Campaign’s Media Faces to Watch 2025 – Kathleen Santer, Performance Director, Assembly

Campaign’s Media Faces to Watch 2025 – Kathleen Santer, Performance Director, Assembly

Age: 30

Nominated by Wajid Ali, Business Director – Paid Media:
Kathleen joined the business just over a year ago and it’s clear to see the impact she has made here at Assembly MENA. Kathleen joined us to launch our biggest client to date in the region. Bringing her expertise from her previous roles in London, Kathleen created streamlined processes to manage the launch of over 10 business units across the globe for one of our most complex new business wins. A year on, she is still ensuring her team and clients are refining their performance media strategies to be the best in market.

Career highlights

Thrown into the deep end 8 years ago at a startup I learnt the value of resilience, something that’s been crucial navigating the challenges and changes of my career. Moving to Dubai and onboarding a complex client taught me huge amounts and I feel proud of the leaps forward my team and the client have made working together. I can clearly see how my career is rooted in a ‘people first’ philosophy. I prioritise understanding people; the audience, clients and my team, and am excited to see where this approach takes me in the future of Digital.

Guiding principles

Dont be afraid to fail: Success is always the tip of an iceberg – beneath the surface is a mountain of necesssary failure

Keep trying: The most successful people are not those who are the most talented, but those who are willing to put in the work and practice

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