CARMA appoints Paula Jacobson as Group Director of People and Culture

In her new role, Jacobson will lead the company’s global people strategy, with a focus on talent acquisition, employee engagement, impact, and strengthening a unified company culture as the organisation scales. She will be responsible for ensuring CARMA’s workforce remains supported, connected and motivated, while aligning people initiatives with the company’s continued integration of advanced technology and human expertise to serve its global client base. 

Jacobson brings extensive experience in building high-performing, inclusive cultures where employees feel motivated, supported and proud to belong. Prior to joining CARMA, she ran her own People, Culture & Impact consultancy, advising organisations across media, communications and sustainability. 

Her career spans hospitality, fintech, travel and investments, and includes a pivotal role in establishing the people function at Huda Beauty and KAYALI, where she worked closely with founders Huda and Mona Kattan during a critical phase of global scaling. She is widely recognised for her commitment to sustainability, social impact and inclusion, as well as her ability to design and deliver talent programmes that attract, develop and retain top-tier talent. 

Commenting on the appointment, Mazen Nahawi, Founder and CEO of CARMA, said the company’s growth depends on investing in its people. “We are very pleased to welcome Paula to the CARMA team. Our success is rooted in the talent and expertise of our people, and as we grow, it is essential that we continue to nurture a culture that supports and inspires our teams. Paula’s experience in scaling organisations and her focus on the human side of business make her ideally placed to lead our global people strategy.” 

Jacobson said she was excited to join a company operating at the intersection of insight, technology and impact. “I am delighted to be joining a successful organisation already making an important contribution to society, with its hub in a region experiencing rapid commercial growth and rising global influence. CARMA’s insights-led approach strongly resonates with how I work, translating research and data into strategic insight that enables smarter decisions and delivers measurable impact.” 

She added that understanding people would be central to driving the company’s next phase of growth. “CARMA’s people are its beating heart. My role is not only to attract the world’s best talent, but to convert that magic into a strong culture, a thriving ecosystem and, ultimately, a successful business.” 

The appointment comes at a time of rapid growth for CARMA, which now employs more than 700 professionals across 23 offices worldwide. And, Jacobson will oversee the full spectrum of people and culture operations, including talent development, performance management, and embedding sustainability and inclusion principles across the organisation. She will work closely with regional leaders to support CARMA’s ambition to remain an employer of choice within the media intelligence industry.