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Donia Baddou
Lumen Research
GLOBAL VP OF PARTNERSHIPS
Donia’s Moroccan parents moved to France after she was born, working hard to provide for her under tough circumstances within the Parisian social housing system. She was the first in her family to go to university before moving to the UK to pursue her dreams in media. But media, and tech in particular, is vastly under-represented in terms of women of colour and those from poor socio-economic backgrounds.Rejected countless times, Donia became resilient, motivated and outspoken - qualities that led her to an outstanding career within the ad-tech space. Now VP of Partnerships at Lumen Research, Donia leads an all female team and is described as the ‘connective tissue’ that guides deep partnership within the business and across the wider industry. Building a whole department and revenue stream from scratch in under a year has led to groundbreaking work with the IAS, Snapchat and Amazon - optimising investment towards the partners, platforms, channels, and campaigns that drive higher attention, while reducing spend on lower-attention inventory. Donia ensures that attention is front and centre for advertisers, publishers, and brands with Lumen’s next-generation attention solutions. Her contribution has led Lumen to exceed targets with 11 new businesses coming onboard over 7 months in 2024. Lumen’s values are to be brilliant, kind and honest and no-one exemplifies these goals more. Donia’s goal is to be part of a more transparent, more honest industry where sweeping assumptions are removed and the vocabulary is changed to be more inclusive, value driven, and simply kinder.