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 organizations 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 (RMNs) - covering 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 the deep-dive audits, citation mapping, and Generative Engine Optimization (GEO) strategies required for brands to maintain discoverability within Large Language Model (LLM) ecosystems.

An Expert Educator, Odette facilitates specialized Masterclasses on Introduction to Retail Media, and more recently Agentic AI and its impact on the global commerce landscape, and the "Store as Media" as the next frontier of Retail Media to retailers, brands and agencies.

Odette’s approach is anchored in senior-level, real-world platform depth. 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.

She is a Board Member of MMA South Africa and Lead of the Retail Media Taskforce, actively shaping industry standards and defensible frameworks in South Africa.

She is also a judge of the Retail X Awards as well as the MMA Smarties Awards.