South Africa Tech Marketers

The Secret to Viral Content and Real Connection | Masechaba Setsubi

Episode Summary
In this episode of South African Tech Marketers, Masechaba “Chabi” Setsubi, Social Media Lead at VML, takes us behind the scenes of managing Coca-Cola’s social media across Southern, East, and Central Africa. From publishing to production to agency life, Chabi has built a career around storytelling, collaboration, and community building. She shares what it takes to create real-time content for one of the world’s biggest brands, how to balance agility with strategy, and why the best marketers are master collaborators who never stop learning
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Topics Discussed
How Chabi went from book publishing to leading Coca-Cola’s social media across Africa
Lessons from moving between production houses, agencies, and global brands
Finding the balance between too little and too much content
How TikTok’s unpredictable trends challenge and inspire brands
The art of real-time marketing and creating “at the speed of culture”
Why Nando’s and Savanna are masterclasses in brand voice consistency
How community management builds “love marks” and brand advocacy
The biggest lesson of her career: become a master collaborator early
Key Takeaways
Every platform has a purpose. Know your audience and tailor your tone, not just your creative.
Too much content can be as paralyzing as too little. Strategy and curation matter as much as creation.
TikTok is built on unpredictability. Success comes from agility and emotional connection, not rigid planning.
Strong brands are built on strong community management. Social media is a brand’s first line of relationship building.
Community managers are your first responders. They shape brand sentiment in real time.
Collaboration accelerates learning. Working across disciplines shortens the learning curve and sharpens your craft.
Be brave and consistent. You earn brand tone the way Nando’s did—through years of showing up authentically.

Why AI Alone Won’t Replace Marketers – Andrina Diedericks

In this episode of South African Tech Marketers, Andrina Diedericks, Marketing Manager at CloudSmiths and former enterprise marketing leader at Google Cloud, shares her journey from building brands in biometrics and SaaS to driving adoption for hyperscalers and startups. Now helping launch Fabe DX, an AI platform designed to give small businesses affordable tech consulting power, Andrina reflects on the lessons she’s learned in B2B marketing, the discipline needed to balance AI with creativity, and why empathy remains the marketer’s ultimate tool.
 
Topics Discussed
From electrical engineering to marketing: an unexpected career pivot
11 years scaling Idemia’s biometric brand across Africa
Lessons from Mimecast and Google Cloud on enterprise marketing
Behind the scenes of launching Google Cloud’s first Africa region
The vision behind Fabe DX and its mission to empower small businesses with AI
Why startups need to “scrap the playbook” and market differently
Using AI daily in marketing—without losing creativity or originality
How empathy and partnerships are still the most irreplaceable marketing tools
Key Takeaways
Stay flexible. Career shifts can open doors—sometimes a holiday job becomes a lifelong path.
Startups require creativity. Without big budgets, marketers must find fresh, scrappy ways to reach audiences.
AI is a superpower, not a crutch. Use it for efficiency but protect your creative “muscle” by practicing original work.
Empathy is irreplaceable. Technology can’t replicate the emotional intelligence marketers bring to customers and partners.
Scrap the corporate playbook. Startups win when they rethink B2B tactics and experiment with new channels.
Partnerships multiply impact. Leaning into ecosystems and shared communities drives growth beyond ad spend

