South Africa Tech Marketers (SATM), hosted by Kirsti Lang, brings you candid conversations with leading South African marketers who are making waves globally. Each episode uncovers the authentic stories and practical insights you need to level up your marketing career. Whether you’re just starting out or looking to break into international tech companies, SATM connects you with South Africans who’ve navigated the path to global success, sharing their hard-won lessons and actionable advice along the way.
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
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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.
30 Sept 2025
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
17 Sept 2025
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
Who has been a guest on South Africa Tech Marketers
Names identified in recent episode analyses. Showing up to five guests.
Tracey-Lee Zürcher-Campbell
Nthabiseng Makgatho
Pabi Kgadima
Palesa Ramafola
Podcast Authority Score: 22 / 100
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