Pawena “Paws” Kaniah joined iProspect back in 2021 as an SEO exec but has flown through the ranks and now works as a media and comms strategist within the Dentsu-owned media shop.
Kaniah is one of the youngest voices in MFA’s DE&I council and was a TEDx speaker in 2019. Kaniah was a finalist for the B&T Women in Media Awards in the Rising Stars category in 2023 and 2024 and won B&T‘s 30 Under 30 Awards in the Strategy category in 2024.
B&T: What have been the biggest lessons in your career so far?
Pawena Kaniah: The single most important lesson I’ve come away with is to kill imposter syndrome. It’s a way to hold me back and other people; we women do ourselves a massive disrespect by believing that imposter syndrome is a thing. It’s a scheme. I was really inspired by Reshma Saujani’s Ted Talk about teaching girls bravery, not perfection.
B&T: What has been the impact of winning B&T’s 30 Under 30 Awards in the strategy category last year?
PK: It was a massive honour and I did not see it coming at all. A lot of things in my career have been me saying, ‘Let’s just go for it’. I don’t ever want to regret not taking the opportunity. I was intending to apply a couple of years ago but was told that I probably didn’t stand a chance. I let that get to me and didn’t apply. But I realised after that I could not let someone hold me back like that; building confidence for yourself is so important.
The impact of winning the Awards has been elevated credibility. I have travelled professionally to different countries and it feels like previous achievements were not always recognised in other markets, whereas 30 Under 30 transcends borders. It’s given me access to more high-impact projects and opened the door to more opportunities. It also gave me a renewed sense of purpose. For example, I recently spoke at the MFA Ex event with senior people about something I was really passionate about.
Winning this Award has also meant that I don’t need to prove myself over and over again, although I certainly keep myself accountable by making sure the quality of my work is on the level of winning the strategy category. You can be someone who does tons of work but isn’t getting any recognition, and this can get demoralising. Having that boost of renewed purpose is really exciting, it’s reminded me that there’s more meaningful and inclusive work I want to create.
Enter B&T’s 30 Under 30 Awards!
B&T: What role has mentoring played in your career, both being mentored and mentoring others?
PK: I have never had a moment in my life where I did not coexist with mentoring in some way. Being an older sister, you naturally fall into that role the moment your younger sibling is born. I call mentorship and being a mentee a co-inspiration, or symbiotic. Paying it forward and sharing things with others is just a natural extension of who I am. But mentoring can be small or big, it can be giving an active listening ear to someone who needs it or putting time in your diary to go for a coffee and catch up with someone. It’s a matter of nurturing relationships that transcends just the professional aspects.
Chella, my managing director has helped me kick my imposter syndrome. She’d tap me on the shoulder and say, ‘You should be doing that’. Whether it was entering the B&T Women in Media Awards or going for the MFA DE&I council membership, which were all things I did not think I could do, other people helped push me there. We all need that support to help us believe in ourselves.
B&T: What are the unique challenges that have come with being young, and a woman in the industry?
PK: Personally, I represent an intersection of so many things. First of all, I’m a woman of colour and am under 30. I’m also not Australian, I’m an expat from Mauritius. At the same time, I’m neurodivergent, so all of that naturally places me in a different position from other people here, but it’s not been something I’ve noticed. I worked in Singapore, in France, and Dubai, but it was in Australia where I had my colour awakening for the first time at 24. I had never experienced it before. That’s been a massive challenge for me coming into the media industry. And it might not be just the media industry, but maybe Australian society in general. But I had to learn to resist blending in and maintain my unique voice. That itself has been a journey and a challenge.
Enter B&T’s 30 Under 30 Awards!
B&T: What is your advice for others hoping to break into the Australian marketing scene?
PK: I can only answer that question from an international perspective. I had a different start from someone who received an education here and already had a network of contacts and referrals. At the end of the day, though, this industry is incredibly dynamic. It changes so fast, and having the skill set of not only being adaptive but also anticipating change is important. Knowing where you want to carve a niche for yourself and having an opinion about things and what you want to be doing in this industry is very important. Being confident is an in-built part of our DNA and we can work that muscle. Advocating for yourself and backing yourself, that’s going to put you ahead if you’re thinking about it early on.
Enter B&T’s 30 Under 30 Awards!
