THANDIWE MATHIBELA
Chief Storyteller
Johannesburg
Summary
Visionary [Desired Position] with rich history in leading comprehensive marketing strategies and driving brand growth. Successfully spearheaded high-impact campaigns, translating business objectives into measurable outcomes. Demonstrates expertise in digital marketing and team leadership to foster innovation and achieve strategic goals.
Overview
28
28
years of professional experience
5
5
Languages
Work History
Acting Chief Marketing Officer
South African Tourism
08.2025 - Current
- Serve as key advocate for South Africa as a leisure and business events destination, leading the development and execution of integrated brand, marketing, advertising and communications strategies at a global level.
- Key Outputs and Responsibilities:
- Brand and Marketing Strategy Development
- Formulate and lead the comprehensive marketing strategy for South African Tourism, reviewing and approving all marketing strategies, campaigns and initiatives.
- Ensure alignment between brand strategy, advertising, communications, media and digital execution across priority markets.
- Financial Management
- Oversee, manage and report on marketing expenditure in line with PFMA, National Treasury regulations and internal governance requirements.
- Ensure optimal allocation of marketing investment and accountability for financial performance.
- Brand and Marketing Content & Best Practice
- Lead the development of PR, digital and new media approaches in collaboration with Brand Management and Tourism Execution teams.
- Establish best-practice standards, guidelines and frameworks for consistent brand execution.
- Performance Monitoring and Evaluation
- Monitor and evaluate marketing strategy execution and campaign performance across the marketing mix.
- Manage in-country third-party suppliers and agencies to ensure excellence, value for money and delivery against KPIs.
- Innovation Planning and Management
- Drive co-creation and collaboration with heads of business units to develop value-add, margin-enhancing and innovation-led marketing initiatives.
- Stakeholder Engagement and Collaboration
- Work closely with Strategy, Insights and Analytics functions to develop evidence-based marketing strategies.
- Engage internal and external stakeholders to ensure alignment and integrated delivery.
- People and Resource Management
- Lead and manage the marketing function, overseeing team performance against agreed targets, KPIs and metrics.
- Provide stability, leadership and direction during periods of organisational transition.
- Developed and recommended product positioning, packaging and pricing strategy to produce highest possible long-term market share.
- Increased market awareness and penetration through development of creative collateral.
- Oversaw development of traditional and social media marketing campaigns to drive sales and customer engagement.
General Manager: Global PR, Communications & Stakeholder Relations
South African Tourism
04.2022 - Current
- Lead global PR, communications and stakeholder engagement strategies supporting South Africa's destination brand.
- Manage high-profile media relations, issues management and crisis communications at domestic and international level.
- Oversee agency performance, supplier contracts and governance compliance.
- Strengthen integration between PR, marketing, digital and public affairs functions.
- Deliver sustained earned media value and protect long-term destination reputation.
- Enhance South Africa's global tourism positioning through targeted the execution of a targeted PR and Communications plan
- Enhance Content and Campaign Integration communications to strengthen the destination brand Strengthen Global Strategy
- Drive Brand (Destination and Corporate) Reputation Management Visibility through Media Relations Stakeholder Management engagement on brand and communication
- Manage organisational resources
- Management and Leadership Compliance Management
Brand (Destination) Public Relations Manager
South African Tourism
11.2019 - 04.2022
- Led global destination PR strategies across priority source markets.
- Managed PR agencies and supplier performance.
- Played a key role in crisis communications planning and execution.
- Supported internal alignment through effective internal communications.
Acting General Manager: Global PR, Communications & Stakeholder Relations
South African Tourism
01.2022 - 03.2022
- Led global destination PR strategies across priority source markets.
- Managed PR agencies and supplier performance.
- Played a key role in crisis communications planning and execution.
- Supported internal alignment through effective internal communications.
Regional PR & Communications Officer
South African Tourism
05.2017 - 11.2019
- Managed South Africa's destination reputation across multiple international markets.
- Coordinated rapid-response communications during incidents and crises.
- Supported international offices with strategic communications frameworks.
