, including an Innovation Initiative by Google. Syma has long championed and supported the work of companies that work towards a better future for humans, business and the planet.

Coupled with research publications, conference presentations and panel discussions, her advocacy work to enhance customer wellbeing has been featured in the media. The industries she has served include technology, engineering, tourism, hospitality, events, healthcare, FMCGs, pharmaceuticals, higher education, oil and chemicals, paints and non-profit organisations. Recently, the focus of her work has been on service innovation and touchpoint design to evoke positive emotions.

Syma was recognised as a Certified Practising Marketer (CPM) by Australian Marketing Institute (AMI) in 2020, the peak professional benchmark of its kind for marketers in the Asia-Pacific Region. She has served as a member of AMI’s New South Wales State Committee for two years, alongside being a judge for AMI Marketing Excellence Awards (2021 & 2022).

– MSc in Marketing Management, University of Surrey, UK
– Masters in Tourism, Hotel and Event Management, The University of Queensland, Australia
– MBA, Lahore School of Economics, Pakistan
– Certified in design thinking (IDEO) and positive mental health (University of Sydney)