Women In Marketing 2024 Edition ft. Refiloe Motale from Adcorp Group

In our latest Women In Marketing segment, we spoke with Refiloe Motale, Brand Manager at Adcorp Group. Refiloe shared her thoughts on the current education system, highlighting its increasing costs and the diminishing guarantee of job security, even for those who can afford higher education. She emphasized the importance of on-the-job learning, noting that degrees do not necessarily translate to job readiness. Additionally, Refiloe expressed her enthusiasm for using Generative AI tools to enhance content creation.

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 was born and raised in Katlehong, Germiston. The Childhood memory that stands out for me is that of family. My father came from a big family, and during our family gatherings, there would always be so much love and laughter and, definitely, song… They would break into song, and we would all join in and sing.

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

I wouldn’t say I was the coolest, but I hung around some cool kids; both in high school and university. 

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

I love any pasta dish. I am even learning to make some mean dishes that I have sampled in my favourite restaurants. I enjoy eating with people and love watching people enjoy the food I put together, so I am a sharer. Also when you are a mother there is just no way you are not a sharer, in parenthood nothing belongs to you.

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 have a keen eye for design and I dabble in home decor in my past time. I ended up coming up with my own decorative pillows and cushion company 4 years ago – this was right in the middle of COVID. I had been unemployed then and needed to do something to keep sane and busy until the economy opened up so that I could find employment. I still run my little business, I named it Epiphany Decor.

Career and Work:

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

I start quite early in the office before my team starts coming through and when they do get there we definitely catch up on anything family (kids), work – anything we want to get off our chests. Therefore, I am most certainly on #TeamCoffee because how do people who don’t drink coffee survive? 

I am a dragon before I have my morning coffee and the funny thing is I only consume one cup a day – two at most! 

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

Hahaha, show me anyone born in the 80’s who didn’t dream of becoming a doctor one day. The thought crossed my mind. However, my subjects were not conducive towards that career. On top of that, I am terrified of blood. I still recall my nephew once getting bitten by our dog because he had kicked his bowl when he was eating and he started bleeding profusely. I quickly grabbed clean towels and told him to wrap them tightly around his foot and drove him off to the doctor’s but, I could never touch that so there went my dream of becoming a doctor. 

You hold a BA in Communication Science from UNISA (You Go, Girl!!). Considering the rise of online educational platforms like Coursera and Google Skillshop, how do you foresee the future of tertiary-based education?

Tertiary education is expensive and inaccessible, leaving many talented students with excellent grades at home without opportunities. And even when degrees are attainable, they no longer guarantee jobs aligned with our studies or career aspirations. 

My journey is a good example: I started as a call centre agent, moved into back-office roles at a major bank, and eventually found my passion in marketing, leading me to upskill through further studies. This experience taught me the value of on-the-job learning. We need more opportunities where individuals can enter the workforce with foundational education and gain practical experience as their career progresses.

After all, much of what we learn at university doesn’t always translate directly into everyday work.

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 COVID-19 hit, I worked at one of the biggest global law firms in SA. We quickly pivoted and started working from home. At my current workplace, we follow a hybrid work model where we go to the office three days a week and two days WFH. This has proven to be productive and we have also seen a decline in sick leave as people will still work when they are home and feeling a little unwell. 

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? 

AI is the future! 

I use ChatGPT and Copilot. As a Divisional Brand Manager who looks after 6 brands I am constantly working on content and strategies and these 2 systems have really helped me become more efficient and streamlined in my day-to-day.

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 organizations better support women and mothers, especially in light of the pandemic’s impact on women in the workplace?

I am fortunate to work for an organization that encourages work-life balance and one that also encourages upskilling and they pay for us to study further so that we are best positioned to apply for more senior positions. They also work hard to grow us within the organization where preference for promotions or new roles is given to existing staff, especially if the skills and qualifications are inherent in those individuals. 

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

By continuously encouraging women to upskill and to also make equal opportunities available to those of the fairer sex and to not discriminate just because they think women are incapable. Women out there have done exceptional work and they continue to do so. Women can only grow from this point forward if we don’t find ourselves having to always challenge the status quo and having to go the extra mile just because we are female. 

2024 and Beyond:

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

You hold the power in your hands. Whatever you set your mind to is within your reach, and nothing can stand in your way but yourself. You are destined to live the life your forefathers dreamed of. It’s not about when you start; it’s about taking action and making it happen.

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!

That’s right 🙂, Chief Brand Strategist, Chief Marketing Officer… Give me a few more years and you will see me up there doing what I love and doing amazingly at it.

Who are some of your sheroes?

My mother, Oprah Winfrey and Viola Davis.

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

I am a multi-book reader. I am reading ‘Finding Me‘ by Viola Davis. I started the ‘Atomic Habits’ by James Clear but got lost along the way – I need to pick it up again. I still love the novelty of a paperback book. I would love to hand over my book collection to my daughter one day.

What are you currently streaming that you’d recommend?

I have started watching some TED Talks and really picking up some great concepts along the way.

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?

The woman who got things done regardless of the circumstances and challenges, I got it done. The woman who took other women along with her as she rose up in the ranks. Nothing makes me sleep better at night than knowing I made a difference in people’s lives. I love the feeling that people don’t need to worry about their jobs and that their futures are secured. My colleagues will tell you that no challenge is big and scary enough for Refiloe, those are the ones that get me to roll up my sleeves and get down and dirty.

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

If bringing brands to life and making a real impact on consumers isn’t part of your personal mission, then marketing may feel like a job, not a career. To thrive in marketing, you need to be deeply passionate, so much so that you live and breathe the brands you work on. That’s when it becomes more than a job—it is a fulfilling career. You have to truly love what you do.

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

 I am on LinkedIn.

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