SBS appoints senior leaders
April 15, 2025
Programmatic curation partner SBS has appointed Niki Chana as Programmatic Strategy Director and David Sargant as Director of Programmatic Operations. This marks a key step in the company’s UK growth and continued investment in supporting agencies across the programmatic landscape to deliver impactful omnichannel campaigns
Chana brings over a decade of digital advertising experience, including roles at Freewheel (Comcast), Dentsu, Yahoo, and GumGum. She is also a founding Global Board Member of The Women in Programmatic Network (TWIPN), championing diversity and leadership in the industry. In her role, she will lead SBS’s customer success and commercial strategy, helping clients unlock long-term value to make programmatic simpler, smarter, and more effective.
“SBS is fast becoming a trusted leader across programmatic and I’m looking forward to working with our clients as we navigate the complex environment together,” said Chana.
Sargant, an experienced digital and paid media leader, has held senior roles across agency and in-house settings, including GroupM/MediaCom, where he managed over £750 million in global media spend for brands like Dell, EY, and American Airlines, as well as strategic roles at ITV Studios, SoftBank Robotics, and the Royal British Legion. At SBS, he will lead the end-to-end execution and performance of omnichannel programmatic campaigns, working closely with the UK leadership and Milan-based operations to scale SBS’s programmatic capabilities and support commercial strategy.
With growing demand for deeper programmatic expertise and operational strength, SBS created this role to drive hands-on campaign execution while laying the groundwork for a scalable future function. David will also build internal and external workflows to ensure high-performing results—bringing precision, accountability and commercial performance to the heart of every campaign. “We’re building something genuinely exciting,” said Sargant “I’m looking forward to helping scale that vision and drive real results for our clients, combining strategic thinking with hands-on execution to deliver smarter programmatic outcomes.”
“Bringing Niki and David on board is about more than just growing the team, it’s about reinforcing our commitment to quality, accountability, and long-term partnerships,” added Jason Warner, Director, UK & EMEA at SBS. “Together, they’ll shape the full client journey at SBS from strategy to execution and measurement – making sure we continue to be the trusted partner for independent agencies to turn to for programmatic solutions that truly deliver.”
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