Latest news with #digitalstrategy
Zawya
3 days ago
- Business
- Zawya
#YouthMonth: Madri van der Westhuizen on redefining digital marketing in South Africa's hospitality sector
In celebration of Youth Month, we caught up with Madri van der Westhuizen, campaign and social media manager at ANEW Hotels & Resorts, one of the young professionals shaping South Africa's tourism and hospitality sector. Madri van der Westhuizen, campaign and social media manager, ANEW Hotels & Resorts From pivoting away from industrial psychology to leading digital strategy for a growing hotel group, Van der Westhuizen shares insights on curiosity-led leadership, building impactful campaigns, and the unexpected passions that fuel her journey. Can you tell us about your journey into hospitality marketing and what drew you to this industry after initially studying Industrial Psychology? My hospitality journey was not a planned one, but it's been one I've loved, nonetheless. During my second year at university, I stumbled across this incredible class called consumer psychology. I fell head over heels for it, so much so that I ended up double majoring in marketing and industrial psychology. At the time, I was still convinced I'd eventually specialise in Labour Law or Psychometrics… until a fantastic lecturer opened my eyes to the world of Services Marketing. That class completely changed my perspective. There's something magical about the services space, how you essentially create something from nothing, driven by passion and people. It's dynamic, exciting, and it pulled me right in. That curiosity led me to a two-week internship at a digital marketing agency during my June holidays. Those two weeks quickly turned into six months, and before I knew it, I had a full-time contract waiting for me after I graduated. One of the agency's clients at the time was ANEW, back then, just a small but promising brand with only two properties. I've been incredibly lucky to grow with them from those early days. By 2021, a few colleagues and I were fully absorbed into the brand as the in-house marketing team. And while I may not have sought out hospitality, it found me, and I've never looked back. The love and passion I have for this industry continue to grow every single day. What have been some of your proudest career moments so far at Anew Hotels & Resorts? This is such a tricky one! Honestly, there have been so many moments that have felt astronomical, and I say that with imposter syndrome still very much in the driver's seat. Seeing the growth, both in terms of revenue coming in and our social media numbers, like followers and engagement, has been incredibly rewarding. It's exciting to know that the work we're doing is making a tangible impact. However, two standout moments have marked my journey with Anew. The first was a huge "wow, I've actually made it" moment when I was invited to join the Company Manco team. It was surreal. Being the youngest person at the table, sitting amongst people I'd looked up to for so long… it was equal parts nerve-wracking and empowering. That moment reminded me of how far I'd come and how much trust the brand had placed in me. The second was the official launch of our internal communications department, something me and a colleague built from the ground up for our growing company. That moment was so special because it wasn't just about strategy or output; it was about creating a space where our people felt seen, heard, and connected. As Anew expanded, we knew we needed a way to keep the heart of the business beating strong, and launching that department felt like a real turning point for us. Both moments reminded me that this journey isn't just about career growth, it's about building something meaningful together. You describe yourself as 'ever curious' and driven by data — how does this shape the way you approach your campaigns and social media work? One thing that's fuelled my love for the digital space is that perfect balance between creativity and analytics. There's just something about it that clicks for me. I've always had this insatiable hunger for information. I'm constantly curious, always diving into the next topic or what's bubbling up in the zeitgeist. That curiosity has shaped how I approach campaigns and social media. It's helped build a strong foundation where we can spot opportunities, adapt to the market quickly, and jump on trends in a way that feels relevant and intentional. At the same time, I always keep the bigger picture in mind. Real ROI matters. It's not just about what looks good on the feed, but about building something that supports the business and drives results. The way I like to think of hospitality is this: Most people only have around 15 days of leave a year, and they're spending their hard-earned savings on that time. It's up to us to earn their trust and their excitement, and then to curate an experience that's truly worthy of both. That mindset is at the core of everything I do. It's about combining insight with empathy, and data with