Lowena Waries (28) was recently appointed as M-Net’s new Marketing Manager for the youth and music channels (M-Net Local Entertainment). She’s the youngest person to have filled this role. Here she shares how her journey has been so far.
How did your career start?
I was fortunate enough to land my first job at M-Net right after I graduated from UCT and I’ve been here for nearly seven years. I have a great passion for music and the arts so being able to work for a company like M-Net has been absolutely amazing. I’ve worked as an EGP editor, a brand manager and now a marketing manager. My love for the arts goes way back and now I get to work on the coolest brand on the planet. I’m not complaining!
What’s the most important lesson that you’ve learned?
It’s all about earning your stripes. This job consists of everything: putting up branding at events, working late nights, writing briefs until the early hours of the morning, sitting in on pitches and being a creative on set at 5am. The important thing is to also take everything in its stride and pay attention to detail.
What would you tell your 20-year-old self?
I’d say look at careers people haven’t told you about. Growing up, you know about the lawyers and doctors, and going to university – you’re told which careers to follow. So I’d tell my 20-year-old self that you can be whatever you want to be. Also, stop being too conformist about what you’re meant to do and having a “9-5”. Be a bit more out of the box about what you want to become.
What’s your creative process like?
I believe in brainstorming. I love having a thought to begin with – one simple idea – and building on it. I like taking that idea and sharing it with agencies or my direct team and asking them: “What are your thoughts on this and can it go further?” A lot of the time brand and marketing managers take on the perspective of their brands. It’s always interesting to step outside your role and put yourself in the shoes of the consumer. Ask yourself: “What is an 18-year-old thinking right now? Am I still relevant?” Those kinds of discussions, the brainstorming, etc… they’re important in the creative process. I’m 28 and although I think I’m cool, I don’t know if what I think is cool is the same as what’s out there.
What was it like being part of the Vuzu Amp launch?
It was fun, scary and challenging – all in one. Not only did it launch in SA, but we also launched it to the rest of Africa. There was a lot of pressure from the business, as it was another premium offering. Working on a premium channel is a very important focus for the Multichoice brand and although the pressure was high, it was eventually very rewarding.
What dreams or vision do you have for Vuzu Amp, Channel O and Mzansi Magic Music?
I definitely want us to keep the stamp of authority, especially with our music channels, like Channel O. I want Channel O to be a brand that pushes local music, but also celebrates a global way of thinking. Whether you’re in the heart of Soweto or in the Cape Flats, Channel O should speak to you and give you an aspirational feeling. Vuzu Amp has always been the trendsetter, i.e. with celebrities, reality shows etc. We always say that we speak to the psycho-graphic of being young at heart. Mzansi Music speaks to nostalgia, being reminiscent. So for me, I want all three channels to be number one in their target markets.
Source: Roxanne Francis @DestinyConnect
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