NAME: Astrid Kirkland
AGE: 37
JOB TITLE: Co-Founder and Managing Director of KNOW Creative
MOVED TO THE UAE IN: 2008
Astrid is from Switzerland and her Dubai adventure began with a leap into what she thought would be a one-year role helping a Swiss Bank set up in DIFC. That “year” turned into 12, as she transitioned from operations to wealth management, gathering experience and certifications along the way.
It was during her time at the bank that she met her amazing husband, Dave who worked at a leading branding agency. Together, they launched KNOW Creative in 2016, with Astrid supporting in the background while remaining in her banking role.
By 2021, after the birth of her second son, it became clear that banking no longer felt like the right fit for Astrid. She was craving something more flexible and fulfilling. That’s when she took an opportunity with a connection to open a hospital and help improve their patient experience. Over the course of a successful year, she learned a lot and implemented their new CX strategy. During this time Astrid even had the privilege of training over 300 staff. It was such a meaningful, rewarding experience which cemented her love for customer experience and operational excellence.
After this chapter, Astrid and her husband Dave realized it was time to go all-in on KNOW Creative. They wanted to channel their energy into not just a passion-fuelled venture, but a strong business that could continue to grow with the calibre of their work and clients. It’s been an exciting adventure, building something meaningful that makes a lasting impact.
Let's learn about a day in Astrid's life:
8 AM
With two young boys, aged 3 and 5, it’s usually them, the cat, or one of our dogs who ensures we’re all up and moving! My husband, Dave, and I tag-team—getting the boys dressed, feeding everyone (pets included), and walking the dogs. Once everyone is ready, it’s drop-off time and if my schedule allows, I’ll squeeze in a run or a yoga class.
10 AM
By this time, I’ve had my coffee and worked through WhatsApp messages, emails, and any urgent to-dos. Dave and I work together, so mornings often start with a quick debrief to align on our schedules and tasks. With the business in a busy season, there are always multiple projects to juggle, so this is when I connect with the team, manage client updates, and outline priorities for the day.
2:30 PM
This is my “half-day break”. We’ve set up our office close to both home and the boys’ schools, so it’s easy for one of us to pick them up. Today might be my turn, and I’ll bring the boys home for snacks and catch up on their day before heading back to the office while the kids settle in.
4 PM
Afternoons are about recalibrating with the team to make sure everyone is on track and address any updates or adjustments needed. I’ll manage client updates and ensure that we keep momentum on the projects.
6 PM
Dave and I do our best to wrap up after 6pm. We’re trying hard to make family dinners a chance to sit together. Then it’s the kids’ bedtime routine, with baths, books, and goodnight cuddles.
8 PM
Once the boys are asleep, it’s back to the emails and WhatsApp messages for a final round of catch-up. If there’s any leftover work or personal admin, I handle that now. But we both try to carve out time to unwind. Life with young kids and a growing business is a constant balancing act, it’s really hard but it’s also a joy. I’m grateful for a rhythm that allows us to support each other and keep things running smoothly—at work and at home.
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