meaning, to create work that connects and delivers. How would you describe your leadership style, especially when working with younger or emerging professionals in your team? I'd say I really try to embody a transformational leadership style in the way I work with my team, especially when it comes to younger or emerging professionals. Like any leader, I've made mistakes along the way in how I approached things early on. But I was incredibly lucky to learn, fairly quickly, that leadership isn't about telling people how to do their jobs. It's not about control or direction. My role is to inspire, support, and create an environment where my team can bring the best version of themselves to their work. Sometimes that means giving them a super detailed brief. Other times, it means stepping back and letting them lead. For me, it's about asking, 'What do they need from me to be most effective in this task?' rather than, 'How can I be the one who shines?' It's not about micromanaging. It's about unlocking potential. And when I see our team grow, take ownership, and bring new ideas to the table, that's where the real magic happens. Youth Month celebrates the importance of young voices in shaping the future. What advice would you give to other young professionals hoping to enter the hospitality or digital marketing space? Be a sponge. That's honestly the best advice I can give to any young professional stepping into the hospitality or digital marketing space. In your first few years, take in everything you can. Say yes to the work, no matter how big or small. Don't silo yourself or think something isn't your job, this is the time to become as well-rounded as possible. In marketing, we talk about the 'unicorn' a lot, someone who understands all facets of the craft. And the best way to build yourself into that unicorn is to stay open, curious, and willing to learn from every task, conversation, and challenge that comes your way. And most importantly, come prepared. That's the one thing that's consistently put me in rooms I probably wasn't qualified to be in on paper. Read up on the industry. Take time after hours to develop your ideas or talking points. Bring something to the table. It doesn't matter where you sit on the org chart; preparation shows you care, and people notice that. And remember, no one's expecting you to be the final product. Be a diamond in the rough — just start shining in your own way and let the rest shape over time. Outside of work, you have some fascinating interests — tell us about the axe throwing and your idea for a fashion brand. How do these passions reflect your personality? I love keeping my mind busy. Whether it's diving into the weirdest podcast topics, researching something completely random just because, or working on my next sewing project, I'm someone who thrives on curiosity and creativity. I'm very much a self-proclaimed yapper, always talking, always thinking, always unpacking the latest thing that's caught my attention. There's a line from a Dove Cameron song that sticks with me: 'If you say I'm too much, then go find less.' And honestly, that hits home. I've spent a lot of time wondering if I should tone myself down, talk less, hold fewer opinions, try to be more palatable. But I've realised that being 'too much' is a big part of what makes me me. It's where the energy, the ideas, and the creativity all come from. That plays a big role in my passion for fashion, too. I've always loved clothing and the magic it holds, the way it can completely transform how you feel. As someone who's never had the so-called 'traditional' body type, I had to learn early on how to dress in a way that made me feel amazing. That process taught me so much about confidence, self-expression, and finding joy in your own skin. One day, I'd love to build a fashion brand that brings that feeling to others — unique, thoughtful pieces that help people feel incredible, exactly as they are. No moulds, no rules, just love, comfort, and that spark of confidence when you find something that truly feels like you. It's a reflection of my personality in every way: bold, curious, and always looking to create something meaningful. Regarding the axe-throwing… well…. One day, we found ourselves in a really strange setting – the kind of place where you wouldn't expect much, let alone axe-throwing. But there it was, part of the day's activities. And, to everyone's surprise (including mine), I turned out to be good at it! Who would've thought axe-throwing would be my hidden talent? What excites you most about the future of hospitality marketing in South Africa? Are there any trends you're particularly drawn to right now? I am genuinely so excited about the future of hospitality marketing in South Africa! We have such untapped potential to become one of the top global destinations, especially now that more private enterprises are backing the sector and pushing for innovation in the space. One of my absolute favourite trends right now is what I like to call SA's 'free PR strategy.' More