Building Brands that Belong
I was born in Soweto, and both my parents were born and raised there too. I grew up during a pivotal moment in South Africa’s history, a time of transition, where multi-racial schools were opening up and young people were actively shaping a new cultural identity.
It was the era of YFM, Metro FM, and the birth of kwaito music. It was also a time when the private sector began to play a more intentional role in supporting previously disadvantaged communities.
One of the defining influences in my youth was Junior Achievement South Africa. Through entrepreneurship education, work readiness, and financial literacy, I was exposed early to the idea that young people from townships could succeed not only locally, but globally.
That experience stayed with me and planted a lifelong commitment to supporting youth initiatives and paying it forward.
Growing up in Soweto instilled discipline in me. Long commutes to school meant early mornings and responsibility from a young age. Soweto was and still is a place of pride and close-knit community. We grew up seeing successful musicians, actors, athletes, doctors, teachers, and entrepreneurs, which made us believe that we, too, could make it.
I was always intrigued by the banking sector. My parents insisted that I first complete an undergraduate degree before pursuing any career path, and I enrolled at the University of the Witwatersrand for a Bachelor of Arts degree.
During my third year, both my parents were retrenched. Around the same time, I was fortunate to be permanently employed by Absa Bank, a moment that shaped both my resilience and my sense of responsibility.
Throughout my career, inclusion has been my north star. Absa promoted continuous learning, and through the Institute of Bankers, the bank financed my studies toward a Marketing Diploma, an Advanced Marketing Diploma, and later a Postgraduate Diploma in Marketing Management.
At the time, I was a proud Private Banker, working under a phenomenal leader who recognised the marketer in me long before I fully saw it myself. She championed my growth and encouraged me to step into marketing, an act of belief that changed the course of my career.
My career began in banking in 1999, where I worked across institutions including Standard Bank, Nedbank, and Absa. Over time, I realised that banking was all I had known and I challenged myself to pivot.
I moved into broadcasting, joining MultiChoice Group as the Campaign Lead, with no prior experience in the industry, and later into telecommunications. Curiosity, courage, and a willingness to learn allowed me to navigate banking, broadcasting, and telecoms with confidence.
At MultiChoice Group, I focused on the mass market, ensuring that pay TV was accessible, aspirational, and easy to understand. Through initiatives such as Mzansi Bioskop and community movie nights, we brought African storytelling directly into townships allowing families to gather, meet cast members, and enjoy cinema under the stars without having to travel into the city.
"It is not cold at the top if you lift as you rise."
At Absa Bank, I ensured that financial inclusion remained central to our marketing efforts. This meant simplifying communication, promoting financial education, and supporting digital inclusion through initiatives such as PayShap and ChatWallet.
In my role as Senior Manager for Sponsorships, I prioritised partnerships that reinvested in the communities where we operate, building brand reputation while creating real work opportunities.
I have also been privileged to work on campaigns that fostered national pride and collective connection, including leading campaigns for the FIFA World Cup 2018 and the Rugby World Cup 2019. Through partnerships with the PSL and township soccer initiatives, we created on-the-ground activations that brought brands closer to the people they serve.
Leadership, to me, is a privilege. I am passionate about people and deeply committed to developing others.
Throughout my career, I have been intentional about raising the next generation of leaders, supporting small agencies to grow, and creating environments where teams and partners feel equal and where it is impossible to tell who is the client and who is the supplier.
My leadership philosophy is to win in the marketplace, we must first win in the workplace. I strive to create safe, respectful, and empowering environments where people can do their best work.
My greatest achievement is not a title, but the ability to hold space for others. Many of my direct reports have grown into formidable leaders in their own right, and I take pride in knowing that leadership is not about control, but about producing more leaders.
I have experienced toxic leadership, and from that, I learned exactly what I do not want to be. That experience shaped my commitment to ethical leadership. I lead with heart and believe in radical collaboration. I take creative risks, allow freedom within boundaries, and ensure that every team member feels seen, heard, and clear on how their work contributes to real outcomes.
Story of resilience
I believe in building purpose-driven brands that people can feel, while ensuring they translate into measurable impact. In 2024, I completed a course in FinTech through Harvard in association with HarvardX, and am excited about using brand strategy and creative execution to enable digital access, trust, and relevance across underserved markets on the continent.
My favourite saying is: “Can I be a muffin in a world full of cupcakes?” It reflects my commitment to authenticity, to running my own race, competing only with myself, and celebrating others’ success without fear that it diminishes my own journey.
I am deeply shaped by the people who believed in me early. My mother, a fearless woman who fought for workers’ rights, taught me justice and courage. My teachers and principal from St Enda’s College continue to support and cheer me on decades later.
Leaders throughout my career have advocated for me in rooms I had not yet entered. And my husband, who has been a pillar of support and a reminder that who you walk with matters.
My vision for the future is a world where no one is left behind, where access, dignity, and opportunity are not determined by geography, background, or circumstance.
