Final File _ Business Icons South Africa’s Top Heads of Marketing to Watch in 2025_compressed (1).pdf

Head of Marketing
ITHUBA
van
Trotsenburg
Michelle
Blending Bold Storytelling with Responsibility and Trust
Personalization
versus Privacy :
Striking the Right
Balance
Marketing in the Metaverse :
Opportunities and Challenges
BUSINESS ICONS
South Africa’s
Top Heads of Marketing
TO WATCH IN 2025

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TALKING AND BEGIN DOING.
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THE WAY TO GET STARTED IS TO QUIT
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Ryan Parker
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Mia Jones
Business Development Managers
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trategies that once relied on broad messaging are now
S
giving way to approaches that are personal,
experiential, and deeply connected to the consumer
journey. Brands are blending creativity with technology,
storytelling with data, and insight with innovation to capture
attention in ways that feel meaningful and authentic. The
new generation of marketing leaders is not just selling
products but shaping experiences, building communities, and
creating conversations that resonate beyond the transaction.
This edition of our magazine shines a spotlight on South
Africa's most influential heads of marketing to watch in
2025. Through profiles, interviews, and case studies, we
explore the strategies, visions, and breakthroughs that set
these leaders apart. Readers will gain an inside view of the
approaches and initiatives driving engagement, loyalty, and
brand impact across diverse industries.
The aim of this edition is to inspire and inform. By
highlighting trailblazers who are redefining what marketing
can achieve, we hope to provide practical insights and
motivation for marketers, business leaders, and aspiring
professionals. Each feature is crafted to showcase
innovation, thought leadership, and the creative spirit that
drives success in marketing today.
Looking forward, the future of marketing promises even
greater opportunities for creativity, connection, and
influence. Leaders who embrace new technologies, human-
centric strategies, and bold ideas will shape the direction of
the industry. This edition is not only a celebration of current
talent but also a glimpse into the possibilities that lie ahead
for marketing in South Africa and beyond.
Showcasing Bold
Moves and
Brilliant Minds
Ryan parker
- Managing Editor
FROM THE
EDITOR

CONTENT
Table of
How Personalization is
Redeﬁning Hospitality
Rethinking Guest Experience
How Technology is Enhancing
Service Without Losing
the Human Touch
The Digital ConciergeMohamed Chebil
The Curator of Comfort and
Connection at The Curve Hotel
06 18
30
Building Belonging Beyond
Check-In
Mark Lee
The Eye Behind the Vision
Galina Sholokhova
22
34
Story
Table of
Michelle van Trotsenburg
Blending Bold Storytelling
with Responsibility and Trust06
Striking the Right Balance
Personalization versus Privacy
Marketing in the Metaverse
Opportunities and ChallengesCrafting Technology Narratives
that Transform Business
Nhlakanipho Zondi
Lighting the Future of
South Africa's Energy Transition
James Mackay
22
30
18
26

van
Trotsenburg
Michelle
Blending Bold Storytelling
with Responsibility and Trust
Every campaign I lead is not just
about selling tickets; it's about
creating hope, making an impact,
and showing South Africans that
the Lottery can change lives.
Cover Story
Head of Marketing,
ITHUBA
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ITHUBA: Redeﬁning the National
Lottery Through Responsible
Storytelling and Innovation
I
n a world where hope often comes
in small doses, the lottery has long
been a unique blend of chance,
excitement, and possibility. Beyond the
thrill of winning, lotteries hold the
power to spark dreams, fund
community projects, and drive social
change. In South Africa, the National
Lottery has become more than just a
game of luck; it is a vehicle for
transformation, connecting millions of
people with opportunities that extend
far beyond a ticket.
Led by a vision of trust and
transformation, ITHUBA continues to
prove that lotteries can change lives.
As the operator of the South African
National Lottery, ITHUBA has
redeﬁned what it means to run a
purpose-driven lottery. With innovation
and integrity at its core, the Operator
has championed responsible gaming,
digital transformation, and life-
changing community impact, all under
the visionary leadership of Group CEO
Charmaine Mabuza.
Supporting this mission, is the
Marketing and Corporate Aﬀairs
department, headed by Michelle van
Trotsenburg, whose role reﬂects the
vision set out by ITHUBA's Group
CEO and the Executive committee. At
the helm of marketing, Michelle van
Trotsenburg and her team translate this
vision into storytelling that connects
millions of South Africans to the hope
and opportunity presented by the
National Lottery.
ITHUBA's Purpose-Driven
Approach to Growth
At ITHUBA, the role of Marketing and
Corporate Aﬀairs holds a unique
distinction because it sits at the
Collaboration That Drives Ethical
Creativity
Balancing creativity and compliance in
the National Lottery sector is an art
form that ITHUBA has perfected.
Creativity fuels participant
engagement, while compliance ensures
credibility and responsibility as
custodians of the Lottery; and the
world has been watching the stellar
performance of this Operator and its
fast paced and innovative approach to
marketing.
ITHUBA began receiving international
recognition for its performance as early
as 2016, within a year of taking over
operations of the South African
National Lottery. In 2017, the World
Lottery Association named ITHUBA as
one of the top ﬁve lotteries globally,
highlighting its rapid rise and strong
performance on the international stage.
