Pondo Belot is on a mission. Not only is she setting out to raise SAICA’s profile, bringing the organisation more kudos and credibility; she is determined to do this in a way that makes people more aware of the sheer power and impact of the marketing discipline she is so passionate about.
Pondo joined SAICA in March 2023, after a career she describes as ‘a jungle gym’. ‘I never thought it would be like that – I thought it would be more like a straight up-and-down staircase. But I’m glad for those twists and turns, because I’ve had a lot of fun.’
She’s also acquired impressively diverse skills: having started her career at Standard Bank, Pondo was part of the team that brought MTN’s sponsorship of the FIFA 2010 Soccer World Cup to life – a true career highlight, she reflects. From there, she moved into the FMCG (fast-moving consumer goods) sector. ‘This was Brand Management 101. I learned an enormous amount, selling everything from bread to pizzas. People have told me that I don’t know anything about sales, but I say that if you can sell bread in South Africa, then you can sell just about anything.’
So, what brought her to an environment that is so very different to all she has previously experienced? ‘I wanted to stretch myself,’ Pondo explains. ‘I wanted to see if I could apply the same principles, experience and expertise I had developed through corporate marketing to sell a membership experience.’
The move has helped her grow her skills in ways she hadn’t expected, Pondo continues. ‘Everything is straightforward in the corporate environment. But at an NPO, you have to be clever about how you use resources. Relationships become critical. I always knew I was resourceful, but SAICA has made me realise just how deep this quality runs!’
Not that she’d have it any other way. Pondo says that she is energised by finding solutions to problems – that’s one of the things she loves most about her job. ‘I wake up every day thinking, what can I unlock today? That’s what keeps me going.’
Following a North Star
Pondo says that she was fortunate to be welcomed by a team of leaders who may not have always understood her thinking process, goals and plans, but always embraced her and gave her runway to get on with it’. Her immediate team have been enormously supportive, too, especially when the going gets really tough. She is proud of ‘the magic’ they create which, she believes, is visible in how people now show up and the feedback from stakeholders. There’s a new energy and sense of engagement, which has been nurtured through the work the team has undertaken.
This work is all outlined in the moonshot Pondo brainstormed and co-created with the team when she first came on board, and which she revisits regularly. ‘It gives me enormous satisfaction to tick off our achievements (big and small), because many people thought some of our goals were out of reach. But the brand is clearly thriving, thanks to all the heavy lifting the brand and marketing team does daily. I could never express in words just how incredibly proud of them I am. Sometimes, they are the reason I make it through a tough day with some bounce in my step.’
Those activities include revamping strategies across all areas of the Brand and Marketing department, including digital, strategic brand management, corporate communications, integrated marketing communications, publishing, commercial and experiential. These changes have created excitement and unlocked opportunities – which isn’t surprising, given Pondo’s ‘never say no’ attitude. ‘When people say, “we can’t do that – it’s never been done before”, I answer with “why not?”’ she says. The results speak for themselves: digital communication is more seamless and cleaner – and has even attracted the attention of IFAC and CAW, with these organisations inviting the team to share their strategy, activities and learnings with their global forums. ASA magazine is also getting a well-received overhaul with the full relaunch coming soon. Meanwhile, the launch of SAICA’s youth strategy is, she promises, ‘a game changer’.
Having made a significant difference in just 15 months, she’s already pondering the future. ‘I would like my contribution to be evident in two areas,’ she says. ‘Firstly, Diversity, Equity and Inclusion (DEI) is a big thing for me. I would like to see a near future where there is authentic DEI in terms of how our teams, our organisation and brand, are made up. That’s a North Star for me, and one of the reasons I took on this role.’ This is an objective she chips away at daily, addressing the difficulties that accompany being a black woman in a corporate culture. ‘As a woman in Corporate SA, I’m constantly trying to dribble past the double- jeopardy of being seen, on one hand, as “too visible” and on the other as “invisible” − which of course is compounded by the uncomfortable issue of race. It’s much like the red lipstick you wear without wanting to or realising that you are − not that there’s anything wrong with red lipstick! Furthermore, I’m finding that there’s still what I humbly believe is selective ignorance about what marketers actually do. Education is therefore very important. Which is why I’m also pedantic about consistently striving for quality work that is backed by robust thought, data and insight. I’ve made it a mission to show people that us marketers can also think, count and apply ourselves just like any other professional, and that creativity is just as valuable – and impactful − as any other quality.’
From a brand perspective, Pondo would like to see SAICA’s brand, and its designations, become the most attractive, admired and highly regarded – not only in the industry, but across all professions globally. Already, this goal is starting to take shape, with the Law Society recently approaching SAICA to collaborate and share best practice.
A true difference maker
One of the reasons that Pondo feels confident in reaching for these ambitious goals is because she is both tenacious and resilient; qualities she developed during a childhood where both sets of grandparents had a marked impact. ‘My parents were just starting out when I was a child. The first thing they did was build the garage for what would eventually be our house. I spent the week at my grandparents, but on the weekends, the three of us would live in this small space. It taught me a lot about teamwork and partnership, and how you can make things work by sharing the load.’ Meanwhile, her paternal grandparents gave her an appreciation for living with structure – something she still values, and which manifests in her determination to carve out clear goals and consider decisions from all directions. From her maternal grandmother, who was a domestic worker, she learned what it meant to be gracious and generous. ‘She never left the house without making sure that she had cleaned our home and made us porridge, and she would always bring home the lunch that her employers shared with her so that we could be exposed to different kinds of food while she herself ate pap and whatever else was available.’
All of these qualities come together to create a mindset that thrives on the idea of making a difference. ‘I’m all about meaningful change. I want to add true value – I won’t do anything if it doesn’t shift the needle. If I could attend my own funeral, the thing that would ensure that I rest in peace would be hearing as many people as possible − from different life stages − speak truthfully and authentically about how I made a change in their lives in some way, either personally or professionally.”
What you don’t know about Pondo …
Pondo describes herself as ‘a strange combination’: ‘On the one hand, I’m a real “chicken”. For example, although I love water, I’m petrified of swimming. But the other side of my personality is very adventurous.’ This means that, as much as she’s drawn to adrenalin-pumping activities, she has to be coaxed into doing them. ‘I’ve done it all – skydiving, paragliding, bungee jumping – all on the verge of tears! Bungee jumping was the worst – I begged the operator to please push me off or I’d never leave the ledge and he outright refused! But I’m always so glad I take on these challenges. It’s exhilarating and liberating, just like my journey with SAICA has been.’
Author
Lisa Witepski
