Razia Pillay, CEO of IAB South Africa, leverages her extensive digital expertise to empower the future of the industry. Beginning her career in online publishing during the pivotal transition of newspapers to new media, Razia boldly embraced digital methods, including social media and digital marketing. Her fearless approach and deep compassion for her audience fueled substantial audience growth and innovative strategies for digital publishers.
This doyen’s leadership prioritizes initiatives that equip young professionals with the necessary skills to thrive in this dynamic environment. Her commitment to talent development ensures a future generation of skilled individuals equipped to drive innovation and responsible growth within South Africa’s digital space.
Career Journey
As one of the “Africa’s 10 Most Empowering Women Leaders of the Year 2024,” her career journey is a real-life epic, proving that everyday women can achieve extraordinary things. Razia began in online publishing during a pivotal moment in the 21st century. Without a formal journalism background, she approached the industry with a bold, trial-and-error methodology.
Razia’s innovative strategies and deep compassion for the newspapers’ online communities drove the significant growth in the publications she worked with. Her unique mix of innovation and empathy set her apart in the industry, making the audience feel valued and understood. “Each day, all you have to do is show up. The rest will fall into place,” she often says, encapsulating her consistent effort and presence philosophy.
Over time, Razia’s passion for nurturing young talent became evident. She started creating spaces for young people within organizations, providing them with the opportunities she once sought. This dedication to mentoring the next generation led her to a fortuitous connection with IAB South Africa, where her unique blend of skills and vision was precisely what the organization needed.
Inspiration for Leadership
The digital industry thrives on passionate individuals like Razia, who are driven not just by personal ambition but by a desire for collective growth and a sustainable future. For her, the ideal platform for her aspirations emerged as the Interactive Advertising Bureau (IAB), a champion for the media and marketing industry in the digital age, perfectly aligning with her vision.
Leading such an influential organization was a dream come true, offering her the chance to shape the future of her beloved industry. Razia, recognizing the IAB’s role in guiding young professionals like herself, believed it fostered an environment where everyone could flourish in the digital economy. When the opportunity to lead the IAB’s South Africa chapter arose, she seized it with a blend of courage and humility. Her vision for the organization mirrored its core mission: empowering young professionals and propelling businesses toward success. In a way, this leadership role was Razia’s way of paying it forward, continuing the support cycle that had nurtured her growth in the industry’s formative years.
Responsibilities and Goals
As the CEO of IAB South Africa, Razia has a unique take on leadership. She describes her role as “I basically lead leaders.” This means she guides and empowers other leaders within the organization. Pillay acknowledges the challenge, comparing it to “herding cats” at times. However, she expresses confidence in her ability to unite the team towards a shared vision.
For this prescient executive, success hinges on a clear vision and empowering her team to achieve it. Her primary focus is keeping everyone motivated and aligned with their personal growth and the team’s goals. As she puts it, “We can all be leaders, but not everyone can lead people towards themselves.” Razia understands the power of “we” over “me.” So, she empowers the A-team at IAB South Africa by nurturing individual strengths. The results? A high-performing team that punches above its weight consistently exceeds expectations and delivers results.
Achievements and Milestones
Forget awards and accolades—for Razia Pillay, CEO of IAB South Africa, the true mark of success lies in her team. She doesn’t rattle off numbers or awards when asked about her proudest moments. Instead, her focus is on the people around her. She feels there’s nothing quite like witnessing the people she works with every day finally grasp their full potential. Razia expresses: “This is the most valuable metric of measurement.” After all, she believes this intrinsic motivation thrusts traditional business metrics like ROI, making it the most valuable yardstick for progress.
IAB South Africa in Empowering Women Leaders
Razia embodies the growing power of women in digital leadership. “I am case study number 100 – perhaps more,” she says, acknowledging the long line of women who’ve broken barriers. Her vision extends far beyond her own success; she champions a future teeming with female leadership. This isn’t just lip service – IAB South Africa’s commitment is clear. They invest in young women through youth initiatives, ensuring a pipeline of future digital leaders. Women already hold prominent positions across the organization, from Board seats and Councils to chairing prestigious Awards Juries. Razia’s leadership fosters a diverse and inclusive environment where women not only participate but actively shape the digital landscape. It’s a testament to her belief in mentorship and representation as the driving force for collective industry success.
Challenges Faced
The road to triumph is rarely smooth, paved with challenges that test our resolve. Yet, only those who stand tall amidst the hurdles can truly savor the sweet taste of triumph. Razia reflects on her career with a mix of weariness and pride. She readily admits that the challenges are endless and are difficult to summarize. “I am not perfect by any means, but I am perfect for my own journey—and I am thankful for my beautiful journey to date,” she reflects, underlining her acceptance of these trials as part of her growth.
As a female professional, Razia describes battling against a culture where men often feel compelled to dominate conversations, take credit for her work, and perpetuate the gender pay gap. Yet, the most significant hurdle, she reveals, is working through generational divides. Despite her efforts to integrate her fresh perspective and drive the organization forward, Razia finds herself constantly creating detailed strategies, blueprints, and presentations. This meticulous approach, she explains, stems from the frustration of having her vision initially dismissed. “It’s often easier to seek forgiveness than permission,” she sighs. It’s something she continues to grapple with to date. Razia, an “always ahead of the curve” kind of leader, isn’t the biggest fan of traditional presentations and strategy documents. While she sees their value, her innovative spirit sometimes chafes at the time they take, preferring to jump right into action.
