Armin Basharat is a full-funnel media strategist who leads integrated campaign strategy for national and global brands. She bridges the power of high-impact traditional channels with innovative digital approaches, always guided by a performance mindset rooted in data. At DAC, Armin focuses on media strategy, applying rigor to channel selection, investment optimization, and the integration of emerging technologies such as AI. Her work blends data and human insight to help brands adapt to evolving consumer behavior, navigate media inflation, and anticipate future shifts in the marketing landscape. She shares her perspectives through DAC’s insights, blog, and LinkedIn, and holds an Honours BA in Media, Information & Technoculture from Western University, where she developed the foundation for critical media analysis and forecasting the future of media.