Katya Zapolnova is the Digital Media & Data Strategy Lead, EMEA for Mattel. In this role, she is responsible for shaping how Mattel leverages digital media, audience insights and data strategy to deliver scalable, measurable growth across EMEA. With a deep background spanning media agencies, ad-tech and corporate marketing, Katya is recognised for her ability to champion first-party data, audience-centric activation and smarter working practices in a rapidly evolving media ecosystem. She combines strategic vision with operational execution—building frameworks that connect technology, media investment and consumer insights to power relevant experiences and efficient media outcomes.