What Startups Get Wrong About Positioning with Imke Dannhauser

Episode Summary
In this episode of South African Tech Marketers, Imke Dannhauser, co-founder of WS&O, shares her bold move from Google—where she led marketing for Search and AI in South Africa—to launching a startup focused on helping businesses crack their value propositions. Imke reflects on how milestone moments reshaped her career path, why startups fail without a clear “why us,” and what freedom and success mean when you step off the corporate track
Topics Discussed
Why Imke left Google to co-found WS&O
How serendipity and a half-written business plan sparked a startup
Why value propositions are the foundation of brand success
Lessons from SAB, McKinsey, and Google that shaped her new venture
The hidden costs of weak positioning in startups
How remote and fractional work redefine career freedom
Practical advice for marketers dreaming of going solo
Redefining success beyond job titles and income
 Key Takeaways
Don’t do it alone. A strong founding team makes uncertainty manageable and growth more sustainable.
Differentiate or die. Your value proposition must answer why customers should choose you—and keep choosing you.
Over-reliance on performance marketing is a trap. Without brand and positioning, funnels collapse once ads stop.
Big career moves are rarely linear. Serendipity and timing often play as big a role as planning.
Redefine success. True freedom is money + time + energy to pursue a meaningful life.
Remote and flexible work are building blocks for more intentional, fulfilling careers

The Three Futures of Influencer Marketing with Pierre Cassuto

In this episode of South African Tech Marketers, Pierre Cassuto, Global Chief Marketing Officer at Humanz, unpacks the realities of influencer marketing—from pricing models to scaling relationships—and why South African marketers are uniquely positioned to lead in this space. Pierre shares his global journey from Ogilvy Paris to building Humanz into an AI-powered influencer platform across six countries. His insights will change the way you think about creators, content, and the future of marketing.
 Topics Discussed
The unexpected journey from Ogilvy Paris to building Humanz globally
Why follower counts are irrelevant—and what really drives performance
The cheat sheet for calculating fair influencer payment
Why South Africa has huge untapped opportunities in influencer marketing
The shift from treating creators as “media buys” to building real relationships
How AI is powering transparency and scale in the influencer ecosystem
Predictions: how influencer marketing will split into three distinct worlds
Lessons on navigating cultural differences as a global CMO
SA-Tech-Marketers-Pierre-Cassut…
Key Takeaways
Stop paying by followers. Performance depends on engagement, not follower count.
Use median engagement. Benchmark cost-per-engagement is the fairest way to price influencer work.
Relationships > reach. Treat creators like partners, not billboards. Motivation and fit matter as much as competence.
Big opportunity in SA. Few specialists exist today—marketers who build strong relationships will be in high demand.
Creators are everywhere. Start with your customers—brand ambassadors can come from your CRM, not just celebrity deals.
Global exposure is vital. Don’t get stuck as a big fish in a small pond—look outward for learning and inspiration.
Perspective matters. Consumers don’t think about your brand as much as you do. Learn to see through their lens

Turning Stories into Strategy at KPRM with Kopano Mashoana

Episode Summary
In this episode of South African Tech Marketers, Kopano Mashoana, founder and managing director of KPRM Media Solutions, shares her inspiring journey from freelancing during university to building a purpose-driven agency centered on conscious marketing. Kopano opens up about the grit it takes to grow a business from scratch, why empathy and storytelling are the foundations of great marketing, and how building a personal brand—especially on LinkedIn—can unlock opportunities you never imagined. Whether you’re an aspiring marketer or a seasoned pro, Kopano’s story is a masterclass in courage, intentionality, and community-driven growth.
Topics Discussed
Starting an agency at just 21 years old—and surviving the slow road to profitability
How freelancing and “working for free” built a powerful marketing portfolio
The importance of soft skills and empathy in hiring and client relationships
Why conscious marketing means aligning client work with purpose and impact
Growing from one-off projects to retainers and scaling a team in South Africa
Breaking away from toxic agency culture and redefining what work should feel like
Building a personal brand that’s more powerful than a logo
Why LinkedIn is the ultimate platform for South African marketers to get noticed
Key Takeaways
Empathy is your superpower. Great marketing comes from understanding people deeply—not just pushing products.
A portfolio beats a CV. In digital marketing, showing real work (even unpaid) matters more than qualifications.
Soft skills > technical skills. Curiosity, grit, and empathy will get you further than knowing every tool.
Personal branding is career insurance. Whether you run a business or work in corporate, being visible makes you employable and promotable.
LinkedIn is currency. Treat your profile and content as assets that can attract clients, investors, and new roles.
Culture fit matters both ways. Choose clients and teammates whose values align with your purpose.
Community creates opportunities. Surround yourself with marketers who share knowledge, support, and inspiration.

