I have spent over 14 years inside the global agency ecosystem, leading end-to-end digital marketing initiatives for some of the region’s most diverse clients across Publicis, Omnicom and WPP. Every brief I worked on started with the same question: how do we reach the right consumer, at the right moment. That question shaped how I thought about media, data and measurement for over a decade.

I recently made the move to the tech side, joining Mastercard as Director of Partnerships and Marketing Solutions for the EEMEA region. My mandate is to build and scale the commercial channel that connects the region’s leading agency networks and technology platforms to Mastercard’s data, commerce and measurement solutions portfolio. It is the role that sits at the intersection of everything I have learned. My career has been built on one belief: that every media decision should have a number behind it. Not a modelled number, not a panel-based proxy, but a real one.

I spent years watching brands try to connect their media investment to actual purchase behaviour. The measurement gap in MENA is real, it is significant, and it is the problem I now get to help solve. Moving from agency to tech has given me a new perspective. Same table, different seat. I understand what it takes to move a conversation into something commercial. That inside knowledge is the most useful thing I can bring to this role, not as someone observing the ecosystem from the outside, but as someone who was in it.

The shift also comes at an interesting moment. The measurement infrastructure that agencies and brands have relied on for years is under pressure. Cookies are disappearing. Attribution models are being questioned. Agentic commerce is introducing a new kind of consumer entirely, one that does not respond to traditional experiences. These are not distant challenges. They are here and addressing them is my priority.

My leadership is grounded in clarity, accountability and curiosity. I believe in being direct about what matters, particularly when the stakes are commercial. Ambiguity slows progress and progress creates momentum.

At the same time, I place a high value on trust. The best outcomes come from environments where people feel ownership over their work and are trusted to make decisions. My role is not to have all the answers, but to ask better questions and create the conditions for people to do their best thinking.

Curiosity is the constant that underpins everything. The industry is shifting too quickly for fixed playbooks. Staying open, asking why things work, and being willing to test and learn is what keeps both teams and businesses relevant.

“Give to Gain” is something I interpret very practically. It is about leading with value before expecting return. In my career, the most meaningful opportunities have come from investing time in relationships, sharing perspective openly, and helping solve problems that were not always mine to solve.

Professionally, this means contributing to the ecosystem, not just operating within it. Whether that is helping partners navigate change, sharing knowledge across teams, or building bridges between different stakeholders, the principle is the same.

On a personal level, it is about consistency. Showing up, following through, and building credibility over time. The gain is rarely immediate, but it compounds in the strength of your network and the trust people place in you.

Focus on building substance. This industry can sometimes prioritise visibility, but longevity comes from depth of understanding. Invest in knowing how things actually work, whether that is data, measurement, or commercial models. That knowledge gives you confidence that no one can take away.

A piece of advice I’d give the next generation of women in our industry is to be comfortable taking space. You do not need to wait for permission to contribute. Your perspective is valuable, particularly in rooms where it may be underrepresented. The earlier you get comfortable speaking with conviction, the faster you accelerate.

Finally, be intentional about the company you keep. The people around you will shape your standards, your ambition and your resilience. Seek out those who challenge you, support you and are happy to see you grow.