Leading with insight: Melanie Ingrey on data, digital evolution, and the power of strategic leadership

From witnessing the birth of Google to now navigating the integration of AI, Melanie has spent her career translating complex human behaviours into strategic business wins. We sat down with Melanie to discuss her decade-long journey at Nine, the importance of strategic leadership, and why “keeping it human” remains the most vital skill for the leaders of tomorrow.

A career built on the digital frontier

Melanie’s path to a leadership role in tech and data wasn’t necessarily planned, but looking back, she notes it was almost inevitable. Having started her career in the UK during the turn of the century, Melanie was at the forefront of digital media measurement and ecommerce research when broadband and social media were brand-new concepts.

“I still recall the launch of Google and Twitter, and the short period when MySpace had more users than Facebook,” she laughs.

Today, Melanie leads a team responsible for delivering the insights that underpin decision-making across the entire Nine ecosystem, from publishing mastheads to streaming giants like Stan and 9Now. By working with both behavioural and attitudinal data sets, her team provides a 360-degree view of the Australian consumer.

Overcoming the “doubt” hurdle

Growth rarely comes without growing pains. When Melanie’s remit expanded to cover the broader Nine business, she faced the complex internal dialogue that often accompanies a significant step up in responsibility.

“I can recall weighing up the personal impact as well as considering whether the conditions are right to have success in an expanded remit,” she says. “There are doubts that creep in about your own ability to succeed. When balancing career and motherhood, I’ve needed to employ some pretty sound decision making around my choices and timing.”

Her solution? Drawing strength from the collective expertise of those around her. “I realised that when you have a great, talented team who are experts in their respective areas, supportive senior leadership and a business environment with a clear strategy and goals, you can draw strength from the people around you.”

Shifting from busy to strategic

One of the most profound shifts in Melanie’s career has been her evolution as a leader. She credits the Nine’s leadership program as a turning point in her development, providing her with executive coaching and exposure to Nine’s senior leadership team. 

“I now try to focus on being a strategic leader rather than a ‘busy’ leader,” she explains. “It’s about knowing what matters and where the team adds value, then prioritising the decisions that ensure the team is in the best position to succeed.”

This approach involves a deep understanding of her own strengths and, crucially, surrounding herself with people who complement them.

Why Nine is a “hothouse of talent”

For those looking to build a career in technology or data, Melanie describes Nine as a unique “hothouse” where passionate professionals are always willing to collaborate, happy to share their own knowledge and experiences and coach others. Whether it’s joining a Hackathon, participating in Nine Communities, or working on the digitisation of Nine’s archival content, the opportunities for self-driven development are endless.

“The opportunity to play a role in bringing award-winning journalism and entertainment to Australians, and work on brands that are deeply ingrained in culture, is pretty unique,” she says.

Advice for the next generation of women in tech

Melanie’s advice for women entering the tech space is rooted in authenticity and relationship-building:

“Build genuine, trusted relationships with the people you value, respect and can learn from, be open minded, curious and adaptable, embrace change and seize opportunities, know, and hone, your specific strengths and the value you bring to a business and stay true and authentic to yourself.”

The future: AI and the human element

As we stand on the cusp of an AI-driven revolution, Melanie believes the most successful leaders will be those who can find the “perfect blend” of technology and empathy.

“Future leaders need to find the balance of integrating AI into their practice while bringing authentic human skills to the fore to build trusted relationships and exhibit sound judgement,” she notes. “At Nine, I love that one of our core values is Keep It Human. There is no more important time to use this as a guiding principle.”