Q&A WITH IVIWE POTI
1. What attracted you to the field of marketing, and how did you end up at ISUZU?
I joined ISUZU as a corporate communications officer, coming from a journalism background. I wanted change and also an opportunity to experience corporate, the newsroom is very different to the boardroom, and I felt that I had worked hard towards my dream of being a journalist and I had reached the ceiling of my career I needed something new and corporate communications was going to be it. Whilst in the role I was tasked to get the corporate page up and running, our LinkedIn page, I figured I knew social media I mean at the time I was in my twenties, but when it came to reporting back to the business, I wasn’t too sure what I needed to do from a social perspective. I then did a short course in digital marketing to help me, and that sparked my interest in digital marketing. When the business created the role, I too my chances and that’s how a former field reporter ended up in marketing.
2. Can you describe your role and main responsibilities as the Marketing Manager for LCV/SUV/CV and Digital Manager at ISUZU?
On a good day it means 3 cups of coffee and 300 emails with a revert or two and a super team with creative personalities and the brand top of mind and center of our hearts! I look after all advertising including digital, product communications and brand public relations. It is a massive responsibility!
3. What advice would you give to young professionals looking to pursue a career in marketing within the automotive sector?
I would say the motoring industry is another ball game, the media and communication with audience is very different to any other sector. But with that said everyone in the industry is passionate and ready to teach any new incoming talent. I loved cars when I joined ISUZU but I didn’t know the sector, everything I know I have learnt on the go in the meetings that sound like gibberish with engineering terms, however after every meeting there is always someone who will drop a call to explain. It’s a niche market but an interesting market, learn what you must from an education perspective but find an opportunity to join and anything is possible.
4. How is ISUZU leveraging digital transformation in its marketing strategies, and what role do you play in this process?
We are finding opportunity to best communicate with our customers and that is how we are tackling the digital wave, we are customer orientated and we continue to do research to understand what are the customers needs and how do they want to be communicated with.
5. What current marketing trends are you most excited about, and how are you incorporating them into your work at ISUZU?
Digital Marketing and Social Marketing are exciting for me, its interesting to see the trends and also the measuring metric behind the digital side of things, it has offered us an opportunity to directly communicate with the customer, there is a platform to engage and also be held accountable by our stakeholders.
6. What are some of the key challenges you face in your role, and how do you address them?
I sometimes feel that there isn’t enough time in the day, I work with my team I have had to learn to rely on and trust the people around me. We are a young team so our spirits are always high, we learn from one another and we keep each other true to the brand deliveries. I am one who likes to give people the time they deserve, so I always try and make that time, respond to messages and emails I believe in facetime and building relationships. Its tough but its important to me, and its one element of my job that I struggle with but Im trying.
7. Have you had any mentors who have guided you in your career? How did they influence your professional growth?
I have namely, Simlindele Magqina, he took my hand and held it tight when I joined an industry I had no idea how to navigate, when times have been tough like in any corporate environment he has made the time to take my call, or even listen to me cry over what I think is wild, and he navigates me through it so it becomes a lesson. I think mentors play such a huge role, and its not an everyday thing, it’s a lets have a conversation when you need it and also walking into a board room knowing, someone in the world that is rocking corporate thinks im great! I also have a work mentor, Kevin Fouche, who is like my career sponsor, when I took on the role in Marketing and ended up holding the Product Communication portfolio for a colleague on maternity, he held my hand through one of the toughest portfolios I have ever had to handle. He was kind in his teachings, and believe me writing a media release and product media release is two different things, the stress of handling a launch, ordering vehicles, having them kitted out and finding the best locations are things I thought would be fun, but the stress of any event is really tough – Kevin taught me so many coping mechanisms to handle these and whenever he saw me stress out he would shield me and it gives me time to gather my thoughts, till this day I cant imagine having a launch and not seeing Kevin at launch, I’d probably fall apart.
8. In what ways is ISUZU contributing to the empowerment of young people in South Africa?
The business is invested in creating opportunities for young people through programs such as the Yes for Youth and our Graduate in Training program. We have also seen an increase in managers that fall under the youth category.
