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EXECUTIVE APPOINTMENTS
Genevieve Coward appointed Deputy CEO of Primedia Out-of-Home
By our African Marketing Confederation News Team | 2025
Experienced OOH media executive brings particular expertise in data analytics, market intelligence and client-centric solutions to new role.
Prominent OOH media company, Primedia Out-of-Home, has announced the appointment of Genevieve Coward as Deputy Chief Executive Officer, effective from 1 March 2025.
Genevieve Coward. Photo: Primedia
With over a decade of experience in strategy, revenue growth and innovation, Coward has been instrumental in driving Primedia Out-of-Home’s commercial success, the company says in a press release.
She has particular expertise in data analytics, market intelligence and client-centric solutions.
Coward’s appointment follows the consolidation of Primedia’s retail and outdoor divisions under the leadership of Bongumusa Makhathini, a strategy that expanded the company’s presence across South Africa.
“As the out-of-home industry (OOH) continues to evolve, Primedia Out-of-Home remains dedicated to advancing its data analytics and measurement capabilities, providing clients with deeper insights and quantifiable proof of OOH campaign effectiveness,” Primedia states.
“Simultaneously, the company will refine its commercial strategy, exploring new monetisation models, expanding its OOH offerings and unlocking additional revenue streams.”
In her three years with Primedia Out-of-Home, Coward has served in the roles of Marketing & Revenue Growth Executive, Product & Revenue Growth Manager, and Marketing Services.
Prior to that, she spent more than five years with Primedia Outdoor and has also held roles with Nielsen and Danone, the international dairy and food company.
Coward studied sociology, psychology and research methodologies at the University of Johannesburg, and has an Advanced certificate in Senior Management from Milpark Education.
Comments Bongumusa Makhathini, CEO of Primedia Out-of-Home and Primedia Studios: “Genevieve’s strategic vision and expertise in revenue growth, data analytics and innovation make her the ideal leader to take Primedia Out-of-Home into the future. We are confident that her leadership will drive measurable impact for our clients and partners across the industry.”
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