South Africa Tech Marketers

Marketing is the Business – Strategic Lessons from Nthabiseng Makgatho

In this high-value episode of SA Tech Marketers, Kirsty Lang sits down with Nthabiseng Makgatho, a powerhouse brand and marketing strategist whose career spans two decades and some of South Africa’s most iconic companies.
Nthabi shares battle-tested strategies for aligning marketing with business outcomes—especially relevant to marketers navigating resource-constrained environments in both startups and large enterprises. With deep candor, she unpacks how storytelling, co-creation with consumers, and strategic cross-functional collaboration are non-negotiable skills for marketing leaders looking to scale brands in fast-moving markets.
If you're a South African marketer aiming to break into or thrive within global tech, this episode is an essential listen.

The Power of Process: Scaling a Niche Agency Without Burnout

Pabi Kgadima, founder of Euphony Brands, joins us to share her remarkable career journey from working at MAC, L’Oréal, and Apple to building a thriving marketing agency that serves beauty, wellness, and medical professionals. In this episode, Pabi opens up about pivoting industries, learning brand strategy in the deep end, navigating complex medical regulations, and the human-centered philosophy that defines her leadership. If you’ve ever wondered how to turn hard-won experience into a purpose-driven business, this one’s for you.
Topics Discussed:
The moment Pabi accidentally built her first brand strategy
How mentorship and maternal support shaped her path
What Apple taught her about empathy and business relationships
Turning a medical marketing side hustle into a full-blown agency
What most marketers get wrong about onboarding and client processes
Navigating the strict do’s and don’ts of marketing for doctors
How Pabi scales her agency without sacrificing quality or tone of voice
Why rest is not a luxury—it’s a leadership strategy
Takeaways:
Onboarding isn’t admin—it’s brand protection.
Medical marketing has rules. Learn them.
Tone of voice is everything—your posts should sound like your client.
Rest is a growth strategy, not a luxury.
Delegate low-leverage work—only you can do the high-value stuff.
Let your team fail forward. Mistakes build confidence.
Ownership of digital assets must be clearly defined in contracts.

The Systems Behind OG PARLEY’s Viral Brand Growth

In this episode of South African Tech Marketers, we’re joined by Palesa Ramafola—better known as OG PARLEY—a creative strategist, digital lecturer, social media coordinator, and award-winning content creator with 90K+ followers across Instagram, TikTok, and YouTube.
Palesa has built her personal brand from scratch while managing corporate social teams, leading cross-platform campaigns, mentoring emerging talent, and even writing her own academic research on TikTok. In this conversation, she unpacks how she’s scaled sustainably—without losing her creative edge.
Whether you're juggling full-time marketing work and side content creation, or dreaming of turning your brand into your business, this conversation is for you.
🧵 Topics Covered
The origin of OG PARLEY: how a matric dance video launched a viral brand
Creating content that feels personal—but still performs commercially
Treating platforms as distinct ecosystems: why TikTok ≠ Instagram
How brand deals taught her to segment audiences and build platform-specific content strategies
Understanding how TikTok’s “bestie energy” can (and can’t) translate into strategic brand tone
The cost of overconsumption and how scrolling kills creative clarity
What it really takes to create high-quality, high-frequency content sustainably
Why your personal brand needs a strategy, a budget—and possibly a team
Creative burnout in full-time marketing roles and how to protect your brand from suffering
The myth of being "too busy" to show up for yourself
Building brand fluency across global markets: lessons from working with China, the U.S., and SA agencies
🧠 Takeaways
Your brand won’t thrive on leftovers—if you’re a marketer, make yourself the client too
Separate platforms, separate tones: TikTok is “hi bestie,” Instagram needs a strategy, YouTube builds depth
Mindless scrolling poisons creativity; make space for your own voice
Passion is fuel, but smart systems make sustainability possible
Working smart beats working hard—education, strategy, and support matter
Invest in your brand like you would a client's: plan, budget, and delegate
If you’re creating for others, don’t forget to create for yourself
Authenticity is the strategy—especially in a saturated market

Owning the Narrative: How Candice Jenkinson Builds Product Stories That Travel Across Borders

