Dale started through-the-line agency Chillibush from a suburban garage in 1998.  The agency was ranked a top three South African agency by Finweek and the Financial Mail.  Dale sold Chillibush in 2014 at which time it was billing in excess of R100m per year.

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.  Dale was Gauteng Businesswoman of the Year in 2010.

She is  the author of the critically acclaimed and bestselling marketing book “From Witblits to Vuvuzelas – Marketing in the New South Africa”.

This book became recommended reading material by the Wits Business School.  The Sunday Times reviewed the book saying “There is something special about reading an uncompromisingly South African book that could take its place with the best of its genre on international bookshelves”. Andy Rice said the book has “Done the industry a service” while Jeremy Maggs commented it is “Well worth the read”.

After selling Chillibush Dale started the charity Greynatter which to date has raised in excess of R500 000.00 for Hotel Hope Orphanage.

In 2017 she acquired the IMC Conference and started the IMC Academy.