and more international celebs, creators, and big-name personalities are doing the full South African tour — Cape Town, the Winelands, Garden Route, and Kruger, and in doing so, they're naturally showcasing the premium product we have to offer. Without a major push, these stories are shifting the narrative from 'dangerous and undeveloped' to 'unforgettable, bucket-list experience you can't get anywhere else.' That kind of organic exposure is gold. But the real challenge, and opportunity, lies in how we position ourselves. I think we need to start changing our mindset. Yes, we have a weaker currency, but instead of seeing that as a negative, we should be highlighting how it makes South Africa one of the most affordable luxury destinations for international travellers. World-class experiences, authentic culture, and stunning landscapes, all at a value that's tough to beat. So, it's not just about telling the story better. It's about owning our worth, shifting perceptions, and being unapologetically proud of what South Africa brings to the table. And that's exactly the kind of creative, purpose-led marketing I can't wait to keep building on. If you could go back and give your younger self one piece of career advice at the start of your journey, what would it be? If I could go back and give my younger self one piece of career advice, it would be this: Never lose sight of who you are and where you want to go. You've got a vision, and you know the direction you're growing in. Don't let anyone else's limited thinking shrink your path. Just because someone else thinks small, doesn't mean you can't think big. You didn't work this hard just to be boxed in by someone else's idea of what's possible. You owe it to yourself to fully embrace your potential — to back yourself, even when it feels uncomfortable. Believe in what you bring to the table. Know your strengths, be honest about your gaps, and then do the work to close them. It's not about being perfect, it's about being intentional. Keep showing up, stay curious, and trust that your ambition and hard work are leading you somewhere incredible. Your value was never meant to be defined by someone else.
Entrepreneur
11-06-2025
- Business
- Entrepreneur
Why Your Content Messaging Isn't Converting — And What to Do About It
Content fails when it speaks 'at' audiences, not 'to' them. To convert, your messaging must be focused, data-backed and designed for how people actually read. Opinions expressed by Entrepreneur contributors are their own. Over the years, I've had the privilege of running multiple companies and contributing to the growth of Digital Silk as a global digital agency. During this journey, I've seen the same thing time and again: brands investing in content, launching websites, blogs and CTAs, only to be disappointed by the results. It's not that they're not publishing. It's that they're not connecting. In my experience, content without strategy is just noise. Content with the right messaging becomes a powerful growth engine. Here's what I've learned about making content messaging actually work and convert. Related: She Quit Her Corporate Job to Sell a Refreshing Summer Staple — Then Made $38,000 the First Week and $1 Million in Year 1 Your content isn't a broadcast — it's a conversation Today's audience expects more than information. 71% of consumers want personalized content, and they get frustrated when it feels generic. Yet many brands still speak at their audience, not with them. The messaging may sound polished, but if it doesn't reflect your audience's actual concerns, it won't connect or convert. For example, reviewing support tickets, FAQ submissions or sales call notes can uncover repeated questions or objections your team hears every day. These insights can be used to shape your messaging around what your audience is really thinking, not just what you want to say. When you do this well, the shift is immediate. Content becomes more relevant. Engagement improves. And over time, so do your results. Related: How New Businesses Can Create a Content Marketing Strategy You can't resonate with everyone — and you shouldn't try Trying to appeal to everyone is one of the quickest ways to lose your audience. Content becomes diluted and generic. What works better, and what I always recommend, is focusing deeply on a specific segment. Instead of guessing, listen to what your users are saying, analyze their search behavior and study their decision-making moments. When your content targets a narrow audience with a defined problem, it feels relevant and useful and not like just another SEO exercise that missed the mark. Related: How to Thrive in Niche Markets Stats don't just support your point — they make it Content marketing has changed. You're no longer just telling a story — you're proving it. I always back up major points with credible data because it gives your audience something to trust. Here are a few statistics that consistently prove their worth: 88% of users won't return to a site after a bad experience