My Story: Joy Morozov

I was born in Beirut, Lebanon, into a Middle Eastern family and spent my early years in the UAE and Saudi Arabia, following my father's career in civil engineering. I moved to London to continue my secondary and university education. There, I earned a BSc (Hons) in Management and Systems, studying systems thinking and strategy, and fields that continue to inform my work today.

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At university, I wrote a thesis that laid the foundation for everything I do now. I explored how relationship-building and a strong brand built on values thrive. I looked at Barilla, the pasta brand still seen on supermarket shelves today. In the 1990s, well before it was common, Barilla created a“Pasta Lovers’ Club,”a community where pasta lovers shared recipes and cooking tips. This emotional connection with the brand drove loyalty and made me, as well as many others, instinctively reach for the blue box on the supermarket shelf.​ I also drew insights from the private banking sector, which is fundamentally built on relationships, to further support my thesis. I found that, beyond brand, innovation, and quality of execution, it is the trust between the client and their Relationship Manager that drives long-term engagement and value for both parties. This insight resurfaces time and again in my work today.

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Foundations from the Corporate World

 

Fresh out of university, I took on my first role in the corporate world at Financial Times Business, I led initiatives including the launch of reader loyalty programmes and new products, and the design of a portfolio of events; all of which strengthened subscriber relationships, boosted engagement, and generated new revenue streams.

 

I then joined Thomson Reuters (section absorbed by DTCC), marking my first exposure to the world of technology. I spent numerous hours listening to Heads of Operations of major financial institutions to capture how they used the company's technology solutions to transition from paper-based to automated trade processing. I deeply value the practice of deep listening, a discipline that continues to shape and guide my work today.

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In 2001, I got married, moved to Zurich, Switzerland and joined a technology start-up. It was an eye-opener into the world of optics and laser science. Working alongside scientists from ETH Zurich, I led the development of the start-up's go-to-market strategy. This is where I learned how to translate complex language into benefits, and that innovation needs compelling storytelling.

 

In 2006, I joined the Economist Intelligence Unit (EIU), part of The Economist Group, as a Business Development and Account Manager based in Vienna, Austria where I still live. My mission was to grow and retain a membership network of C-suite executives from multinational companies. I loved delving into the motivations and mindsets of these executives, and I gained early insight into how their priorities shape decisions, an approach I continue to use today.

 

A New Chapter Rooted in Purpose

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In 2015, I took a year to pause and reflect, determined to give back and align my work with a deeper sense of purpose. The answer was clear: Philanthropy.

 

I joined Light for the World, a leading Austrian NGO working on advocacy, blindness prevention and strengthening education, community-based rehabilitation, and livelihood systems to enable persons with disabilities to become thriving citizens in Sub-Saharan Africa, Bolivia, and Northeast India. I played a key role in establishing the organisation’s presence in Anglo-Saxon philanthropic markets. It was a crash course in what sustainability truly means, collaborating with multidisciplinary teams to ground programmes in the voices and needs of communities while aligning them with the mission and values of philanthropic partners.

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In 2023, I founded PhilanthroPower to share the lessons I have gathered over decades and to support others striving for a better world. My belief is rooted in a deeper truth: meaningful transformation begins with a growth mindset, the cultivation of strong relationships, and partnerships as the true catalysts of change.  Much of my work is done in collaboration with an outstanding partner; Braymont  where we combine our strengths to create greater impact.

 

Change always begins with conversation. I am excited to hear your story and aspirations. Drop me a line for a chat. 

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