A more recent milestone came in 2024,
when ITHUBA won the WLA Best
Responsible Gaming Advertising
Award. Competing against leading
international operators, this recognition
celebrated the strength of proudly
South African innovation and
creativity, proving that local cultural
insight can continue to set global
benchmarks.
At ITHUBA, compliance is not a
barrier, but a collaboration.
Compliance experts are engaged from
the very start of the creative process,
ensuring campaigns are bold yet
responsible, imaginative yet ethical.
This integrated approach ensures that
marketing eﬀorts uphold the highest
standards while still capturing the
excitement and imagination of the
public.
crossroads of entertainment, regulation, and social impact. This is a
distinct factor that Michelle and her team have learnt to apply in all marketing campaigns. Unlike traditional marketing roles that focus primarily on awareness, sales, or loyalty, marketing at the National
Lottery carries the added responsibility of safeguarding public trust, ensuring transparency, and reinforcing the
Lottery's place as a vital national
institution that transforms lives and
communities.
"Our CEO, Charmaine Mabuza, has
always emphasised that the Lottery is
not about selling tickets, it's about
building a platform of hope and
empowerment," says van Trotsenburg.
What makes it even more unique is the
pace and intensity. Jackpots can roll
over overnight, and within hours the
marketing team must conceptualise and
execute campaigns that are bold,
creative, and fully compliant with strict
regulations. Few sectors demand such
agility while operating under the close
eye of millions of South Africans who
engage daily.
Equally important for ITHIBA, is the
purpose behind the work. Beyond
entertainment, the National Lottery
directly contributes to good causes and
community development. Since 2015,
under the leadership of trailblazer CEO
Charmaine Mabuza, ITHUBA has
generated over R16 billion for the
National Lotteries Distribution Trust
Fund. Every National Lottery
campaign ITHUBA leads is not just
about creating excitement but also
about creating impact, showing South
Africans that the Lottery is both a
source of hope and a driver of change.
This combination of speed, scale, and
societal responsibility makes the role
of Marketing not only unique, but
deeply rewarding.
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ITHUBA Sets Global Benchmarks in Responsible
Advertising
Guided by the visionary leadership of ITHUBA CEO,
Charmaine Mabuza, who constantly pushes her team to
deliver extraordinary results, the marketing department was
tasked with conceptualising an inclusive, rewarding, and far-
reaching campaign. Rising to the challenge, Michelle and
her team brought to life the ITHUBA Open Verse Challenge.
Among the many initiatives Michelle has spearheaded, this
campaign stands out as one of the most impactful. Created
to celebrate ITHUBA as the proud Operator of the South
African National Lottery, it successfully partnered with
iconic South African artists while inviting the public to
contribute their own lyrics.
The result was a campaign that resonated as both
aspirational and inclusive, reﬂecting ITHUBA's unique role
in bringing people together through creativity and
opportunity. The numbers speak to its success. The
campaign achieved 1.6 billion impressions overall,
including 1.18 billion on the X app, 463 million reach, 14.1
million TikTok views, 7.45 million views on X, and over
100,000 interactions. This digital-ﬁrst campaign not only set
a new benchmark for South African marketing but also
positioned ITHUBA as more than a National Lottery
operator, an organization deeply attuned to cultural
relevance and capable of delivering measurable impact at
scale.
Michelle also credits ITHUBA's agility for the campaign's
success. Her team was able to release new assets overnight
in response to jackpot rollovers, ensuring the campaign
remained dynamic and relevant throughout its run. This
ability to merge creativity, responsiveness, and cultural
insight is what continues to set ITHUBA apart in the
marketplace.
Evolving into a Digital First Brand
When ITHUBA took over operations in 2015, the National
Lottery was still weighted toward traditional channels.
Digitisation of the National Lottery has always been central
to ITHUBA's strategy, elevating the South African National
Lottery to a global standard. The role of marketing has been
to earn the trust of participants in this innovative approach.
Through excellent campaigns and structured
communication, more than 60 percent of National Lottery
ticket sales are now digital. Participants are spoiled for
choice with multiple ways to play. They can purchase tickets
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in-store, on digital platforms, or through
the banking platforms of Absa, FNB,
Nedbank, Standard Bank, Old Mutual,
African Bank, Tyme Bank, and Capitec, as
well as via USSD. This digital-ﬁrst mindset
has transformed the National Lottery into a
brand that feels modern, connected, and
trustworthy, reaching South Africans
wherever and however they choose to play.
Integration That Drives Impact
ITHUBA's Head of Marketing, Michelle,
specializes in through the line
communication, ensuring that participants,
shoppers, and retailers all feel connected to
the Lottery. She explains that it begins with
empathy and insight, as each audience
engages with the brand diﬀerently.
Participants seek entertainment and hope,
shoppers are motivated by convenience,
and retailers value strong partnerships and
increased foot traﬃc.
Campaigns are designed with these
diﬀerent perspectives in mind. For
instance, when launching a major jackpot
campaign, Michelle and her team create
consumer-facing content to stir excitement,
point-of-sale material to drive immediate
sales, and retailer incentives for Lottery
players to reward active participation.
