MD OF #HELLOYES MARKETING McDonald started her advertising career at a digital printing company in 2003 and later worked for various agencies, holding different roles. By using her savings, she started her digital marketing agency, #HelloYes Marketing. In an industry that appears saturated, she saw an opportunity to transfer traditional marketing concepts on new media platforms, which other digital companies have failed to do. In its first year, the business has managed to achieve a turnover of over R1.2m and now employs four people. Her clients include brands such as Bioplus, Panado, IAB SA, Field Agent SA and Gina@work. I didn’t think it would be, but finding the right staff with the skill set for the digital space was challenging. It took a good few months to find the right people and train them to be on par with the level the industry is at. In the digital space, many digital companies poach skilled staff from each other; that’s also a challenge, but I see it as an opportunity to develop the skills of people in South Africa. Digitally, SA is one of the most advanced economies, after China, Malaysia and Thailand. I know I am moving in the right direction. I came from a background where I did not have the finances to study, but I put my head down and worked hard to pay my way. I want people to know that they should not let their background stop them from becoming who they want to be. Maseko is a Wits graduate and holds a BSc in Mathematical Sciences and a BSc Honours in Actuarial Science. She progressed from an Actuarial Analyst role on the First National Bank (FNB) Graduate Programme to Brand Insights Manager for FNB Brand Management. Currently, she is the head of the FNB Innovators Programme and is also the executive assistant to FirstRand’s outgoing CEO, Sizwe Nxasana. Maseko has been a World Economic Forum Global Shaper since 2014. I have been afforded many big breaks. The first was obtaining scholarships for both my matric year and my university career. My most recent big break was being appointed as the executive assistant to the FirstRand Group CEO in 2013, which has allowed me to work with a brilliant leader while learning a great deal about running a business the size of FirstRand. The FNB Innovators Programme is an internal employee innovation programme that encourages and supports FNB employees to come up with ideas and implement them. The ideas span small improvements, efficiencies and business transformation. Heading up the programme is a great opportunity to understand global trends, startups, disruption, technology and the financial services sector and to use this to ignite positive internal disruption to ensure that FNB remains innovative and world class. It also affords me the opportunity to work with many amazing colleagues with brilliant ideas and to create the platforms and connections that allow for their implementation. The best part is the ability to annually celebrate our innovators and give the top innovation R1m after tax.