Tell me about your job — what are your main tasks at work?
My role is to ensure the cohesive and consistent alignment between marketing messaging, brand positioning and business objectives across the group, while also providing strategic input into various Nedbank structures, committees and partnerships.
What drew you to marketing, and how does marketing in the banking industry compare with FMCG (Unilever) and alcohol (Smirnoff)?
At its core, marketing is a universal discipline, so I have a fundamental belief that strong marketeers can quite literally market anything.
Of course there are nuances in certain industries, but the basic marketing principles of being clear what your value proposition is, making sure it is relevant to your target market and then communicating that value proposition to them so that they choose you over your competitors is the same principle, whether one is with financial services or FMCG.
In marketing, at least for me, there always lies an element of responsibility to consumers and society, whether it be extending credit or driving consumption for enjoyment.
What do you think makes you good at what you do?
It’s really not rocket science — I love what I do. And I do it authentically, allowing myself to continuously grow and learn even as I “climb the corporate ladder”.
While the marketing principles generally stay the same, the tools we have at our disposal to grow our businesses change constantly, and I enjoy this constant learning.
I’m also in awe of brands and the art and science of building these brands. Brands are such a powerful narrative in our society and can play a significant role in moving society forward.
So, every time I work on a particular brand, there is always something more than just the products we sell that I connect to that enables me to do great work.
What did you want to be when you were a child?
I wanted to be an astronaut. I’ve always read a lot, even as a kid, and books always gave me a view into worlds I was fascinated by. Space was the most fascinating for me, so for a long time my dream was to go into space. And then I discovered I’d have to study science to do that.
Then I wanted to be a lawyer. This was all down to LA Law. I could see myself standing in court saying: “Objection your honour” and it felt like it could be really cool. My dad however convinced me that in South Africa, being a criminal lawyer wouldn’t be as lucrative as studying computers, for example.
Which is how I ended up with a BCom majoring in information systems and marketing.
What is your get-ready-for-work routine?
Previous week prep leading into previous day prep. Once I know what my day looks like, what will be challenging, what will be fun, I’m able to get myself into the right frame of mind. And a delicious cup of coffee that my hubby makes for me to really wake me up as I’m not a morning person.
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