Sara Abdullah is a Media Planning & Sourcing Specialist at Al Tayer Group, where she leads integrated media strategies across luxury, retail, and automotive brands. With over a decade of experience spanning both agency and client-side roles, she specialises in creating data-driven campaigns that connect brands with audiences while delivering measurable business results. Passionate about the intersection of consumer behaviour, storytelling, and media innovation.
A firm believer that marketing is both an art and a science, she enjoys transforming insights into impactful campaigns while continuously exploring new trends shaping the future of digital media. She is particularly passionate about empowering women in marketing and helping bridge the gap between creativity, analytics, and leadership in the industry.
What’s the biggest opportunity for women in digital marketing right now?
One of the biggest opportunities for women in digital marketing today is the growing demand for leaders who can combine creativity with data-driven decision-making. The industry has evolved significantly, and success is no longer determined solely by creative ideas but by the ability to understand consumer behaviour, interpret data, and drive measurable business outcomes.
Women are increasingly stepping into strategic leadership roles across performance marketing, analytics, e-commerce, AI-powered marketing, and digital transformation. These areas have traditionally been perceived as more technical, but we’re seeing more women lead innovation and influence business decisions at the highest level.
I also believe women bring a strong understanding of audience behaviour and storytelling, which remains one of the most valuable skills in marketing. As brands continue to prioritise personalisation and customer experience, women have a unique opportunity to shape how businesses connect with consumers in more meaningful and authentic ways.
What could companies do to make digital better for women?
Companies can make digital better for women by creating clear pathways for growth, investing in mentorship, and ensuring women have a seat at the table in leadership, technology, and decision-making roles. While progress has been made, there is still an opportunity to increase representation in areas such as data, digital transformation, and performance marketing, where strategic business decisions are often made.
Flexibility also plays a key role. The digital industry is fast-paced, and companies that support work-life balance while maintaining opportunities for career advancement often retain and develop stronger talent.
What or whose support has mattered most to you?
The support that has mattered most throughout my career has come from mentors, leaders, and colleagues who trusted me with responsibility and encouraged me to challenge myself. Their guidance helped me build confidence, develop strategic thinking, and navigate an industry that is constantly evolving. Some of my greatest professional growth came from working with teams that valued collaboration, learning, and continuous improvement.
On a personal level, my family’s support has been a constant source of motivation. Their encouragement has helped me pursue ambitious goals, embrace new opportunities, and remain focused during both challenges and successes. I believe meaningful growth is rarely achieved alone, and having people who genuinely believe in your potential can make all the difference.
What’s the biggest myth about women in digital?
One of the biggest myths about women in digital is that they are naturally better suited to creative roles than analytical or technical ones. In reality, women are leading some of the industry’s most data-driven functions, from performance marketing and media strategy to analytics, technology, and digital transformation. Success in digital requires both creativity and commercial thinking, and women continue to demonstrate excellence across all areas.
Another misconception is that leadership in digital is primarily about technical expertise. While technical knowledge is important, great leaders also bring communication, collaboration, strategic thinking, and empathy. Women are proving every day that they can drive innovation, lead teams, and deliver business impact at the highest levels.
Who should we feature next and why?
I would love to see more women featured who are driving innovation behind the scenes of the industry. While public-facing roles often receive the spotlight, many talented women in media strategy, data analytics, marketing technology, customer experience, and digital transformation are shaping the future of marketing and business growth.
