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Daily Maverick
6 days ago
- Business
- Daily Maverick
Building a Career in Marketing
The second session of the 2025 Marketing Masterclass series, hosted by Daily Maverick in partnership with eatbigfish Africa, the Association for Communication & Advertising (ACA), and the Marketing Association of South Africa (MASA), delved into what it takes to build a successful marketing career in today's fast-changing world. Hosted by David Blyth and Khaya Dlanga from eatbigfish Africa, the session featured two inspiring voices: Sharon Keith, Non-Executive Director, Consultant and Coach, began her career in HR before transitioning into marketing at Unilever. Sharon has since built a globally recognised career, holding marketing leadership roles for some of the worlds most admired brands. Suhana Gordhan, Chief Creative Officer at LoveSong and founder of Open Chair. Suhana has forged a celebrated path in advertising as a copywriter and creative director, known for her award-winning work and advocacy for inclusion in the industry. Their journeys and insights offered a powerful reminder that a successful marketing career isn't built on a straight line – it's built on curiosity, resilience, and an unwavering connection to people. Career Paths That Break the Mold Both speakers began their careers outside of marketing, and both credit that diversity of experience as a strength. Sharon shared her story of persistence after multiple rejections and how her move from HR into marketing ignited her passion for influencing human behaviour and building brands. Suhana has a background in drama and English – she entered the advertising world through copywriting, eventually rising through the ranks to creative leadership. Her latest endeavour, Open Chair, focuses on improving representation and creating opportunities for women in advertising, a sector that still faces significant gender gaps in senior leadership. Human Insight Over Hype One of the main themes that resonated strongly throughout the discussion was that marketers need stay close to real people. Sharon emphasised how field immersion – spending time with consumers, in their environments, helped organisations like Unilever develop marketing and advertising that would resonate more deeply with South Africans. 'Great marketing starts where the consumer lives, not where the marketer sits,' she noted. In an era dominated by dashboards and data, both panellists called for marketers to get out from behind their screens and back into the real world. Technology is a Tool, Not a Crutch AI and automation featured prominently in the conversation, but not as a magic bullet. Both speakers acknowledged that while AI can assist and accelerate processes, creativity still demands human nuance, lived experienced, cultural understanding, and emotional intelligence. Technology should amplify creativity, not replace it – warning against the temptation to rely solely on algorithms for insight. Building Inclusive Communities Diversity and inclusion aren't just buzzwords, they're business imperatives. Suhana spoke passionately about relaunching Open Chair with the backing of industry leaders. The initiative provides mentorship and networking opportunities for women in advertising, aiming to close the gender gap in senior roles and create a pipeline of future leaders. Advice for Young Marketers For those starting out in their careers, the panellists offered practical guidance: Be open, resilient, and stay curious. Success often comes from unexpected directions. Learn actively and seek feedback. Growth is a conversation, not a solo journey. Understand the bigger picture. Marketing is about how your work drives revenue, profit, and shareholder value. The Marketer's Mandate Marketing remains central to business success, but the expectations of marketers are evolving. Both speakers emphasised that marketers need to raise the bar – not only in the quality of their work but also in how they advocate for their role internally. They advised those thinking of entering the industry to invest in continuous learning, to join industry bodies, and to contribute to conversations that move the profession forward. They emphasised how important it is to lead with empathy – because creativity thrives in environments where people feel safe, and are happy. Leading with Humanity The discussion closed with a powerful reminder: treat people well. The next session in the series is on 31 July and will continue this journey of learning and inspiration. Stay tuned to for details and join the conversation shaping the future of marketing in South Africa. DM
Daily Maverick
17-07-2025
- Business
- Daily Maverick
Do you have what it takes to compete?