By maintaining consistency in tone and
message while tailoring the execution for
each touchpoint, Michelle ensures
campaigns resonate across all audiences.
The result is true through the line
integration, where campaigns are not only
visually compelling on television but also
drive measurable sales in-store and spark
genuine engagement online.
Earning Trust in a Crowded
Marketplace
In today's crowded marketing landscape,
the biggest challenge is cutting through the
noise. With consumers bombarded by
thousands of messages every day, success
demands campaigns that are bolder, more relevant, and
more authentic than ever.
Above all, consumer and Lottery participants' trust
remains paramount. As the National Lottery operator,
ITHUBA carries a unique responsibility. Michelle
believes that any misstep could erode conﬁdence, which
is why she and her team hold themselves to the highest
ethical and creative standards. Every campaign must
excite while also reassuring, ensuring that the Lottery
continues to be seen as both trustworthy and inspiring.
It is through such campaigns that ITHUBA has earned
the reputation of being the top operator in everything,
from delivering the highest pay-outs to oﬀering record-
breaking jackpots.
Cultivating a Culture of Ownership and Growth
For Michelle, leadership begins with setting the tone,
but she is quick to credit the broader leadership at
ITHUBA for creating the foundation on which her
department thrives. The CEO's impeccable leadership,
together with the Executive Committee, cascades down
to the heads of departments, including marketing. It is
because of this strong leadership and the culture it
fosters at ITHUBA that the marketing team is able to
perform at such a high level. Within this framework,
Michelle leads by example, demonstrating the very
qualities she expects from her team. If innovation,
accountability, and agility are the standard, she ensures
her own actions reﬂect them, while encouraging her
team to take risks, knowing that even if a campaign
does not land as expected, the lessons learned are
invaluable.
ITHUBA has nurtured a culture of shared ownership.
Every team member understands not only their
individual tasks but also the broader purpose of building
a brand that brings joy and contributes to society. This
collective sense of purpose fuels accountability and
pride in their work.
Growth, as Michelle explains, comes through
mentorship and continuous learning. Michelle has had
the privilege of mentoring many talented marketers
both at ITHUBA and in the broader industry. Her goal
is to unlock potential, give her team the conﬁdence to
innovate, and provide the structure needed to deliver
consistently at a high level.
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The Bridge Between Brand and
Business
Michelle sees alignment as the key to
eﬀective marketing strategy. Every
initiative must serve two masters:
strengthening brand equity and
achieving business objectives. Insights,
she explains, are the bridge between
these priorities.
At ITHUBA, this approach has proven
successful. Early on, Michelle
recognised that participants wanted
more than just a ticket. They wanted
seamless, digital-ﬁrst engagement.
Acting on that insight, her team
prioritized banking app partnerships
and mobile-friendly campaigns, which
drove signiﬁcant revenue growth.
Listening to retailers was equally
important. When retailers expressed
the need to oﬀer players more value,
ITHUBA introduced campaigns with
second-chance win opportunities. This
not only gave participants extra
reasons to play but also strengthened
results for both retailers and the
Lottery.
For Michelle, insights must always
translate into strategies that are both
creative and commercially impactful,
ensuring sustainable growth across all
touchpoints.
Hope, Belonging, and the Power of
Brand
Michelle's experience with leading
multinational companies shaped her
perspective on brand building and
participant engagement in profound
ways. Two lessons stand out:
consistency is essential, and local
nuance matters.
Global brands succeed because their
messaging is clear, consistent, and
reinforced across every channel. Yet
Resilience has also been vital.
Campaigns do not always unfold as
planned, and there are moments of
intense pressure where timelines are
tight, and expectations are high.
Instead of retreating, Michelle leaned
into those moments, using them as
opportunities to prove her ability to
deliver.
Finally, she emphasizes vision, the
ability to see beyond today's campaign
and understand how it contributes to
long-term brand reputation and loyalty.
This mindset opened doors to
leadership opportunities at a young age
and remains central to her role at
ITHUBA today.
She balances instinct with data,
accountability with speed, and short-
term excitement with long-term brand
equity. That combination has fueled
her success and continues to guide
National Lottery marketing into new
territory.
ITHUBA's Campaigns: Turning
Purpose into Participation
Michelle's journey into marketing was
born from her fascination with the
psychology of consumer choice. From
the outset, she sought to understand
what made people connect with a
brand, a product, or even a story.
Marketing, for her, became the perfect
space to merge creativity with strategy,
and it soon proved to be her true
calling.
But Michelle is quick to recognise that
her growth and impact have been
ampliﬁed by ITHUBA's open-minded
leadership and uncompromising
pursuit of excellence. To be entrusted
with leading marketing – the lifeblood
of any organisation – at a company that
accepts nothing less than extraordinary
results is both an immense
responsibility and a privilege. For her,
even the best global campaigns must
be tailored to resonate with local
audiences in meaningful ways. For
Michelle, the balance between global
excellence and local relevance has
become a guiding principle throughout
her career.
At ITHUBA, she applies these lessons
daily, under the leadership of the CEO
and Executive team. Running a
National Lottery is about much more
than selling tickets. It is about creating
moments of hope and belonging.
Campaigns under her leadership reﬂect
this by combining world-class
execution with deep cultural
resonance. The result is a brand that is
globally competitive in quality yet
proudly rooted in South African
creativity, culture, and resilience.
