The Secret to Viral Content and Real Connection | Masechaba Setsubi

The Secret to Viral Content and Real Connection | Masechaba Setsubi

Episode Summary In this episode of South African Tech Marketers, Masechaba “Chabi” Setsubi, Social Media Lead at VML, takes us behind the scenes of managing Coca-Cola’s social media across Southern, East, and Central Africa. From publishing to production to agency life, Chabi has built a career around storytelling, collaboration, and community building. She shares what it takes to create real-time content for one of the world’s biggest brands, how to balance agility with strategy, and why the best marketers are master collaborators who never stop learning . Topics Discussed * How Chabi went from book publishing to leading Coca-Cola’s social media across Africa * Lessons from moving between production houses, agencies, and global brands * Finding the balance between too little and too much content * How TikTok’s unpredictable trends challenge and inspire brands * The art of real-time marketing and creating “at the speed of culture” * Why Nando’s and Savanna are masterclasses in brand voice consistency * How community management builds “love marks” and brand advocacy * The biggest lesson of her career: become a master collaborator early Key Takeaways * Every platform has a purpose. Know your audience and tailor your tone, not just your creative. * Too much content can be as paralyzing as too little. Strategy and curation matter as much as creation. * TikTok is built on unpredictability. Success comes from agility and emotional connection, not rigid planning. * Strong brands are built on strong community management. Social media is a brand’s first line of relationship building. * Community managers are your first responders. They shape brand sentiment in real time. * Collaboration accelerates learning. Working across disciplines shortens the learning curve and sharpens your craft. * Be brave and consistent. You earn brand tone the way Nando’s did—through years of showing up authentically.

Why AI Alone Won’t Replace Marketers – Andrina Diedericks

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

What Startups Get Wrong About Positioning with Imke Dannhauser

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

The Three Futures of Influencer Marketing with Pierre Cassuto

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

Turning Stories into Strategy at KPRM with Kopano Mashoana

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.