You Speak Like a Marketer
Yolanda Malembe Strategic Marketing Consultant at EMICAH Investment Corporation
I was born in KwaZulu-Natal, South Africa, to a Zulu father and a Sotho mother. These two cultures shaped my identity most, never as opposites, but as two sides of the same grounding. From my father’s side, I inherited boldness, resilience, and even my sense of humor.
From my mother’s side, I learned true humility, love for others, and the quiet strength of grace. Although isiZulu is my primary home language, I can speak and understand many of South Africa’s 12 official languages.
I currently live in Johannesburg, and I have lived in several different parts of the country as well. This fluidity reflects what many South Africans live every day: a multicultural identity that deepens you.
I grew up surrounded by the warmth of a big family, where even the smallest gatherings were loud, full of laughter, and genuine care for one another. One of the most defining relationships of my childhood was with my now late paternal grandfather.
He carried our heritage with so much honour and taught me that knowing where you come from is what steadies you. He also believed nature to be the greatest storyteller and teacher, sharing lessons hidden in seasons and helping me understand that nature’s beauty is not just in what we see, but in what we understand about ourselves through it.
One lesson he often returned to was the duality of water, how something so calm and gentle also holds the power to reshape land. To him, this was a lesson in identity and balance: that strength and softness can exist together, that you can be firm without being rigid, and that real power is revealed, not forced or performative.
In my life and my family, the values that stand above everything are unconditional kindness and respect. Respect for yourself first, and then for every person you come across. I was raised to treat people well, not because of how they behave, but because of who I am.
All of this comes together to define my identity: confidence, self-awareness, empathy, and a growth-centred mindset.
My career began in a place many people wouldn’t expect, the literary and arts community of Stellenbosch. My first role was as an assistant event coordinator for INZYNC, a project created to give underprivileged youth access to arts, storytelling, and self-expression.
We hosted poetry evenings, music sessions, writing workshops, and community events in nearby townships. It was grassroots work, hands-on and human-centred. That was the first time I really saw how communication can open doors, build confidence, and connect people across backgrounds.
Those early days made it clear that I had a natural strength in coordination, shaping ideas, and bringing people together. Even though I didn’t yet call it “marketing,” that’s exactly what it was.
Soon after, I deepened this experience through a three-month internship in Mozambique, my first time travelling outside of South Africa. I worked on a project called Visão Global Para Vida, supporting fundraising efforts for initiatives such as building a school, a community library, and even a small farm to help children access food.
Approaching businesses and investors at that age taught me courage, clarity, and purpose. It showed me that communication, when used well, can mobilise resources, shift priorities, and change lives.
When I returned home, I moved into the beauty industry, joining EARTH, a young startup at the time focused on natural hair care. That role introduced me more formally to marketing and business development. My journey evolved across FMCG, retail, cosmetics, insurance, and financial services, eventually leading me into consulting, where I now work across multiple industries as a strategic marketing partner.
What motivated my move into marketing wasn’t a deliberate choice at first. I often say marketing chose me. I had originally studied politics and law, driven by a deep curiosity about people, societies, and how systems shape our lives. I also loved philosophy and sociology because these subjects taught me to think critically about human behaviour.
But every time I tried to position myself for legal work, the consistent feedback was, “You speak like a marketer.” Eventually, I listened. Marketing became the perfect meeting point of everything I cared about, people, culture, communication, strategy, storytelling, and creativity. It allowed me to use both sides of myself, the analytical and the imaginative, without having to abandon either.
One of the biggest lessons from those early years was understanding that your strengths will always pull you toward your purpose, even when you think you’re supposed to walk a different path.
“Careers are not straight lines, they take shape through courage and honesty.”
My educational path has been guided mainly by my curiosity and passions. I began my studies in the legal field, completing a Paralegal Qualification, which grounded me in structure, analysis, and the discipline of careful, ethical decision-making.
At the time, I believed law would be my long-term path, but what I really discovered was my love for understanding human behaviour and how people engage with the world.
As my interests expanded, I pursued a Higher Certificate in Advertising and Integrated Communications, which opened the door into the world of marketing. From there, I committed fully to the field, completing a Bachelor of Commerce in Marketing and Management Science from IMM, followed by a Bachelor of Philosophy Honours in Marketing Management.
Throughout my journey, I completed a number of short courses, from public administration to various professional development programmes, not because they were required, but because learning has always been central to who I am. These courses helped me widen my perspective and understand business, society, and leadership from different angles.
Then came one of the most defining chapters of my academic life: studying at the Gordon Institute of Business Science (GIBS) through an INSETA scholarship. My time at GIBS stretched me intellectually and personally, and I successfully completed my Advanced Diploma in International Business Management with a 75% grade aggregate.
Studying at this level while working across industries taught me resilience, discipline, and the importance of lifelong learning. It also expanded my worldview, exposing me to leaders from different fields, countries, and industries, and reinforcing the belief that African professionals belong in global conversations about innovation, strategy, and growth.
The principle that guides my work remains "How you do anything, is how you do everything!".
My career journey has revealed to me that I naturally gravitate towards building, organising, storytelling, and helping people connect to a vision.
My first major milestone came when I joined EARTH, where I owned marketing operations and spearheaded growth initiatives like the establishment of new distribution channels and a brand overhaul to better demonstrate the African heritage of the offering.
The role opened my eyes to the commercial side of brand-building, how products move through a market, how consumer behaviour shapes opportunity, and how strategy and creativity meet in the real world. It was the first time I felt the spark of what would become my life’s work.
My journey further expanded into larger commercial environments. I worked across FMCG and retail, contributing to portfolios that included global brand houses like Procter & Gamble and beloved household names like Cadbury. Those roles taught me scale and structure. They challenged me to think differently and to analyse markets with more maturity.