Vision for the Future
IAB South Africa’s CEO has her sights set on the 2030 customer, but translating her vision into a concrete strategy remains a work in progress. She recognizes the critical need to understand and cater to this emerging market segment. While the precise details of the future are unclear, her vision is firmly rooted in current consumer trends. Her focus on Gen-Z highlights a generation characterized by unprecedented diversity, authenticity, and a strong emphasis on positivity, sustainability, and mental well-being. Encouragingly, there’s a unified approach within the IAB community – members and partners alike – to these emerging trends. This collective effort is vital to shaping tomorrow’s digital landscape, and Razia is incredibly excited to see how her vision translates to serving the needs of this new generation.
How is IAB South Africa Supporting Industry Collaboration?
Razia highlights IAB’s role as a collaboration conduit. She says competition thrives at the operational level, but true progress lies in working together. The company fosters this unity by bringing together industry players—agencies, brands, publishers, and platforms. This collaboration exposes shared challenges, dispelling the illusion of isolated problems. Through education, recognition, and measurement, IAB tackles these issues as a united front, seeking common ground and driving solutions. The Bookmark Awards serve as the pinnacle of these efforts, celebrating the industry’s collective achievements in digital success.
Advice for Aspiring Women Leaders
This experienced industry leader understands women’s immense challenge in securing their rightful place as leaders. Her journey begins with a call to self-awareness and strength: “Know your truth, stand up for yourself.” However, she acknowledges the complexities of advocating for yourself in a system that often undervalues women’s voices. Here’s where Razia’s strategic approach takes shape: “The path to leadership,” she reflects, “is to leave those behind who have triggered you and to surround yourself with people who lift you up.” This wisdom emphasizes the importance of a supportive network, a crucial element for navigating leadership challenges.
Razia recognizes the need to be shrewd within this system. She reveals, “thinking like a lady but acting like a man.” This strategy, she explains, allows her to navigate a world often built for men while maintaining her own identity. This approach has proven effective and paid off, but Razia feels her journey is still unfolding. She hints at a path of self-discovery, suggesting that her methods and perspectives may evolve as she continues to break barriers.
Exemplifying Impact through Personal Experience
“Does my own story count?” Razia asks with a glint, reminiscing on her journey with IAB South Africa. Her experience showcases how the organization’s resources have been pivotal in her professional growth. By leveraging these tools, she enhanced her knowledge and contributed significantly to various organizations throughout her career. Her efforts were recognized at the Bookmark Awards, highlighting her impact on the industry.
Her involvement didn’t stop there; she was actively engaged in Councils and projects that allowed her to give back to the industry. Through platforms like “IAB Actionable Insights,” the veteran shared her expertise and case studies, further solidifying her role as a leader. Acknowledged as a prime candidate to lead the organization, she focused on serving the customer and ensuring an optimal consumer experience. These noteworthy accomplishments not only solidified her position but have made her a role model for many aspirants; as she puts it: “I am one example of many.”
Balancing Innovation and Sustainability
This sagacious C-suite professional underlines that true revolution happens when she is allowed to excel without being constrained by KPI reports. While she admits that her disregard for traditional KPIs might be controversial, she firmly believes that “lead with intuition, measure success with logic” is crucial for innovation. This style allows her to engage deeply with her work and spot opportunities that seamlessly fit into the strategic vision.
By embracing unconventional ideas and exploring uncharted paths, Razia has found an exceptionally effective formula for innovation. She asserts that while KPIs are important, they often align more effectively with outcomes achieved through creative and passionate engagement rather than strict planning.
Championing Connection and Empowering Authenticity
Razia isn’t just another face in the crowd; she’s a champion for genuine connections. She believes that when we truly connect with others, it’s like turning on a spotlight for both of us – our authentic selves shine through. Instead of cracking the whip like a drill sergeant, she prefers to be a guiding light, reminding people of their unique purpose and the vital role they play. This approach resonates deeply with her because life can throw some serious curveballs. Razia’s been receiving bullies, backhanded comments, and a hefty dose of know-it-all condescension. But here’s the thing: she uses those experiences to fuel her fire. She wins in her book whenever she can brighten someone else’s day. Her mission is clear: to create a world where connection is the key, and everyone gets to play their part – and shine!
Passing the Torch: A Leader’s Legacy
Near the culmination of her tenure, Razia stands at the threshold of a bittersweet goodbye. A kaleidoscope of emotions washes over her – a tremor of uncertainty laced with a tinge of apprehension. As she casts her mind’s eye over the landscape of her leadership, she recognizes the unique tapestry woven by each CEO. The organization, she beams with pride, has been blessed with a legacy of extraordinary female leadership – CEOs, Board members, Council Leads, and suppliers, all remarkable in their own right.
The baton of leadership, she hopes, will find a worthy successor who will not only carry the torch forward but also safeguard the organization’s intrinsic values. IAB, Razia asserts with quiet confidence, has a natural affinity for leaders who resonate with its core principles. The very architecture of the organization, its unwavering adherence to its constitution, ensures that those entrusted with the mantle of leadership are inherently aligned with its foundational values. Razia’s dedication surpasses mere skill. It’s not just about loving what you do, as she puts it, it’s to “Love who you are when you do what you do.” Within the walls of IAB, leadership transcends duty; it’s a harmonious blend of responsibility and an intrinsic connection to the very soul of the organization.