This was the central question posed in the first webinar of the '2025 Marketing Masterclass' series, hosted by Daily Maverick in partnership with eatbigfish Africa, the Association for Communication and Advertising (ACA), and the Marketing Association of South Africa (MASA). The session was led by David Blyth and Khaya Dlanga from eatbigfish Africa, with panellists Elizabeth Mokwena, Executive Marketing Director: HomeCare Southern Africa at Unilever, and Sechaba Motsieloa, founder of KANSY Group. Together, they unpacked the key competencies marketers need to remain relevant, create meaningful value, and drive business growth in a world where the rules are being rewritten in real time. Fundamentals Still Matter Despite the rise of AI and emerging technologies, the consensus among the panel was clear: the foundational principles of marketing still hold true. Elizabeth described a great marketer as someone fundamentally interested in solving consumer problems, whether through products or services. This call back to basics echoed throughout the discussion. Core capabilities such as strategic thinking, business acumen, consumer understanding, creativity, and communication remain essential. These are not 'old school' skills – they are enduring ones. They form the foundation upon which new tools and channels must be layered. Adaptability is Non-Negotiable While the fundamentals remain, the game is undoubtedly changing. The convergence of media channels, the proliferation of big data and AI, and rapidly shifting consumer expectations all demand that marketers evolve. Sechaba highlighted the importance of staying intellectually curious and agile – constantly learning and adapting, and the panel encouraged marketers to embrace ambiguity, viewing it not as a threat, but as an opportunity for innovation. They emphasised the importance of experimentation, being willing to test, learn, and iterate in real-time while remaining grounded in human insight. Success hinges on crafting effective stories tailored to the right platforms and understanding the ethical considerations and legal compliance aspects of new technologies. The Human Element is Marketing's Greatest Advantage In a world increasingly driven by algorithms and automation, the human element is more valuable than ever. Marketing is fundamentally about connection – the ability to engage with people on an emotional level, understand their needs, and build genuine relationships is essential. The panel agreed that empathy, curiosity, and a deep understanding of human behaviour are the traits that will continue to set great marketers apart. They also stressed the importance of compassion in both leadership and marketing – the necessity of caring for the people being served and led. The Skills Gap The panel acknowledged a growing skills gap within the marketing profession and emphasised the importance of closing it. This call to raise the bar also extended to the broader industry. Panellists urged senior marketers to actively mentor and support emerging talent, while encouraging younger professionals to take ownership of their growth, seek feedback, and remain relentlessly curious. A key takeaway was the need for marketers to clearly demonstrate their impact on business performance – not just through traditional marketing metrics, but by showing how marketing drives revenue, profit, and shareholder value. CMOs at the Strategy Table The panel also explored the evolving role of the Chief Marketing Officer. Far from being custodians of communication alone, CMOs are increasingly expected to lead growth and innovation across the organisation. To succeed in this expanded role, CMOs must build influence across functions, embrace data while not losing sight of intuition, and continually translate marketing activities into business outcomes. Five Takeaways for the Marketer of the Future Reconnect with Core Principles Great marketing starts with understanding people, solving real problems, and communicating powerfully. Get that right before chasing the next shiny tool. Stay Agile and Curious Technology and platforms will keep changing. What matters is your ability to adapt, experiment, and learn quickly. Lead with Empathy Human connection is marketing's superpower. Build it into how you lead, how you work, and how you serve your audience. Raise the Standard Join professional bodies, seek mentorship, and invest in the development of yourself and others. We rise by lifting the industry as a whole. Earn Your Seat at the Table Speak the language of business – focus on delivering tangible business outcomes and demonstrate the impact of marketing initiatives. Prove how marketing drives growth. This first webinar in the '2025 Marketing Masterclass' series offered both a reality check and a rallying cry. The profession is changing. Expectations are higher. But opportunity has never been greater for marketers who are willing to evolve, to lead, and to connect more deeply with both their audiences and their organisations. This nine-part series is designed to offer practical, real-world insight for marketers navigating complexity, career growth, and creative leadership and as it unfolds, it promises to reveal how South African marketers can lead the way. To find out more about the next Marketing Masterclass, visit Daily Maverick Events. DM
