my work
Cisco - EDGE Centres Launch with WomHub
Focus: Event-led PR, stakeholder engagement, media strategy
THE CHALLENGE
South Africa’s digital skills gap - particularly for women entrepreneurs - remains a critical national issue. Cisco set out to address this through the launch of two new EDGE Centres, in partnership with WomHub, designed to support female founders through access to technology, skills development and mentorship.
The challenge was to deliver launch events that meaningfully reflected the purpose of the centres, while securing credible media coverage and stakeholder engagement for the initiative.
THE APPROACH
As Account Director, I oversaw the planning and execution of two high-profile launch events in Cape Town and Johannesburg. The strategy centred on creating experiences that positioned Cisco and WomHub as serious, long-term contributors to digital inclusion, skills development and entrepreneurship - not just sponsors of a space.
EXECUTION HIGHLIGHTS
- Led the PR strategy and execution for two EDGE Centre launches in Green Point and Rivonia
- Curated stakeholder-rich events attended by senior business leaders, government representatives, media, and female startup founders
- Integrated voices from Cisco, WomHub and the US government to reinforce credibility and global relevance
- Structured the programme around dialogue and engagement, rather than formal presentations
- Ensured strong media access and interview opportunities throughout the events
RESULTS
- Successful launches of two EDGE Centres aligned to Cisco’s transformation and CSR objectives
- Strong attendance from media, government and industry stakeholders
- Positive coverage positioning Cisco as a leader in digital skills development, female empowerment and innovation
- Reinforced Cisco’s reputation as a frontrunner in local CSR and transformation initiatives
Red Hat - Enterprise Positioning Across Africa
Role: Account Director
Focus: Strategic positioning, regional PR oversight, thought leadership
THE CHALLENGE
Red Hat needed to evolve its reputation from being viewed primarily as “the open-source company” to a strategic IT partner for large enterprises operating across cloud, automation and edge environments. This shift needed to land consistently across South, East and West Africa.
THE APPROACH
I oversaw the regional PR strategy, working from a centralised Johannesburg hub to ensure consistent positioning across multiple African markets. The focus was on elevating Red Hat’s role in enterprise transformation and clearly articulating the commercial value of its software solutions.
EXECUTION HIGHLIGHTS
- Drove awareness of Red Hat’s cloud, automation and edge offerings
- Reframed technical capabilities into clear business outcomes: growth, resilience and continuity
- Guided the development of targeted thought leadership and commentary for trade, technology and business media
- Ensured consistent messaging across diverse regional markets
RESULTS
- Strengthened Red Hat’s positioning as an enterprise-grade IT partner across Africa
- Improved visibility in relevant business and technology publications
- Supported a clear shift in narrative from product-led coverage to strategic partnership
Axis Communications – Thought Leadership and Newsjacking
Role: Account Director
Focus: Narrative positioning, thought leadership, proactive media strategy
THE CHALLENGE
Axis Communications needed to strengthen its presence beyond product-led cybersecurity conversations and be seen as a strategic partner in digital transformation, innovation and sustainability while remaining relevant in a fast-moving news environment.
THE APPROACH
I steered a proactive communications strategy that positioned Axis as a thought leader at the intersection of cybersecurity, AI, digital transformation and sustainability. My team and I leaned into timely newsjacking opportunities and insight-led commentary to integrate Axis meaningfully into broader business and societal conversations.
EXECUTION HIGHLIGHTS
- Advanced Axis’s narrative around AI, 4IR and digital transformation
- Positioned the brand beyond “security” to highlight innovation and edge technology
- Integrated sustainability as a core reputational pillar, reinforcing trust with customers and partners
- Drove proactive commentary and content aligned to news cycles and industry developments
RESULTS
- Communications initiatives reached over 3.5 million people in a single quarter
- Strengthened Axis’s positioning as a credible voice on cybersecurity, innovation and sustainability
- Reinforced brand trust by aligning security leadership with broader ESG and societal priorities
Redefine Properties – Group Annual Results
Role: Account Director
Focus: Strategic narrative, media engagement, execution oversight
THE CHALLENGE
Redefine Properties needed to break through a cautious, negative market narrative during its Group Annual Results announcement, while reinforcing confidence in the business’s stability and long-term growth.
THE APPROACH
As Account Director, I led the strategic direction and execution of the communications programme. We shifted away from a defensive sector tone, crafting a narrative that acknowledged market realities while confidently positioning Redefine as a business “opting for the upside”. Transparency, open dialogue and senior-level media engagement were central to the approach.
EXECUTION HIGHLIGHTS
- Oversaw the development of a clear, confident results narrative
- Transitioned from a traditional briefing to a more interactive media engagement
- Secured top-tier broadcast and business media exposure, including CNBC Africa and News24
- Supported targeted LinkedIn content to reinforce key messages with media and professional audiences
RESULTS
- 243% increase in media placements year-on-year
- Expanded coverage across digital, print and broadcast platforms
- Strong engagement from influential financial journalists
- LinkedIn content averaged 20,440 impressions with a 7.94% engagement rate
Cisco - EDGE Centres Launch with WomHub
Focus: Event-led PR, stakeholder engagement, media strategy
THE CHALLENGE
South Africa’s digital skills gap - particularly for women entrepreneurs - remains a critical national issue. Cisco set out to address this through the launch of two new EDGE Centres, in partnership with WomHub, designed to support female founders through access to technology, skills development and mentorship.
