Sophy Vanner Critoph, Amplify: "Ensuring both women and men have the space to be the kind of caregiver they want to be is key."

Amplify's Sophy Vanner Critoph delineates the agency's strategy for supporting working parents and what policies/programs are in place to help all employees thrive.

Tell us a bit about your role. How does your experience as a parent inform your work?

I have a dual role as Head of Strategy and UK agency lead, and contrary to sweeping assumptions, I’ve actually found my role easier since becoming a parent; gaining clarity, context and comfort in my day-to-day. However, this is only possible because I work in an ever-evolving agency founded by active parents. My leadership qualities feel super-charged; my levels of resilience, empathy, patience, decisiveness, and productiveness are now more impactful than ever.

In what ways does your agency support flexible work arrangements to accommodate the diverse needs of working parents?

We’re an independent agency, so have the freedom to easily explore different processes to positively affect our culture. While we have a broad and robust set of policies designed to provide limitless support for all people on their own life journeys, we are also focused on being proactive and creating bespoke support plans for our employees. For this to work, genuine relationships need to exist at all levels - not just relying on HR-focused roles, but empowering line managers and leadership to facilitate a supportive environment too.

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