Articles with relevant images get 94% more views Users spend 1.4x more time on pages with videos These figures do more than fill space — they help make your case. The numbers inform design decisions, content hierarchy and even CTA placement. If you're not using data to make your message stronger, you're missing a major trust-building opportunity. Related: How to Build a Powerful, Results-Driven Media Relations Campaign By Utilizing Data Design your content for how people actually read One of the things I emphasize with our clients is: don't make people work to understand you. Structure matters because most people don't read — they scan. That's not a theory; it's reality. So, your job is to make your content as scannable and frictionless as possible. Short paragraphs, bullet points, clear and benefit-led subheadings and key takeaways highlighted mid-scroll make a huge difference in how people engage. Remember that content isn't just about what you say. It's about how easy it is to absorb. Related: The Science Behind Why People Scan Content Instead of Reading The way your message looks is part of the message Too many companies separate content from design. I've learned to view them as two sides of the same coin. Typography, for example, plays a crucial role in your messaging strategy. The right font size, weight and spacing can subtly influence whether people read your content or bounce. Bad typography creates visual friction; good typography builds trust and makes information more digestible. It's not just about looking pretty. It's about guiding the reader's eye, creating hierarchy and communicating clarity. A cluttered layout or poor font choice can make even great copy feel confusing or untrustworthy. Other visual elements matter too. For example, motion graphics help simplify complex ideas, clean layouts reduce cognitive load, while charts and visuals improve comprehension. Remember, humans process visuals 60,000 times faster than text. That's why I encourage teams to think visually from the start. Use animated charts, clean layouts and motion to simplify complex ideas and reinforce trust. If your message matters, show it — don't just say it. Related: 12 Hacks to Keep Visitors on Your Pages Longer Your CTA isn't a nice-to-have — it's the next step in the journey One thing I always tell clients: every piece of content needs a clear, compelling next step. Whether that's a download, a signup, or a read-more, don't leave your audience hanging. Whether it's a button, a link, or a contact form, your call to action should be clear, direct and specific. Vague CTAs like "learn more" or "get started" often underperform because they don't speak to the reader's actual goal. A simple test I use: if your CTA could apply to any business on the planet, it's too vague. Instead, use language that highlights an outcome or addresses a specific curiosity: "See the full pricing breakdown." "Get the checklis.t" "Compare features side by sid.e" The clearer the destination, the higher the click-through rate. Listen before you write If there's one principle I've learned building agency content strategies for Fortune 500s and startups alike, it's this: your message isn't about what you want to say. It's about what your audience needs to hear and act on. The most successful content messaging happens when you listen before you write, narrow your focus, use stats with sources, design for clarity (not clutter) and make every CTA intentional. When you align message, structure, visuals and data, content starts to do what it's meant to do — connect, convert and grow your brand.
Zawya
11-06-2025
- Business
- Zawya
Vertiv names Mike Giresi as Global CIO
Giresi to further reinforce Vertiv's digital and AI strategy, in support of executional strength, superior customer experience and operational leverage Dubai, UAE – Vertiv (NYSE: VRT), a global leader in critical digital infrastructure, today announced that Mike Giresi will join the company on June 30, 2025 as global Chief Information Officer (CIO), leading company initiatives in AI adoption across the business, cybersecurity, product security, and digital enabled productivity and customer experience. 'Strong digital and IT vision and execution are central to our strategy to continue to lead the industry and constantly augment the value we are delivering to our customers,' said Giordano (Gio) Albertazzi, Vertiv CEO. 