The Leadership Formula Behind
Michelle's Rise
Looking back on her career, Michelle
attributes her rapid growth and
leadership opportunities to three
qualities: agility, resilience, and vision.
She learned early on that in order to
succeed in demanding environments
such as fast-moving consumer goods
and entertainment, one must adapt
faster than circumstances change.
this trust is a daily reminder that she is
not only good at what she does, but
also fortunate to serve in an
environment that values bold ideas,
inclusivity, and measurable impact.
At ITHUBA, Michelle believes her
purpose has found its fullest
expression. The Lottery is not simply
about selling tickets; it is about
safeguarding belief in a transparent,
transformative institution. That deeper
sense of purpose, enabled by
ITHUBA's vision and openness,
continues to inspire her every day.
Playbook for Future Marketing
Leaders
Michelle's advice to aspiring marketing
leaders is grounded in curiosity,
purpose, and balance. She encourages
them to stay curious, because
marketing evolves daily and requires
constant learning and adaptation. She
drive meaningful impact across Africa.
From funding life-changing community projects to championing responsible gaming and digital innovation, the organisation has
achieved signiﬁcant milestones. With
operations now expanding into Uganda, Tanzania, and beyond,
ITHUBA is demonstrating what an
African-born lottery operator can achieve through technology, vision,
and purpose-led leadership. The
journey ahead promises even greater
growth, wider reach, and continued
transformation for communities across
the continent.
also emphasizes leading with purpose,
reminding future leaders that the most
impactful campaigns are those that
stand for something bigger than the
product.
Equally important is the balance
between creativity and discipline. A
brilliant idea has little value if it is not
executed ﬂawlessly and fails to deliver
results.
Above all, Michelle believes marketing
is a team sport. Success comes not only
from individual brilliance but from
surrounding oneself with talented
people, empowering them, and
celebrating their achievements. In her
view, that is how lasting impact is
built.
Mission Beyond the Lottery
ITHUBA's purpose, integrity, and
collaborative approach continue to
I believe in leading by
example. If I expect my
team to be innovative,
accountable, and
agile, I must embody
those qualities every
single day.
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the courage to be and
the with purpose.

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Marketing in the Metaverse
he metaverse is quickly becoming
T
one of the most talked-about
frontiers in technology and
business. As a digital universe where virtual
reality, augmented reality, and immersive
experiences intersect, it oﬀers brands new
ways to engage with consumers. Marketing
in this space goes beyond traditional
channels, creating opportunities to build
communities, showcase products, and
provide interactive experiences. At the same
time, the metaverse presents unique
challenges that require careful planning,
creativity, and ethical consideration.
Understanding both the potential and the
pitfalls is essential for brands looking to
make a meaningful impact in this evolving
environment.
A New Dimension for Consumer
Engagement
The metaverse allows brands to interact
with consumers in three-dimensional,
interactive spaces. Unlike conventional
advertising, which is often passive,
marketing in the metaverse can be
experiential. Companies can create virtual
stores, host events, or oﬀer interactive
product demonstrations that immerse
consumers in the brand story. For example,
a fashion brand can organize virtual runway
shows where users try on digital clothing, or
an automotive company can oﬀer virtual
test drives. Such experiences increase
engagement and create memorable
interactions that extend far beyond
traditional marketing campaigns.
Opportunities for Brand Creativity
One of the most compelling aspects of the
metaverse is the scope for creativity. Brands
are no longer limited by physical constraints
or traditional media formats. Virtual
environments can be designed to reﬂect a
brand's personality, values, and story in
innovative ways. Gamiﬁcation elements,
interactive challenges, and collectible
digital assets oﬀer new ways to capture
attention and incentivize participation. By
embracing creativity, brands can
diﬀerentiate themselves and cultivate
stronger emotional connections with their
audiences.
Building Community and Loyalty
The metaverse also provides opportunities
to foster community and brand loyalty.
Virtual spaces allow consumers to interact
not only with the brand but also with other
Opportunities
and
Challenges

users who share similar interests.
Social experiences, collaborative
events, and virtual clubs can create a
sense of belonging and encourage
ongoing engagement. For brands, these
communities become a powerful tool
for feedback, co-creation, and
advocacy. Consumers who feel part of
a community are more likely to
develop loyalty and become
ambassadors for the brand.
Challenges of Adoption and
Technology
Despite its promise, marketing in the
metaverse comes with challenges. The
technology is still evolving, and access
to virtual platforms often requires
specialized devices or software. User
adoption can be limited, and the
experience may not be seamless for all
consumers. Brands must invest in
understanding the technology, creating
intuitive interfaces, and ensuring that
virtual experiences are accessible and
inclusive. Without careful planning,
even the most creative campaigns may
fail to engage audiences eﬀectively.
Privacy and Data Concerns
Data privacy is a signiﬁcant concern in
the metaverse. Virtual platforms can
collect vast amounts of personal and
behavioral information. Brands must
navigate these complexities
responsibly, ensuring that data
collection is transparent and
consensual. Mismanagement of data or
intrusive marketing tactics can quickly
erode trust. Companies need clear
policies, secure systems, and ethical
standards to protect users while
leveraging insights to improve
experiences. Balancing innovation with
responsibility is essential to building
sustainable engagement.
experiment thoughtfully, embrace
innovation, and prioritize user trust are likely to gain a competitive advantage as the metaverse grows and matures.
