Masindi Siaga
Women In Marketing,  South Africa

Women In Marketing 2024 Edition ft. Masindi Siaga from Beiersdorf

Masindi Siaga, a Senior Brand Manager at Beiersdorf, shares how her language skills have enabled her to appreciate different cultures, benefiting her role. She also emphasized the importance of e-learning in providing access to tertiary education for disadvantaged individuals who face high-cost barriers. Learn more about her in this segment of 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?

Thank you for the invitation to participate. 

I was born and raised in Johannesburg. My favourite childhood memory is spending every school holiday with family in Chiawelo, Soweto. My cousins and I would wake up early and spend the day playing outside. We did that from sunrise to sunset without a moment of boredom.  

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

Hardly. I was quite a focused student, which stems from my love of learning. I kept my head on straight, coloured in the lines and steadily aimed to better myself whichever way I could. My undergraduate years were the more eventful schooling years for me. I made some of my closest friends there and I enjoyed what I was learning. My undergraduate years paved a solid foundation for my career and personal life. 

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

Spicy wings all the way – simple and almost impossible to get wrong. 


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

Oh let’s see… 

I would love to sink my teeth into property investment across the continent. Another portion would be used to back some high-growth potential enterprises. Lastly, I would take a month-long holiday in the Caribbean and I’m sorted.   

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!

Wow, go Anastasia! 

I don’t know if it’s a hidden talent but I realised I learn languages fairly quickly. So far, I have found that the skill has allowed me access to diverse circles and helped connect with people from backgrounds that are very different from my own. I’m quite sure with a concerted effort and enough exposure to a language I could add another one to my repertoire.  

Career and Work:

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

A famous writer once said “Where there is tea, there is hope” so everyday starts with a cup of tea. I use my morning cup to get myself in productivity mode as I plan my day and the tasks ahead. I usually have several meetings until midday and thereafter I am able to dive into the more strategic tasks. 


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

Not at all. 

At first, I was fascinated by the notion of human truths and how it affects decision making. As a result I expected to pursue a career in social sciences. God had a slightly different plan for me which eventually led me into brand management. That is where I saw the impact of marketing on business results. I believe that is where the marketing bug really bit! I really enjoy how marketing and understanding consumer needs translates to the bottom line and with every project I discover more ways to get this right.  

Considering the rise of online educational platforms like Coursera and Google Skillshop, how do you foresee the future of tertiary-based education?

Online education platforms have shifted the needle for tertiary education. These platforms provide access which is a game changer. Through the use of technology, these platforms give students a seat in the classroom if they are willing and able to learn. Online learning removes the travel costs of attending lectures and the barrier of costly student accommodation. This has been an issue and a deterrent for students needing to migrate to attend traditional tertiary institutions. 

With that said, there is certainly some way to go in e-learning tertiary education being widely adopted in South Africa. It is though a refreshing innovation to education that I look forward to seeing become highly impactful in our country. 

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?

Several challenges relating to remote work exist when the employees or companies are not adequately prepared for it. Even something as simple as “home” in the phrase “working from home” comes loaded with challenges that can affect output, especially in South Africa. The other challenge of remote working is that it does not account for the social value of building face-to-face relationships. In some cases, things like trust, likeability and culture are built on the things unsaid in the office and lie on the periphery of work output. They are vital components of a successful work life that are built through physical and social interactions, making them quite difficult to achieve in a remote working environment.

The Future of Remote Work, According to Startups. Women In Marketing 3
How productive is remote work? According to Visual Capitalist

With that said, there are many positives to remote work i.e. a better work/life balance. Remote working enables employees to live and immerse themselves in the very world that we as marketers are trying to sell to. For this reason, I prefer a hybrid approach. It is an effective way to balance the pros and cons of the two extremes. 

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

There are several ways that organisations can do this. Firstly, ensuring that there is female representation in executive positions to demonstrate to others that it is possible. Thereafter, highlighting the positive impact made by female leaders and creating safe spaces for women to contribute their opinions and be heard at the executive table. Identifying young women with leadership potential and intentionally contributing to their development through effective mentoring programs can also make a difference. 

2024 and Beyond:

How have you been since the start of the pandemic, and have there been any significant personal or professional moments from then until now?

It has been a whirlwind of a few years since the start of the pandemic for me. In just a few years I have gone from managing brands in the largest fmcg globally, to navigating the London underground as a full-time student. I graduated with my MBA and moved back to South Africa where I am delighted to have put my brand management hat back on. It’s been an eventful ride since 2020, a journey of self-discovery and I would not change it for anything.   

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

“Relax, it will come together. Experience is a brilliant teacher” 

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!

*Smiles* From your lips to God’s ears! 

I want to continue growing great brands and work towards doing this on a global scale in a couple of years. On a personal front, I’m focused on being more present in my own life. Just being intentional about living my life in the driver’s seat.  

Who are some of your sheroes?

There are plenty… woman like Phuthi Mahanyele-Dabengwa and Nunu Ntshingila stand out locally. I am yet to meet them but have taken so many learnings from their public interviews and stories. In my own career, I’ve been very fortunate to have sheroes as managers. These woman identified my potential and offered to walk some of this career path with me which is such a blessing. I also owe a lot to the sheroes in my family (my mother and sisters), they are over achievers in their own right and yet find time to also play a pivotal role in mine. 


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

Paperback all the way. I recently completed ‘The Psychology of Money’ by Morgan Housel. I am currently reading ‘Blink’ by Malcolm Gladwell as well as ‘In Every Mirror She’s Black’ by Lola Akinmade Akerstrom.  

What are you currently streaming that you’d recommend?

Msaki’s music is in heavy rotation at the moment. Give her a listen – South African musicians are a gem!

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?

Perhaps my unwavering curiosity and enthusiasm for brands and business. Thankfully, that is well aligned to the professional legacy I am striving toward… An avid student of life and all things brands.  

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

Samuke Kubeka – Marketing Executive at LexisNexis 

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

Marketing is a fantastic industry for those who take it in their stride. Establish healthy and positive relationships in your journey and always find opportunities to learn.   

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

Masindi Siaga on LinkedIn – 


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.