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From Journalism to Award-Winning Marketing: Building Brand Story with Jerusha Raath

From Journalism to Award-Winning Marketing: Building Brand Story with Jerusha Raath

TGTC Content Team 2 min read

In this episode of South Africa Tech Marketers, Brand Story head Jerusha Raath takes us through her remarkable journey from news journalist dodging stun grenades to leading a team of 9 that won “Best Native Advertising Studio” globally in 2023. Starting with a mission to find new revenue streams for journalism, she’s transformed Media24’s commercial content studio into a data-driven powerhouse where every team member owns both content creation and performance tracking, and shares practical insights for South African marketers looking to build award-winning careers – from leveraging our natural storytelling abilities to creating measurable brand impact.

Topics Discussed:

  • Transitioning from journalism to marketing leadership
  • Building and leading an award-winning creative studio
  • The power of South African storytelling in global marketing
  • Data-driven approach to content creation and optimization
  • Overcoming imposter syndrome in marketing careers
  • The unique advantages South African marketers bring to global companies

Takeaways: 

  • Storytelling is in our South African DNA – use this superpower in your marketing career.
  • Ask questions shamelessly – the smartest people in the room are usually the ones seeking clarity.
  • Stop letting imposter syndrome hold you back, especially in global companies – South Africans bring unique strengths like emotional intelligence, problem-solving, and adaptability.
  • Data-driven storytelling is essential – track your campaign performance and understand why content succeeds or fails.
  • Find mentors who can guide your journey and be your sounding board when you need it most.
  • Your previous career skills (like journalism) can be powerful assets in marketing – embrace your unique background.
  • Being South African in global marketing is an advantage, not a disadvantage – we’re natural connectors and problem solvers.
  • Let go of work guilt and focus on doing your best in each moment.
  • Never stop learning through communities, podcasts, and staying curious about the industry.

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