Pumela Salela, Country Head for the United Kingdom (UK) under Brand South Africa, is the custodian of the South Africa Country Brand. Prior to serving in her role of marketing South Africa in the UK, attracting foreign direct investment (FDI), mobilising Global South Africans (GSA) abroad and managing South Africa’s brand reputation, she was the Chief Director for Economic Policy Development and Planning at the Department of Economic Development in South Africa.
A seasoned marketer and BPO (Business Process Outsourcing) expert, Ms Salela sits on various boards including the Global Sourcing Council, the Tri-Sister City Alliance (The first Sister City Alliance between BRICS cities aimed at creating jobs for knowledge workers), the Advisory Council of the World BPO Forum, the Advisory Board of the World Summit on Internet and Social Media (WSIM) and the Advisory Board of the Sable Accelerator LLC (SABLE). Pumela is the only South African (one of 18 globally) to receive the Rockefeller Foundation’s inaugural Global Fellowship on Social Innovation.
A former lecturer in Strategic Brand Management at VEGA, Pumela completed her MBA (cum laude) in England through the Nelson Mandela Scholarship. To pay it forward, she is the chairperson of the Nelson Mandela Scholarship Alumni Association and a mentor to Graca Machel Scholars.
We asked this humble daughter of the soil about her experience of flying the South African flag in the UK.
What’s the one biggest challenge have you faced in promoting brand SA in the UK?
Undoubtedly, some South Africans who are pessimistic about our country! Instead of being brand ambassadors, we sometimes find South Africans who justify why they left and use any opportunity to spread negative stories about South Africa or create some when none exist. However, with our Global South Africans initiative (www.globalsouthafricans.com), we are creating a network of exceptional South Africans who are proud of SA and are willing to come up with viable solutions to solve our problems instead of pointing fingers.
Which industries are more accessible for South African brands and women in particular?
In the last 10 years, in terms of investment from South Africa to the UK, Financial Services is the top sector accounting for more than one-fifth of projects tracked. Real Estate has generated the highest number of total jobs and the greatest investment with 761 jobs and ZAR5.08bn in investment with the largest project size on average in terms of both investment and jobs creation. A total of 153 UK companies invested in South Africa between February 2003 and November 2014. In 26 sectors, Business Services accounted for 22.2% of projects with project volume peaking during 2013 from 13 projects tracked with 2,993 jobs created and ZAR2.35bn of capital invested in this sector. Similarly, the UK recognises the role that women can play and South African women can participate equally in UK trade and investment across all sectors of the economy.
If you were to suddenly leave the UK, what would you miss the most? Why?
Not having to drive. The tube train system is very effective with added health benefits as I walk the distances not covered by train and lost some weight without effort.
What is the one thing you wish the English citizens really knew about South Africans?
South Africans are able to reflect, laugh at ourselves, see right from wrong, are vocal and the country is not going down the drain. We are resilient and full of survivalist surprises.
If money was no object, what would be a must see or do in the UK?
There is something for everyone. I would suggest things that are quintessentially British, like a tour Buckingham Palace or a private tour of Scotland and staying in the Castles there. You can have High Tea at Harrods or do dinner and dance at The Ritz. There are also a number of exclusive clubs and restaurants such as one which is booked 5 years in advance at £2000 to secure a booking.
fabulouswomanmagazine 