Tini Sevak, vice-president, audience and data, CNN International

Describe your career to date

From a young age, I was the kid who always asked “why?” and was curious about how things worked. I took apart toasters and radios to see how they worked. An inability to put them back together made me realise that I wasn’t going to become an engineer like my father.

I started my career as an analytics manager at Mindshare in New York, where I was accountable for the delivery of econometric projects evaluating the role of paid, owned and earned media in driving business outcomes. It was with Mindshare that I had the opportunity to come to London and work in the global business planning team.

After 10 years with Mindshare, I joined Starcom’s business integration team, where I was responsible for designing long-term data strategy roadmaps to drive business growth. It was here that I learned the building blocks of elevating data to be part of a strategic conversation.

In 2018, I joined the executive team at CNN International commercial as vice-president of audiences and data, where I run a global team of audience insight specialists, digital analysts and data experts, focused on understanding our audiences, using data to fuel and inform our campaigns, ensuring accountability for our partnerships.

My career choices have been driven by finding leaders and teams I believe in, rather than joining a particular company. I have a passion for learning, genuine curiosity in the “why?” and a strong desire not to let down those who gave me their trust.