The Fishbowl: Samera Mohmoud, Global

The Media Leader’s interview series asks the media industry’s top salespeople 10 revealing questions, drawn from our fishbowl. The questions will be drawn at random and contain some tricky posers set by the commercial chiefs themselves.

This week is Samera Mohmoud, commercial agency director for outdoor at Global.

Samera Mohmoud has worked at a series of outdoor media owners; first at CBS Outdoor in 2011 which became Exterion and was later acquired by Global in 2018.

** Peer question** What moment (or event) was the biggest turning point in your career?

My first sales job was in print media — at The Guardian and City AM — so when I joined CBS Outdoor in 2011, that was probably the biggest turning point in my career.

I knew after the first six months that outdoor was where I wanted to be because of the massive scale and creativity possibilities it provides. And here I am 12 years later.

** Question from Sarah Goldman, director of advertising at UKTV.

** Peer question** What’s the best piece of advice a boss or colleague has ever given you?

A piece of advice that really stuck with me was something my first manager in media said. They said “If you don’t understand something, always ask. Not knowing the answer isn’t a problem but pretending you do and making it up as you go along will be.”

Whenever someone new joins my team I always tell them to ask questions, be curious and be eager to learn.

 ** Question from Laura Chase, chief commercial officer at WeAre8.

Name all the streaming platforms you subscribe (pay money) to.

I don’t watch loads of TV, but I do have Netflix, Amazon Prime and Disney+ so I have lots of bases covered and I’m always keen for recommendations.

If you could take a year off from work, what would you do?

I’d travel. I went travelling for a year in my 20s. I travelled around Australia and Southeast Asia and loved it. I’d like to do it again but this time for new adventures with my son and husband.

Describe three qualities that make a brilliant salesperson.

1. Being an expert in your channel so you can make the best, most informed recommendations and products.

2. Someone who nurtures good relationships and builds trust — a person that clients want to see and speak to.

3. Someone who can put themselves into a client’s shoes to understand their objectives and challenges.

What keeps coming up in conversations with clients at the moment?

Sustainability is something we’re talking about a lot. It’s important to our client and agency partners and we’re all keen to lower our carbon footprint.

As an outdoor industry I’m proud of the work we’re doing in this area so far and we’re working hard to ensure it’s even more sustainable.

If you could change one thing about the industry right now, what would it be?

I’d love to fast forward time to see the positive results of all the work that media businesses are doing to make sure they’re truly diverse and inclusive.

**Peer question** Who are your role models?

My role model has always been my mum. She’s the sort of person that when anyone meets her, they instantly love her!

Also, being a working mum can be tough and without her and her support, I wouldn’t be able to work full time and have a career in the industry.

**Question from Davina Barker, sales director at DCM.

What is one of your greatest achievements?

My four-year-old son, Arlo!

What podcast do you regularly listen to and why?

My favourite podcast is The News Agents, and I’m not just saying that because I work at Global. The news isn’t always nice to hear so it’s great way of digesting what is happening in the world.

Read more Fishbowl interviews here and see what media’s top salespeople say about working in the industry and what concerns their clients. To suggest an interviewee, contact [email protected].