Paula Jacobson’s appointment as Group Director of People and Culture at CARMA signals a clear strategic shift as the global media intelligence firm enters its next phase of scale. With 700+ professionals across 23 offices worldwide, CARMA is moving beyond pure business expansion to focus on the systems, culture, and leadership frameworks needed to sustain long-term growth.
At this stage of maturity, people strategy becomes a competitive advantage. CARMA’s work in media intelligence and reputation insights depends heavily on specialised talent, analytical depth, and cross-market collaboration. Bringing in a senior leader dedicated to people and culture indicates the company’s intent to professionalise and unify its global workforce, while preserving agility across regions.
Founder and CEO Mazen Nahawi’s comments underline this direction. By emphasising culture as a foundation of success, CARMA is reinforcing the idea that talent retention, leadership development, and employee engagement are as critical as technology and data capabilities. As the company expands into new markets, a cohesive culture helps maintain consistency in delivery and client trust.
Jacobson’s role is likely to focus on building scalable people systems, strengthening leadership pipelines, and aligning teams under a shared global vision. In an industry where insights, credibility, and speed matter, investing in people leadership ensures CARMA can grow without diluting its core values.
Overall, this appointment reflects a broader trend among global analytics and SaaS firms: growth is no longer just about footprint it’s about building organisations that can scale sustainably through strong culture and leadership.
