From Data Mining to Jiu-Jitsu My Unexpected Journey into Marketing (with an Enneagram Twist)

"The best marketing doesn't feel like marketing."

It's a quote I stumbled upon early in my career, and it resonated with me deeply. I never envisioned myself in marketing, but life has a funny way of leading you to your true calling.

It all started when I was working for a stationery company, eager to make a difference. The company needed to expand its client base, and I saw an opportunity to contribute. Armed with determination and a knack for problem-solving, I began scraping the internet for email addresses and phone numbers.

It was a tedious task, but it sparked my interest in data and its potential to drive business growth. I started drafting weekly emails, meticulously crafting the copy, and selecting eye-catching visuals. The positive feedback I received fueled my passion for connecting with people through written communication.

In 2010, I fell in love with the sport of Brazilian Jiu Jitsu, and slowly started to realise that I needed to do more for South African women in sport. This newfound passion drove me to build communities that supported my love for empowering women in combat sports. In 2011, I founded South African Women's MMA and South African Girls in Gi, using my marketing skills to build communities, attract sponsors, and create opportunities for female athletes.

The connection between my marketing journey and my love for Brazilian Jiu-Jitsu is profound. Brazilian Jiu-Jitsu, like marketing, requires strategy, adaptability, and a deep understanding of human behaviour. On the mats, just like in the marketplace, egos are stripped away, and we meet on the mat as equals. Whether you're a CEO or a student, Brazilian Jiu-Jitsu teaches us humility, resilience, and the importance of connecting with others on a human level. These lessons have been invaluable in shaping my approach to marketing, reminding me that authenticity and empathy are key to building lasting relationships.

While travelling to Cape Town in early 2012 for the World Pro Jiu Jitsu Trials, I fell in love with the city and made plans to move to the Mother City. In 2014, I moved to Cape Town and started working for Ennea International. This marked a pivotal point in my personal and professional development. I was exposed to the Enneagram and various personality profiling tools, which deepened my understanding of human behaviour and motivation.

I quickly realised the powerful connection between the Enneagram and marketing. Understanding different personality types allowed me to tailor my messaging and campaigns to resonate with specific audiences. I learned to craft compelling narratives that spoke to people's core desires and fears, creating a more meaningful connection with customers.

My journey from data mining to Jiu-Jitsu, with an Enneagram detour along the way, has been filled with unexpected twists and turns. I've learned that marketing is more than just selling products or services. It's about understanding people, connecting with them on a deeper level, and creating experiences that inspire and empower.

Driven by my commitment to continuous learning, I embarked on further studies in social sciences through the South African College of Applied Psychology. This experience solidified my belief in the interconnectedness of personality and marketing. I saw firsthand how understanding human behaviour could transform marketing strategies and create more impactful campaigns.

I then joined Ignite Fitness as the Head of Marketing, where for 4 and a half years, I thrived on the opportunity to make a positive impact on people's lives. But my thirst for knowledge and growth never waned. I continued to pursue my passion for learning, taking courses, reading books, and constantly seeking new ways to expand my horizons.

I reached a fork in my career– a hard choice between FinTech and EdTech, both were attractive in their own rights, but felt drawn to explore what Fintech had to offer. My journey then led me to an insurance administrator, where, as group head of marketing, I worked across 13 diverse brands. This experience opened my eyes to the data-driven nature of financial services and reinforced the importance of connecting with people on a human level, regardless of the industry. I discovered that even in a seemingly complex and impersonal field, storytelling and empathy could bridge the gap and foster trust.?

Today, as I begin a new chapter at iXperience, I'm excited to leverage my diverse background and skills to contribute to the company's success. I'm passionate about storytelling, branding, data-driven decision-making, and creating meaningful connections with people, using the insights I've gained from the Enneagram, Jiu-Jitsu, and my ongoing commitment to lifelong learning to craft personalised and impactful marketing campaigns.

What I’ve learned in my 16-year marketing career

• Embrace your curiosity. Don't be afraid to explore new interests and passions, even if they seem unrelated to your current career path.
• Take initiative, if you see an opportunity to make a difference, seize it. Don't wait for someone to tell you what to do.
• Be resourceful, because there are countless ways to learn and grow, both online and offline. Seek out mentors, attend workshops, and never stop learning.
• Find your niche, and identify your unique strengths and passions, and use them to carve out your own space in the marketing world.
• Give back and use your skills to make a positive impact on the world. Whether it's empowering women in sports or supporting a cause you believe in, marketing can be a powerful tool for change.
• Understand human behaviour, it doesn't just have to be the Enneagram, other personality profiling tools can provide valuable insights into customer motivation and decision-making.
• Embrace the lessons from unexpected places because sometimes the most profound insights come from seemingly unrelated experiences.
• Commit to lifelong learning because society evolves so fast, and so should we. Never stop seeking knowledge and growth.
• Connect with people, no matter the industry or product, genuine human connection lies at the heart of effective marketing.

I'm grateful for the unconventional path that led me to marketing, and I'm excited to see where this new journey takes me.?

#GoMarketing #GoFuther #storytelling #passion #newbeginnings #womeninsports #enneagram #jiujitsu #lifelonglearning