Women In Marketing 2024 Edition ft. Nosipho Ginindza from SoulProviders

We had a chat with Nosipho Ginindza, Managing Director at SoulProviders. Growing up, she initially wanted to pursue a career in journalism, specifically as a war correspondent, after being inspired by Christiane Amanpour. Today, she heads one of the leading agencies in the country and believes that marketing was, in fact, her true calling. And if you thought that was the end of it, she’s an absolute sneakerhead! If cool was a person 😮‍💨. Welcome to this edition of Women In Marketing 🇿🇦

Personal Background:

Thanks for taking the time to participate in our ‘Women In Marketing’ feature. Where were you born, and what childhood memories stand out for you?

I was born in Manzini, Eswatini but was raised by my paternal grandparents, in both Mamelodi and Eersterust, Pretoria after my parents divorced. My childhood was filled with so many memorable moments. I have fond memories of playing outdoors with my friends until the sun went down. Family gatherings were always special too — filled with laughter and delicious homemade meals. Of course, like anyone, there were also challenges and learning experiences along the way, but overall, I feel grateful for the upbringing I had and the memories that shaped who I am today.

Describe your high school and college years. You were the coolest one, right?

I was somewhat one of the cool kids but was a bit of an activist or, as some would say, a rebel. I was the talkative one and always liked challenging my teachers. After high school, I relocated to Eswatini to further my studies, and that’s where I put in the work. I was studying in a foreign country and didn’t have any friends, so I figured the best course of action was to concentrate on my studies and do well. The move to Eswatini somewhat grounded me and made me realise that I do enjoy studying.

What’s your favourite meal that you wouldn’t share with anyone?

This is a tough one, but I would have to say lamb bredie made by my late grandmother’s sister, Aunty Lisa. We were taught to share, so I wouldn’t necessarily say I wouldn’t share with anyone, it’s just that one meal that reminds me so much of home and my childhood.

What would be your plans for a sudden $10 million windfall if you were to receive it tomorrow?

Take my family on a dream vacation, invest in my children’s education and purchase a property for each of my kids so they have a bit of a headstart in owning property. For me, it would have to be sneakers and a bigger property to have a walk-in closet for all my sneakers. The rest I’d invest for my retirement so I can travel the world.

Can you share an interesting fact or hidden talent not found on your LinkedIn profile? Previous Women in Marketing candidate Anastasia Hamel says that she can breathe fire!

I love sneakers!

Career and Work:

How do you typically start your day, and are you #TeamCoffee, #TeamTea, or both?

#TeamTea — Rooibos tea to be exact.

What inspired you to pursue a career in marketing? Didn’t the “I want to become a doctor” bug bite you?

My dad had always pushed and encouraged me to study medicine but my heart was always set on wanting to pursue a career in journalism and particularly be a war zone correspondent — I saw myself as the next Christiane Amanpour but upon my relocation to Swaziland, the only option I had was to study Corporate Governance. I’m honestly an accidental marketer but believe this is my true calling.

Many industries had to create systems overnight that would enable their respective workforces to work from home due to the advent of the COVID-19 pandemic. What’s your perspective on remote and hybrid work, and how have you dealt with its challenges? Do you have a preference?

Well for starters, remote work allows for greater flexibility and can enhance work-life balance. It eliminates the need for commuting, reduces overhead costs for employers, and opens up opportunities for hiring talent from diverse geographical locations.

However, it can also lead to feelings of isolation, communication barriers, and difficulty in maintaining work boundaries.

Hybrid work combines elements of both remote and in-person work, offering the flexibility of remote work while still allowing for face-to-face collaboration and social interaction. This model can address some of the challenges of remote work while retaining its benefits.

Some of the challenges have been communication, collaboration, and maintaining team cohesion. We are looking at reintroducing hybrid work where we work according to a schedule so that not all team members are out of the office on the same day.

I prefer being at the office as it gives structure to my day and I generally love working from the office as it’s much more convenient with school drop offs etc.