Conclusion: Navigating the
Opportunities and Challenges
Marketing in the metaverse presents an
exciting frontier for brands willing to
explore new forms of engagement and
creativity. The opportunities to build
immersive experiences, foster
community, and create innovative
revenue streams are immense. At the
same time, challenges such as
technology adoption, privacy concerns,
and ethical considerations require
careful planning and execution. Brands
that strike the right balance between
innovation, responsibility, and user
experience will not only succeed in the
metaverse but also redeﬁne what it
means to connect with consumers in
the digital age. As this space continues
to evolve, marketers have a unique
chance to shape the future of brand
interaction and create lasting,
meaningful experiences in an entirely
new dimension.
Monetization and Revenue Models
The metaverse opens up new avenues
for monetization. Virtual goods, digital
collectibles, exclusive access, and
subscription models allow brands to
generate revenue in creative ways. For
instance, selling limited edition virtual
items or oﬀering exclusive experiences
can create scarcity and demand.
However, brands must carefully design
these oﬀerings to ensure they provide
genuine value and do not alienate
consumers. Success in monetization
requires understanding user behavior,
preferences, and expectations within
the virtual environment.
Brand Reputation and Ethical
Considerations
Marketing in the metaverse also raises
ethical considerations. Brands must
maintain authenticity and avoid
exploiting consumers or creating
experiences that may be misleading.
Transparency about products, pricing,
and experiences is crucial. Companies
should also be mindful of inclusivity,
avoiding designs or campaigns that
could exclude or oﬀend segments of
the audience. Ethical marketing
practices not only protect reputation
but also contribute to long-term
success in this emerging space.
Future Possibilities and Innovation
Looking ahead, the potential of the
metaverse is vast. Advances in artiﬁcial
intelligence, virtual reality, and
blockchain technology will continue to
expand possibilities for marketers.
Personalized experiences, immersive
storytelling, and seamless integration
of virtual and physical worlds may
redeﬁne how brands connect with
consumers. Early adopters who
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hlakanipho Zondi stands as a
N
distinguished ﬁgure in South
Africa's technology sector,
serving as the Head of Marketing at
Altron. With over sixteen years of
experience, she has developed a unique
expertise in Go-to-Market strategies
for technology products and services.
Zondi's career reﬂects a fusion of
strategic insight, operational precision,
and a deep understanding of how
technology can empower businesses
across industries. At Altron, she
combines her marketing mastery with
cutting-edge technological solutions to
deliver measurable business impact.
A Legacy of Technological
Leadership
Altron, a proudly South African
technology group, has been at the
forefront of the industry since 1965.
The company harnesses data,
technology, and human ingenuity to
solve real-world challenges, ranging
from routine operations to large-scale
transformative solutions. Operating
across six countries and employing
over 4,700 professionals, Altron
reported a revenue of ZAR 7.9 billion
for the twelve months ending February
2023. Within this inﬂuential
organization, Zondi has played a
scope, conducting market research,
identifying business opportunities, and
developing strategies to drive customer
adoption. Her experience in pricing,
commercial models, and messaging
empowered sales teams and positioned
products for maximum impact, laying
the groundwork for her sophisticated
understanding of market dynamics and
customer behavior.
Strategic Marketing as a Growth
Engine
At Altron, Zondi approaches marketing
as more than a promotional function.
She views it as a strategic lever that
drives organizational growth and
transformation. By aligning marketing
initiatives with overarching business
objectives, she ensures that campaigns,
product launches, and client
engagements deliver measurable
outcomes. Her leadership blends
strategic foresight with operational
excellence, emphasizing data-driven
decision-making and precise execution
of marketing strategies.
Education and Leadership Insight
Education has been central to Zondi's
professional development. She holds
an MBA from the Gordon Institute of
pivotal role in connecting technology
innovation with market needs, ensuring
that Altron's solutions remain relevant,
impactful, and customer-focused.
Mastering Go-to-Market Strategies
Zondi's expertise spans a wide range of
technology solutions, including
business intelligence, accounting
software, payroll systems, enterprise
resource planning, manufacturing
operations management, and cloud-
based software-as-a-service oﬀerings.
Her approach to Go-to-Market
strategies emphasizes a deep
understanding of small and medium-
sized enterprises' operational
requirements. By tailoring solutions to
diverse business contexts, she ensures
technology adoption translates into
tangible improvements in eﬃciency,
productivity, and growth.
Foundations in Product Marketing
Before assuming her current role,
Zondi built her expertise in marketing
operations and product management.
Her tenure as Product Marketing
Manager at Sage gave her a strong
foundation in managing complex
technology portfolios. At Sage, she
was responsible for deﬁning product
Nhlakanipho
Crafting Technology
Narratives that Transform Business
Head of Marketing at Altron
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Business Science, equipping her with
analytical and strategic skills necessary
to navigate complex business
environments. This academic
foundation informs her holistic
leadership style, combining data-driven
analysis with a nuanced understanding
of human factors that shape
organizational performance.
