We Are Social Appoints Aidan Goh as Head of Paid Media, EMEA

Global socially-led creative agency We Are Social has appointed Aidan Goh as its first Head of Paid Media, EMEA.

Goh will lead the agency’s vision and strategic direction for paid media across EMEA. He will connect creativity with performance; building integrated, data-driven frameworks that guide how We Are Social plans, activates, and measures media. 

Bringing 12 years of experience to We Are Social, Goh has spent the majority of his career at Omnicom and Publicis running multi-national teams for global brands. He spent seven years at OMD working with clients such as Disney and Lidl; in his most recent role at Zenith, he was Global Head of Paid Digital across H&M. 

He joins with a track record of commercial and strategic success. During his time at Zenith, he helped drive two consecutive record-breaking Black Friday events for H&M, and was  responsible for integrating a bespoke measurement solution to optimise media towards incremental revenue.

Goh was named one of Campaign UK’s Rising Stars in 2020, and was involved in award-winning work that has been recognised as ‘Best Use of Measurement’ at both the Wired and Meta Awards in 2025. 

Beyond his client work, Goh is an advocate for inclusion. At Omnicom he co-chaired a social mobility programme designed to improve the working experience, outreach, and recruitment of individuals from lower-income backgrounds. He has also led agency-wide DE&I education programmes and championed partnerships with organisations like WYK to help young people from disadvantaged backgrounds get into the industry. 

Head of Paid Media, EMEA is a new role for We Are Social. It follows the agency’s shift to a regional structure in 2025, under the leadership of EMEA CEO Jim Coleman. Goh will report to Paul Greenwood, EMEA head of cultural strategy and insight. 

Aidan Goh said: “As creative diversification becomes a critical element of media, We Are Social is perfectly positioned to lead the industry in this direction. I’m looking forward to  building a unique proposition that marries data-driven social and creative to directly influence our clients’ objectives.”

Jim Coleman added: “Aidan has an impressive ability to connect the dots between data, paid performance, and creative – this is exactly what brands need right now to stand out and drive commercial impact. We are delighted to welcome him to the team to lead our paid media offering across EMEA.”

Source: We Are Social

  Aidan Goh, Jim Coleman, Paid Media, We Are Social