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As part of the IAB DEI Council, her work includes supporting and driving meaningful transformation in the digital media and marketing industry. At Wunderman Thompson, Partab leads the digital strategy for the group, manages key accounts and delivers effective strategies for major brands such as The Coca-Cola Company, the BMW Group and Standard Bank. Partab's visionary work in this regard was acknowledged when she won the Mail & Guardian 2023 Top 200 Young South Africans Award in Film & Media, recognising her as one of the most promising and inspiring young individuals in the country. Prior to her role at Wunderman Thompson, she held multiple senior and executive roles across Africa and received Highly Commended for the Strategy Planner of the Year Award at the 2022 Global Women in Marketing Awards.