Lea Karam

Lea Karam has built a global reputation for developing groundbreaking behavioural solutions in media and marketing, earning recognition as a pioneer in the field of behavioural science.

With a career that spans the world of behavioural insights, Lea began her journey in top creative agencies like BBDO and Publicis in Dubai. In 2019, she joined London-based Total Media, where she was instrumental in the development of Behave - Europe’s first behavioural consultancy in media.

Recognising clients’ growing need for strategic insight beyond media planning, Lea helped shape Behave’s mission to challenge conventional approaches. As its first consultant, she championed the integration of behavioural science with AI, machine learning, and neuroscience – well ahead of industry trends. Her work has directly contributed to the team’s rapid growth, from three to over 20 specialists, and cemented her as a trailblazer in both company and industry leadership.

Now part of Total Media’s leadership team, Lea leads behavioural upskilling across the agency and has developed proprietary tools that combine cutting-edge thinking with practical applications. Her innovative product work has enabled cross-functional integration and formed strong partnerships across sectors. One standout example includes her AI- and biometrics-driven UX strategy for Investec, which helped create their best-performing Private Clients website to date. Long before AI became a buzzword, Lea was actively proving its value on the ground – earning her invitations to speak on panels about the future of behavioural technology.

In addition to her internal leadership, Lea is passionate about shaping the next generation of behavioural talent. She is launching external training programmes aimed at turning academic knowledge into media-ready skillsets, particularly as the field sees an influx of behavioural science graduates. Through collaborations with organisations like Young Westminster Foundation and WYK Digital, Lea and her team are opening doors for young people to build lasting careers in behavioural strategy.

Beyond her corporate success, Lea also dedicates time to mentoring young women – helping them navigate early education and career choices, and supporting them as they secure internships at leading companies worldwide. Her contributions have earned her recognition in media and leadership circles alike, positioning her as one of the most influential and forward-thinking women in behavioural science today.

With a distinctive vision and lasting impact across innovation, leadership, and mentorship, Lea is a standout candidate for Management Today’s 35 Women Under 35 list.