Communications Manager
South African Tourism
04.2009 - 04.2017
- Co-developed the Corporate Profiling and Reputation Strategy.
- Managed media relations, stakeholder engagement and external events.
- Oversaw media monitoring, reporting and performance analysis.
Communications & Stakeholder Manager
SABC Content Enterprises
03.2008 - 03.2009
- Led communications supporting content commercialisation, licensing and partnerships.
- Managed stakeholder relationships across commercial and creative environments.
Brand Manager & Publicity Officer
SABC 3
01.2002 - 12.2008
- Led brand and publicity strategies to grow viewership and advertiser appeal.
- Managed media relations and high-profile programme launches.
Journalist (Intern / Contract)
Sunday Times
01.1998 - 12.2001
- Reported on stories of national interest in a high-pressure newsroom.
- Developed strong news judgment and storytelling discipline.
Education
Certificate of Higher Education - Digital Marketing
Red and Yellow
Cape Town02.2026
Certificate of Higher Education - Digital Marketing
Red and Yellow
Cape Town02.2026
Certificate of Higher Education - Digital Marketing
Red and Yellow
Cape Town01.2021
Certificate of Higher Education - Agile Practitioner Project Management
Agile
Johannesburg01.2021
Certificate of Higher Education - E-Marketing
University of South Africa
Pretoria01.2018
Master of Business Administration - undefined
Milpark Business School
Johannesburg01.2013
Diploma of Higher Education - Advanced Business Management Diploma
University of Johannesburg
Johannesburg, GP01.2009
Bachelor of Arts - Journalism & Economics
Rhodes University
Eastern Cape01.2000
Skills
Brand & Marketing Strategy Development
Brand and Marketing Strategy execution monitoring and performance evaluation
Brand and Marketing content, best practice standards and guidelines
Financial Management (PFMA & Treasury Compliance)
Global Destination Marketing
Advertising, Media & Digital Marketing
Innovation planning and management
PR, Communications & Reputation Management
Performance Monitoring & Evaluation
Innovation Planning & Co-Creation
Stakeholder Engagement & Collaboration
Supplier & Agency Management
People, Resource & KPI Management
Timeline
Acting Chief Marketing Officer
South African Tourism
08.2025 - Current
General Manager: Global PR, Communications & Stakeholder Relations
South African Tourism
04.2022 - Current
Acting General Manager: Global PR, Communications & Stakeholder Relations
South African Tourism
01.2022 - 03.2022
Brand (Destination) Public Relations Manager
South African Tourism
11.2019 - 04.2022
Regional PR & Communications Officer
South African Tourism
05.2017 - 11.2019
Communications Manager
South African Tourism
04.2009 - 04.2017
Communications & Stakeholder Manager
SABC Content Enterprises
03.2008 - 03.2009
Brand Manager & Publicity Officer
SABC 3
01.2002 - 12.2008
Journalist (Intern / Contract)
Sunday Times
01.1998 - 12.2001
Certificate of Higher Education - Digital Marketing
Red and Yellow
Certificate of Higher Education - Digital Marketing
Red and Yellow
Certificate of Higher Education - Agile Practitioner Project Management
Agile
Certificate of Higher Education - E-Marketing
University of South Africa
Master of Business Administration - undefined
Milpark Business School
Diploma of Higher Education - Advanced Business Management Diploma
University of Johannesburg
Bachelor of Arts - Journalism & Economics
Rhodes University
Certificate of Higher Education - Digital Marketing
Red and Yellow
ADDITIONAL REQUIREMENTS - FULLY MET
- 10+ years' experience in Marketing, Advertising, Communications and Media
- Extensive tourism and destination marketing experience
- 5+ years senior general management experience
- Public sector leadership experience
- International and multinational marketing exposure
- Proven ability to operate in matrix environments
- Strong communicator and strategic marketer
LEADERSHIP & SOCIAL IMPACT
Founder and leader of Champions Club, a programme supporting children living with disabilities, and host of Champions Circle, a radio platform focused on disability advocacy and inclusive storytelling.