The SABC's new head of corporate affairs, Themba Gwejela, is determined to drive strategic growth and innovation when he takes up his new role on 1 September 2024.
The experienced marketing and communications executive has over 18 years’ experience having held top roles across South African and international brands.
His career includes senior roles at leading financial institutions including Momentum, FNB, Old Mutual, Discovery and Liberty.
Most recently, she served as Head of Communications at EPPF, where she played a key role in building a strong brand communications team and launching a new corporate identity and positioning strategy.
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In an interview The CitizenGwejela spoke about the main objectives of the SABC's Corporate Affairs and Marketing department.
He said recent changes at SABC Plus meant his arrival came at an opportune time to help shape the company's strategy.
“My immediate focus is to drive marketing efforts to increase awareness of SABC Plus, making it easier for South Africans to access content on-demand.”
“Of course, this can only be achieved through internal collaboration and strategic external partnerships, so I'm already working hard to catch up as quickly as possible,” he said.
Gwejela will also undertake an overhaul of the SABC's marketing strategy across all its brands.
“I will ensure the integrity and leverage the power of the SABC brand portfolio to support our public mission and enhance commercial value,” he explained.
Refreshing SABC Sports
A key aspect of Gwejela's strategy also includes revitalising SABC sport.
He said the brand has “incredible potential,” but acknowledged that it requires significant work on both a brand and content level.
“By working with management and external partners on sports rights issues, I believe we can position the SABC as the sporting home of this great sporting nation.
“We're also going to spend a lot of time on people leadership because our people are our greatest asset. We can't do this job without our diverse brand teams.”
“So it's important to build strong connections and create the right culture where all team members feel recognised, heard and celebrated. People can only perform at their best in a space where they are recognised and celebrated.”
He concluded: “I bring a fresh perspective and hope to take us to even greater heights.”
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