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.

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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.

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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.

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Follow Zee:

• Instagram: @zekhethelochiliza

• LinkedIn: Zekhethelo Chiliza

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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.

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Episode Sponsor:

This episode is powered by Global Talent Co — connecting South Africa’s brightest marketing talent with the world’s fastest-growing companies.