Oya Mustafa Joins Recipe as Director of Business Development

Recipe, the independent full-service creative, production and media agency has hired Oya Mustafa as director of business development. Oya joins from Initiative, where she was head of growth for UK and EMEA.

Oya has 17 years’ experience working across some of the UK’s largest media brands – in addition to Initiative, Oya has worked with Wavemaker, Sky/Viacom, Mindshare and Bauer Media.

Previously responsible for commercial partnerships for the Viacom Network, she was one of the lead contributors in shaping the commercial model for non-linear opportunities such as events and broadcast led brand partnerships. Oya was instrumental in growing incremental revenue for the Viacom Network and was pivotal brokering the first ever 8 part music magazine format AFP on MTV - ‘Relentless Ultra Presents Soundchain’. The one of a kind AFP was presented by Nick Grimshaw and featured artists such as Florence + the Machines, Rudimental, Nas and Ed Sheeran and was supported by a holistic integrated campaign to promote it.

Transitioning from her extensive sales experience, Oya took on the role of business development and growth strategy five years ago. In that time, she has led over 50 competitive pitches, helping to cumulatively secure over £81m in billings with a conversion rate of 61%. In addition, Oya was fundamental in launching Wavemaker into the market (formed by the merger of MEC/Maxus, 2017).

Oya said: “I have collaborated with Recipe for over a decade, always as a client. In that time, I have seen the agency grow and evolve to shape a new, forward thinking business that offers integrated solutions from creative to production and now media. One thing which remains consistent is the entrepreneurial spirit and friendly yet tenacious team, which I am now very proud to be a part of and excited for the future growth of this dynamic agency.”

Ali Morgan, managing director at Recipe said: “Welcoming Oya to the team is incredibly exciting. We are really proud of how we’ve grown over the last three years, and our ability to continue to win business during the pandemic. But we’re ready for the next growth phase, and we’re ambitious about where we want to go. Oya embodies that ambition - she brings vast experience, knowledge, drive, energy and infectious enthusiasm.

In addition, Oya is a IPA Women of Tomorrow nominee and an accredited career coach. She is actively involved with Kick4Life – a charity dedicated to social change in Lesotho, Southern Africa and is a spoken word artist.