Leila: On storytelling, community and Cambridge Enterprise at 20
20th anniversary storyCambridge Enterprise will turn twenty at the end of the year – specifically the 1st of December. To celebrate two decades of continued impact and innovation, we spoke with eight members of staff representing different areas of the organisation – from business development, to investment management, event organisation or senior leadership.
Our aim: How Cambridge Enterprise, throughout the years, has helped them evolve and grow in their careers and also learn about their views of its impact on innovation in Cambridge and beyond.
In this article, we spoke with Leila Guichard, whose work sits at the intersection of marketing, storytelling and community‑building. Leila reflected on how Cambridge Enterprise’s voice and brand have evolved, the moments that best capture its role in the innovation ecosystem, and what continues to make it a meaningful place to work.
We started by asking Leila how Cambridge Enterprise’s approach to marketing has evolved over time.
“Cambridge Enterprise’s approach to marketing has evolved significantly, both in how we think and in what we do. Our refreshed brand identity has enabled a shift from standalone case studies focused on outputs to a more holistic, human‑centred approach that highlights the people, their journeys and the partnerships formed.
“Our team has grown not only in size, but from strength to strength, becoming a trusted partner to our colleagues, our academics and companies and the wider Cambridge ecosystem and beyond.”
When asked which event best captures Cambridge Enterprise’s role in the innovation ecosystem, Leila did not hesitate.
“I am biased but for me nothing brings to life our role in Cambridge’s ecosystem better than our annual flagship event, Ideas to Reality.
“We lean into our unique and central position to bring people together from all corners of the ecosystem and beyond for a special evening at King’s College, celebrating the transformative ideas that have been translated from University research into reality and the communities that supported them along the way.
“The room, and social media, is always buzzing with energy and excitement. The canapés are always fabulous and the ceiling is now… always pink.”
“We lean into our unique position to bring people together from all corners of the ecosystem.”
Looking at the organisation’s twentieth year, we asked Leila what she wants people to feel when they encounter the Cambridge Enterprise brand.
“I want people to feel energised and inspired, that Cambridge Enterprise is a dynamic and ambitious partner for innovation.
“It reflects the confidence we have in our direction, expertise and values and I hope it translates the energy and excitement we feel as an organisation as we continue to increase our reach and offering to support pioneering research in taking its next steps.”
When asked about the biggest change she has seen at Cambridge Enterprise over the last twenty years, Leila pointed to a defining period of transformation.
“The biggest shift has undoubtedly been the transformation under Diarmuid O’Brien’s three‑year tenure as CEO. The pace of change felt lightning fast, almost like watching the organisation level up in real time.
“We didn’t just grow in size; we grew in ambition.
“We stepped far more confidently into our role in the wider ecosystem, co‑founding Innovate Cambridge and helping shape what the next ten years of innovation for the region could look like.”
We asked Leila to share a moment that captured exactly why Cambridge Enterprise exists.
“Xampla’s breakthrough in natural plastic replacement was one of those pin‑drop moments, an innovation with the potential to address one of the world’s biggest challenges in plastic pollution.
“For Cambridge Enterprise to have a small part in supporting their journey is a proud moment for us as an organisation.”
“Our people genuinely care about the work they do and the impact it can have on the world.”
When asked to describe Cambridge Enterprise at twenty in three words, Leila chose.
“Ambitious, collaborative and human”
She explains why these words matter.
“We are united and driven by the pursuit of societal impact and ambitious in how we scale the support we offer. We understand that it takes a village and we actively seek out partnerships to help unlock Cambridge’s full potential. Above all, we care – about the work, the people we support and the impact ideas can have on the world.”
Finally, Leila reflected on why she enjoys working at Cambridge Enterprise and what has kept her here.
“First and foremost, it’s the people. The depth of knowledge, creativity and genuine commitment across the organisation are extraordinary.
“I’ve had an incredible journey since joining as a PA eight years ago. Cambridge Enterprise has challenged me to grow, trusted me with big responsibilities and supported me not just as an employee but as a person. The flexibility, trust and understanding I’ve experienced here are rare and incredibly special and something I will always be grateful for.
“In some small way, I contribute to the journeys of our academic community, whether by giving researchers a platform, creating opportunities to build networks or offering space to think about what comes next. Being part of that progression is incredibly meaningful.”
We asked Leila to finish these sentences:
- The impact of Cambridge Enterprise’s support on University research is… “world-changing.”
- In the next decade, Cambridge Enterprise should double down on… “continuing to build relationships and partnerships that add value and unlock pathways for our academic community.”
- At 20, Cambridge Enterprise is… “graduating to adulthood – clearer on who we are, moving forward with ambition, open to possibility and excited for what’s next.”
- Behind the scenes, we… “clear the path so researchers can focus on what’s important.”
Reflecting on our people and our progress
Leila’s reflections capture how storytelling, community and ambition have become central to Cambridge Enterprise’s identity. Her perspective shows an organisation that has grown in confidence and reach, while remaining deeply human in how it supports people, ideas and partnerships.
Her insights form part of a wider set of anniversary pieces that highlight different voices from across the organisation. Each one will share personal perspectives on how Cambridge Enterprise has evolved and what continues to drive our mission. Together, they will show how we are still learning, still growing and still committed to supporting innovation from the University of Cambridge.
