Already for her thesis in the field of political sciences in 2008, Indra Zemzoum focused on social media in an analysis of election campaigns as well as a comparison of election campaigns in the USA and Germany.

After her studies, she worked in a freelance capacity for various creative agencies, advising customers in the area of social media and online campaign managment. At Allianz Global Investors, she worked for nearly two years as Project Manager for social media and online marketing.

Three years ago, Zemzoum built up the social media activities in the marketing division for Axel Springer Media Impact, thus making Axel Springer Media Impact the first "marketer" on the German market to turn its attention to monetising social media. After achieving more than 40 percent increase in turnover last year, the team was enlarged and the focus set on the international business.