As Head of Paid Media, Safyah leads the department with a sharp focus on delivering performance-driven outcomes for our clients. With over 10 years of international experience across e-commerce, EdTech, FinTech, and non-profit sectors, she is passionate about building media strategies that maximise ROI, scale impact, and drive sustainable growth.

Safyah brings deep expertise in paid media strategy, advanced audience targeting, and AI-driven performance marketing. She has led high-performing global teams and managed multi-million-pound budgets, with a proven track record of elevating campaign effectiveness through data-led insights, continuous optimisation, and rigorous performance measurement.

A committed thought leader in the paid media space, Safyah closely tracks emerging trends in AI, attribution modelling, customer journey analytics, and platform innovations to ensure that her strategies are not only effective today but also future-ready.

Outside of work, she enjoys travelling, exploring new cuisines, learning languages, and spending quality time with her children.