'Mike deeply understands the opportunities of a rapidly evolving AI, digital and IT space and has the experience, the executional focus and expertise to reinforce our competitive advantages.' Giresi said, 'I am excited to join Vertiv, helping the global teams to create accretive value through advancement of company digital strategy initiatives. By continuing to evolve and improve Vertiv customer experience, product development and manufacturing capabilities, we will take the next steps towards enabling accelerated adoption of AI and digitization for hyperscale, enterprise and edge customers.' Most recently chief digital officer with consumer electronics company Molex, Giresi has more than 30 years of IT experience, with more than 20 in chief leadership roles. He has previously served as chief digital & technology officer at Aramark, CIO of Royal Caribbean Cruises, Ltd., CIO of Tory Burch, CIO of Direct Brands (Columbia House & Doubleday), and CIO, SVP IT for Godiva Chocolatier. Giresi earned an EMBA from Saint Joseph's University – Erivan K. Haub School of Business, and a BA from Seton Hall University in English and Information Systems. About Vertiv Vertiv (NYSE: VRT) brings together hardware, software, analytics and ongoing services to enable its customers' vital applications to run continuously, perform optimally and grow with their business needs. Vertiv solves the most important challenges facing today's data centers, communication networks and commercial and industrial facilities with a portfolio of power, cooling and IT infrastructure solutions and services that extends from the cloud to the edge of the network. Headquartered in Westerville, Ohio, USA, Vertiv does business in more than 130 countries. For more information, and for the latest news and content from Vertiv, visit
Al Bawaba
11-06-2025
- Business
- Al Bawaba
Vertiv names Mike Giresi as Global CIO
Vertiv (NYSE: VRT), a global leader in critical digital infrastructure, today announced that Mike Giresi will join the company on June 30, 2025 as global Chief Information Officer (CIO), leading company initiatives in AI adoption across the business, cybersecurity, product security, and digital enabled productivity and customer experience.'Strong digital and IT vision and execution are central to our strategy to continue to lead the industry and constantly augment the value we are delivering to our customers,' said Giordano (Gio) Albertazzi, Vertiv CEO. 'Mike deeply understands the opportunities of a rapidly evolving AI, digital and IT space and has the experience, the executional focus and expertise to reinforce our competitive advantages.'Giresi said, 'I am excited to join Vertiv, helping the global teams to create accretive value through advancement of company digital strategy initiatives. By continuing to evolve and improve Vertiv customer experience, product development and manufacturing capabilities, we will take the next steps towards enabling accelerated adoption of AI and digitization for hyperscale, enterprise and edge customers.'Most recently chief digital officer with consumer electronics company Molex, Giresi has more than 30 years of IT experience, with more than 20 in chief leadership roles. He has previously served as chief digital & technology officer at Aramark, CIO of Royal Caribbean Cruises, Ltd., CIO of Tory Burch, CIO of Direct Brands (Columbia House & Doubleday), and CIO, SVP IT for Godiva Chocolatier. Giresi earned an EMBA from Saint Joseph's University – Erivan K. Haub School of Business, and a BA from Seton Hall University in English and Information Systems.
Entrepreneur
10-06-2025
- Business
- Entrepreneur
The Expensive Wake-up Call That Changed My Perspective: Why Silence Works Better Than Ads in the Luxury Market
Why the most successful luxury platforms are built in silence, not with splashy launches. A firsthand look at the rise of 'invisible marketing' in high-end markets. Opinions expressed by Entrepreneur contributors are their own. You're reading Entrepreneur Europe, an international franchise of Entrepreneur Media. The luxury world isn't going digital. It's going dark. When visibility becomes a liability, the smartest marketing strategy might be no marketing at all. Last summer, I received an email from the CMO of a heritage fashion house. She wanted to partner on a "next-gen luxury experience": a digital launch backed by influencers, Meta ads, and a seven-figure press tour. Five years ago, I would have replied within five minutes. Today, I never even sent the proposal. The reason? I've spent the past 12 months quietly building a luxury platform that doesn't rely on traditional promotion. No paid ads. No influencers. No press blitz. The homepage isn't even indexed by Google yet. Early partnership discussions suggest this approach is working, though it's too early to claim victory. This isn't a stunt. It's a strategy rooted in a painful lesson about how luxury consumers actually behave. The expensive wake-up call that changed my perspective In 2023, my agency secured what seemed like a dream project: marketing luxury real estate developments across southern Europe. We had everything—serious production budget, paid media allocation and exclusive inventory. Our campaign reached millions of targeted impressions with above-average engagement rates. We generated exactly zero qualified leads. Not low conversions. Zero. When we interviewed target customers afterward, their feedback was brutal. The most common response? "If I saw it advertised online, it can't be that exclusive." One family office advisor in Geneva put it bluntly: "The properties we actually buy aren't on Instagram." That failure cost us the client