South Africa, Aug. 12 -- She has been part of the Provantage story twice; once building the mother brand from the ground up and again now, aligning fourteen specialist business units behind a common commercial strategy. Her role, as she frames it, is not to market the business but to help shape the business that the market experiences.

Between her two chapters at Provantage, she ran her own consumer and health research business, working with global organisations on large consumer panels. It was exactly the preparation she needed for a media landscape now shaped by data, measurement and audience insight.

What has changed most over time is how she holds responsibility. For a long time she carried too much of it herself, believing that goo...