1. Tell us a bit about yourself.
I’m a strategic and purpose-driven leader committed to making a measurable impact in society. I have a deep passion for transformation, collaboration, and driving meaningful change, particularly in the space of alcohol harm reduction, brand strategy, and stakeholder engagement. My career has been shaped by a mix of corporate, non-profit, and advocacy work, giving me a unique perspective on how businesses can be a force for good.
2. What work do you do?
I am the Chief Executive Officer of Aware.org, South Africa’s leading organisation dedicated to alcohol harm reduction. My role is to set the strategic vision, engage with key industry and government stakeholders, and drive impactful initiatives that promote responsible drinking and safer communities. I work to ensure that our programmes, partnerships, and communications lead to tangible, lasting change.
3. How long have you been in the industry?
I have been working in marketing, brand strategy, and advocacy for over 15 years, with my career spanning industries such as youth marketing – connecting brands to youth for the mutual benefit of both, youth employment, and now alcohol harm reduction. Each role has played a part in shaping my expertise in strategic leadership and transformation.
4. Has your work always been your passion? Tell us why.
Yes, because at its core, my work is about influence, transformation, and impact. I have always been passionate about using strategic communication, branding, and advocacy to drive real change. Seeing the tangible effects of initiatives that shift behaviour, create opportunities, or influence policy is what keeps me motivated.
5. Being a woman in the industry – what does it take?
It takes resilience, confidence, and an unwavering belief in your own voice. As a woman, especially in leadership, you often have to advocate for yourself while ensuring that your work speaks for itself. It’s also about creating space for other women, learning from women who built the pathways for us, and showing up authentically in every space you occupy.
6. What has been the most difficult challenge of your career?
Navigating spaces where systemic barriers make transformation difficult. Driving meaningful change in industries and spaces that are traditionally resistant to it requires patience, persistence, and the ability to bring people along on the journey without losing sight of the bigger picture.
7. What advice do you have for other women in your industry?
Own your space, trust your instincts, and never dim your light to make others comfortable. Build networks, seek mentorship, and never stop learning. Most importantly, don’t wait for permission—create opportunities where you see a need.
8. Who inspires you in your industry?
I am inspired by leaders who drive impact beyond the boardroom—those who use their influence to create positive change. Whether in corporate leadership, public health, or social development, I admire people who challenge norms and build legacies that outlive them. I especially admire those who lean into innovation to bring about change.
It’s not always about re-inventing the wheel, but about making incremental improvements that move the needle in my experience. I’m inspired by the likes of young movers and shakers like Farai Ntuli. Leaders like Nedbank’s Khensani Nobanda, women in harm reduction such as Refilwe Mongale, former Youth Employment Service CE, and Tashmia Ismail who taught me so much. The list goes on.
9. What’s the best advice or key learnings you have received from your industry peers?
The best advice I’ve received is that clarity of purpose is everything. If you know your why, decision-making becomes easier, and you are less likely to be swayed by short-term wins over long-term impact. Also, leadership is not about having all the answers—it’s about surrounding yourself with the right people and creating the conditions for success. It’s also about asking questions – lots of questions.
10. What is your leadership style?
I lead with vision, collaboration, and accountability. I believe in empowering my team, setting clear expectations, and ensuring that everyone understands their role in the bigger picture. I also value innovation and am always open to new ideas that challenge the status quo.
11. Have you experienced failure in your career? If so, what lessons did you learn?
Absolutely. Failure is an inevitable part of growth. I’ve learned that failure is only final if you don’t extract the lessons from it. The biggest lesson is that setbacks are often redirections—opportunities to refine your approach, build resilience, and come back stronger.
12. What are your plans for the future?
I want to continue leading work that has a meaningful impact—whether through Aware.org, strategic partnerships, or broader industry transformation efforts. I am also passionate about mentorship and would love to formalise ways to support emerging leaders, especially women, whilst continuing to build a life that is as fulfilling professionally as it is personally.
Short bio
Mokebe’s story begins with her mother, a dedicated teacher in a township school, who instilled in her the belief that education is the key to dignity and opportunity. With a BCOM Law degree in hand, Mokebe transitioned from the dynamic world of television and social media to youth empowerment, immersing herself in various impactful roles that led her to her current position as CEO at AWARE.org.
In her leadership role at AWARE.org, Mokebe is dedicated to creating meaningful engagement and driving initiatives that empower young people. She believes that true empowerment extends beyond formal education; it is about sharing knowledge and fostering opportunities for individuals to grow and thrive.
