This week’s Comms Spotlight is a leader par excellence. Phumelele Zulu, Marketing Director at RS South Africa started her professional journey in university. A keen interest in Marketing led her down this career path and now, she’s leading conversations in boardrooms. As a visionary leader, she allows her passion for diversity, inclusion, and the empowerment of future leaders to shine through in her approach to leadership and creating strategies.
What sparked your initial interest in Communications, and how has that shaped your career trajectory?
From a young age, I was captivated by the power of advertising to influence perceptions and inspire change. Watching the South African drama “Generations” on South African Broadcasting Corporation (SABC) 1 sparked my interest. Set in the advertising industry, the show was more than just entertainment—it represented a world of possibilities where storytelling could shape how people viewed brands and their futures. I saw myself as a hot shot advertising executive.
During my career exploration in high school, I took a psychometric test that revealed marketing management as the ideal fit for my capabilities and interests. This aligned perfectly with my love for connecting with audiences. Since then, I’ve been relentless in pursuing my career.
My academic journey—earning a BCom in Marketing Management from the University of South Africa, a BPhil Honours in Marketing from the IMM Graduate School, and an MBA from the Gordon Institute of Business Science—has deepened my understanding of marketing as critical in business.
Tell us about your role as Marketing Director for RS South Africa.
As the Marketing Director for South and Sub-Saharan Africa, I am responsible for localising the EMEA marketing strategy to ensure it resonates with the unique needs of regional markets. My role is multifaceted, combining strategic leadership with hands-on execution. I oversee efforts to promote brand awareness, enhance customer acquisition and retention, and ultimately drive sales, all while aligning with broader business objectives.
I believe that marketing can be used to drive meaningful connections and sustainable growth. I approach my work by fostering collaboration across teams locally and in EMEA, ensuring an integrated approach to marketing. I believe in approaching creative problem solving with data-driven insights, which allows us to adapt our campaigns for maximum impact.
I also prioritise mentorship and empowerment, helping my team develop their skills and excel in their roles. At RS we are committed to fostering a culture of continuous improvement, where innovation is encouraged, and performance is measured by results.
Can you tell us about a challenge you’ve faced on your career journey and how you were able to overcome it?
My role at RS South Africa has provided me with a platform for both personal and professional growth. One of the biggest challenges—and simultaneously most rewarding aspects—has been finding my voice as a leader. I’ve had the privilege of being welcomed by an executive management team that truly embodies two of our core values of “We do the right thing” and “We make every day better.”
Their commitment to doing the right thing—caring about the impact on colleagues, customers, suppliers, and communities, both today and tomorrow—has created an environment where I felt supported in contributing meaningfully from day one. This sense of responsibility toward our broader ecosystem has shaped how I approach challenges, always keeping in mind the positive, lasting impact we aim to create.
At the same time, the team’s embrace of adaptability, agility, and innovation—captured in the value of “We make every day better”—has encouraged me to stay open to change, continuously improve, and find innovative solutions to business challenges. This culture of support and progressiveness has helped me find my voice and develop the confidence to lead with purpose and impact.
What skills or areas of expertise have you prioritised developing throughout your career, and why?
I am dedicated to combining marketing expertise with a comprehensive understanding of business. Mastering integrated marketing communications, which is vital for aligning messaging across multiple channels and delivering a cohesive brand experience.
Recognising the power of data and analytics has also been crucial for informed decision-making, ensuring that marketing strategies are both targeted and measurable, and ultimately drive business objectives.
Additionally, I have been intentional on developing leadership and people management skills. As I advanced in my career, I realised that fostering a collaborative, high-performing team is just as important as developing marketing expertise. Leading with empathy, encouraging innovation, and investing in overall team growth has been integral to driving long-term success.
Lastly, I’ve prioritised adaptability and agility. In an industry that’s constantly changing, it’s vital to stay ahead of trends, adopt new technologies, and remain open to creative problem-solving. These skills have allowed me to maintain a forward-thinking approach and position my teams and the businesses I work for to thrive in dynamic environments.
What are your leadership principles, and how do you foster a positive and productive team environment?
My leadership principles are grounded in the RS values of “We are one team,” “We deliver brilliantly,” “We do the right thing,” and “We make every day better.” I believe in leading as part of a unified team, fostering a culture where we work together to deliver brilliant results, always striving for excellence in everything we do.
Leading with integrity is essential— caring about impact on colleagues, customers, suppliers, and communities. Additionally, I focus on continuous improvement, encouraging innovation and agility to make every day better, for positive change.
Empowering my team members is important. I prioritise creating an environment where everyone feels valued, supported, and encouraged to take initiative. By providing clear guidance, offering constructive feedback, and investing in their professional growth, I help my team realise their potential.
I also place great emphasis on recognition and celebrating achievements. Acknowledging individual and team accomplishments not only boosts morale but also motivates continued success. By maintaining a positive, respectful environment, I ensure that my team remains engaged, focused, and motivated to deliver exceptional results.
What advice would you give to someone just starting out in the communications field today?
“Stay curious and adaptable. Be unapologetically yourself and surround yourself with people who inspire you. Your unique perspective is your strength – own it.”
