Athabile Mrasi
Women In Marketing,  South Africa

Women In Marketing 2024 Edition ft. Athabile Mrasi from Moove

Athabile Mrasi is the Marketing and Communications Executive at Moove. Not only is Athabile a trailblazer in her professional sphere, but she also brings a unique creative flair to the table as a comic book writer in her spare time. Her journey began with a degree in journalism, where she discovered her passion for storytelling—a skill that seamlessly transitioned into her love for marketing. Athabile’s insights highlight the importance of integrating AI tools with the irreplaceable human touch, ensuring that technology serves as an enhancer rather than a replacement in our marketing strategies. Welcome to Women In Marketing.

Personal Background:

Thanks for taking the time to participate in our ‘Women In Marketing’ feature. Where were you born, and what childhood memories stand out for you?

I grew up in a strict Christian home, raised by a strong single mom who managed our household gracefully and resiliently. Being the youngest of five, with three older sisters and one brother, I was surrounded by much love and guidance. Despite the strictness, my mom encouraged us to express ourselves, especially me. I was given the freedom to explore my creativity and imaginative mind, which played a significant role in shaping who I am today. Also, playing “Mxoxiso”, where I would tell stories, draw houses and have family members gather around to listen to the story I came up with each day, especially about neighbours and school.

Portrait of Athabile Mrasi. Supplied for Women In Marketing

Describe your high school and college years. You were the coolest one, right?

During my high school and college years, I wish I could say I was cool. Maybe I had a bit of that cool factor, but it wasn’t something I was overly focused on. I had a magnetic quality that drew people to me, yet I was somewhat introverted. My real passions were singing and debating, where I truly found my voice. Sports were never really my thing, and to put it mildly, Mathematics didn’t exactly love me either. But those years were all about finding my own path and embracing the things I loved.

What’s your favourite meal that you wouldn’t share with anyone?

My favourite meal is definitely umngqusho, which is samp and beans with beef stew. It’s a dish that brings me back to my roots in Eastern Cape, Idutywa. There’s something so warm and homely about it that I always want to enjoy it with people around me. However, when it comes to my plate, that’s off-limits—I’m not sharing that with anyone!

What would be your plans for a sudden $10 million windfall if you were to receive it tomorrow?

My first move would be to invest wisely to ensure long-term financial security. But I wouldn’t miss the chance to treat my family to a well-deserved vacation. Preferably somewhere tropical—we definitely deserve it. I’d also make sure to help the needy where I can, using some of the money to make a positive impact on others’ lives.

Can you share an interesting fact or hidden talent not found on your LinkedIn profile? Previous Women in Marketing candidate Anastasia Hamel says that she can breathe fire!

I’m a comic book writer. I’ve written superhero stories that let my imagination run as deep as the waters. Creating these stories allows me to explore limitless possibilities and bring characters to life in unique ways.

via GIPHY

Career and Work:

How do you typically start your day, and are you #TeamCoffee, #TeamTea, or both?

I’m definitely #TeamCoffee. My day doesn’t start without a cup of coffee—it’s a must. But after work, you’ll find me winding down with a cup of chamomile tea, something a dear friend recently introduced me to. It’s the perfect way to relax after a long day.

What inspired you to pursue a career in marketing? Didn’t the “I want to become a doctor” bug bite you?

That “I want to become a doctor” bug certainly got me at one point—I even imagined myself wearing that white coat and scrubs. But then, I also wanted to be a priest, and later on, a pilot. Crazy, right? However, after studying Journalism and gaining experience in the creative field, I realised that marketing was my true calling. 

I discovered my love for storytelling, which I now get to do every day. With my imagination, I can go wild and design the most creative campaigns while also enjoying photography. It’s such a beautiful experience to bring ideas to life in this way.

Many industries had to create systems overnight that would enable their respective workforces to work from home due to the advent of the COVID-19 pandemic. What’s your perspective on remote and hybrid work, and how have you dealt with its challenges? Do you have a preference?

When I started at my current job, I worked remotely, and I loved it because it brought a great balance to my work and personal life. I did miss engaging with people face-to-face, though. When I had to return to the office full-time about a year ago, it was tough—it’s something I’m still getting used to. 

I’m a big supporter of hybrid work because it allows you to be at home, get things done, and work without being caught up in office politics. It’s the best of both worlds, really.

The Future of Remote Work, According to Startups. Women In Marketing 3
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AI is the hot topic of the day, most specifically, generative AI tools like ChatGPT and Gemini. How do you address the challenges you face in your day-to-day responsibilities? Any specific tools you’d like to plug us with? 

ChatGPT is my go-to tool for my daily tasks. I was introduced to it by Sarah Kemp, one of the smartest people I know, and I’ve learned so much about marketing from her—though I’m not sure she even knows that!

While I rely on AI tools like ChatGPT, I believe they need to be paired with a human element. We can’t hide behind AI entirely; there has to be talent and creativity that accompanies it. I also use Artly to draft articles for our website, and it’s been an amazing resource.

