South Africa Tech Marketers

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.

From Local to Global: How SA Marketers Can Compete Globally

In this episode of South Africa Tech Marketers, Kirsti Lang sits down with Kirsten Van Rooyen, Associate Director of Marketing Strategy at Superside, to unpack what it takes to build a global marketing career from South Africa.
Kirsten shares her non-traditional path—from working in the music industry to leading marketing strategy for a fully remote, global company. She breaks down how South African marketers can position themselves for international roles, master performance marketing, and navigate remote work effectively.
Whether you're looking to land a job at an international tech company, level up your marketing skills, or understand the realities of remote work, this episode delivers practical insights.
Topics Discussed:
How South African marketers stand out globally
The challenges and benefits of working remotely in international teams
How to position yourself for success in international hiring
The role of data in marketing strategy
How Superside builds high-performance remote creative teams
Why marketing success requires a mix of creativity and analytics
Key Takeaways:
South Africans have a competitive advantage in global marketing due to their adaptability, problem-solving skills, and ability to work across cultures.
Remote work requires structure and intentionality. Without clear boundaries and proactive relationship-building, it can become isolating.
Hiring managers in global companies look for autonomy, strategic thinking, and problem-solving skills. Demonstrate these in your applications and interviews.
Understanding data is essential for modern marketers. The ability to analyze performance and optimize campaigns separates high-impact marketers from the rest.
Success in international marketing comes from balancing creative instincts with data-driven decision-making.
Links & Resources:
Explore Superside: superside.com
Connect with Kirsten Van Rooyen: Kirsten’s LinkedIn
Looking for a global marketing role? Visit GlobalTalent.co

From South African Journalist to Global SEO Writer: Shea Karssing’s Journey

In this episode of South African Tech Marketers, Shea Karssing breaks down exactly how she built a high-paying international writing career, landed global tech clients, and priced her services in USD—without relying on local pay scales.
Shea started her career as a journalist in South Africa before transitioning into freelance SEO writing. As the demand for specialized content grew, she pivoted to content marketing, working with global tech brands and helping businesses scale their organic traffic. Now, she runs a thriving freelance business, managing high-impact SEO content strategies for international clients—all while working remotely from SA.
Topics Discussed:
How Shea transitioned from journalism to global SEO writing
Breaking into international freelance work (without a big global portfolio)
The best way to attract high-paying tech clients—without competing on job boards
Why South African writers and marketers have a competitive edge internationally
Managing global clients and working across multiple time zones
Essential AI tools to optimize your workflow and increase efficiency
Pricing strategies: How to confidently charge USD rates for your work

How to Land International Marketing Jobs (From a South African Who's Done It Twice)

In this episode of South African Tech Marketers, Herman Eloff, Chief of Staff at Turning Pro Podcast, breaks down exactly how he landed two international marketing jobs—and how you can do it too.
Herman started his career as a crime reporter in South Africa before transitioning into digital media. As the media landscape shifted, he pivoted to content marketing, leading digital teams and working with global brands. Now, he runs operations and content for a US-based podcast, managing everything from guest bookings to content distribution—all while working remotely from SA.
Topics Discussed:
How Herman transitioned from journalism to global content marketing
Breaking into international remote work (without years of global experience)
The best way to get noticed by international companies—without sending 100 CVs
Why South Africans are highly competitive in the global job market
Managing time zones and productivity while working New York hours
The AI tools that can help you work smarter, not harder
Financial must-knows when earning in dollars or pounds
 Key Takeaways:1. Work smarter, not harder. South Africans are known for their work ethic, but working harder isn’t the answer—efficiency is.2.  Your network is your best asset. The best jobs come from referrals, not job boards. Build relationships before you need them.3. Position yourself for international opportunities. Use LinkedIn strategically—your next employer is looking.4. Remote work should fit into your life. Focus on output, not hours at a desk. Flexibility is the real advantage.5.  AI is your secret weapon. Herman uses AI for fact-checking, content ideation, and automation, making him more efficient.