Athar specialises in programmatic media and has been in digital marketing for over 10 years, having gained CIM certification. He is passionate about helping brands to navigate media transformation, bringing with him a holistic view of the media landscape through experience in TV, radio, and press. Having worked with brands like Unilever, General Mills, RBS, and GovCCS amongst many others, Athar has developed a deep understanding of marketing challenges that reside both inside and outside of the marketing functions. As a former media auditor, he has a keen interest in harnessing data for media effectiveness and a belief that taking a forensic approach to test and learn is critical to maximising media investment.