Safyah A. Malik

Our precision-led paid media strategist

Safyah leads our Paid Media department, ensuring every campaign aligns with client goals, resonates with target audiences, and delivers measurable results. With 12 years of experience in marketing under her belt, rooted in performance and ROI, she combines data-driven insights with creative execution to drive growth across global markets.

Having managed multi-million-pound budgets and international teams, Safyah is passionate about optimising customer journeys, refining targeting strategies, and staying ahead of the curve in the evolving paid media landscape. She keeps a close eye on emerging trends, particularly AI in performance marketing, attribution modelling, and audience behaviour.

Outside of work, Safyah enjoys travelling, sketching whilst drinking tea, mentoring young female talent and spending time with her children.