This episode of South African Tech Marketers features Candice Jenkinson — a strategist who didn’t follow the “linear” path to global tech, but built one of her own. Candice brings nearly 20 years of experience across agencies, FMCG, retail, B2B, and now SaaS, and currently leads product marketing at Metaphor, a 40-year-old UK-based software company.
She joined Metaphor after running a high-stakes SEO revamp as an agency partner — and was soon recruited as their first South African hire. Her story is a masterclass in leveraging hybrid skills, asking sharp questions, and building trust across borders.
Candice unpacks the mindset shift from agency urgency to product marketing depth, the unique cultural advantages South African marketers bring to international roles, and how to lead with storytelling in a metrics-driven environment. This is essential listening for marketers navigating their transition into international, remote-first tech teams.
🎯 What We Cover
From drama school to marketing strategy
Moving from agencies to in-house global tech roles
The value South Africans bring to remote international teams
Cultural lessons from working with UK-based teams
How to turn product marketing into human storytelling
Creating internal content that celebrates your team’s impact
Advice for early-career marketers finding their path
Why niching down early is a game-changer
🔑 Key Takeaways
Start by earning trust, then challenge the brief
Internal content isn’t fluff — it’s a growth lever
South African marketers bring built-in cross-cultural fluency
Pause before shipping — strategic patience matters
Position yourself globally through intentional focus
Your “just make a plan” instinct is a differentiator
📌 Action Steps
Audit your positioning — are you known for something?
Add internal storytelling to your next GTM
Practice structured curiosity — ask sharper questions
Work async with tools like Notion, Loom, Slack
Join peer communities (like SA Tech Marketers)

How Startups Fast-Track Marketing Careers: Sinethemba Mlotshwa’s Growth Playbook

In this episode of South Africa Tech Marketers, we sit down with Sinethemba (Swelihle) Mlotshwa, Marketing and Brand Lead at Beauty on TApp. Just three years into her career, Sinethemba has carved out a leadership role in one of South Africa’s rising beauty and e-commerce startups — a brand specifically built to serve African skin needs.
She shares a candid look into the realities of fast-tracking your career in a startup environment, the mindset shift needed when transitioning from individual contributor to team leader, and how technical upskilling — particularly in data analysis — has become non-negotiable for marketers who want to remain relevant.
If you’re serious about accelerating your own career in marketing — whether locally or stepping onto the global stage — this episode offers tactical, implementable insights drawn from lived experience.
Topics Discussed:
Transitioning from a Bachelor of Commerce in Fashion to tech-driven marketing
The strategy behind using internships as a long-term career accelerator
How startup environments force — and enable — rapid skill acquisition
Moving from e-commerce marketing to omnichannel (retail + digital) brand strategy
Why working on brands built for African audiences offers a competitive marketing edge
Building products informed directly by marketer-user feedback loops
The importance of personal brand-building for career longevity in marketing
The hard reality of shifting from hands-on marketing execution to leadership and delegation
Why data literacy is now critical even for creative marketers
Practical lessons on trusting long-term career growth without short-term anxiety
Key Takeaways:
Startups are Skill Accelerators — If You Treat Them That Way:Don’t just survive the chaos of early-stage companies. Actively seek out the gaps. By wearing multiple hats — from social media to retail marketing — you gain versatile, high-demand experience faster than in any corporate structure. Sinethemba’s trajectory proves that startups can compress a five-year learning curve into two years if you’re intentional.
Product-Market Fit Is Personal When You’re the Customer:Working on brands built specifically for African consumers (like Beauty on TApp) gives marketers firsthand product insights — a major advantage when crafting campaigns that actually resonate. If you are the demographic, use that authority. Shape product strategy, influence messaging, and own customer advocacy from a position of truth.
Omnichannel Marketing Requires a Rebuild of Skills, Fast:Transitioning from pure e-commerce marketing to managing brick-and-mortar retail presence isn’t a tweak — it’s a full strategic shift. Sinethemba gained critical experience launching a flagship store at Mall of Africa, navigating the different demands of foot traffic marketing, in-store promotions, and localized events — all while maintaining digital momentum.
Technical Upskilling Is Non-Negotiable:Sinethemba didn’t wait for a directive — she proactively completed an eight-week data analysis course to sharpen her technical decision-making. Marketers aiming for leadership in tech environments must be fluent in analytics, not just "aware" of KPIs. If you can't read, interpret, and act on data independently, your growth curve will hit a ceiling.
Leadership Means Letting Go — and Scaling Through Others:Moving from solo execution to leading a growing team, Sinethemba learned that effective delegation isn’t optional — it’s the only path to scale. Smart leaders transfer skills actively, prioritize feedback cycles over rework, and resist the urge to micromanage. If you don’t make your team better, you’ll remain a bottleneck instead of a builder.
Trust the Process — but Push for Adaptability:The biggest unlock in Sinethemba’s mindset was realizing that no one has everything figured out, especially in industries as dynamic as tech and beauty. Success comes from trusting that learning curves are inevitable — but also keeping pace with technological and market shifts. Standing still is not an option.
Resources Mentioned:
Beauty on TApp: www.beautyontapp.co.za
Global Talent Co.: www.globaltalent.co
Join Our Community:Ready to level up your marketing career in tech? Whether you're exploring remote opportunities, upskilling for international roles, or building your personal brand, South African Tech Marketers is your home base. Join a growing network of ambitious marketers like you — join here.

