About Me

Driving digital marketing transformation and commercial growth across complex, multi-market environments

Professional Summary

I am a marketing and growth leader specialising in digital marketing transformation, demand generation, and full-funnel performance strategy across complex, multi-market environments.

With 13+ years' experience across organisations like BMW Group South Africa and MTN Group, my work sits at the intersection of marketing, data, and commercial strategy - transforming marketing from fragmented activity into a scalable, revenue-generating engine.

I have led award-winning digital transformation at BMW, including launching the first fully online vehicle sales model in the region, and currently operate at group level at MTN, driving marketing capability, customer lifecycle management (CVM), MTN Ads, and go-to-market frameworks across African markets with varying levels of digital maturity.

What differentiates my approach:

-Translate business strategy into measurable marketing outcomes
-Build full-funnel ecosystems connecting brand, performance, and sales
-Embed data, technology, and customer insight into decision-making
-Drive alignment across teams, markets, and partners in complex environments

Published Work

Co-authored article with IAB members on the future of digital marketing transformation.

Read: “Embracing Digital Transformation in Marketing” - Business Day

What I Do

I help organisations transform marketing into measurable, scalable growth engines.

Digital Marketing Transformation

Evolving marketing from siloed execution into integrated, full-funnel ecosystems powered by data, technology, and customer insight.

Demand Generation & Growth Strategy

Designing marketing systems that translate commercial targets into acquisition, engagement, and revenue outcomes.

Customer Value Management (CVM)

Building structured Get-Keep-Grow lifecycle frameworks to maximise customer value across acquisition, retention, and monetisation.

MTN Ads & Digital Monetisation

Supporting the development and go-to-market of telco-led advertising platforms, enabling new revenue streams through first-party data and subscriber-based targeting.

MarTech & Data Enablement

Embedding platforms, tracking, and first-party data strategies to enable precision targeting, measurement, and optimisation.

Go-to-Market Strategy

Developing and executing launch strategies for digital products and services across multiple markets.

Career Journey

My career spans telecommunications, automotive, and media, with a consistent focus on transforming marketing into a driver of commercial growth.

At BMW Group South Africa, I led digital marketing transformation, building a full-funnel performance ecosystem across 40+ products and 9+ channels. This included launching the market's first fully online vehicle sales capability, delivering a 70% month-on-month conversion increase and earning the BMW C3 Leading Change Award for Best Digital Transformation.

During my time at BMW, I consistently received “Exceeds Requirements” ratings across all performance dimensions. My manager noted: “Makoma has consistently overachieved on campaign objectives and targets in a role with a high level of responsibility and high technical complexity.”

I was also a founding member of the BMW Associates Volunteer Committee, contributing to community initiatives alongside my professional responsibilities.

At MTN Group, I operate across multiple African markets, leading digital marketing, CVM strategy, MTN Ads, and go-to-market execution for digital services including Showmax, Disney+, and MTN One TV. My focus is on building scalable frameworks, improving marketing maturity, and driving commercially aligned performance in complex environments.

My educational foundation includes a Telecoms Mini MBA (2024), an Advanced Diploma in Digital Marketing from Red & Yellow Creative Business School, and a B.A. in Psychology from the University of Johannesburg.