Inclusivity interest makes for meaningful marketing
Ally Nezar is the marketing executive for payment company Sureswipe
Tell me about your job.
I am the marketing executive for Sureswipe, an independent card payment acceptance company. We do a lot of digital advertising and each morning I check this to see how many new people are interested in buying a product from Sureswipe. I look at which of our adverts reached the most people and then we adjust how much we spend on these.
Part of my leadership role includes managing the marketing team to offer them guidance. I make time in my day to research new trends to stay on top of my game. I spend most of my time looking at new solutions to any problems we may face, troubleshooting current issues and planning ahead.
What drew you to this particular career?
I started off studying to be a chartered accountant but I found a passion for marketing early on. I’ve always enjoyed the science and numbers behind marketing. My career has seen me take on both marketing and strategy roles with a five-year stint at a management consulting firm.
What opportunities do you think there are in the fintech sector in SA?
I’m very passionate about financial inclusion. There are wonderful opportunities to allow access to financial services and products to those that were previously excluded from them, including innovations like peerto-peer funding, innovative lending products and insurance, which reduce the reliance on large financial services providers.
Solutions like business funding are helping small businesses to access funding to help their businesses grow. The use of data allows small businesses to run their businesses more effectively and reduce the cost of finance.
As the world moves towards a cashless economy it is also important to allow access to cashless transactions in the broader communities.
What did you want to be when you were a child?
A ballerina or a lawyer. I loved to dance but also enjoyed a good debate. I probably watched a little too much LA Law and thought the life of a lawyer looked very glamorous.
What about your job gets you out of bed?
My team. I love working with people and I have an amazing team. We work really hard to make stuff happen but still take time to laugh during the day.
What would you do if you could not do this job?
I’d run a wine bar. I’m very passionate about the great wine we make in SA and make a concerted effort to attend tastings whenever I can.
What qualifications do you have and how do they help you do your job?
I have a BSc degree from the University of Cape Town. The degree gives you a solid base in business principles with an honours degree in your specialisation. Those business principles have helped me in each role I have had and definitely gave me an understanding of business, even at entry level.