With an impressive career spanning over 18 years, Nonhlanhla Xaba, affectionately known as Nonnie, is a dynamic Senior Marketing Manager at Mr D.
Nonhlanhla's journey into marketing began with a strong determination to follow her passion, despite initial resistance from her parents. After completing high school, she enrolled in an IT course, which she quickly realised was not her calling, so against her parents' wishes – and unbeknownst to them – she switched to Business Communications, focusing on Advertising and Communications. "I knew IT wasn't for me. I needed something more dynamic, more interactive," Nonhlanhla recalls; a bold decision that set the stage for her future successes.
Her first taste of the industry came as a PR intern. “Although I enjoyed liaising with clients and the creative side of PR, the writing aspect was not for me,” she laughs. "I loved the client interaction though.” This experience taught her the importance of understanding one's strengths and preferences early on.
Her career took a significant turn when she joined a small advertising agency where she learned the ropes of account management. “This role required me to wear many hats – from production to client management – instilling in me a deep understanding of the industry's intricacies,” she notes. "Working in a small agency meant I had to do a bit of everything, which was challenging but incredibly rewarding."
Her next move exposed her to larger, multinational clients like Air France and Jaguar. Here, she navigated the complexities of global marketing strategies, learning to adapt and innovate within the constraints of a local market. "Handling global brands was a huge learning curve. It taught me how to think on a bigger scale while staying true to local insights," she explains.
Nonhlanhla's career continued to ascend as she took on roles at DraftFCB and later KPMG. At DraftFCB, she delved into financial services, managing significant portfolios for Old Mutual. “I believe that this experience broadened my expertise, especially in regulated industries where compliance and precision are paramount,” she says. "KPMG was a different beast. It was corporate, strict, and not quite what I wanted. But it helped me understand the kind of work environment I thrived in.”
Her tenure at KPMG, although brief, was a valuable lesson in understanding what she wanted from her career and workplace, with this clarity leading her back to the agency world at Joe Public, where she worked on the Nedbank account, further solidifying her reputation as a skilled and adaptable marketer. "Joe Public reignited my passion for agency life. Working on Nedbank was intense but fulfilling," she adds. After her time at Joe Public, she then spent seven years working at Discovery, in the advertising team for Discovery South Africa and later at Vitality Global leading the marketing stream to launch the wellness program across a number of global markets, before taking a well-deserved break from corporate life in early 2023 to focus on her family. And then in 2024 Nonhlanhla’s passion for marketing drew her back to the industry when she joined Mr D. Her first major project, the elections campaign, was a testament to her ability to deliver under pressure and with seriously tight deadlines. “This campaign is a highlight of my career and time with Mr D to date,” she exclaims. "The elections campaign was a whirlwind, but the team pulled through magnificently. It was one of my proudest moments and it was a lot of fun.”
On a more personal note, Nonhlanhla acknowledges that balancing a demanding career with a personal life is a challenge, but one that she tries to navigate with grace. A mother of three, she emphasises the importance of setting boundaries: “For years I maintained a strict separation between work and home, not having emails on my phone and ensuring clear communication channels for urgent matters. While I’m a little more easygoing now, I've always believed in boundaries. When I'm home, I'm present with my family," she asserts.
Reflecting on her journey, Nonhlanhla attributes her success to resilience, adaptability, and a relentless pursuit of passion. Her story is a testament to the power of determination and the importance of finding one's true calling. In celebrating Women's Month, her journey serves as an inspiration to women everywhere, reminding us that with courage and conviction, we can overcome obstacles and achieve greatness.