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Meet Romy Townsend, Gqeberha’s very own marketing maven who has carved out a niche for herself in South Africa’s competitive marketing industry with her unwavering passion, sharp business acumen, and infectious enthusiasm.

A force to be reckoned with in the South African marketing landscape, has carved a niche for herself with her unwavering passion, business acumen, and infectious enthusiasm. As the Executive Head of Marketing for Nedbank CIB, she’s not just shaping campaigns—she’s redefining the industry. With a track record spanning iconic brands like BAT, SAB, and STANLIB, she is an example of creative excellence in the advertising and brand communication industry. From her early days painting the walls of her childhood home to her current role as a respected industry leader, and judge at The Loeries. Townsend’s ascent is a testament to her creativity, strategic brilliance, and unwavering commitment to excellence.

BORN AND RAISED in Gqberha formerly Port Elizabeth, she matriculated from Victoria Park High School.

HER FAVOURITE experience from childhood shaped her creative worldview. “I remember a day when I was a teenager, and my parents had a party at our home for their friends, the kids decided to use our watercolour paints to decorate the inside of our garage – we listened to music and enjoyed a creative activity together. It was the first time we were allowed to paint or draw on the walls, and it is one of my fondest childhood memories. I knew then that I wanted to do something fun and creative with my life.”

SHE STUDIED at Nelson Mandela University where she attained a BCom degree which she soon complimented with a digital marketing qualification from the Red & Yellow Advertising School. “I majored in marketing during my undergraduate studies, and that’s where my love for it developed,” said Townsend. She later furthered her studies through GIBS Business School qualifying with an MBA specializing in management and leadership.

SHE CITES a guest lecturer for sparking her interest in marketing. “I remember being in one of my marketing lectures, and someone from Coca-Cola came in to speak to us about her role and the brand. I thought, “I’m going to do this one day.” And almost 20 years later – here I am.”

HER PROUDEST accomplishments in her career? There are too many. “Every time I embark on a brand repositioning or refresh and it launches in the market, it is an extremely proud moment for me. These projects are labours of love and require a considerable amount of time, collaboration with agencies, business buy-in, etc.”

SHE’S WORKED for brands such as Grolsch, Castle Lite Lime, Domino’s Pizza SA, Stanlib, and, most recently, Nedbank CIB (Corporate and Investment Banking).

HER COURAGE, sense of humour, perseverance, and resilience are some of the qualities that got her where she is today. “The only way I overcome challenges is through resilience and the belief I have in myself to do the right thing—I trust myself fully, and that helps me. I know everything is temporary. I can remind myself that I will get through something, and I can trust my judgment and decision-making—an important skill to develop when facing challenges of any magnitude.”

HER GREATEST strengths include fostering an environment for self-development and having a holistic viewpoint. “My ability to create environments for people to grow in and the passion to impart the knowledge I’ve learned over the years. My experience in the industry and ability to see the bigger business picture and how marketing can support the business in achieving its goals.”

HER KEYS to success include determination and motivation. “It’s important to push through the lows – every brand project has them. Focus on including the right stakeholders in the process at the right time along the journey and making sure you have a good team by your side because delivering a brand refresh is a massive team effort.”

HER EXTENSIVE experience in channel optimization and marketing campaign management has significantly influenced her approach to marketing strategy. “Your marketing strategy should inform your channels; budget also plays a role in channel. Effective campaign management will ultimately determine how well the project is delivered to market and whether it’s on time.”

SHE IS one of the judges at The Loeries. “I loved seeing all the incredible entries from this category at the Loeries this year. I love that agencies and brands are doing strong creative work in the B2B space. The work being produced is of a very high standard, and we should continue to push to avoid “wallpaper” advertising in this space.”

SHE DESCRIBES unremarkable work as the biggest challenge facing the marketing industry. “We’re flooding the market with mediocre advertising and there’s just too much going on.” 

MORE SPECIFICALLY, “We need to get back to crafting our work and being proud of every single piece of advertising we put into the market, we need to slow down and do less.”

HER ADVICE to aspiring marketers? “If you seek to add value first – success and impact are a natural outcome.” 

SHE CREDITS her current boss as her mentor. “Khensani Nobanda has achieved incredible success in her life, and nothing stands in her way. If she wants something she goes for it and she has fun while doing so.”

SHE SHARED to maintain a healthy work-life balance…“I had to learn to say no, and block out time for myself.” 

HER DOG, Isla, loves going for walks at a park called the Wilds in JHB. “You’ll usually find me [there or] at home in my downtime, reading a book and lounging by the pool.” 

TRAVEL IS a large part of her daily life. “My essentials are – moisturizer, headphones, a good book, and plenty of water.”

HER FASHION icons include Vera Wang, Olivia Culpo, Victoria Beckham, and Naomi Campbell.

HER STYLE is a reflection of her professional brand. “I love a less trendy, more classic look for the office or leisure, with lots of black, white, and natural tones.”

SHE STAYS up-to-date with the latest trends and industry best practices by… “Attending insightful webinars and conferences from credible sources, staying close to the consumer, and reading as much as I can – learning never stops.”

SHE VALUES her resilience, generosity, and authenticity.

THE QUALITIES she most admires in others are kindness, vulnerability, softness, and gracefulness in life.

THREE THINGS she wishes she could have told her younger self. “Don’t worry about what others think of you. Nothing is permanent and that’s a good thing. Be yourself, relax, and let go!”

Delon le Roux is a project manager and freelance fashion writer. Formerly an editorial and runway model in Asia, he holds a bachelor’s degree in Media, Communications, and Culture from Nelson Mandela University, complemented by a recent master’s degree in Strategic Management and Business Law.