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Better Leaders Lab is a Do-and-Think Tank and Strategic Advisory Firm for Good Leadership and Smart Management in Media and Beyond

Better Leaders Lab is a Do-and-Think Tank and Strategic Advisory Firm for Good Leadership and Smart Management in Media and Beyond


Planning and execution of bespoke leadership development and management training.

Innovative remote or in person open enrolment management training programs.

Support of large scale culture change projects, leadership transformations and strategy shifts.

Confidential strategic council for CXOs, senior leaders, boards and executive teams.

Assessment of organizational structures, roles, culture and talent pool.

Keynotes, talks and workshops focused on leadership, management and strategy.

Our Leadership Courses

Empowering Changemakers, Crafting Visionaries: Our Better Leaders Lab Academy Deep Dive courses are your guide to manage and lead better and more strategically – in a more modern, ethical, equitable and forward-thinking way. 

Our Approach

  • We believe that modern, inclusive management and business success are inseparably connected.

  • We help organizations shift their strategic priorities and surface value gaps by tackling strategy, structure, culture and talent.

  • We provide leaders with the inspiration, tools and networks needed to manage uncertainty in a world of rapidly changing work cultures and career paths.

  • We support media companies in recruiting, retaining and developing a new, diverse generation of leaders passionate about transformation and able to push execution.


Better Leaders Lab was founded by Anita Zielina in 2023.

Anita is an experienced digital media executive, strategic advisor and board member with a focus on digital transformation, modern leadership and management, and product and business strategy.

She’s an Executive in Residence at the Craig Newmark Graduate School of Journalism at CUNY in NYC, teaching and coaching in several professional and executive education programs. She serves as a non-executive board member at the Austrian Public Broadcaster (ORF), as well as the inaugural board chair of the News Product Alliance (NPA).

Prior to joining CUNY in New York City, she held senior management and C-level roles in various European media organizations and led their transformation efforts – among them DER STANDARD, STERN and NZZ Media Group.

Anita was a Knight Journalism Fellow at Stanford University and a visiting fellow at the Reuters Institute at Oxford University. She holds an Executive MBA from INSEAD and a Master in Law from Vienna University.

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