Better Leaders Lab is a Do and Think Tank for Good Leadership and Strategic Management in Media and Beyond.

Better Leaders Lab is a Do and Think Tank for Good Leadership and Strategic Management in Media and Beyond.

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.


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

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

Design or co-creation of large scale change projects and strategy shifts.

Executive recruiting with a focus on senior digital, innovation and product leaders in media.

Planning and execution of bespoke leadership development and management training.

Keynotes, talks and workshops focused on leadership and strategy.


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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