and nearly £200,000 in sunk costs. But it taught me something invaluable. In ultra-high-net-worth circles, visibility had become a liability. The invisible economy I discovered Over the next six months, I interviewed family offices, boutique hotel owners, and luxury service providers across Europe. The pattern was consistent: the best-performing businesses weren't optimizing for reach. They were optimizing for invisibility. This shift isn't just anecdotal. Private banking reports consistently show ultra-high-net-worth individuals increasingly valuing discretion over display. The most successful luxury businesses I studied had already adapted to this reality. One Monaco concierge doubled revenue after shutting down its Instagram and moving to WhatsApp-only. A yacht charter platform built a multi-million business through invitation-only Telegram groups with just a few hundred members. These weren't marketing tactics. They represented an entirely different philosophy. But here's what surprised me most: not everything worked this way. I also found plenty of failures. A Swiss watch dealer lost 40% of revenue trying to go "too exclusive." A London art gallery's members-only strategy backfired when they couldn't generate enough word-of-mouth. The lesson? Invisibility only works when you have something genuinely worth hiding. My three-phase experiment (and what went wrong) Inspired by these findings, I began developing my own test: a platform built on radical privacy principles. Instead of following the startup playbook, I reversed every step. Phase 1: Silent testing I built a basic prototype without branding or analytics. No domain announcements. No team updates. I personally reached out to 15 potential users who collectively managed significant discretionary spending. The early results were promising. Within 72 hours, most had shared it with their networks. But I also made mistakes. My initial interface was too complex. Three users dropped off immediately because the onboarding took 20 minutes. Phase 2: Controlled expansion Rather than opening registrations, I made access harder. New users needed referrals. Registration required video calls. This friction had mixed results. Yes, it created exclusivity. But it also frustrated legitimate users. One potential partner, a luxury travel curator I'd worked with before, gave up after the third step. I had to manually onboard her and redesign the entire process. At one point, I nearly made a fatal mistake. I considered launching with a viral waitlist campaign: "10,000 spots for the world's most exclusive platform." My finger was literally hovering over the publish button when I realized this would destroy everything we'd built. The contradiction would have killed our credibility overnight. Phase 3: Strategic partnerships Instead of traditional B2B sales, I focused on "silent partnerships." No announcements. No case studies. Just direct value exchange with select partners. This is where the model started clicking. I've been applying these principles with testing whether a platform built on invisibility could actually create more value than one built on virality. But even then, two partnerships failed because I couldn't provide the social proof they needed for internal buy-in. Invisibility has its costs. What entrepreneurs can actually take away Through this experiment, I've identified principles that apply beyond luxury markets: Not every product needs a launch. Test with five ideal customers before you tell 5,000 strangers. Early users shape products better than early publicity. Friction can be a feature. The right obstacles filter for the right audience. But know the difference between valuable friction and poor user experience. Some metrics matter more than others. I track "invitation scarcity": how many users could invite others but choose not to. High scarcity often signals high value perception. Failure teaches more than success. My biggest learnings came from the watch dealer who went too exclusive and the gallery that couldn't generate organic growth. Study both extremes. The counterintuitive path forward We're entering an era where certain audiences actively avoid findable brands. They don't want to discover products; they want products to be revealed to them through trusted sources. This doesn't work for every business. Most companies still need traditional marketing. But for specific segments, particularly those serving privacy-conscious affluent consumers, the old rules are reversing. Luxury consumers increasingly interpret easy access as low value. The path forward isn't about shouting louder. It's about knowing when to whisper and when to stay completely silent. Six months ago, that fashion house CMO reached out again. She'd heard about what we were building through her network. This time, she didn't want a campaign. She wanted to understand how to disappear. Some brands chase attention. Others choose to be discovered only by the few who matter. In today's market, the rarest value signal might be silence itself.
