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Nontsikelelo Dlamini, Marketing and Retail Manager at EMI

In this segment, Style celebrates leadership driven by ambition and resilience. Nontsikelelo Dlamini, Marketing and Retail Manager at Eswatini Meat Industries, exemplifies this ethos. Her journey is a compelling narrative of growth and dedication to making a meaningful impact beyond profit margins.

For Nontsikelelo, her motivation is rooted in a profound belief that her work transcends mere business objectives, it is about creating genuine impact. She explains; “Every role I have taken on from customer-facing positions to strategic leadership has constantly reminded me that behind every product or service is a human being whose life can be made better.” This belief fuels her daily drive, instilling a sense of meaning in her professional endeavours.

Her experience working under the mentorship and coaching of Phindile Matsebula EMI’s Managing Director whom she describes as a woman of strong will, charecter and leadership, has played a pivotal role in sharpening her perspective. She also draws inspiration from Inyatsi Group’s bold vision: ‘Africa’s Leading Integrated Business Partner’. This vision is not only ambitious but also forward-looking, serving as a reminder that no challenge is insurmountable when the purpose is greater than oneself.

The organisation’s core values; ‘agility, accountability, commitment, teamwork and embrace change’, serve as guiding principles. During challenging times, these values anchor her, reinforcing that discipline, resilience and adaptability are not just buzzwords but essential principles to live by.

Challenges, in her view, do not discourage her; they energise her. “Each obstacle is an opportunity to test my leadership, grow in wisdom and find solutions that inspire my team and organisation,” she affirms. Her motivation stems from the knowledge that overcoming difficulties is a personal victory that also sets an example for others who are watching, learning and aspiring.

One of the most transformative moments in her career was her transition from being an Experience Centre Supervisor at Eswatini Mobile to assuming more strategic roles in marketing, ultimately leading to her current position at Eswatini Meat Industries. She describes this period as a leap into the unknown but emphasises its importance in her leadership development.

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Ntobeko Dlamini, Director of Communications and Marketing at ERS

In the world of communications and leadership, staying motivated amid challenges often hinges on a deep sense of purpose and the joy of storytelling. Ntobeko Dlamini shares how her passion for her work is fuelled by the art of making complex ideas accessible and meaningful. She draws inspiration from Nozi Tshabalala, a renowned conversation strategist, who famously said: “Communication is the birthplace of action.” This principle resonates profoundly with her, as she believes that effective communication is essential in translating organisational goals into relatable messages that inspire action.

Her role at Eswatini Revenue Service (ERS) exemplifies this philosophy. Tasked with demystifying tax policies, she employs a wide array of channels from radio and community dialogues to social media and website explainers to reach diverse audiences. Her goal is to meet people where they are, simplifying technical information so that compliance feels less like a burden and more like an achievable step in everyday life. Collaborating with data and analytics teams ensures that her messaging remains honest and impactful, driven by real behaviour and genuine questions. Witnessing behaviour change and seeing clients respond positively serve as powerful motivators, reminding her of the vital importance of her work, especially during challenging times.

Her journey into leadership was marked by a pivotal moment early in her career when she was asked to step into a leadership role unexpectedly. Her boss resigned, leaving her to manage the team and maintain momentum, an experience that pushed her to draw on lessons learnt from inspiring leaders she admired.

*Full article available in our publication.

Ntobeko Dlamini, Director of Communications and Marketing at ERS. (Pics: Courtesy)

Nontsikelelo Dlamini, Marketing and Retail Manager at EMI.

Nontsikelelo Dlamini welcoming delegates from Norway.