#Newsmaker: Liberty's new CMO Thabang Ramogase on elevating the brand's purpose

Liberty appoints Thabang Ramogase as its new CMO. Image supplied.

Commenting on Ramogase's appointment, David Munro, group chief executive of Liberty, said: “Thabang's appointment at Liberty comes at a critical time as we are implementing our business turn-around strategy. His experience in building and transforming brands is impressive and we look forward to leveraging off his expertise in this field. The leadership team is certainly excited to have him on-board. Together we can shape and grow Liberty's brand into a distinct one.”

Commenting on the appointment, Ramogase said, “I have a long-standing association with Liberty as a client and the robust solutions it offers in the insurance and investment markets. It's a great honour to be a part of this organisation and I believe that we will build on the company's existing success and do great even greater things in future.”

Here, Ramogase shares more about his career so far, his new role, why the brand resonates with him on a personal level and how he’s excited about the magic that happens when integrating the brand’s marketing message to its social messaging and watching it all come together in a seamless fashion.

Congratulations on your new appointment. How do you feel about it?

Thank you. It’s a mix of genuine excitement and a dollop of trepidation when coming to grips with the responsibility of the role.

Tell us more about the role and what you’re most looking forward to.

The role has me accountable for the marketing activity across all the Liberty business units, including Liberty corporate and Stanlib. Additionally, the communications and corporate citizenry divisions also fall within this remit. Further, it is an exco appointment, so this sees me contributing to the greater business goals in a meaningful and substantive way.

I think I’m most looking forward to the magic that can come when the integration of our marketing message to our social messaging come together in a seamless fashion. I believe that this will elevate our purpose in a way that will truly dramatise why we exist.

Why are you excited to join Liberty?

Mine is a personal reason. My father committed suicide when I was just 11. The brand was with my mother through what was her most vulnerable time, at a time when the financial sector didn’t deem black customers as a priority and therefore had extremely low trust levels within the demographic. They did the right thing and therefore emblazoned themselves on my psyche.

What do you love most about your career in general and marketing in particular?

The variation I’ve enjoyed. I’ve worked in many different sectors and therefore gained a much fuller perspective of the customer point of view. Nothing worse than a marketer who markets to themselves. And it is this constant learning and stretch that keeps me connected to the profession.

[MY TOP 10 AT 10] @LibertyGroupSA’s Chief Marketing Officer, Thabang Ramogase joins @tboseZA for today’s #MyTop10At10 #TheBestTInTheCity pic.twitter.com/x2jBsx9EOa

— Kaya FM Music (@KayaFMMusic) July 18, 2019

I started my working life as a number cruncher at Merrill Lynch, but quickly realised that the spreadsheet was not my friend! While I have no aversion for the numbers, I’m far more giddy about consumer behaviour. I’ve since worked for National Brands (now AVI) on brands like Willards Cheese Curls, Cheese Naks and Big Korn Bites; The Coca-Cola Company on Sprite, Schweppes Sparkling Granadilla, Lemon Twist and Dr Pepper; MTN; Nando’s; Afgri; and recently as CEO from Mindshare.

The brains behind the daring Nando's ads

Zenoyise John  2 Jul 2012

Any other career highlights you’re particularly proud of?

That would be the launch of Sprite Zero without question! The brand was formerly Diet Sprite and my boss at the time, Sharon Keith allowed me the latitude to experiment with a name that very few in the system thought made sense. South Africa and Greece were the first to use the zero nomenclature for zero sugary drinks and the rest, as they say, is history.

#AfricaMonth: Sharon Keith on leaving the Coca-Cola high

Leigh Andrews  22 May 2018

#Apex2018: How to build a global brand with a local insight

Jessica Tennant  26 Jul 2018

What’s at the top of your to-do list (at work)?

Getting to know the team. Getting to understand the product.

What are you currently reading/watching/listening to for work?

Eating the Big Fish by Adam Morgan. A third re-read I might add.

Tell us something about yourself not generally known?

I’m an introvert. The jobs and roles I’ve taken up have had me stretch into the extrovert territory and therefore made me a more whole human. But, my go-to energy recovery mode is solitude.