Sadika Fakir

Integrated Media and Digital Director at Tiger Brands

Sadika Fakir, Integrated Media & Digital Director at Tiger Brands is a firm believer of integrated and seamless marketing communications that focus on the customer. “As marketers, we are responsible for standing for more than just sales of products and services. We need to have a part of making the world a better place and help improve the lives of the customers as the brands we represent whether as agency or corporate.” With an ever-evolving customer base and shifting media landscape, she states that we must consistently reinvent our approach to market – taking customer shifts and nuances into consideration to drive seamless & integrated communication solutions. She is captivated by the power of the media & digital (she met her husband online) and believes it suits her disruptive approach to work. After a seven-year stint in a similar roles within financial services, Nedbank and FNB respectively, she joined the consumer goods category in her role at Tiger Brands in 2020. Prior to the corporate roles, she notched up ten years at numerous agencies building her integrated strategic media experience totalling more than 17 years’ within integrated channel strategy and advertising. Growing up, her dad was the only accountant on the South Coast, with a targeted offering for SME’s. She learnt from her father that entrepreneurship and seeking opportunity is key. It’s the kind of thinking that prompted Sadika to pitch working for no income at the beginning of her career to gain valuable experience at TBWA/Hunt/Lascaris. She began by working on multiple projects within the role of a Research Analyst which started the journey of discovery and passion for media arts, customer passion points and fundamental philosophy of Disruption. Sadika stresses the importance of personal development and learning. It’s important to remain curious to future proof oneself in these changing and erratic times. She has her BCOM Honours in Marketing (Cum Laude) and is a designated Chartered Marketer through the Marketing Association of South Africa. Through her association with the Marketing Association of South Africa, Sadika serves on the Advertising Regulatory Board (ARB) as a board member. She is exceptionally passionate about mentorship, education and career development. Sadika has been part time lecturing media & advertising for more than 15 years. Most recently, she was guest lecturer and assessor for the AMASA Media Management for Brand Building at Vega and still continues to mentor students and individuals within the media and advertising industry. Sadika has judged for the Loerie Awards (Middle East Africa) and for the MMA
(Mobile Marketing Association SA) Smarties in 2020 & 2021.