Women In Marketing 2024 Edition ft. Neo Ligaraba from the University of the Witwatersrand

In this segment of Women in Marketing, we had an insightful conversation with Neo Ligaraba, an Associate Professor at the University of the Witwatersrand. Born in Rustenburg, Neo’s passion for education was nurtured by her family’s strong reading culture, with a dedicated library room at home. Her high school years were instrumental in developing her leadership skills, and preparing her for her academic and marketing career. Neo emphasized the importance of ethical considerations when utilizing generative AI tools, highlighting the need for responsible and moral use of technology.

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 in Rustenburg, located in the North West province of South Africa. One of my most vivid childhood memories revolves around our family library (study) room. This space housed my parents’ collection of black and red-covered Collier’s Encyclopedia. It became a sanctuary of imagination and learning. My siblings and I spent countless hours reading, building LEGO creations, and letting our imaginations run wild.

The library (study) wasn’t just for books; it was a hub of knowledge and creativity, filled with magazines and newspapers that sparked lively discussions about current affairs. My parents would guide us in pronouncing difficult words and encourage curiosity, fostering a love for lifelong learning. That space shaped my early years and ignited the passion for education and exploration that continues to inspire me today.

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

In high school, I wouldn’t say I was the ‘coolest one’, but I definitely found ways to stand out! 

I served as both a Matric school prefect and a Boarding school prefect in a girls’ learner residence, which allowed me to embrace leadership roles early on. My experience in this environment was particularly impactful, sparking my passion for developing women leaders. Leading younger female scholars and peers helped me understand the unique challenges and strengths women bring to leadership, inspiring a lifelong commitment to advocating for women’s empowerment and representation. 

Growing up in Rustenburg, closely connected to Rustenburg Platinum Mines (now Anglo American Mining), I had the unique opportunity to participate in their youth entrepreneurship program at the age of 16 years. Through this initiative, I became the Chief Executive Officer of JA Nutties, a peanut company founded by a group of young entrepreneurs, including myself. Writing my first CEO annual report was a pivotal moment that gave me invaluable insights into leadership, strategy, and business operations.

I was part of a program where Anglo American would collect us every Thursday afternoon after school. Senior mining leaders would coach us on leadership and problem-solving, as our organisation (JA Nutties) manufactured and packaged peanuts (plain, salted, and sugar-coated) for sale in our communities.  So, while I might not have been the ‘coolest,’ I was strategic—always seeking ways to engage, inspire, and make an impact. 

Those experiences naturally led me to my passion for marketing, where creativity and leadership come together to forge meaningful connections.

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

I have two dishes that I absolutely love. Both dishes are nourishing and nostalgic, holding a unique place in my heart. 

The first is my mother-in-law’s morogo (spinach) dish. She prepares it in a way that brings out rich flavours and vibrant colours, creating a comforting and delicious experience. What makes it even more special is that she grows the spinach herself in her garden in Venda, often watering it alongside her grandchildren. Watching them work together adds a heartfelt touch to the dish.

The second dish is my mother’s mabele-a-ting porridge, a staple that reminds me of my childhood as a Motswana. It’s especially cherished in Moruleng Village (also known as Saulspoort), where my parents are from. Ting ya mabele refers to the sour version of sorghum porridge, with sorghum called mabele in the seTswana language. It’s made from a blend of sorghum and maize meal that is naturally fermented for a few days before being cooked. This fermentation process gives it a unique flavour and texture, making it a cherished staple. 

My mother is well-known in the community for her ability to “bidisa” and cook this delicious dish; she is often asked to prepare it as a stiff staple at weddings and neighbourhood events. Truly, she is the best mabele-a-ting cook!

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

If I were to receive a sudden $10 million windfall tomorrow, I would invest in the development of women leaders, specifically supporting the Female Academic Leaders Fellowship (FALF). It is an organisation that has profoundly shaped my journey. FALF plays a crucial role in promoting gender and racial transformation in academic leadership at universities, focusing on the underrepresentation of African and Coloured South African women in both academic and management positions.  

The funding would empower ‘Fellows’ to enhance their academic and leadership development in critical areas needing transformation. This includes building research capacity to improve contributions to knowledge across disciplines, facilitating promotions to professorships, and preparing them for various leadership roles within university structures. Investing in this initiative will enable me to create a lasting impact on the representation and empowerment of women in academia.

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!

As a marketer, I understand the transformative power of mentorship in shaping the future of our industry. An interesting fact about me is my deep commitment to mentoring, particularly in empowering female talent. Fostering the next generation of women leaders will create a more diverse and innovative marketing landscape. 

Additionally, I prioritise achieving work-life integration and actively encourage those I work with to do the same. I believe it’s essential for personal and professional growth.

Career and Work:

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

I am proudly #TeamTea! I enjoy experimenting with different types of teas, discovering unique flavours, and exploring the various health benefits they offer. Tea not only provides a delightful ritual to my day but also fuels my creativity and focus.

via GIPHY

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

My inspiration to pursue a career in marketing came from my early experiences of selling children’s toys. I was fascinated with understanding what motivates people to buy and how effective marketing can create emotional connections. 

The thrill of influencing consumer behaviour and driving brand success captured my passion and led me to this dynamic field.

You hold a PhD in Marketing from the University of The Witwatersrand and are also an Associate Professor of Marketing (You Go, Prof!!). Considering the rise of online educational platforms like Coursera and Google Skillshop, how do you foresee the future of tertiary-based education?