AI is the hot topic of the day, most specifically, generative AI tools like ChatGPT and Gemini. How do you address the challenges you face in your day-to-day responsibilities? Any specific tools you’d like to plug us with?

The problem with AI is that humans invented it to improve the productivity of other humans. I’m not at all phased by the arrival of technologies since I still think that the human factor or touch is what comes through when delivering to clients. In some ways, AI technologies are useful, like Reader AI, which facilitates taking meeting notes.

When new tools or technology become available, there will inevitably be challenges. I’ve noticed that some team members believe that this is a quicker or easier way to deliver work to clients, which is fine with me; I just think that adding a human touch adds that special something.

According to the WEF, the pandemic caused a 4.2% reduction in women’s employment compared to 3% of men (from 2019 to 2020). How can organisations better support women and mothers, especially in light of the pandemic’s impact on women in the workplace?

Being a female leader in our agency is a blessing because it creates a distinct dynamic inside the company. As a mother myself, I can attest to the advantages of providing flexible work arrangements. For example, remote work, and flexible scheduling, have assisted some of the women in my team in juggling their personal and professional obligations, such as taking care of their children and all other things they need to attend to.

Another is putting in place mentorship programmes, which can help women succeed in their careers by offering opportunities for skill development and networking as well as advice and assistance. Women can be empowered to realise their full potential within the organisation by providing avenues for them to rise into leadership roles through training programmes, leadership development initiatives, and succession planning.

How can organisations ensure equal opportunities for women to advance into executive positions?

Make certain that the hiring procedures are impartial and fair. Adopt a blind resume screening procedure in which resumes are first reviewed without identifying information like gender.

Encourage gender diversity in leadership positions by establishing clear objectives and benchmarks for the proportion of women in senior posts. Provide leadership development, mentoring, and training programmes that are open to all staff members, regardless of gender.

Encourage a welcoming and encouraging work atmosphere where women feel appreciated, respected, and free to voice their opinions. Provide avenues for staff members to express their concerns and promote candid conversations regarding gender equality issues.

Urge senior executives to support and champion high-potential women inside the company.

2024 and Beyond:

If you could go back in time, what advice would you give your younger self?

To be open-minded, and fight for what I believe in. There are certain opportunities I passed up on simply because I was scared of taking the risks involved. I’ve since learned that certain opportunities only come once in a lifetime and that one should take them to embrace the result that may come from them.

What are your personal or professional goals and aspirations for the future? We hope to see you on Forbes’ Most Influential CMOs list. No pressure!

I appreciate your vote of trust. My goal is to constantly improve not only myself but also those around me. In the end, I’d like to promote inclusivity in our industry and leave the world in a better state than when I found it.

Who are some of your sheroes?

There are many people I admire and who have inspired me in different ways; nevertheless, in the end, I would say my late grandmother. She was and always has been my biggest source of inspiration and role model!

What are you currently reading, and how do you consume your content?

I’m currently reading ‘Servings of Self-Mastery’ by Alistair Mokoena! Paperback is the best way to read; I love the feeling of holding an actual book in my hand.

What are you currently streaming that you’d recommend?

The Diary of a CEO and The Indicator Podcasts!

You wake up one day, and before you know it, you are nearing retirement. What would you like your professional legacy to be? Furthermore, what do your colleagues and superiors admire about you the most?

To have been a great mentor and provided opportunities for those who otherwise would not have had access to any.

You’d have to ask them but I think they’d say my dependability and fortitude.

We are always looking for amazing Women In Marketing to profile. Who would you like us to get in touch with?

Bolawana Mags Shivanda — CEO of Digital Shero.

Share a unique message for young professionals in the marketing industry.

“Embrace the art of storytelling in your marketing endeavours; it’s not just about selling a product but crafting compelling narratives that resonate with your audience’s emotions and aspirations. Be bold, be creative, and always strive to leave a lasting impression.”

Thank you for your time, Nosipho. We hope this interview will inspire future leaders and other Women in Marketing. How can people follow you and your company on social media?

I am available on LinkedIn.

You can also visit SoulProviders on social media: