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Brand Scan & Resonate Consulting

Odette van Wyk is a specialist strategist and advisor acting as a commerce growth catalyst for brands, agencies and retailers. Operating at the high stakes intersection of retail media, e-commerce and the emerging world of agentic AI, she helps organisations move from theory to execution. As the founder of Resonate Consulting, Odette partners with industry leaders to design sustainable growth ecosystems. Her expertise spans the end to end design of retail media networks, from business cases and technology stacks to advising on strategies that unlock incremental growth and enhance ROAS. She is a pioneer in helping brands adapt to the delegated decision loop, where autonomous agents and algorithms increasingly drive buying decisions. Through her strategic intelligence solution, Brand Scan, Odette addresses the critical business risk of AI invisibility. She provides deep dive audits, citation mapping and generative engine optimisation strategies required for brands to maintain discoverability within large language model ecosystems. An expert educator, Odette facilitates specialised masterclasses on retail media, agentic AI and its impact on the global commerce landscape, and the store as media as the next frontier of retail media for retailers, brands and agencies. She previously served as the Group Executive of Advertising for the Takealot Group, where she built one of South Africa’s most advanced retail media operations, and is a Board Member of MMA South Africa and Lead of the Retail Media Taskforce.