Who We Are

Jonathan Jordan is Senior Partner and Founder of Sermelo. He has over twenty years of experience in helping companies and organisations anticipate and respond to changing market dynamics, be they driven by technology, digital transformation, shifts in consumer attitudes and behaviours, new regulations or globalisation.

Based in London, Jonathan advises clients with operations in the Americas, Europe, the Middle-East and Asia-Pacific, and has headed a number of award-winning campaigns. He has particular interest in the digital economy and in helping organisations address issues related to ethical sourcing, environmental responsibility and sustainability.

Jonathan also specialises in communication coaching, engagement training and capability building.  He works with executives on corporate affairs, communication strategies, team building, keynote presentations, media interviews and appearances before committees.  He advises corporate and private clients on issues and crisis management and is the co-founder and executive board member of the Zurich based Crisis Protection Network of specialist advisory firms.

Prior to founding Sermelo, Jonathan was the Chief Executive of Burson-Marsteller’s UK operations, which included the consumer agency Communiqué PR and Marsteller, a market leader in digital and integrated marketing. Under Jonathan’s leadership, the firm enjoyed sustained growth, pioneered a number of award-winning integrated campaigns and was recognised by PR Week as the International Consultancy of the Year in 2008 & 2010.

Jonathan joined Burson-Marsteller in April 2003 from Fleishman-Hillard where, as a Senior Vice President, he spent nearly five years as head of their technology, media and telecommunications practice. Before working in public relations, Jonathan spent more than three years as a journalist and served for over four years as a weapons engineering officer in the Royal Navy. He holds a 2.1 Bachelor of Science Honours degree in Electronic Engineering with Business Management from King's College, University of London.

Jonathan is a Fellow of the Public Relations Consultants Association and a Freeman  of the City of London Company of Communicators. His hobbies include coaching rugby, cycling, sailing and skiing and he is married with three children.

Daniella is a corporate communications and crisis management practitioner with over ten years’ experience. She has expertise in crisis and issues management, media relations, and the development and implementation of corporate communications strategies at UK and global level.

Daniella joined Sermelo in 2011, and prior to this she worked at Blue Rubicon for over five years as a senior consultant in the crisis management and media training team. Prior to joining Blue Rubicon, Daniella spent four years at Burson-Marsteller as a manager in the crisis and issues management team and corporate communications practice. Previous to this, Daniella worked as Account Director at MTI Network, a strategically focused public relations and crisis management consultancy offering services to international energy and transportation industries.

She provides strategic counsel to a number of global, European and national companies to protect corporate reputation and business interests that have been threatened in a crisis. Working alongside senior management teams she provides counsel on high profile events such as product recalls, plant closures, and industrial accidents. Her range of experience encompasses areas of oil and gas, transport and travel, food and beverages, household goods and pharmaceutical. She has worked with clients such as Cadbury Schweppes, Unilever, BHP Billiton, BP and GSK Nutritionals on issues management, corporate communications and corporate reputation campaigns.

Daniella also works with clients to prepare for possible crises. Daniella develops crisis management guidelines or manuals and facilitates desktop exercises and crisis simulations that validate the robustness of plans by replicating the stresses and pressures of a real crisis. In addition, she regularly trains clients in frontline training, messaging and media-interview skills.

Daniella has an Arts and Language degree from Monash University, Melbourne and then completed a post graduate degree with honours in International Business and Marketing at the Royal Melbourne Institute of Technology. She speaks Indonesian, French and English.

Sukhi Hayer is an Associate Partner at Sermelo and a former BBC journalist who now specialises in content development, media relations, media training and crisis management. He’s assisted businesses from various sectors with their communication requirements, including helping to develop strategic positions and identifying media opportunities.

Sukhi has specialist knowledge of the Utility, Transport and Construction industries and has helped test the crisis functions of EDF Energy (Nuclear), National Grid, Network Rail and Severn Trent. He has developed and delivered workshops in the UK and overseas, focusing on media and presentation training, stakeholder engagement and reputation management. He’s also provided Crisis Communication training for MBA students at IMD University in Lausanne, Switzerland.

For more than 15 years Sukhi was a multi-platform impact journalist for the BBC. He created original content for a cross section of BBC outlets including The BBC News Channel, BBC Breakfast TV, Radio 5live, World Service, Newsround, Newsbeat and Asian Network.

Sukhi has also covered a number of major events in both in News and Sport, including The Cricket World Cup in India, South Asia Tsunami, The London 2012 Olympics, the 7/7 London terror attacks and the General Election in 2010.

Sukhi graduated with a Politics degree and recently acquired a Coaching diploma at the University of Warwick.

Amanda is responsible for Sermelo’s finance and business operations and joined the company in April 2010. Amanda previously worked for almost a decade at the Reader’s Digest, where she was responsible for the European production of various editions of the flagship title, as well as other publications such as Moneywise. Her role included responsibility for a multi-million Euro P&L, procurement, supply chain management and distribution.

Amanda started her career as a sports journalist, covering events such as the World Student Games for The Times and she spent two years in sports marketing, where she worked closely with a number of charities at events such as The London Motor Show and Skate for Life. She remains a passionate sports fan and is a keen skier, having spent a season working in the Alps.

She graduated from the University of Manchester with a 2.1 in History and Politics and holds the CAM certificate in Communications and Marketing.