South Africa Tech Marketers

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

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

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

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.

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: www.globaltalent.co SA Tech Marketers Slack: Khanyisa Melwa Instagram/Twitter: @khanyisamelwa Substack: kanisamelwa.substack.com  

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: 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.

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

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.

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.

In this episode of South African Tech Marketers, we’re joined by Palesa Ramafola—better known as OG PARLEY—a creative strategist, digital lecturer, social media coordinator, and award-winning content creator with 90K+ followers across Instagram, TikTok, and YouTube. Palesa has built her personal brand from scratch while managing corporate social teams, leading cross-platform campaigns, mentoring emerging talent, and even writing her own academic research on TikTok. In this conversation, she unpacks how she’s scaled sustainably—without losing her creative edge. Whether you're juggling full-time marketing work and side content creation, or dreaming of turning your brand into your business, this conversation is for you. 🧵 Topics Covered The origin of OG PARLEY: how a matric dance video launched a viral brand Creating content that feels personal—but still performs commercially Treating platforms as distinct ecosystems: why TikTok ≠ Instagram How brand deals taught her to segment audiences and build platform-specific content strategies Understanding how TikTok’s “bestie energy” can (and can’t) translate into strategic brand tone The cost of overconsumption and how scrolling kills creative clarity What it really takes to create high-quality, high-frequency content sustainably Why your personal brand needs a strategy, a budget—and possibly a team Creative burnout in full-time marketing roles and how to protect your brand from suffering The myth of being "too busy" to show up for yourself Building brand fluency across global markets: lessons from working with China, the U.S., and SA agencies 🧠 Takeaways Your brand won’t thrive on leftovers—if you’re a marketer, make yourself the client too Separate platforms, separate tones: TikTok is “hi bestie,” Instagram needs a strategy, YouTube builds depth Mindless scrolling poisons creativity; make space for your own voice Passion is fuel, but smart systems make sustainability possible Working smart beats working hard—education, strategy, and support matter Invest in your brand like you would a client's: plan, budget, and delegate If you’re creating for others, don’t forget to create for yourself Authenticity is the strategy—especially in a saturated market

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)

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.

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.

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

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.co Join the community: https://globaltalent.co/community/

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.

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.

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

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

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.