Fostering Collaborative Teams
Zondi's leadership philosophy centers
on collaboration, empowerment, and
alignment. She cultivates teams where
creativity, accountability, and data-
driven decision-making coexist
seamlessly. By mentoring and guiding
marketing professionals, she
strengthens Altron's internal
capabilities, ensuring the delivery of
high-quality, impactful marketing
initiatives. Her teams are encouraged
to think critically, challenge
assumptions, and generate innovative
solutions, fostering a culture of
continuous learning and professional
growth.
Driving Results that Matter
Throughout her career, Zondi has
maintained a strong focus on outcomes
that matter. She is passionate about
driving growth, enabling digital
transformation, and ensuring that
technology solutions deliver tangible
business beneﬁts. Her insights into
market dynamics, operational
challenges, and strategic imperatives
ensure that every marketing initiative
is purposeful, impactful, and aligned
with Altron's mission of delivering
smarter, safer, and more eﬃcient
solutions.
Conclusion: A Visionary Marketing
Leader
Nhlakanipho Zondi exempliﬁes a rare
combination of strategic vision,
marketing expertise, and operational
acumen. Her tenure at Altron
demonstrates how technology and
marketing can be leveraged to create
meaningful business outcomes. By
translating complex solutions into
measurable results, fostering
collaborative teams, and maintaining a
human-centered approach, she has
solidiﬁed her position as one of South
Africa's most inﬂuential marketing
leaders. Her work not only drives
Altron's success but also highlights
how thoughtful strategy, rigorous
execution, and a commitment to impact
can transform industries and
communities alike.
Translating Technology into Value
A key strength of Zondi's approach is
her ability to translate complex
technology solutions into clear,
compelling value propositions. She
recognizes the challenges businesses
face in adopting new technologies,
particularly small and medium-sized
enterprises with limited IT resources.
By articulating beneﬁts in practical,
outcome-oriented terms, she ensures
clients understand and appreciate the
transformative potential of Altron's
oﬀerings, bridging technical
complexity with strategic business
value.
Shaping Altron's Market Reputation
Beyond marketing, Zondi has
contributed to shaping Altron's
reputation as a trusted technology
partner. Her eﬀorts ensure that the
company's oﬀerings are not only
commercially successful but
strategically aligned with evolving
market needs. By integrating market
intelligence, customer insights, and
strategic planning, she positions Altron
to maintain a competitive edge while
continuing to deliver innovative,
scalable, and sustainable solutions
across industries.
A Human-Centered Approach to
Business
Zondi combines analytical rigor with a
human-centered approach to business.
She understands that eﬀective
marketing is about addressing client
challenges, anticipating trends, and
delivering solutions that create lasting
impact. Her leadership embodies
excellence, integrity, and innovation,
values that deﬁne both her career and
Altron's success in the technology
landscape.
is not
just a
it is a
catalyst
for
change.
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s marketing evolves,
A
personalization has become a
powerful tool for connecting
with consumers. Brands can tailor
messages, oﬀers, and experiences to
individual preferences, creating a sense of
relevance and care. At the same time,
growing concerns over privacy have
made customers more cautious about
sharing personal information. The
challenge for marketers is to create
meaningful, customized experiences
while respecting boundaries and earning
trust. Striking the right balance between
personalization and privacy is no longer
optional but essential for long-term
success.
The Power of Personalization
Personalization thrives on data. By
analyzing purchasing behavior, online
activity, and demographic insights, brands
can craft messages and oﬀers that
resonate with individual consumers. This
approach allows companies to provide
recommendations that feel thoughtful and
relevant. For instance, a streaming
platform suggesting shows based on
viewing history or an e-commerce site
highlighting products a customer has browsed can make interactions feel
intuitive and helpful. Personalization
enhances the customer experience, fosters
engagement, and builds loyalty when
executed thoughtfully.
The Privacy Challenge
While personalization oﬀers many
beneﬁts, it also raises concerns about
privacy. Consumers are increasingly
aware of how their personal data is
collected, stored, and used. Reports of
data breaches and intrusive marketing
practices have heightened skepticism and
made trust a fragile commodity. Brands
must recognize that privacy is both a
legal and ethical responsibility. Protecting
customer data and respecting boundaries
is essential to maintaining credibility and
long-term relationships.
Transparency Builds Trust
Transparency is the cornerstone of
balancing personalization and privacy.
Brands should clearly communicate what
data is collected, how it is used, and the
beneﬁts to the consumer. Simple,
accessible privacy policies, clear consent
forms, and tools for managing data
Personalization versus Privacy
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Striking
the

empower customers to make informed
choices. When consumers feel
knowledgeable and in control, they are
more likely to engage with
personalized oﬀerings without fear of
misuse.
Consent is Key
Consent ensures that personalization
respects consumer choice. Customers
should have the ability to opt in or out
of data collection and marketing
communications. This approach not
only aligns with regulations such as the
General Data Protection Regulation but
also strengthens trust. Allowing
consumers to control their data
demonstrates respect and encourages
positive engagement with personalized
experiences.
Protecting Data and Security
Data security is a fundamental element
of responsible personalization. Even
the most thoughtful campaigns fail if
personal information is compromised.