The future of tertiary education will be significantly shaped by technological advancements and innovation in educational programs, integrating online learning with hands-on, experiential education. This integration will cultivate a more dynamic and relevant learning environment, preparing students for the ever-evolving job market and ensuring they are equipped with the skills needed to thrive in a digital-first world.

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?

My perspective on remote and hybrid work is that environments must enable collaboration, whether online or offline. It’s crucial to create spaces that facilitate teamwork and interaction, as well as to appreciate the importance of providing opportunities for early-career talent to grow and develop.

While I value the flexibility that remote work offers, I also believe in the significance of in-person collaboration for fostering relationships and innovation. Striking the right balance between remote and hybrid models is essential to ensure productivity and personal development in our evolving work landscape.

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? 

I advocate for the responsible use of generative AI tools to enhance efficiency and creativity in academic work. However, it’s essential to employ these tools ethically and critically to uphold integrity. By leveraging generative AI responsibly, we can boost productivity while fostering critical thinking and creativity in our academic endeavours.

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?

In today’s world of work-life integration, organisations can better support women and mothers by implementing flexible work arrangements, such as remote work and flexible hours. Providing resources like childcare support and wellness programs can help alleviate pressures on working mothers.  

Creating an inclusive culture that encourages open communication empowers women to voice their needs. Additionally, promoting mentorship and sponsorship programs focused on women’s professional development ensures equal opportunities for growth. 

By prioritising these initiatives, organisations can foster a more equitable workplace that supports women’s contributions and well-being.

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 would tell my younger self to embrace courage and practice patience. Courage to take risks, pursue opportunities, and voice my ideas, and patience to understand that growth and success take time. These qualities would help me navigate challenges and foster resilience throughout my journey.

What are your personal or professional goals and aspirations for the future?

My personal and professional goal is to empower the next generation of female leaders in marketing. I aim to create a supportive and inclusive learning environment that fosters their skills and confidence. By integrating real-world experiences and innovative teaching methods into my curriculum, I aspire to inspire these future movers and shakers to excel in their careers and make a meaningful impact in the marketing field.

Who are some of your sheroes?

At the forefront of marketing and leadership are remarkable women whose careers and contributions continue to shape the industry. Here are some of the exceptional “sheroes” whose achievements and vision continue to inspire me:

Melanie van Rooy – Head of Marketing at Clicks Group, with over 25 years of experience in FMCG and retail, and 37 years of analytics expertise. Her deep understanding of Econometrics, Strategy, and Marketing allows her to craft data-driven strategies that deliver impactful campaigns. Her career includes leadership roles at major brands such as ABI (Coca-Cola), Makro, and Dis-Chem, where she has consistently demonstrated the power of integrating creativity and data to build lasting customer relationships.

Phillipine Mtikitiki – Vice President of Coca-Cola Italia (Italy & Albania), is a powerful force in the corporate world. She has driven innovation and growth, inspiring many with her leadership and commitment to excellence in the beverage industry.

Judy Dlamini – trailblazing businesswoman, author, and Chancellor of the University of the Witwatersrand. As the founding chairman of the Mbekani Group, she has been instrumental in driving gender and racial transformation in business and academia, continually advocating for women’s leadership and empowerment.

Helen Duh – a leading academic in social marketing, Helen Duh is the Head of School of Business Sciences at the University of the Witwatersrand and one of the most prominent female voices in African academia. Her work focuses on critical societal issues, and she remains a passionate advocate for the development of research and education that addresses societal challenges.

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

I am currently reading:

1. ‘Inside Coca-Cola – A CEO’s Life Story Of Building The World’s Most Popular Brand’ by Neville Isdell and David Beasley (Paperback). 

2. ‘Thrive: A Journey of Hope and Resilience’ by Tumi Lebaka (Paperback).

3. ‘Crucial Conversations’ by Joseph Grenny, Kerry Patterson, Ron McMillan, Al Switzler and Emily Gregory (Paperback).

What are you currently streaming that you’d recommend? 

I highly recommend the podcast When Women Win by Rana Nawas. It’s a chart-topping series featuring female role models and boss ladies from around the world who share their inspirational stories and the practical tools that have helped them succeed.

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?

I want my professional legacy to focus on research contributions in the discipline of marketing. I aspire to be remembered for advancing knowledge in marketing theory and practice, influencing future generations of marketers, and shaping the academic landscape.  

Colleagues and superiors often admire my commitment to mentorship and my ability to bridge the gap between academia (with 8 years of experience), and industry (with 16 years of experience) as a marketing executive for multinational companies. They appreciate my dedication to fostering collaboration, encouraging innovative thinking, and inspiring students to excel in their careers. I hope this blend of research excellence with a passion for teaching and mentorship will define my legacy in the marketing community.

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

Nomawethu Vumazonke.

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

Embrace every opportunity with confidence and curiosity. 

The marketing landscape is constantly evolving, so stay adaptable and open to learning. Don’t be afraid to take risks and think creatively—those bold ideas can set you apart. Build strong relationships, seek mentorship, and never underestimate the power of collaboration. Your voice matters, and your contributions can shape the future of this dynamic field. Go for it!

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

Thank you for the opportunity. You can follow me and the University of the Witwatersrand School of Business Sciences on LinkedIn for updates, and insights, and to connect with our community of future leaders in marketing.

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