A Playbook for Global Marketing: How Elana Kroon Built a SaaS Career

In this episode of South African Tech Marketers, Elana Kroon, Senior Content Manager at Eat App, shares the real playbook for breaking into global SaaS marketing, scaling content with a lean team, and building a career in international tech—without ever leaving South Africa.

Elana started her career as a journalist, covering breaking news and entertainment stories. But as the media industry shifted, she recognized a bigger opportunity: content marketing. By applying her storytelling and research skills, she pivoted into tech, mastering SEO, brand storytelling, and data-driven content to drive measurable impact.
Today, she runs content for Eat App, an international SaaS company, leading strategy across SEO, brand, and demand-gen marketing—all as a team of one.

Topics Discussed:

• Transitioning from journalism to SaaS marketing without a traditional background
• The content prioritization framework for small, high-impact teams
• How to position yourself for remote SaaS roles from South Africa
• SEO vs. performance content—balancing brand storytelling with conversion-focused content
• The difference between big marketing teams vs. lean, agile teams
• How to use LinkedIn as a demand-gen tool for your career
• The biggest challenges and advantages of working in a global SaaS company

 

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