Campaign’s Digital Faces to Watch 2020 – Nadezhda Lukyanova, Campaign manager & digital media consultant, Reach MENA

Campaign’s Digital Faces to Watch 2020 – Nadezhda Lukyanova, Campaign manager & digital media consultant, Reach MENA

Mazen Hallaway, founder, Reach MENA: In 2018 Nadia joined Reach MENA Digital. She operates on another level from most people – her speed of thought and ability to crunch through to the campaign’s challenges and translate it into a workable effective strategy is truly mind-blowing. She’s powerfully curious about everything digital. Nadia has gone through intensive travel advertising campaign management and operations training at Travel Audience Amadeus’s Berlin headquarters and translated that into actionable smart campaign management and optimisation tactics, helping local and regional brands harness the power of travel data to get efficient incremental clients. Nadia has a great brain and an awesome energy.

Career highlights

Starting my career as a marketing executive, I became highly interested in digital part of it. In 2017, I have moved from traditional marketing to social media management agency. In less than a year, I got a lucky chance to move to Reach MENA to discover the world of digital advertising, focusing on programmatic advertising. I started as a media executive, and gradually was able to add sales, campaign management and partially technical sides of the job, which I love. My learning curve rocketed during last two years with various workshops, training, certification programmes and events. My experience in Reach MENA even inspired me for my master’s dissertation.

Guiding principles

First of all, my motto is ‘the one who is afraid of asking is ashamed of learning’. I asked loads of questions; that’s why I am here now. And undoubtedly, Mazen was the one who planted that seed of thought.

Dream job

I want to continue my career in this industry for sure – touching upon and mastering all aspects of digital advertising with the end goal of running campaigns, from pitch to completion, by myself. I am sure we will grow as a company and I can one da, lead my own team.

Side hustle

My ‘side hustle’ at the moment is finishing my dissertation, which takes most of my time. This project gave me chance to look into the effectiveness of digital advertising in the world of cluttered online environments. After finishing, I would definitely be excited to use my knowledge for a side hustle – I have ideas already.


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