The challenge was to deliver launch events that meaningfully reflected the purpose of the centres, while securing credible media coverage and stakeholder engagement for the initiative.
THE APPROACH
As Account Director, I oversaw the planning and execution of two high-profile launch events in Cape Town and Johannesburg. The strategy centred on creating experiences that positioned Cisco and WomHub as serious, long-term contributors to digital inclusion, skills development and entrepreneurship - not just sponsors of a space.
EXECUTION HIGHLIGHTS
- Led the PR strategy and execution for two EDGE Centre launches in Green Point and Rivonia
- Curated stakeholder-rich events attended by senior business leaders, government representatives, media, and female startup founders
- Integrated voices from Cisco, WomHub and the US government to reinforce credibility and global relevance
- Structured the programme around dialogue and engagement, rather than formal presentations
- Ensured strong media access and interview opportunities throughout the events
RESULTS
- Successful launches of two EDGE Centres aligned to Cisco’s transformation and CSR objectives
- Strong attendance from media, government and industry stakeholders
- Positive coverage positioning Cisco as a leader in digital skills development, female empowerment and innovation
- Reinforced Cisco’s reputation as a frontrunner in local CSR and transformation initiatives
Red Hat - Enterprise Positioning Across Africa
Role: Account Director
Focus: Strategic positioning, regional PR oversight, thought leadership
THE CHALLENGE
Red Hat needed to evolve its reputation from being viewed primarily as “the open-source company” to a strategic IT partner for large enterprises operating across cloud, automation and edge environments. This shift needed to land consistently across South, East and West Africa.
THE APPROACH
I oversaw the regional PR strategy, working from a centralised Johannesburg hub to ensure consistent positioning across multiple African markets. The focus was on elevating Red Hat’s role in enterprise transformation and clearly articulating the commercial value of its software solutions.
EXECUTION HIGHLIGHTS
- Drove awareness of Red Hat’s cloud, automation and edge offerings
- Reframed technical capabilities into clear business outcomes: growth, resilience and continuity
- Guided the development of targeted thought leadership and commentary for trade, technology and business media
- Ensured consistent messaging across diverse regional markets
RESULTS
- Strengthened Red Hat’s positioning as an enterprise-grade IT partner across Africa
- Improved visibility in relevant business and technology publications
- Supported a clear shift in narrative from product-led coverage to strategic partnership
Axis Communications – Thought Leadership and Newsjacking
Role: Account Director
Focus: Narrative positioning, thought leadership, proactive media strategy
THE CHALLENGE
Axis Communications needed to strengthen its presence beyond product-led cybersecurity conversations and be seen as a strategic partner in digital transformation, innovation and sustainability while remaining relevant in a fast-moving news environment.
THE APPROACH
I steered a proactive communications strategy that positioned Axis as a thought leader at the intersection of cybersecurity, AI, digital transformation and sustainability. My team and I leaned into timely newsjacking opportunities and insight-led commentary to integrate Axis meaningfully into broader business and societal conversations.
EXECUTION HIGHLIGHTS
- Advanced Axis’s narrative around AI, 4IR and digital transformation
- Positioned the brand beyond “security” to highlight innovation and edge technology
- Integrated sustainability as a core reputational pillar, reinforcing trust with customers and partners
- Drove proactive commentary and content aligned to news cycles and industry developments
RESULTS
- Communications initiatives reached over 3.5 million people in a single quarter
- Strengthened Axis’s positioning as a credible voice on cybersecurity, innovation and sustainability
- Reinforced brand trust by aligning security leadership with broader ESG and societal priorities
Redefine Properties – Group Annual Results
Role: Account Director
Focus: Strategic narrative, media engagement, execution oversight
THE CHALLENGE
Redefine Properties needed to break through a cautious, negative market narrative during its Group Annual Results announcement, while reinforcing confidence in the business’s stability and long-term growth.
THE APPROACH
As Account Director, I led the strategic direction and execution of the communications programme. We shifted away from a defensive sector tone, crafting a narrative that acknowledged market realities while confidently positioning Redefine as a business “opting for the upside”. Transparency, open dialogue and senior-level media engagement were central to the approach.
EXECUTION HIGHLIGHTS
- Oversaw the development of a clear, confident results narrative
- Transitioned from a traditional briefing to a more interactive media engagement
- Secured top-tier broadcast and business media exposure, including CNBC Africa and News24
- Supported targeted LinkedIn content to reinforce key messages with media and professional audiences
RESULTS
- 243% increase in media placements year-on-year
- Expanded coverage across digital, print and broadcast platforms
- Strong engagement from influential financial journalists
- LinkedIn content averaged 20,440 impressions with a 7.94% engagement rate