A pivotal moment in my growth came when I joined TFG. Within six months, I was promoted into a management role, which affirmed not only my capability, but also my potential. Stepping into leadership so early gave me the opportunity to shape both vision and execution across my portfolio and taught me how to lead with clarity, confidence, and a deep sense of responsibility.
This experience carried me into my next chapter as a Category Manager at a large and proudly South African organisation serving several African countries, including Zimbabwe, Botswana, Mozambique, and Namibia. It was during this phase that I truly began to understand the intricacies of business building and had the opportunity to lead strategy mapping for the organisation’s future growth plans.
Most recently, I stepped into the role of Senior Marketing Consultant, broadening my perspective even further and working across more sectors, including insurance and financial services.
One of the most meaningful milestones in my journey has been embracing entrepreneurship. I recently founded RASA, a strategic marketing firm rooted in African identity and global ambition. RASA is still very new, but it represents the next evolution of my purpose as a leader: to build something that shapes how brands think, how they move, and how they contribute to the continent and the world.
Being recognised as the Top Performer of the 2024/2025 GIBS–INSETA cohort is one of my most meaningful recent achievements. It affirmed my dedication, focus, and commitment to excellence.
In my professional journey, I have te privilege of driving impact across multiple industries. During my time at TFG, I was entrusted with launching the first Jet Cellular flagship stores across southern Africa, and it was a successful rollout of high-performing environments that remains one of my proudest retail achievements.
I also led several community-focused initiatives for the division, partnering with orphanages, women’s development organisations, and educational programmes that drove community impact aligned with my purpose.
At Diplomat, I was recognised as a rising talent and key contributor, supporting the execution of major global brands like Cadbury, Pampers, Gillette, Red Bull.
Across FMCG, beauty, and retail, my achievements have often been tied to brand growth and category performance. At Avroy Shlain, I drove 102% average performance vs forecast on monthly campaigns and helped build a three-year innovation pipeline with 40+ SKUs — work that strengthened the category and shaped the brand’s future roadmap.
At EARTH, I contributed to 135% revenue growth by re-engineering the go-to-market model, expanding the brand into over 35 salons, and developing new pack formats that unlocked fresh sales channels.
One achievement that matters deeply to me is my commitment to lifelong learning. I completed multiple qualifications, often while working full-time and navigating the realities of life. That discipline, more than anything, has shaped the professional I am today.
I hope my career legacy is defined by the way I bring thoughtfulness, intention, and humanity into every space I work in. For me, it’s about a commitment to raising the standard while never forgetting the people we do it with and for. My legacy is the belief that excellence and empathy can coexist, and that the impact we make on others is just as important as the results we deliver.
One of the biggest challenges I faced in my career was stepping into leadership and senior roles earlier than expected, often without the luxury of “perfect readiness.” Leading change and navigating expectations while still finding my own voice demanded a level of self-belief I had to grow into quickly. I overcame it by grounding myself in preparation, seeking guidance where needed, and trusting my ability to learn fast and deliver consistently.
It taught me that growth rarely feels comfortable in the moment, and that readiness is often something you grow into, not something you start with.
A major turning point in my career happened when I realised that the field I had invested in initially, law, no longer felt like the place where my strengths or curiosity were being fully used. It was difficult to admit, because it meant letting go of something I had worked toward for so long, and also letting go of the only future I had pictured for myself.
Pivoting into marketing was not a moment of confidence. I was scared, and to be honest, a little ashamed and unsure of what it meant about me. I felt directionless, torn between following what felt true on the inside and worrying about whether a career in marketing was even sustainable, especially at a time when the field didn’t hold the kind of visibility or appeal it has today. It felt almost like failure, not knowing where I belonged.
But I’m grateful I listened to the gentle nudges life kept sending my way. The moment I leaned into the work that felt natural to me, doors opened on their own. That shift taught me something important: careers today are not straight lines. They take shape through courage, experimentation, instinct, and honesty. You, and only you, get to define who you are as a professional and as a human being, even if the path you’re choosing is unfamiliar or hasn’t been done in the way you envision. Not knowing how something will unfold has no bearing on how achievable or meaningful it can become.
At my core, I am a builder of ideas, of communities, of opportunities, and most importantly, of myself. My journey is really just me learning, unlearning, and finding my way with as much heart and intention as I can.
I am fortunate to be shaped by many people throughout my career, but the strongest influence has been the women I’ve worked alongside. My first managers were women who shared their knowledge generously, spoke honestly about their journeys, and opened doors for me long before I knew how to ask for them. They walked with me, challenged me, and created spaces where I could stretch, contribute, and discover what I was capable of.
I had the privilege of mentors like Henri Msiza, who consistently created opportunities for me to learn, grow, and take up space. And on a personal level, my mother, Dineo Malembe, has been the most enduring role model. As a senior project manager in a global engineering company, often the only woman in the room, her courage, reinvention, and unshakable nature have shaped how I show up in my own pursuits. She taught me that growth is not an event, it is a process to be welcomed, and that nothing is impossible if you put your mind to it.
You are the one constant in every job, every project, and every season of your life — so build yourself, grow yourself, and prioritise who you are becoming. That will always be the best investment you ever make.
My vision for the future is to keep growing into a courageous leader, building work and platforms that elevate others while shaping how African voices, especially Black women’s voices, are seen, heard, and valued. I want to help shift the narrative of what we are capable of, because our perspectives are rich, necessary, and deeply worthy of global recognition.
Through RASA and the work I continue to do in strategic marketing, I hope to create spaces where insights are honoured, ideas are seen in their fullness, and brands are shaped with depth and authenticity.
More than anything, I want my impact to reflect possibility: that who we are, where we come from, and the stories we carry can shape industries, open doors, and inspire others to trust their own becoming.