Companies must invest in robust
security measures, including
encryption, secure storage, and regular
audits, to prevent breaches and misuse.
Demonstrating a strong commitment to
data protection reassures customers
and reinforces conﬁdence in the brand.
Relevance Over Intrusion
Not all personalization is equally
eﬀective. Overly intrusive strategies
can make consumers feel watched or
manipulated, damaging trust. The key
is delivering relevant, contextually
appropriate personalization that
enhances the experience. A product
suggestion based on a recent purchase
is often welcomed, whereas tracking
location data without consent may feel
invasive. Thoughtful personalization
respects boundaries and prioritizes
meaningful engagement.
Technology as a Solution
Technology can help brands balance
personalization with privacy. Artiﬁcial
intelligence, machine learning, and
predictive analytics allow companies to
anticipate needs and preferences while
minimizing risks. Techniques such as
anonymization and aggregation enable
the use of insights without revealing
individual identities. Responsible use of
technology allows marketers to create
eﬀective personalization strategies that
honor privacy and drive engagement.
Educating and Communicating with
Customers
Educating customers about the beneﬁts
of personalization and how their data is
used is essential. Clear communication
fosters trust and encourages voluntary
participation. When consumers
understand that sharing information can
lead to better recommendations, oﬀers,
and experiences, they are more likely to
engage willingly. Open dialogue
positions the brand as a responsible
custodian of personal information.
Conclusion: Finding the Right
Balance
Personalization and privacy are not
mutually exclusive. The most successful
brands create meaningful,
individualized experiences while
respecting customer rights and
expectations. Transparency, consent,
data security, relevance, and
communication are essential to
achieving this balance. By thoughtfully
integrating these principles, brands can
harness the power of personalization to
strengthen relationships, increase
engagement, and build lasting loyalty.
The future of marketing belongs to
those who can deliver customized
experiences without compromising trust
or privacy.
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S
outh Africa's energy transition is
less a shift of technology than a
rewriting of possibility. It carries
the weight of repairing the past while
powering the future, demanding
choices that aﬀect every household,
every business, and every dream tied to
growth. The stakes are immense, with
trillions in investment needed and the
promise of an economy reshaped
through resilience, competitiveness,
and inclusion. At its core, this
transition is not only about keeping the
lights on but about ensuring the
country shines brighter than it ever has.
James Mackay stands as one of the
central ﬁgures guiding this
transformation. As Chief Executive
Oﬃcer of the Energy Council of
South Africa, he brings together
business leaders, investors, and
policymakers to align ambition with
action.
Powering Pathways for a New
Generation
James recalls the excitement of starting
his ﬁrst job as a young engineer and
the sense of possibility it created for
his career. He reﬂects on how diﬀerent
the situation feels for many young
people today who face fear and
A Vision of Recovery and Renewal
James shares his mixed feelings about
Johannesburg. He acknowledges the
frustration of failing infrastructure,
poor service delivery, and heavy traﬃc.
At the same time, he is energized by
the city's fast pace, its spirit, its people,
and its weather. He sees Johannesburg
as a place where opportunities can be
carved out even in the most diﬃcult
conditions, a reality that mirrors the
national energy transition. While South
Africa faces major challenges, he
emphasizes that the potential is even
greater.
For James, the energy transition
presents a chance to reimagine the
system into one that is more reliable,
competitive, and inclusive through grid
expansion and market reform. Leading
this eﬀort through the Energy Council
means fostering collaboration between
business and government to
demonstrate that progress is achievable
even in diﬃcult circumstances. He
adds that the same spirit of
collaboration and renewal should be
reﬂected in Johannesburg's political
and civic leadership. Stable politics
and stronger local government, he
believes, will allow the city to recover
its potential as a truly world-class city.
uncertainty about ﬁnding work and building careers. With more than a
decade of just one percent GDP growth
on average, South Africa has
experienced record-high
unemployment, which he describes as
a travesty. Although the country's
economic outlook is beginning to
improve, James believes progress is
still far too slow. He stresses that
government must prioritize building
business conﬁdence to unlock
investment, drive job creation, and
open opportunities for youth to
participate meaningfully in the
economy.
For James, this is where the role of the
Energy Council carries so much
weight. Energy is a fundamental driver
of economic growth and the energy
transition represents the largest
investment and infrastructure build in
South Africa's history. As the convenor
of business within the energy sector,
the Energy Council unites corporates,
investors, and decision-makers to
create conditions that support growth.
It provides a platform where
businesses can contribute solutions,
showcase opportunities, and work
alongside government to rebuild
conﬁdence in the country's energy
transition.
James
Mackay
Lighting the Future of South Africa's Energy Transition
CEO,
Energy Council of South Africa
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The Quiet Trials Behind Visible
Triumphs
James speaks candidly about the
resilience and focus required in any
entrepreneurial journey. He has deep
admiration for entrepreneurs, noting
that their setbacks and failures often
remain hidden from view. Although his
own career has been shaped within
corporate environments, he describes
collaboration with his team, members, and partners, James has helped position the Energy Council as a driving force
in South Africa's just energy transition.
The knowledge that this work contributes to improving lives every day continues to inspire him and strengthen his commitment to the mission.
building the Energy Council from a
concept into a high-impact energy
organization as his greatest career
challenge and most rewarding achievement.