South African Media Meets Modern Marketing: How Khanyisa Melwa Is Growing SABC’s Digital Future

Show Notes:
In this episode of SA Tech Marketers, we sit down with Khanyisa Melwa, SABC’s Marketing Manager for Digital, to unpack what it takes to lead digital transformation inside one of South Africa’s most iconic media institutions.
From a “mixed masala” career spanning tech, agencies, and FMCG to reimagining public broadcast strategy in a streaming-first world, Khanyisa offers hard-earned insights into digital growth, brand building, and leadership inside legacy systems.
What We Cover:
Growing SABC+, a local streaming platform competing for audience and revenue in a Meta/Google-dominated landscape
How to balance commercial growth with public service mandate
Tactics for driving focus and strategic alignment inside large organisations
The critical role of writing and storytelling in modern marketing
Why marketers must look upstream to Exco-level priorities to guide their day-to-day work
Khanyisa’s favorite use of AI (spoiler: it's not copywriting)
Why authentic content beats polished perfection in 2025
Career lessons from a real mistake that cost R7,000—and what it taught him about detail and ownership
Tactical Takeaways:
Align marketing work with top-level strategy conversations
Use AI tools like ChatGPT to support thinking, not replace human craft
Legacy institutions can still grow fast—SABC+ hit 1 million users in under a year
TikTok shows us: people want authentic, relatable content, not overproduced gloss
Learn to say “What’s the priority?”—not just “What’s next?”
Nonlinear careers (he calls his a “mixed masala”) are an asset in modern marketing
About the Guest:
Khanyisa Melwa is the Marketing Manager: Digital at SABC, responsible for building and scaling SABC+ and leading digital growth across the corporation. His past experience includes senior marketing and brand roles at PepsiCo, EPPF, Media24, and digital analytics platform Narratiive.
He’s also a seasoned writer, newsletter creator, and community builder, passionate about using storytelling to move people and brands.
Resources:
Khanyisa’s Newsletter: kanisamelwa.substack.com
SABC+: www.sabcplus.com
Global Talent Co.: www.globaltalent.co
SA Tech Marketers Slack: Join here
Follow Khanyisa:
LinkedIn: Khanyisa Melwa
Instagram/Twitter: @khanyisamelwa
Substack: kanisamelwa.substack.com
 

Storytelling That Sells: Zekhethelo Chiliza on Leading Digital Marketing for a Global Beauty Brand

In this episode of SA Tech Marketers, we sit down with Zekhethelo “Zee” Chiliza, Digital Marketing Manager at Benefit Cosmetics South Africa. From spoken word poetry and legal studies to broadcasting, influencer strategy, and leading the local digital voice for a global beauty brand—Zee’s story is a masterclass in adaptable storytelling.
Tune in for an inspiring conversation on how South African marketers can carve their unique paths, why “storytelling is a superpower,” and how to champion authentic local voices inside global brands.
Topics We Cover:
Zee’s Unconventional Career Path: From poetry clubs to politics, radio broadcasting to beauty marketing—embracing a nonlinear career journey.
Breaking Into Digital Marketing: How Zee fell in love with digital during YFM’s Y Academy and built her career across agencies, media, and global brands.
Behind the Scenes at Benefit Cosmetics: What it’s like leading digital for a playful, bold, global beauty brand—while making campaigns resonate locally in SA.
Localising Global Campaigns: Adapting summer launches for South African winters, making copy relatable, and celebrating diverse South African faces.
Influencer Strategy 101: Why authentic creators matter more than follower counts, how to co-create content (not dictate it), and why “show, don’t tell” wins.
The Rise of TikTok and Realness: How TikTok changed the marketing game, and how Zee sees platforms like Instagram, YouTube, and X working together.
Insights from the Community: How Zee taps into the “walking insights” around her to stay plugged into the market.
Advice for Aspiring Tech Marketers: Why curiosity, adaptability, and people skills are career superpowers—and how your South African identity can be an asset globally.
Key Takeaways:
1. Your career doesn’t need to be linear—follow the skills that light you up.2. Storytelling isn’t just a skill—it’s a strategy for connecting with audiences and navigating your career.3. “Local relevance beats global sameness”—always contextualise global campaigns to resonate with your audience.4. Authenticity wins—work with creators who genuinely love your brand and give them the freedom to tell their own stories.5. Use your environment—every conversation is an insight opportunity; marketing is more human than numbers.6. Platforms serve different purposes—learn to balance short-form realness (TikTok), community (X), inspiration (Instagram), long-form storytelling (YouTube), and professional storytelling (LinkedIn).7. Your South African perspective is a strength—global brands value local insights, cultural nuance, and market understanding.
Follow Zee:
Instagram: @zekhethelochiliza
LinkedIn: Zekhethelo Chiliza
Links & Resources:
Benefit Cosmetics South Africa – Instagram
Global Talent Co. – www.globaltalent.co
SA Tech Marketers Slack – Join our community of South African marketers breaking into global tech. Join here.
Episode Sponsor:
This episode is powered by Global Talent Co — connecting South Africa’s brightest marketing talent with the world’s fastest-growing companies.

