From Journalism to Award-Winning Marketing: Building Brand Story with Jerusha Raath

In this episode of South Africa Tech Marketers, Jerusha Raath takes us through her remarkable journey from news journalist dodging stun grenades to leading a team of 9 that won “Best Native Advertising Studio” globally in 2023. Starting with a mission to find new revenue streams for journalism, she’s transformed Media24’s commercial content studio into a data-driven powerhouse where every team member owns both content creation and performance tracking, and shares practical insights for South African marketers looking to build award-winning careers – from leveraging our natural storytelling abilities to creating measurable brand impact.

Topics Discussed:

• Transitioning from journalism to marketing leadership
• Building and leading an award-winning creative studio
• The power of South African storytelling in global marketing
• Data-driven approach to content creation and optimization
• Overcoming imposter syndrome in marketing careers
• The unique advantages South African marketers bring to global companies

Takeaways: 

• Storytelling is in our South African DNA – use this superpower in your marketing career.
• Ask questions shamelessly – the smartest people in the room are usually the ones seeking clarity.
• Stop letting imposter syndrome hold you back, especially in global companies – South Africans bring unique strengths like emotional intelligence, problem-solving, and adaptability.
• Data-driven storytelling is essential – track your campaign performance and understand why content succeeds or fails.
• Find mentors who can guide your journey and be your sounding board when you need it most.
• Your previous career skills (like journalism) can be powerful assets in marketing – embrace your unique background.
• Being South African in global marketing is an advantage, not a disadvantage – we’re natural connectors and problem solvers.
• Let go of work guilt and focus on doing your best in each moment.
• Never stop learning through communities, podcasts, and staying curious about the industry.