Bini Dekiwadia.
Our Industry Profile takes a look at some of the professionals working across the advertising, adtech, marketing and media sector in Australia. It aims to shed light on the varying roles and companies across the buzzing industry.
Bini Dekiwadia: Head of Performance, The Pistol.
Time in current role/time at the company:
10 months.
How would you describe what the company does?
At The Pistol, we’re focused on accelerating brand growth through proprietary technology, data-driven insights, and full-service digital expertise. Our services span across technology, media and creative which makes us different from many other agencies and allows us to offer end-to-end solutions to our clients which I find really rewarding when we can genuinely deliver business impact through the solutions we offer.
What do you do day to day?
My days are a mix of deep focus and fast pivots. I partner closely with clients and cross-functional teams to align performance media to business growth. Whether it's setting up full-funnel digital strategies, leading capability uplift across the team, or unblocking complex roadblocks, I’m across the detail – but always with an eye on the bigger picture.
Define your job in one word:
Ever-evolving.
I got into the industry because:
I love data and numbers, it’s an amazing way to see a story come to life via data, tech and performance.
What’s the biggest challenge you face in your role?
Balancing short-term wins with long-term brand growth, especially when the pressure is to drive business impact. Navigating that tension while keeping teams and clients aligned takes strategy, empathy, and a steady hand.
What’s the biggest industry-wide challenge you’d like to see tackled?
Utilising AI in more meaningful ways . The opportunity is huge, but we need to focus on how we use this technology to drive significant impact, not just efficiency. The future is exciting if we get the balance right.
Who has been a great mentor to you and why?
I’ve been incredibly lucky to work with some brilliant minds who’ve shaped my career. Over the years, I’ve learned so much from industry leaders who have generously shared their time and expertise. I wish I could include everyone’s name, but in recent years, Kandiese Villela, Sylvia Pickering and Bhanu Singh have really pushed my thinking in the performance, people management and tech space, always challenging me to go deeper and think smarter. More recently, I’ve been learning a great deal from our CEO, Jaime Nosworthy. She’s an absolute force, somehow everywhere at once, and it’s incredibly inspiring to see how she makes time for everyone in and outside the business.
Words of advice for someone wanting a job like yours?
Get curious about everything, from tech platforms to human behaviour. Build trust with your team and clients. And most importantly, don’t box yourself in with a job title, the value you bring goes far beyond that.
If I wasn’t doing this for a living, I'd be:
I cannot imagine doing anything else but marketing, if not performance marketing, I would have picked up anything else, but it will always be marketing, either for a brand, agency and hopefully someday for myself.
My philosophy is:
Lead with clarity, act with intention, and always stay human, even when the dashboards say otherwise.
My favourite advert is:
My favourite ad is ASICS’ “The Desk Break” campaign and the recent one Mind’s best friend!
It stood out because it addressed workplace stress in a way that felt both timely and practical, encouraging people to take 15-minute breaks from their desks to support mental well-being.
Backed by a global study, the campaign showed that these short pauses improved mental health by 22.5%, reduced stress, and increased productivity. Featuring Brian Cox, the message was delivered with both urgency and credibility.
In a world where hybrid work has become the norm and flexibility is more valued than ever, this campaign felt especially relevant. The boundaries between work and personal life are increasingly blurred, and it’s often the simplest actions, like stepping away from your screen for just a few minutes, that get overlooked.
It’s a powerful reminder that maintaining balance doesn’t always require big gestures. Sometimes, real change starts with something as small as giving yourself permission to pause.
Music and TV streaming habits: what do you subscribe to?
I’m not a big fan of TV, but I like listening to podcasts. Lately, I have started listening to Real AF, it's quite intense and confrontational, but it’s a good take on growth through discipline, facing mental health and balance with strategic rigour rather than softness. In terms of music, recently I have gotten hooked on listening to Indian classical fusion or just plain instrumental.
Tell us one thing people at work don’t know about you?
I once auditioned for a Bollywood dance show. Didn’t make the cut but dance is still my stress buster.
In five years’ time, I'll be:
I would have built my own AI tech, and be sharing performance knowledge to people thinking of pursuing this as a career.
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