Nisha Patel, head of Xaxis MENA
Nisha Patel is a digital native who began her career as an account executive with MEC in the UK back in 2007. Armed with over 11 years’ experience across the UK and MENA markets, Patel now heads Xaxis MENA.
In her current role, she is responsible for driving deliverable outcomes through programmatic across GroupM entities, as well as establishing new and relevant products in line with client ambitions, strategic planning and overseeing programmatic growth of agencies, clients and internal teams across the MENA region.
What’s the best advice you have received in your career?
Don’t be afraid to fail, its builds character.
What’s the best advice you have given in your career?
Behavior breeds behavior! I am a firm believer in this at all times in all situations (you get back what you give out).
What’s the most rewarding thing about your job?
Working with people who are keen to learn, and being able to impart my knowledge and experience.
What’s the most frustrating thing about your job?
What role doesn’t have its challenges? For me, understanding and responding to the ‘layers’ of digital knowledge – from agencies, the industry and clients in the region – has been something I have had to learn to manage, but it feeds into my personal rewards to overcome these challenges.
If not this, what would you be doing?
I think I would probably be a teacher or a business operations consultant.
If you had ten million dollars, what would you do?
Invest in the future leaders of our industry here in MENA; talent is key to our industry growth. I would build a platform whereby the verticals of our industry become more accessible to talent found in the region. Understanding that our industry encompasses many avenues that we seldom invest in, the platform would serve the dual-purpose of real time education and the opportunity to showcase skill sets that could and should be valuable to businesses on a consultancy or project basis. Building the hard skills required to get a ‘foot in the door’ and add real value to a business from the outset.
Finally, why are you (still) in this industry?
Digital is constantly evolving and so I’m always learning and questioning the industry. Whilst that drive and inquisitive nature remains in me, I’ll be here.