Adding a chapter to the history of one of South Africa's biggest and most well-loved brands is what Hansa Pilsener Marketing Manager Refilwe Maluleke loves about her job.
At 30, Maluleke is the youngest Marketing Managers in the history of The South African Breweries and is responsible for developing all communication for Hansa, including TV, radio, print, outdoor, digital and PR. "My friends often mistakenly think my job consists of making TV adverts and drinking beer," she said.
"The pace and energy of working on such a huge brand is what drives me," says the University of Cape Town Business Science graduate. "During my first year at university I learnt that marketing is about understanding people – what drives them, what excites them, what makes them laugh/cry, what they are passionate about and what they are afraid of. From that moment on I knew marketing was the career for me."
Maluleke's first job was at Unilever, where she was assistant brand manager on a margarine brand. She has worked on Hansa for almost four years. "I love Hansa's mission – it is a brand that has a powerful purpose to inspire people to pursue their dreams."
While part of the Hansa team which staged music festivals headlined by international artists such as Usher and attended by thousands, Maluleke said her proudest achievement on t he brand was working on the Cheers to the Dreamers campaign, which celebrates over 50 entrepreneurs from across South Africa and puts their businesses in the spotlight with a series of TV, radio and print adverts. "It has been really inspiring to work with the incredible dreamers and feature their stories," she said.
In her downtime, the keen netball player writes screenplays, reads, watches series and loves travelling, especially to any country where she can practice her French.