The Marketingweb Interview: Alistair Mokoena

First and foremost, congratulations on your new position. Being the marketing director of such a giant organisation is what marketers dream of. How did you get there?

I've had the great fortune of working for some of the best marketing companies such as Unilever, Tiger Brands and SABMiller. I have marketed amongst others, deodorants, face care products, washing powder, baby food, dairy products, pasta, cheese and beer. It's been quite a blessing really.

How has that experience prepared you for this position?

I suppose my classical marketing training across a variety of FMCG categories has shaped a lot of my marketing. I've also worked for some really good marketers and business leaders over the years. Like most people I have had some great successes as well as failures and both have been a great source of learning. It's amazing how much you learn from failures.

What does your new job entail? What brands will you be looking after?

Apart from eating lots of chocolate, candy and gum, I am responsible for driving profitable growth for Cadbury's Gum and Candy brands. I lead a team of people whose sole mandate is to ensure that brands such as Dentyne, Clorets, Stimorol, Chappies, Eclairs, Halls and Endearmints are better positioned to meet consumer needs than our competition. As you can imagine impulse purchase categories such as these are highly competitive so we're constantly on our toes trying to be the first choice for consumers.

How do you overcome the challenges that you come across?

You've got to stay close to your consumers. It's not good enough to know what they are into, you need to anticipate their needs. The only way for us to own the growth in these categories is by imagining the future and bringing it forward into today.

Tell us about your favourite marketing campaigns?

The Telkom "molo mhlobo wami" ad is my all time favourite. The Cadbury Gorilla ad is also very good.

How are you going to make your brands more appealing to the youth?

We've got to keep our finger on the pulse. The youth, like other consumer segments, want to feel understood and validated. We do this by reflecting their aspirations in our brand propositions. One of the worst things you can do as a marketer is to try to be a mirror for consumers. Take them beyond their current reality because human beings thrive on dreams.

Do you think the marketing industry has enough opportunities for young people?

The biggest challenge facing the marketing industry is a shortage of talent. We are not producing great marketers fast enough and retaining the few that we have is also proving to be a challenge. So to answer your question, there are enough jobs in marketing, you just need a strategic mind, a dose of curiosity for human behaviour, a love for creativity, a thirst for winning as well as the ability to lead and inspire others.

What in your opinion is the most neglected aspect of marketing?

Measurability is lacking in most of what we do. CEOs want to know what the marketing rand delivers to the bottom line. We need to demystify marketing spend and demonstrate that we understand what drives shareholder value.

You studied for an LLB. How did you end up in marketing?

I decided to do a Bcomm LLB because my life purpose is to touch lives and make a difference. Lawyers sell hope and marketers sell dreams. Combine the two and you have a competitive edge because the skills are transferable. A degree just proves you can think and simplify complexity, it doesn't really determine what you become. I'm also a photographer and a writer, but for now I just choose to touch lives through marketing.
What don't people know about you outside the office?

I love jazz and photography.

What is your marketing secret?

Childlike naiveté as well as an inquisitive mind.

What is your secret ambition?

To touch as many lives as I possibly can.