MAR­CELLE MCDON­ALD

Finweek English Edition - - TOP WOMEN -

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.

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