According to the WEF, the pandemic caused a 4.2% reduction in women’s employment compared to 3% of men (from 2019 to 2020). How can organisations better support women and mothers, especially in light of the pandemic’s impact on women in the workplace?

To better support women and mothers, especially in light of the pandemic’s impact on women in the workplace, organisations should consider several key measures. 

Graph showing employment levels amongst genders from 2006 until 2021
Source: ILO

First, remote work is a crucial solution for achieving work-life balance, allowing women to manage their professional and personal responsibilities more effectively. Additionally, it’s important to ensure that women are represented in management and leadership roles. By providing opportunities for advancement and creating inclusive environments, organisations can better support women and address the disparities exacerbated by the pandemic.

How can organisations ensure equal opportunities for women to advance into executive positions?

Organisations can ensure equal opportunities for women to advance into executive positions by taking several proactive steps. First, it’s essential to recognize and support the fact that women are great leaders, often bringing multifaceted skills and a deep sense of humanity to their roles. And that’s what the world needs – especially in the workplace. 

Create an environment where women can speak fully and freely without fear of being questioned solely because of their gender. Additionally, ensuring equal pay is critical to fostering fairness and equity in advancement opportunities. By addressing these areas, organisations can help women move into executive roles and contribute their valuable leadership qualities effectively.

2024 and Beyond:

If you could go back in time, what advice would you give your younger self?

If I could go back in time, I’d tell my younger self to take your time and stress less because what is meant for you won’t miss you. I’d also remind them that it’s okay to be different and that giving of yourself is something to be proud of. Embracing these ideas early on could have made a big difference in how I approached challenges and opportunities.

Athabile at work. Supplied for Women In Marketing

What are your personal or professional goals and aspirations for the future? We hope to see you on Forbes’ Most Influential CMOs list. No pressure!

Looking to the future, I’d love to see myself on Forbes’ Most Influential CMOs list—that’s a goal I aspire to. Professionally, I aim to establish my own multimedia company, which would allow me to combine my passions for creativity and storytelling. I also hope to have a novel published and produce films from time to time. Balancing these ambitions will be exciting and fulfilling as I work towards making these dreams a reality. I’m such a big dreamer. 

Who are some of your sheroes?

Some of my sheroes include Shonda Rhimes, who is a trailblazer in the film industry, and Mmabatho Montsho, whose creativity and work are truly inspiring. My mother, Lungelwa Mrasi, is also a huge inspiration; watching her raise us with such strength and grace continues to leave me in awe.

What are you currently reading, and how do you consume your content?

I recently finished reading ‘We’re Going to Need More Wine‘ by Gabrielle Union, which is captivating and closely tied to her life story. Right now, I’m diving into ‘The Kybalion‘ on Hermetic Philosophy, a recommendation from my brother Athi Mrasi. It’s been intriguing and offers a fresh perspective on the world. I’m more of a paperback person; I love the feel and smell of the pages.

What are you currently streaming that you’d recommend?

Right now, I’m streaming ‘iZombie’, which is an old but oddly fascinating series on Netflix. I’m also enjoying ‘The Hating Game’ on Netflix—perfect for a hopeless romantic like me. If you’re into romantic stories, I’d recommend pouring a glass of wine, grabbing some popcorn, and watching it.

You wake up one day, and before you know it, you are nearing retirement. What would you like your professional legacy to be? Furthermore, what do your colleagues and superiors admire about you the most?

As I near retirement, I hope my professional legacy is remembered not for anything fancy but for the kindness I showed to others, especially in the workplace. Since we spend so much time at work, it’s important to me that people remember how I was always willing to lend a helping hand and how I made sure recognition went to those who deserved it. 

I’d like my colleagues and superiors to admire me for my genuine support and compassion, making the work environment a bit better for everyone.

We are always looking for amazing Women In Marketing to profile. Who would you like us to get in touch with? 

Siphokazi Vuso and Beth Mwando Ondego – they are amazing creatives. 

Share a unique message for young professionals in the marketing industry.

For young professionals in the marketing industry: The field is constantly evolving, so it’s crucial to keep learning and remain open to trying things multiple times. Don’t let anyone’s opinions—especially those who think your work is easy and can be done better by them—distract you. 

Remember, you are a creative force. Embrace your unique approach and get out there to tell stories in the best way you know how. Your creativity and persistence will set you apart.

Thank you for your time, Athabile. We hope this interview will inspire future leaders and other Women in Marketing. How can people follow you and your company on social media? 

You can follow me on the channels below:

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As Managing Director at naughtybanana, I am responsible for leading and managing the organisation’s marketing strategies and business development. I am involved in driving brand awareness, customer acquisition, and revenue growth through effective marketing initiatives, market research, and collaboration with cross-functional teams. I have experience working with clients in various industries such as defi, crypto, music and events, consumer packaged goods to name a few. I am passionate about entrepreneurship and creative problem-solving which help me stay updated on industry trends and foster innovation to drive the organization’s competitive advantage in the market.