Carlota Paynter

Carlota is a key driver of IPG’s growth momentum, now bringing that expertise to the newly combined Omnicom Media business. As Head of Growth, she shapes how the network collaborates, pitches and converts - embedding rigour, consistency and innovation excellence across UM, Initiative, Kinesso and the wider Omnicom agency network.

Rising from Senior Executive to leadership in under six years, she now leads talent within the central growth function, actively championing progression within the team. Known for her calm authority and decisive strategic thinking, Carlota unites cross-functional teams around a shared ambition to win, providing clarity and direction under pressure and delivering measurable commercial impact. Her leadership helped secure the strongest conversion performance in the group’s history and consistently outperform industry benchmarks, contributing to over £44m in retained and net-new revenue across media, performance and SEO last year.

Beyond commercial results, she is a people-focused leader committed to building an industry-leading growth culture across the network that drives lasting client and business impact. Her ability to build trust and work seamlessly with people across different agency brands enables her to embed each team’s culture and personality into every pitch, making them stronger, more authentic and more successful.

This impact has been recognised externally through her inclusion in the PMW 30 Under 30 list for 2026* and The Drum’s BD100 2025, reinforcing Omnicom Media’s reputation for nurturing exceptional talent and leadership from within.

 *Officially announced Tuesday 17th February 2026