Why South African Grit Is a Global Marketing Advantage — Monde Mtolo

In this episode of South African Tech Marketers, we dive into the remarkable and refreshingly honest story of Monde Mtolo, Digital Director at Stratitude.
Monde shares how he hustled his way from a university student experimenting with Canva and selling furniture on Facebook Marketplace, to now leading digital marketing strategies for high-profile clients.
His story is a powerful blend of entrepreneurial spirit, creative grit, and tech-savvy resourcefulness—proving that the path into global tech doesn't have to be linear.
Whether you’re early in your career or looking to pivot into the tech world, this episode offers a masterclass in making a plan, building from nothing, and leveraging tools like AI to thrive in global marketing roles.
 
Topics Discussed:
How a one-module delay at university launched Monde’s marketing career
Starting out as a self-taught freelancer using Canva and Wix
Lessons from running an e-commerce furniture store during COVID
Navigating career transitions from banking to digital leadership
Making peace with leaving the wrong job (even if it pays well)
How AI tools (like ChatGPT and Fea) are helping Monde outperform traditional teams
Building real skills and real relationships in a fragmented job market
Why every marketer should have a story-driven CV and portfolio
Takeaways:
Don’t obsess about reaching certain milestones by certain times – the job you want might not even exist yet.
Work with agencies that connect South African talent globally – they’ve already sold companies on our value.
Being South African is a superpower – our work ethic and English proficiency sets us apart internationally.
Remote work should fit into your life, not the other way around – focus on results, not hours at your desk.
Stay curious and embrace new tools like AI – use them to enhance your work, not replace it.
Build community with other remote workers – whether through co-working days or online networks.

Marketing with Purpose: Devlin Lakay on Building a Career That Reflects Who You Are

In this episode of South African Tech Marketers, we sit down with Devlin Lakay, Marketing Manager at Namola (part of MultiChoice Group), to unpack the realities of building a marketing career that’s not only successful—but deeply aligned with who you are.
Devlin’s 15+ year journey has taken him from research roles at Unilever and SAB, to leading flagship campaigns for Castle Lager and Vodacom, to building an events business as a DJ. What’s unique about Devlin is not just where he’s worked—it’s how he thinks. This episode is a masterclass in brand strategy, professional reinvention, and personal brand alignment in an increasingly chaotic marketing landscape.
Whether you're trying to break into a major marketing team, lead brave creative, or find space to bring your whole self to your work—Devlin’s insights hit different.
🎙 Topics Covered
How to transition from data-driven roles to brand leadership
Lessons from working on billion-rand brands like Castle Lager and Vodacom
The real value of below-the-line marketing experience
Designing brand campaigns that integrate ATL, BTL, and CX
Why South African marketers need to stop playing it safe
The collapse of mentorship in modern marketing teams—and what to do instead
Personal branding as career insurance (especially in a volatile job market)
Balancing corporate and creative pursuits without burning out
💡 Key Takeaways
Exposure to excellence compounds your career.Devlin’s formative years at SAB gave him a front-row seat to world-class marketing strategy, brand thinking, and leadership. Getting into high-performance teams early matters—especially if you're still learning how to “think like a marketer.”
The best campaigns are brave, not busy.Devlin didn’t just run campaigns—he led them. From flying to the UK to shoot a Rugby World Cup ad, to placing consumer faces on Springbok jerseys, his work shows what happens when you integrate insight, emotion, and bold creative execution.
Below-the-line isn't “less than”—it’s foundational.Devlin specialized in BTL activations, trade engagement, and packaging innovation. These aren’t side gigs—they’re where real consumer behavior is shaped. If you’ve never executed at this level, you're missing a crucial layer of marketing expertise.
You need a personal brand—especially if you’re not an influencer.Devlin’s brand as a DJ took off while his marketing career flew under the radar. That disconnect? It’s a wake-up call. Marketers know how to build brands—it’s time we applied that thinking to ourselves.
Mentorship isn’t dead—but you may need to ask for it.Devlin credits much of his growth to informal but intentional mentorship. If your company doesn’t offer it, create it. Ask the busiest person in the room. Offer value first. You don’t need a program—you need a relationship.
Passion and positioning must converge.Devlin’s side business—a growing eventing brand—uses the same strategic thinking he applies at Multichoice. Great marketers don't switch off outside of work—they redirect that energy into new arenas.
🔗 Links & Resources
Devlin Lakay on Instagram – @devlin
Join the South African Tech Marketers Community – globaltalent.co/community
Learn more about Global Talent Co – globaltalent.co

From Sidehustle to Marketing Mastery: Nomalanga Dlamini on Marketing Grit, Growth, and Knowing When to Pivot