What Most Marketers Get Wrong About B2B vs B2C

In this episode of South Africa Tech Marketers, we sit down with Tracey-Lee Zürcher-Campbell, Head of Marketing at Payflex, to unpack her remarkable pivot from storytelling in journalism to leading brand, performance, and Martech strategy in one of South Africa’s most recognisable fintechs.
With a tiny team, a powerful agency model, and a relentless focus on efficiency, Tracey-Lee shares how she’s built scalable systems, championed customer experience, and embraced AI — all while maintaining joy and emotional resonance in the brand voice. If you're an ambitious South African marketer wondering how to lead, adapt, and stay relevant in a tech-forward world, this conversation is packed with lessons you can apply right now.
Topics Discussed
The power of storytelling in performance marketing
Lessons from working across B2B, B2C, and B2G sectors
Building brand trust with just five in-house marketers
Why consistency beats complexity in fintech
Martech stacks and making tech “talk to each other”
Scaling with small teams: systems, agency partners & smart prioritisation
Practical use cases for AI in CX, content, and automation
Career advice: pivoting with purpose, not panic
The Peter Principle and how to avoid being promoted into failure
The underrated value of joy in marketing
Key Takeaways
You don’t need a huge team to build a powerful brand. At Payflex, just five in-house marketers — backed by great agency partners — deliver one of SA’s most trusted fintech brands.
Build with emotional clarity. Whether it’s B2C, B2B, or even B2G, people make decisions based on emotional drivers. Rational benefits are table stakes.
Adopt fast, integrate faster. Martech only works if your tools talk to each other. Tracey-Lee shares how Payflex built a connected stack using Asana, Zoho, Zendesk, and Netcore Cloud.
AI should reduce cost and increase joy. From cutting call volumes 40% with a chatbot, to using AI image gen for hyper-personalised campaigns — smart AI use starts small and solves real problems.
South African marketers must stay curious. Tracey-Lee regularly meets with unknown vendors just to explore what’s out there. Staying still is not an option.
Careers are non-linear. If you’re not where you want to be yet, you’re still learning. Tracey-Lee’s early “detours” made her a deeper, more versatile marketer.
🔗 Guest Bio
Tracey-Lee Zürcher-Campbell is the Head of Marketing at Payflex, South Africa’s leading “buy now, pay later” platform. With a background in journalism and over 15 years of experience across performance, brand, and Martech, she’s helped legacy businesses and fast-growing scale-ups build trust with customers and stakeholders alike. She’s a relentless systems-thinker, an advocate for upskilling, and proof that South African marketers can thrive globally — without needing to relocate.
🔗 Connect with Tracey-Lee on LinkedIn

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.