This week on #CareerFocus, we speak to Hayley van Niekerk, Marketing Lead South Africa at JDE Peet’s, about crafting impactful marketing campaigns, connecting with consumers in a competitive market, and the creative strategies that keep one of the world’s leading coffee and beverage brands top of mind.
1. What inspired you to pursue a career in the FMCG industry?
My heart was set on Marketing; however, with FMCG, what appealed to me was the fast-paced nature of the segment & the ability to see my brands & the work I’d done on campaigns come to life on retail shelves every day.
2. How did your early experience at SAB shape your career in brand marketing?
SAB provided the most wonderful foundation for my career. The graduate programme was thoughtfully structured, offering a strong balance between hands‑on experience across some of South Africa’s most iconic brands and the guidance of highly experienced colleagues. At the time, the programme was led by Andrea Quaye, who headed up the Marketing Capabilities team and has since become a recognised industry leader. I often reflect on the calibre of people and thinking I was exposed to during those formative years, and I remain deeply grateful for the privilege of learning from such an inspiring environment.
3. What key lessons did you learn while working on brands like Hansa and Redd’s?
One of the most valuable lessons I gained was understanding the power of a well‑defined brand strategy. I saw firsthand how a product could evolve into a brand with a distinct personality and strong badge value simply through the way it was positioned and marketed. This experience reinforced the importance of crafting authentic storytelling that builds emotional connection with consumers.
4. How did your time at Mondelēz International influence your approach to brand building?
Much of my time at Mondelez was spent working on the Cadbury brand, and a key lesson for me was understanding how to balance the need to drive local relevance of such a strong global brand, whilst ensuring the heritage of the brand isn’t lost or damaged. As brand custodians, we have a responsibility to stay true to the essence of a brand whilst helping it grow and maintain significance with the next generation.
5. What was it like launching the 5Star chocolate bar in South Africa?
Launching 5Star in SA was a career highlight. We had an exceptional team behind the launch, all aligned and energised by the opportunity. When both the intrinsic product qualities and the extrinsic brand elements are as compelling as 5Star’s, it gives marketers a rare level of creative freedom. That combination made the entire journey not only incredibly fun but also deeply rewarding.
6. How has working across regions such as Central East Africa and the MEA market shaped your leadership style?
It’s given me a huge understanding & respect for different cultural perspectives, which has contributed to my appreciation for diversity, equity, and inclusion. We don’t grow by surrounding ourselves with like-minded people.
7. What excites you most about your role at JDE Peet’s today?
The blend it offers of local & global. Locally, we are a reasonably small team, so the exposure I get to other areas of the business is amazing, allowing me to get a truly holistic view of what’s happening in the company. And then from a global perspective, the opportunity to work with associates from different markets, giving me insight into other cultures & perspectives, and building relationships with colleagues from across the globe is something I love.
8. What did you learn from leading the relaunch of the Douwe Egberts brand in South Africa?
Whilst it’s a global brand, we needed it to speak to our local market, so weaving in humour and not taking ourselves too seriously when it came to some of our communication really set us apart. The brand is premium by nature, but that didn’t mean we had to behave in a stiff, boring manner. We pushed the boundaries a bit with some bold ideas & it worked for us. South Africans have responded really well to the relaunch.
9. What skills are essential for women who want to succeed in marketing leadership?
I believe effective leadership begins with staying true to who you are and leading with empathy. It is about drawing on the strengths of those around you, fostering inclusion, and lifting others. Resilience, leading by example, and providing clear strategic direction are all essential to creating an environment where teams feel supported, aligned, and empowered to deliver their best work.
10. How do you stay calm and effective when managing complex projects under pressure?
I rely on the principle of focusing on my sphere of influence rather than my sphere of concern, directing energy only toward what I can meaningfully impact. To stay effective under pressure, I ensure I have all the necessary facts and inputs, allowing me to make clear, objective decisions based on the information available. I also believe strongly in leading by example; maintaining composure, especially in high‑stress moments, sets the tone for the team and helps create stability in complex situations
11. How do you balance a demanding career with family life and personal passions?
It’s tough, but what I try to do (I don’t always get it right) is when I’m at work, I give it my full focus & when I am home, I give my personal life/family my all. You have to find ways to compartmentalise & be very efficient with time. Be present in the moment. I find that having the balance makes me a better person in all spaces; it re-energises me and adds colour to the other areas of my life.
12. What advice would you give young women who aspire to leadership roles in global brands?
My advice to young women would be to honour the pace of your journey. Don’t rush the climb up the corporate ladder every role, challenge, and lesson builds the depth, confidence, and resilience that define truly great leaders. Surround yourself with people who uplift you, champion you, and remind you of your potential on the days you forget it. Start by developing a clear understanding of your own voice. Local experiences shape your identity, values, and voice, which become your compass as you step onto the global stage.
