My role is to drive brand strategy, customer engagement, and overall marketing execution to ensure we remain South Africa’s most loved and trusted value retailer. I oversee everything from brand positioning and advertising campaigns to customer relationship management, digital innovation and customer insights. My team and I focus on ensuring that our messaging resonates with our customers, delivering value in a way that strengthens their connection with the brand.
What makes you good at your job?
A strong sense of purpose and deep brand loyalty. I believe in living the brand I represent — something I learnt from my father, who spent over 30 years in the bakery industry and only supported the brand he worked for. That lesson has shaped my career. I lead with heart, putting the customer first while balancing commercial objectives. My ability to blend creativity with strategic thinking, coupled with a collaborative leadership style, enables me to build high-performing teams that deliver impactful marketing. Hard work, a bit of fun, and the challenge of pushing creativity to drive distinctiveness keep me energised.
And, of course, resilience — retail is fast-paced, and staying adaptable is key.
What mistake has taught you your most important lesson at work?
Early in my career, I thought leadership was about having all the answers. I’ve since learnt that great leadership is about listening, empowering your team, and knowing when to step back. One particular moment that stands out is when I underestimated the value of cross-functional collaboration on a campaign. The result? We missed some key insights that could have elevated our execution. That experience reinforced the power of collective thinking and diverse perspectives. Now I ensure collaboration is at the core of everything we do.
What did you want to be when you were a child?
I wanted to be a lawyer and initially studied law before deciding to pivot to marketing. I’ve always been drawn to strategy, problem-solving, and understanding people, which are skills that translate well into the marketing world. While I took a different path, I still apply a lot of those analytical and persuasive skills in my role today.
What do you look for when recruiting for Ackermans?
Beyond technical skills, I look for people who are passionate, purpose-driven, and customer-obsessed. Retail is a dynamic, fast-moving industry, so adaptability and a willingness to learn are crucial. I also value a collaborative mindset — someone who embraces teamwork and contributes positively to our culture. And, of course, a good sense of humour.
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