NextAdvisor Shira Feuer: Honesty Is The Best Policy

Shira's dream mentor is Steve JobsShira Feuer is one of the NextAdvisors signed up to advise our community in our Business Advice Programme.

Shira leads social media for The Walt Disney Company across Europe, the Middle East and Africa. She works with stakeholders across the business including Studios, Media Networks, Consumer Products, Disney Store, Parks and Resorts, ABC, Star Wars, Marvel and more.

Shira focuses on integrating social media across the business at Disney, including marketing, communications, business intelligence, sales, distribution, customer service, retail and more. She educates various parts of the business to use social media to increase efficiency and productivity.

Shira is ready to start advising you on your business. For more details on The Business Advice Programme and to sign up, click here

Shira regularly works with 3rd party platforms and partners, from major technology companies like Facebook and Google to enterprise communications management systems to analytics tools to innovative partner start-ups.

Prior to her role at The Walt Disney Company, Shira managed the global social media strategy for Burberry. She launched new platforms and focused on utilising social media to provide a tangible return on investment for the business. During the time Shira led social media at Burberry, it ranked at the top of the FTSE 100 Social Media Index.

Before moving client side, Shira spent several years working for agencies on a diverse range of clients including Hewlett Packard, Nokia, Tesco Finance, Thomas Cook Travel, Domino’s Pizza and more.

Shira sits on various client advisory boards for analytical and publishing tools, helping to inform future technological changes to help businesses in a variety of industries. She is also a mentor for a number of start-up accelerators, focusing on helping new businesses successfully pitch to clients.

She is a regular speaker and ambassador at key industry events, discussing marketing leadership and innovation. She also sits on the digital leadership council of University College London.

Shira was born and raised in Canada and moved to London in 2008. She graduated with a Bachelor of Commerce from McGill University with Great Distinction.

TNW: Tell us about your current role/venture. What’s at the top of your mind with regard to your business?

SF: I currently lead social media for The Walt Disney Company across Europe, the Middle East and Africa. I work with stakeholders across the business including Walt Disney Studios, Disney Channel, Consumer Products, Disney Store, and Parks and Resorts for all of our brands including Disney, Star Wars, Marvel, ABC and more.

I focus on trying to figure out how each part of the business can utilize social media to meet their objectives.

This may be anything from marketing to campaign or product development to customer service to crisis management to building relationships with partners.

TNW: Which business topics are you most interested in providing advice on?


I’d like to advise start-ups on how best to pitch to prospective clients and work with clients once they’ve signed the deal, with a focus on working with large businesses.

I’ve worked with many third party companies providing products or services to a larger business and seen what works well and what doesn’t.

TNW: How should a NextAdvisee approach their relationship with you, to get the best out of you?


A NextAdvisee should have a clear idea of what they can improve on and be really honest about it so we can work together to try and find ways to successfully move forward.

They shouldn’t try to sell their product to me, they should come to me with a problem I can try to help them solve.

TNW: What do you see as the benefits of an advice relationship, for the advisor?


I think that working with innovative entrepreneurs is inspiring and helps the advisor think in new and different ways.

I have no doubt that advisors learn as much or more from the advisees than the other way around.

TNW: Do you currently have a mentor?

SF: I do – she’s great at finding the balance between enhancing what I’m good at and calling me out on where I can improve.

The best mentors I’ve had have always been really honest – that’s what has made their advice so powerful.

TNW: Which business matters have you most needed advice on during your career?


I’ve needed help breaking down big problems into manageable pieces. I have a habit of wanting to solve them all at once, which is impossible!

I’ve had to learn – and continue to learn – how to best approach large issues that will take time to solve over time.

TNW: What is the most useful lesson you have learned from a mentor?


That the path to achieving a goal isn’t necessarily a straight line – it looks a lot more like a chess board.

My mentor’s chess board analogy is one I think about all the time now!

TNW: Who would be your dream mentor in a fantasy world (they can be living or a historical figure)?

SF: This might seem like a bit of an out-of-the-box response but it’s my honest answer: Steve Jobs. I like that his success wasn’t based on following the rules on how you should act to achieve success in your career, it was based on having a strong vision and sticking to it. I think that’s really inspiring.

TNW: Is there anything we haven’t asked you, but you would like to share with our community?

SF: Just that I’m really excited to be a part of TheNextWomen community and can’t wait to meet some of the amazing people involved!

Shira is ready to start advising you on your business. For more details on The Business Advice Programme and to sign up, click here

Sign Up to our Newsletter

So you enjoy The NextWomen. Why not sign up to our monthly newsletter?
You get a Letter from the CEO :-), the chance to catch up with the best of our recent articles - and some extra things we throw in once in a while.

We try hard for smart reading.