AdHive Group has appointed Poonam Ghela as its first Human Capital Director. Ghela’s role will focus on aligning people strategy with business strategy, building scalable systems that help teams thrive and strengthening the agency’s reputation as a great place to work.
‘Precision marketing goes beyond the tools. It is also about the people who know how to use them,’ said Ghela. ‘I am excited to help shape an environment where our values are felt, not just framed and where HR becomes a growth partner, not just a support function.’
Ghela holds degrees in both Clinical and Industrial Psychology, as well as an MBA. She will be tasked with leading AdHive’s end-to-end people strategy, from workforce planning and leadership development to recruitment, coaching, onboarding, and performance. She will report directly to Managing Director Sizwe Dlamini.
Her immediate focus includes meeting teams across the organisation, auditing current people systems, and rolling out a foundational people analytics framework to inform and improve decision-making. Within her first 60 days, Ghela also plans to launch structured feedback loops, refresh onboarding, embed values in recognition practices, and introduce leadership coaching across the Group.
‘I see a thriving workplace as one where people feel safe, seen, and connected to purpose. My goal is to build a culture of psychological safety, transparency, and intentional development, where people are not only supported but empowered to grow,’ she added.
Ghela’s vision for employee experience goes beyond internal culture-building. She intends to turn AdHive’s employer brand into a competitive advantage. This includes measuring employee satisfaction and advocacy through tools like eNPS (Employee Net Promoter Score), increasing referral and retention rates, and aligning candidate experience with the Group’s values.
‘Success will mean our people strategy is measurable, human-centred, and felt at every touchpoint from the first interview to leadership conversations. It is about moving from buzzwords to systems that actually work.’
Dlamini welcomed the appointment, saying: ‘AdHive has always done things differently. As we scale into new markets and invest in immersive and influencer-led brand storytelling, it is time to elevate HR into a strategic, culture-driving function. Ghela’s expertise and empathy are exactly what we need.’
Ghela’s appointment comes as AdHive celebrates 10 years of growth and creative disruption, with divisions like TechHive and IdeaHive already transforming the agency’s data, storytelling, and digital capabilities. The spotlighting of Amplify Hive, its influencer and brand experience unit, further underscores the Group’s momentum.
THE HIVE GROUP
https://ideahive.co.za/
