Mphathi Ndlela

Customer-centric marketing and loyalty professional with more than a decade of experience across South African retail banking. Proven strength in loyalty programme marketing, CRM, customer engagement, product launches, brand advertising, customer journeys, and cross-functional delivery. Currently leading marketing for African Bank's Audacious Rewards programme, with prior Capitec experience across transact marketing, app and card launches, Send Cash, digital onboarding, and brand positioning.

Marketing Manager: Loyalty and Rewards - African Bank - Hybrid

(2025-01)

• Lead strategy, marketing and execution for initiatives that grow engagement, redemption and customer value within Audacious Rewards.
• Own end-to-end marketing planning across digital, CRM, PR and in-store channels.
• Drive partner benefit launches across grocery, travel, entertainment, dining and online shopping to support business objectives and market share growth.
• Translate customer insights and campaign data into marketing that improves loyalty, retention and satisfaction.
• Manage cross-functional teams and agency partners to deliver campaigns on time, within budget and aligned to brand.
• Embed loyalty benefits into onboarding, customer journeys and product integrations.

Marketing Specialist: Loyalty and Rewards - African Bank

(2023-04 - 2024-12)

• Supported growth of the Audacious Rewards ecosystem to drive engagement and differentiate African Bank in the retail banking market.
• Designed and executed customer education, engagement and loyalty marketing campaigns.
• Launched new benefits and redemption categories across travel, grocery and lifestyle.
• Partnered with internal teams to develop customer journeys and trigger-based communications.
• Analysed campaign performance and customer behaviour to improve ROI and member satisfaction.

Marketing Specialist: Brand and Advertising - African Bank

(2022-01 - 2023-04)

• Delivered integrated brand and customer-centric campaigns across Bank, Borrow, Save and Invest portfolios.
• Managed national campaign activity across TV, radio, out-of-home and digital platforms to build trust, awareness and relevance.
• Worked with agency partners to produce effective marketing aligned to brand positioning and product objectives.
• Helped lay the marketing foundations for Audacious Rewards.

Marketing Portfolio Lead: Transact - Capitec Bank - Stellenbosch, Western Cape

(2021-03 - 2021-12)

• Supported customer communications for digital onboarding, remote onboarding and card delivery.
• Applied communication, CX and UX knowledge to simplify customer onboarding and product education.
• Strengthened direct marketing channel use to help customers adopt Global One and digital services.

Marketing Coordinator: Brand - Capitec Bank

(2018-09 - 2021-03)

• Worked across major cross-functional launches including the redesigned Capitec App, new black card, Tap to Pay, Send Cash and brand positioning.
• Collaborated closely with Product Development and CX teams to support user-friendly customer experiences across app and card journeys.
• Contributed to the "Simplify Banking, Live Better" positioning, including tagline development, TVC scripting, production and market activation.

Marketing Communications Coordinator - Capitec Bank

(2016-08 - 2018-09)

• Managed social media, website CMS and PR communications to better support Capitec's growing digital product offer.
• Worked with agency teams to improve website flexibility, content journeys and product promotion capability.
• Supported Capitec's Idols sponsorship through show-day activations and broadcast integrations.

Regional Promotions Coordinator - Capitec Bank - Westville, Durban

(2013-03 - 2016-07)

• Delivered customer activations across malls and employer sites in KwaZulu-Natal.
• Developed promotional scripts and activation messaging that supported customer engagement and brand storytelling.

Service Consultant - Capitec Bank - New Germany, Pinetown

(2011-10 - 2013-03)

• Delivered customer service and sales in a branch environment, building practical knowledge of retail banking customer needs.

BA - Marketing Communication - AAA School of advertising (2023)

Certificate - Digital Marketing - Red & Yellow Creative School of Business (2017)

BSc - Science Foundation Programme - University of KwaZulu-Natal (2002)

Alexandra High School (2001)