Raised in South Africa, Robyn has nearly two decades’ experience working in UK media. Today, she brings her wit, warmth and passion for numbers to the fore as we interview her about her integral role at We Are Collider.

So, Robyn, what first drew you to finance? Was it love at first spreadsheet?

Pretty much! I’ve always seen finance as being about opportunity, for me personally, and for the company I’m working for.

Finance is obviously an essential function within any organisation, but if you work in it yourself, you can have a really diverse pick of workplaces. I find the creative sector particularly attractive, and working at a place like We Are Collider allows me to break out of the traditional ‘finance’ mould and experience real variety in my day-to-day.

What was it about We Are Collider that made you think: “yep, this is the one”?

I’m naturally a very logical and detail-oriented person, but this was a chance to work with some properly creative, ideas-oriented people. That was a real selling point.

Finance itself is also continually changing and evolving, and I felt that this would be a great place to embark on that journey, as I thrive best when challenged and learning new things. It’s also important to me to work in a business that values people. We Are Collider not only looked exciting and had a great portfolio, but it offered me the opportunity to add my skillset on top, to add genuine value while also having the chance to develop my career. 

So, cold, hard numbers in a cool, creative business. Square that circle for us…

It really is like living in two different worlds! I’m lucky to be part of a leadership team that does things the right way. We may be a creative business, but we take corporate governance very seriously, following financial regulations to the letter. Our board brings together a mix of skills and perspectives, and we collaborate closely with the wider team to keep things moving. I find that by having clear processes and being transparent about our goals and results, everyone understands not just what they’re doing, but why it matters.

At Collider, regardless of function, people have a real sense of how their work connects to the bigger picture. That clarity fuels a shared sense of purpose and helps empower people at every level. Open, transparent and compassionate leadership builds respect and loyalty throughout the organisation and, in turn, creates a culture that invites collaboration, sparks creativity and pushes us to always keep improving. It’s quite a special thing.

Looking back on your time so far, what are your standout moments?

That one’s easy. It has to be our re-launch post-COVID. We, like many in our sector, were absolutely floored by the shutdown of our industry but still, we managed to turn it around. We learnt a lot along the way, and that means to this day, we run a tight ship. We always plan ahead, try to spot any challenges that may be afoot, while preparing for the inevitable peaks and troughs of our business.   

What do people get wrong about your role? Let’s bust a few myths.

People often have this tired old stereotype of finance folk beavering quietly away in the background. But the truth is, we’re right there in the thick of it. We can’t do our jobs in isolation, and whatever the wider group is doing shapes what we deliver. That makes us true partners.

I’m keen for my people to break out of the backrooms, to work side by side with everyone to ensure the numbers we produce are not only accurate, but meaningful. That way, leadership can make smart, informed decisions that move the creative business forward. Our roles may rely on technical skills and processes, but really, it’s our people skills and the relationships you build across teams and stakeholders that drive real change. Connection fuels collaboration, and collaboration is what turns good work into great outcomes.

You have to be agile in this industry. Working with production teams on the sharp end of delivery, as well as creatives and client services who have to juggle various needs, you quickly realise you have to flex to help the teams do their job. We Are Collider is the right size for our procurement and our processes to be flexible, meaning we can adapt and respond quickly. That has proven invaluable in overcoming so many challenges.

What words of wisdom would you share with someone looking to carve out a leadership role in the creative or media space?

Stay curious, never stop asking questions and soak up knowledge wherever you can find it. Be brave enough to step outside your comfort zone and patient enough to let experience shape you over time: it will serve you well in ways you can’t yet imagine.

It might sound obvious, but I’m a big believer in working hard, staying focused and never underestimating the value of building strong relationships. People should nurture their contacts and grow their network with both care and authenticity, as they often open doors you didn’t know existed. And when the right opportunity comes along, don’t be afraid to take a leap. Calculated risks can lead to the biggest rewards!

And finally… surprise us. What’s one unexpected fact the team might not know?

I was a very keen sports coach in my university years. Everything from hockey to netball, swimming to tennis, I was a regular at the local schools. I loved it!