Zahra M.

Internal transfer, change in title and agency after the Omnicom-IPG merger Managed multi-channel campaigns for McDonald’s and Open University aligning activation with audience insights, brand messaging, and business objectives. Partnered with Media owners, Adtech platforms, and internal teams to expand campaign reach and optimise performance across channels. Delivered actionable insights from A/B tests and lift studies to planning teams and senior leadership, shaping campaign optimisation and strategic decisions. Activated campaigns across various DSP'S: DV360, TTD, Amazon (Prime) and Adswizz. Focus on YouTube, OLV, CTV and Audio. Active contributor to the OMD AV Social Committee and OMG Neurodiversity ERG, supporting team engagement, inclusion initiatives, and community-building across the agency Mentored junior and offshore team members and contributed to team knowledge-sharing initiatives, improving campaign delivery efficiency and embedding best practices.

Created and shared fundraising campaigns via personal social media (800 followers at the time), encouraging friends and family to repost, resulting in wider reach of ~3,000+ people and raising awareness for community initiatives. Planned messaging and content to engage audience, highlighting specific projects and donation goals, which contributed to £1,500+ raised for targeted campaigns. Leveraged personal network to amplify campaigns, coordinating informal outreach and peer sharing, increasing engagement and support for key initiatives. Tracked engagement metrics (likes, shares, comments) to learn what content resonated, informing future posts and increasing reposts by 40% over three campaigns. Supported Human Appeal events by promoting campaigns and sharing content online, helping to connect the organisation with a wider audience and generate grassroots support.

Managed key accounts including McDonald’s and The Open University, taking ownership of multi-channel campaign activation and optimising strategy to reach target audiences effectively. Contributed planning suggestions and leveraged OMG UNITE products for Open University campaigns, aligning activity with audience insights, brand goals, and inclusive engagement. Awarded Trader of the Quarter by Audiomatic (Adswizz) for initiative in campaign activation and effectively coordinating stakeholders across agency and publisher teams. Presented campaign performance, A/B test and lift study insights to clients, planning teams, and senior leadership, influencing optimisation and future strategy.

Executed multi-channel campaigns for OMD flagship clients such as Barclays, Compare the Market, British Gas and The Open University, as well as other Blue-Chip clients including Levis and Qantas Airlines. Optimised targeting and creative delivery to engage diverse audiences. Coordinated across planning, creative, and communications teams to ensure campaigns were delivered on time and to high standards. Recognized as one of OMG UK’s Rising Stars Worldwide, achieving top 10% points in the global OMG Fuel leadership development program.

Managed website content and updates, improving accessibility, user experience, and ensuring information was accurate, engaging, and aligned with the brand. Designed, scheduled, and optimised email marketing campaigns, analysing performance metrics (open rates, click-throughs) to increase audience engagement and retention. Collaborated with internal teams to coordinate content strategy and promotions, building skills in cross-functional project management, audience-focused storytelling, and campaign execution.

Coordinated acquisitions for 100+ programs across multiple series and films, analysing audience appeal from scripts, bibles, and screeners to curate a catalogue that aligned with broadcaster needs and target audiences, building a foundation in strategic content planning and storytelling. Managed PR content uploads (WorldScreen) on the Jetpack website and X (former Twitter) page and supported Jetpack’s MIPCOM presence, amplifying program visibility to international buyers and demonstrating skills in brand promotion and campaign activation. Collaborated with international producers, broadcasters, and internal teams to streamline content delivery and stakeholder communication, gaining experience in cross-functional collaboration, audience-focused strategy, and project ownership — transferable to purpose-driven marketing roles.

Focused on narrative analysis, performance, and cultural communication Built strong skills in persuasive writing, presenting ideas, and creative problem-solving Final year Modules: - Race Relations in Theatre, Film and Television - Rogues and Vagabond's: Staging London's underworld - The Post-Colonial Novel: The Art of Resistance - Interrogations of Culture: Theory and Thinkers - African-American Literature