In this episode of South African Tech Marketers, we sit down with Nomalanga Dlamini, a digital marketing consultant whose career has spanned freelancing, in-house roles, and now agency life. Her story is not a polished LinkedIn case study—it’s the real, gritty progression of someone who’s figured things out on the job, built a client base from scratch, and learned when to pause, pivot, and upskill.
If you’re trying to break into international freelance work or wondering how to build real, hands-on digital marketing experience that global clients will actually value—this episode will give you specific steps, sharp mindset shifts, and hard-won truths that’ll move your career forward.
Topics Discussed:
Building a marketing career with no formal plan
Turning a garage-based connection into a global client
Learning SEO, ads, and analytics on the job
When to freelance and when to return to stability
Why understanding buyer psychology beats knowing the tools
How to start without a portfolio, personal brand, or Upwork account
Takeaways:
Start with your network. Referrals built Nomalanga’s portfolio before she ever logged into Upwork.
Tools don’t matter without psychology. Understand your audience first—then choose the platform.
Freelancing is a business. If you can’t pitch, negotiate, and self-manage—you’re not ready.
Agency work can be a level-up. She returned to full-time for structure, skills, and mental health.
Your first client? You. Market yourself before marketing others.
Every campaign won’t work. Learn. Adjust. Protect your peace.
Connect with Nomalanga:LinkedIn: https://www.linkedin.com/in/nomalanga-dlamini-55b23b151/Wiggle Digital: https://www.wiggledigital.co.za/
Produced by: www.globaltalent.coJoin the community: https://globaltalent.co/community/

The One Skill Every Tech Marketer Needs (and Misses) - How Dean Civin went from Finance to Marketing Tech

In this episode of South Africa Tech Marketers, Dean Civin, Digital Marketing Manager at ASUS, shares his unconventional path from financial advisor to leading digital strategy at one of the world’s top consumer tech brands.
He reflects on his early days working on Vodacom’s “Please Call Me” and digital services, shifting into brand-side work at Huawei, and finally landing at ASUS where he drives performance campaigns and product segmentation strategy.
Dean offers a grounded look at how South African marketers can navigate global teams, push back on generic international campaigns, and build data-informed programs that resonate with local audiences.
Topics Discussed:
Moving from financial advisory to tech marketing
Campaign execution across Vodacom’s digital ecosystem
Transitioning from publisher to brand-side roles
Working inside a global tech company from SA
Managing ROAS as a core performance metric
Aligning product segmentation with audience strategy
The importance of localization in global marketing
Challenges with top-down direction from HQ
Building psychologically safe, high-functioning teams
Career advice for early-career South African marketers
Takeaways:
Strategic thinking is the most critical skill in tech marketing—execution is secondary.
Localization isn’t a nice-to-have. If you want campaigns to work in South Africa, assets must be adapted to the context.
ROAS (Return on Ad Spend) is the first metric Dean checks every day—anything under 5x needs improvement.
Performance marketers must balance analytics with emotional insight. The best campaigns connect with humans, not just numbers.
Culture beats creative. Dean would rather work on a weak campaign with a strong team than the other way around.
Don’t stress about making mistakes. They’re part of growth. What matters is whether you learn and adjust.
South African marketers have a superpower—adaptability, empathy, and the ability to speak across diverse audiences.

Lessons from a Global Marketing Leader: How Serisha Pillay went from Intern to Industry Leader

In this episode of South African Tech Marketers, host Kirsti Lang interviews Serisha Pillay, Divisional Manager at Vitality Global, about how she went from a marketing intern to leading global marketing campaigns.
Serisha shares how she built a personal brand on LinkedIn, transitioned from B2C to B2B marketing, and developed the mindset and skills that helped her break into international tech.
For South African marketers looking to build global careers, this episode provides practical, implementation-ready insights into career acceleration, skill development, and personal branding.
Topics Discussed:
How Serisha transitioned from intern to senior marketing leadership
The key differences between B2B and B2C marketing in global tech
Why LinkedIn is essential for career growth and how to use it strategically
The role of mentorship and how to find mentors without formal programs
How South African marketers can position themselves for global roles
The mindset needed to execute under pressure and work at scale
Takeaways:
Take initiative and own your growth. Promotions don’t happen by waiting—make yourself visible and indispensable.
Your LinkedIn presence is part of your résumé. If you’re not actively sharing insights and engaging, you’re missing career opportunities.
Learn to execute at speed. Global marketing teams work fast—perfectionism can hold you back.
Mentorship doesn’t have to be formal. Learn from books, podcasts, and online content to get world-class insights.
B2B and B2C require different skill sets. Understanding these differences can help you navigate global marketing roles effectively.