Media intelligence firm CARMA has appointed Paula Jacobson as its new group director of people and culture, a senior hire as the company accelerates global expansion and deepens its focus on talent amid growing demand for data-driven reputation insights.
CARMA, which provides media intelligence and analytics to governments and corporates, said it now employs more than 700 people across 23 offices worldwide.
Jacobson will lead the company’s global people strategy, overseeing recruitment, engagement and culture as the group scales operations and integrates advanced technology with human expertise.
Founder and Chief Executive Mazen Nahawi said the appointment reflects CARMA’s emphasis on people as a competitive advantage. “Our success is rooted in the talent and expertise of our people,” he said, adding that Jacobson’s experience in scaling organisations and building inclusive cultures made her well suited to guide the company through its next phase of growth.
Jacobson joins from her own people, culture and impact consultancy, where she advised clients across media, communications and sustainability. Her career spans hospitality, fintech, travel and investment sectors, and includes building the people function at beauty brands Huda Beauty and KAYALI, where she worked closely with founders Huda and Mona Kattan during periods of rapid expansion.
In her new role, Jacobson will be responsible for the full range of human resources operations, including talent development, performance management and embedding sustainability and inclusion across the organisation. She will work with regional leadership teams to maintain a consistent culture across markets while adapting to local needs.
“I am delighted to be joining a company already making a meaningful impact and operating from a region experiencing rapid commercial growth and rising global influence,” Jacobson said. She added that CARMA’s emphasis on translating research and data into strategic insight aligned closely with her own approach to building high-performing organisations.
CARMA has expanded steadily as governments, companies and institutions increase spending on media intelligence to navigate complex information environments and manage reputational risk. The company said strengthening its people strategy is critical to sustaining growth as competition intensifies and demand for skilled analysts, technologists and consultants rises globally.
