Lala Mashaba

Lasi is a member of the Marketing Association of South Africa under the designation Marketing Practitioner of South Africa (MPSA). She is a dynamic PR & Communications professional with extensive expertise in marketing, stakeholder engagement, and sponsorship management. Enhanced brand visibility through innovative marketing strategies, driving a 30% increase in sponsorship revenue and 50% growth in social media engagement.

Proven track record in cultivating impactful partnerships and managing successful events that resonate with community stakeholders. Passionate about leveraging experience in sports management to elevate brand presence and foster lasting relationships. Her academic background, coupled with her extensive PR and communications experience, has resulted in her excelling in professional roles working with corporate and sporting brands, including aQuelle, Ethiopian Airlines, Mastercard Foundation and Umbro.

Regional Marketing Manager: Northern Region - Nando's South Africa

(2024-08 - 2025-08)

Serve as brand custodian, delivering regional marketing support for franchises and corporate operations. Collaborate with research, digital, and food teams to launch and promote new products via regional activities. Identify and execute local marketing opportunities, ensuring alignment with overall regional strategy. Manage annual regional budgets, enhancing visibility through ATL, BTL, and TTL media for impactful campaigns.

• Developed and executed regional marketing strategies to increase brand awareness.
• Collaborated with cross-functional teams to successfully launch new products.
• Identified local marketing opportunities, driving engagement and customer loyalty.
• Managed regional budgets to optimise marketing effectiveness.

Internal Communications Manager - Nando's South Africa

(2024-02 - 2024-08)

Cultivate two-way communications culture connecting restaurant teams and Central Support. Collaborate with stakeholders to implement engagement and internal communications strategies aligned with business objectives. Translate and communicate company strategy, goals, and key messages via diverse channels to engage Nandocas and reinforce Nando's cultural behaviours.

• Foster open communication between teams and support groups.
• Develop strategies that enhance employee engagement and alignment.
• Facilitate effective messaging through multiple communication platforms.

Marketing & Sponsorship Consultant - Pretoria Callies F.C.

(2023-06 - 2023-12)

Developed marketing strategies to enhance brand visibility. Collaborated with sponsors to create impactful partnerships. Managed promotional campaigns and events, boosting fan engagement and attendance. Liaised with community stakeholders to strengthen local presence.

• Increased sponsorship revenue by 30% through targeted outreach.
• Enhanced social media engagement by 50% with innovative content strategies.
• Organised successful community events, attracting over 1,000 attendees.

Marketing & Comms Consultant - Marumo Gallants F.C.

(2021-01 - 2023-03)

Direct overall marketing and communications strategies. Cultivate sponsorship opportunities to enhance team performance. Organise events such as CSI projects and PSL/CAF matches. Perform media lobbying, manage sponsorships, and develop content. Identify impactful CSI initiatives for club participation.

• Developed comprehensive marketing strategies, increasing brand visibility.
• Secured multiple sponsorships, boosting club's financial resources.
• Organised successful events, enhancing community engagement.
• Cultivated strong media relationships, improving reputation management.

Head: Media and PR - 1Africa Consulting

(2021-01 - 2023-03)

Oversee PR account management and client servicing. Ten years of experience in content creation, reputation management, stakeholder engagement, and media relations. Develop and execute communication strategies, including research, planning, and project valuation. Provide campaign feedback to clients such as Hollard, Accenture, Ethiopian Airlines, Mastercard Foundation, and USAID.

• Drove successful PR Pan-African campaigns for high-profile clients.
• Championed stakeholder engagement to enhance client relationships.
• Orchestrated content development for diverse Pan-African media outlets.

Senior Account Manager - Africa Communications Media Group

(2014-10 - 2020-12)

Oversee media and public relations strategies for 1Africa Consulting. Advise club management on aligning sponsorship deals with brand vision. Cultivate and sustain relationships with existing clients post-deal finalisation.

• Identified and pursued diverse sponsorship opportunities for the team.
• Provided strategic guidance to management on sponsorship alignment.
• Maintained strong relationships with clients to ensure satisfaction.

BA (Hons) - Strategic Brand Communications - VEGA BRAND SCHOOL

BA - Corporate Communications - UNIVERSITY OF JOHANNESBURG