He often likens the experience to
"building the plane as we ﬂy," a
reﬂection of the constant adaptation
and creativity required during the
process. Through resilience, focus, and
Energising South Africa's Future
James explains that his resilience and focus stem from a strong sense of purpose. The Energy Council, he notes,
holds a unique mandate that brings together all role players and perspectives while tackling the challenge of delivering the largest
infrastructure build in South Africa's
history. With over R2 trillion required
in the next decade, this investment has
the power to reshape the nation's
economic outlook.
He highlights how the recovery from
loadshedding and progress in sector
reform have already proven what can
be achieved collectively. For James,
maintaining this momentum is vital to
securing long-term, sustainable growth
that beneﬁts all South Africans. This
commitment inspired the Energy
Council's launch of the Energise
Mzansi national communications
campaign. The initiative aims to boost
investor conﬁdence by providing
transparent, fact-based updates on the
The Architecture of Belonging
For James, cultivating an inclusive and purpose-driven culture begins with clarity. People need to understand what
the organization is working toward and
why it matters. When the bigger
picture is clear, individuals see
meaning in their daily eﬀorts and feel connected to the legacy they are helping to build.
Inclusion, he explains, comes from
creating space for diverse perspectives.
Some of the best ideas emerge from
those closest to challenges, and
fostering an environment where people
feel heard, respected, and empowered
is essential. At the Energy Council,
there is no shortage of complex
opportunities that stretch individuals
and provide hands-on experience. To
balance that intensity, James ensures
the team environment is connected,
with mentoring and networking
encouraged as a natural part of the
culture.
energy transition. It creates a platform
where the public, industry, and
policymakers can access credible information, engage in dialogue, and build trust in South Africa's ability to
deliver. By showcasing opportunities
and progress, Energise Mzansi
positions the country as an attractive destination for energy investment.
The Tough City That Breeds
Resilience
James describes Johannesburg as a city
deﬁned by diversity. Finance, mining,
manufacturing, services, and a growing
tech sector all coexist within one urban
hub, creating a unique ecosystem
where industries intersect and
collaboration thrives. This
concentration of sectors, he believes,
makes Johannesburg unlike any other
business environment on the continent.
While the city can be a tough place to
operate, James views that toughness as
part of its strength, fostering resilience
and innovation in those who work
there.
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He believes that inclusion, growth, and
purpose are mutually reinforcing.
When people link their contributions to
a greater mission, they bring their best
selves to work, and that is when
organizations thrive.
Mentorship as a Catalyst for Growth
James highlights mentorship as one of
the most eﬀective ways to build
conﬁdence and resilience within a
team. He believes in challenging his
team to exceed their own expectations
by encouraging them to step outside
their comfort zones. For him,
mentoring is not only about skill
development but also about building
relationships and exchanging
experiences and perspectives that
strengthen the collective.
He adds that mentorship extends
beyond the workplace, creating a ripple
eﬀect in the broader community. By
investing in people and their growth,
individuals gain conﬁdence and earn
respect, which they in turn give back to
their communities. In this way,
mentorship becomes both a
professional tool and a form of
community involvement.
The Power of a Shared Pledge
James points to the Business-
Government partnership established in
2023 under the President as the most
important collaboration he has been
part of. This initiative, aimed at
economic recovery and inclusive
growth, has been backed by strong
business support through the CEO
Pledge. Within this framework, the
Energy Council has taken the lead in
driving energy engagement under the
Energy Action Plan, as part of the
wider partnership managed by
Business for South Africa.He emphasizes the importance of
experienced leadership, likening it to a
skilled captain who plots the course,
anticipates weather conditions and
storms, and then guides the ship on its
journey. With election cycles
approaching from mid-next year,
James stresses the need to prioritize
inclusive economic growth while
hoping for the emergence of stable
coalition politics and focused
leadership to keep South Africa on
course.
Guiding Leaders Beyond Credentials
James often reﬂects on the challenges
and aspirations of young professionals
in Johannesburg. He observes that
many are overly focused on collecting
academic credentials rather than
prioritizing practical experience and
network building. While he
acknowledges the importance of
academic achievement, he emphasizes
that true leadership is measured by the
ability to mobilize resources, inﬂuence
decision-makers, and leave a lasting
legacy.
With artiﬁcial intelligence increasingly
democratizing access to knowledge,
James believes that success lies not just
in what one knows but in
demonstrating the capacity to take
action and drive results. For him,
leadership requires hard work,
consistent self-improvement, and the
determination to create positive
inﬂuence that endures.
He considers this collaboration between business and government unique and transformative, crediting it with delivering tangible successes that all stakeholders can celebrate.
Captaining South Africa's Future
James often draws on the analogy of a
large ship to explain his approach to
sustainability and long-term thinking.
Just as a ship requires movement for its
rudder to be eﬀective, he believes
South Africa must create economic
momentum quickly to chart a clear
direction forward. After what he
describes as a lost decade, the nation
now requires practical, focused, and
deliberate action to recover.
Energy is not
just about
keeping the
lights on; it is
about
unlocking
opportunity,
creating jobs,
and
reshaping
the future of
South Africa.
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