Your professional journey and defining milestones

My career journey spans over a decade of progressive growth across some of the most       dynamic regions in global advertising.

My career foundation began at Zenith, where I honed my strategic planning capabilities and cultivated a deep understanding of traditional and digital media integration.

In October 2012, I joined Amazon Ads in the UK as an Account Manager, and over the years grew steadily into leadership. A defining chapter came when I took on management of the UK Account Management team — a role that went far beyond delivering results. I invested deeply in the individuals on my team, identifying potential early, and creating the conditions for people to grow into leaders in their own right. Several of the individuals I managed and mentored went on to become managers themselves, a testament to my belief that the true measure of leadership is not what you achieve alone, but what you help others become.

I then extended my leadership remit to the Spain Account Management team. Leading teams across Spain, Japan, and APAC was a formative experience — it gave me the opportunity to learn how to work effectively across different cultures and to adapt my leadership style to meet people where they are. I came to understand that great leadership is not one-size-fits-all; it requires empathy, curiosity, and a genuine respect for the values and ways of working that shape each team.

This experience, combined with learnings from the Amazon Ads business, has given me a uniquely holistic perspective on the evolving advertising landscape and the role of technology in reshaping consumer journeys.

A defining milestone came when I built the Global Account Management team from scratch — hiring and shaping a new team to support Amazon’s most strategic global clients. I then extended my international experience further, leading the Japan Account Management team and, for a period, the broader APAC Account Management team.

Four years ago, I made the move to Dubai, stepping into a new chapter focused on the MENA region. Since April 2022, I have led the CPG MENA AdSales team, and over the past year and a half have expanded my scope to lead the Endemic MENA AdSales team — driving growth across one of the most exciting and fast-evolving advertising landscapes in the world.

∙  The values that drive your leadership

People are at the centre of how I lead. I invest genuinely in the growth of those around me — mentoring, advocating, and creating space for others to thrive. I believe the measure of great leadership is not what you achieve alone, but what you help others become and how you deliver through your team.

I lead with urgency and courage — moving quickly, making decisions with conviction, and   having the backbone to push back when it matters. I don’t wait for permission to act, and I encourage the same boldness in my team.

 I am passionate about driving culture and bringing people together with purpose. I believe that the strongest teams are built not just on performance, but on shared values and a sense of belonging. I actively champion initiatives that shape culture, foster connection, and give teams a reason to show up as their best selves — because when people feel part of something meaningful, they do their most impactful work.

I lead with authentic voice — I show up as myself, not a version of what I think others expect. I speak honestly, share my perspective with conviction, and create space for real conversations. Authenticity, to me, is not just a value — it is the foundation of trust, and trust is the foundation of everything.

Finally, I am committed to continuous growth — in myself and in the standards I hold. I am honest about where I want to improve, and I hold myself to the same expectations I set for others.

∙  How you interpret “Give to Gain” in your career and personal philosophy

“Give to Gain” is a philosophy I have lived, perhaps without always naming it that way.

Throughout my career, the moments that have shaped me most have not been the ones where I received — they have been the ones where I gave. When I built the Global Account Management team from scratch, I gave my time, my knowledge, and my belief in people who were still finding their footing. What I gained in return was a team that exceeded every expectation, and a deeper understanding of what I was capable of as a leader.

When I moved to Dubai and stepped into the MENA region, I gave myself fully to learning — new cultures, new client dynamics, new ways of thinking. That openness gave me back a richness of perspective I could have never found by staying in familiar territory.

Leading the Thrive Pillar has reinforced this belief at every turn. When you invest in creating space for others to grow — through mentorship, through advocacy, through simply showing up and listening — the culture around you lifts. And when culture lifts, so does everything else: performance, creativity, trust, and belonging.

On a personal level, “Give to Gain” speaks to something I feel deeply: the more generously you share your experience, your network, and your voice, the more you multiply your own impact. A career built on hoarding knowledge or protecting territory is a small one. A career built on generosity is one that outlasts you.

For the next generation of women in advertising, I would say this: don’t wait until you’ve “made it” to start giving back. Give now — your time, your perspective, your encouragement. You will gain far more than you expect, and so will the industry we are all trying to build together.

∙  The advice you would give to the next generation of women in our industry

The best advice for the next generation of women in our industry is this: don’t wait until you feel ready — seize opportunities early, because growth lives outside your comfort zone. Own your voice in every room; your perspective is a superpower, not a liability. Speak up, finish your sentences, and have the backbone to push back when it matters.

Build your network before you need it — cultivate mentors, sponsors, and peers who will advocate for you in rooms you’re not yet in. And when you get there, lift others with you. Negotiate your worth, share credit generously, and invest in the careers of the women coming up after you.

Embrace imperfection and normalize self-doubt — imposter syndrome is a sign you’re challenging yourself, not a reason to stop. Learn from failure; treat setbacks as free advice on where to push next. And above all, don’t wait for permission to innovate. The most impactful ideas come from those bold enough to try, to experiment.

Your legacy won’t be the campaigns you ran — it’ll be the people you helped grow.