Dale started through-the-line agency Chillibush from her garage in 1998. The agency was ranked a top three small agency by Finweek and the Financial Mail. During her time running the agency Dale was a finalist in the Ernst and Young Global Emerging Entrepreneur Awards as well as in South Africa’s Most Empowered Females in Government and Business Awards. She was also Businesswoman of the Year. She sold Chillibush in 2014 at which time it was billing in excess of R100m a year.
In 2018 Dale purchased the IMC (Integrated Marketing Conference) and re-launched it in 2019 as the Nedbank IMC. It has since become Africa’s foremost marketing conference.
Dale is a bestselling author and in May this year launched her second book, “Hustling, Happiness and a Blow-Up Doll Named Percy” to critical acclaim.