Performance Marketing

In Conversation with Sohail Khan: “First-party data is the key to future-proofing your performance marketing”

Sohail Khan suggests how to future-proof your performance marketing across the next five years, why you should lean into partnerships, and why customer engagement platforms are the next big thing.

Sol Wilkinson December 16, 2022 — 3 minutes read

In Conversation with Sohail Khan: “First-party data is the key to future-proofing your performance marketing”

Sohail Khan, Paid Media Manager at Nando’s, has worked in the performance marketing industry for 10 years. Starting out as an account manager for Tradedoubler, Sohail learned how agencies worked by building a rapport with the media agencies that managed the clients’ accounts. From there, Sohail worked as an account manager at Rakuten Advertising (or Rakuten LinkShare, as it was then known; “I’m an old timer now,” he jokes) to gain more experience working with clients directly.