By Prashirwin Naidu
From crime and court journalist at the Sowetan newspaper, Nomaswazi Nkosi is now breaking barriers as head of public relations at the world’s most iconic automotive brand, Jaguar Land Rover (JLR) South Africa. She crafts compelling messages to keep the brand’s luxury cars at the forefront of people’s minds. As a female manager in a male-dominated industry, she praises her employer for its commitment to women’s empowerment, with data to support her claims. She believes the automotive industry offers great challenges for women and encourages them to embrace challenges as opportunities for growth.
Tell us about your career, where did it all begin for you?
Working in the media has always been my dream. I spent several years in print and digital media, holding a BA in Journalism from the University of Johannesburg and a BPhil in Journalism from the University of Stellenbosch. My media career began at the Sowetan newspaper from 2012 to 2015, focusing on crime, court news, and health reporting, covering related issues, policies, and both public and private sector news. I later joined Pretoria News as a multimedia reporter, shifting my focus to digital media. I also worked as a senior content producer at Ndalo Media, where I helped launch MentorFeed, a website offering mentorship solutions for entrepreneurs.
What attracted you to journalism?
Humans are social animals, and communication is a fundamental element of their existence. My need to communicate and my sense that collaborating with others through words strengthens our connections fostered my love for journalism. I was inspired and intrigued by seeking out the sometimes hidden truth and untold stories.
What twists did your career take?
During my time as a journalist, I discovered I had a passion for social justice. I left the country and headed to the UK to study for an MA in Applied Human Rights at Sheffield Hallam University, which I completed in 2020. When I returned home, I took up the account director role at explain.co.za, a news and communication agency, before joining Jaguar Land Rover.
Did you always want to be in the automotive industry?
I joined JLR to push myself and test my full potential. I am grateful to JLRSA for allowing me to work independently and giving me the confidence to stand shoulder-to-shoulder with my male counterparts. Breaking down barriers is a crucial priority for JLR, and it is exciting to be part of a brand that genuinely invests in women’s empowerment and delivers gender equity.
What has been your experience as a woman in the automotive industry given the stereotypes that persist to grip the industry?
While this industry is a male-dominated environment, it has changed significantly in the last decade and women are better represented. I stand on the shoulders of other women who have paved the way for me and others. However, there’s still a way to go.
How committed is JLR South Africa to transformation?
Jaguar Land Rover is committed to recruiting talent and developing succession plans that support equity targets. Their employment equity plan, launched in 2013, set out ways to increase female representation at leadership levels and introduce diversity across the organisation. As of 2022, we have 42% African representation, 50% females in leadership levels, and 59% females across the organisation.
At JLRSA, we have made great strides in ensuring that women are well-represented up to the executive management level.
What is your message to girls and women who admire what you have achieved in this industry and want to also get into this industry?
To the young girls and women who are looking to enter the industry but fear that due to male dominance, there will be no career progression and that their voices won’t be heard, remember you are the creator of your destiny! The sky is the limit.
Apart from your journey, is there a positive story to tell for women entering this space?
I am proud of the #GiveHerACrown project, which Jaguar enabled and empowered many. The project seeks to change the narrative for South African women by telling the stories of the survivors, the activists, the pioneers, and the generations to come.
Since its inception in 2020, the project has played an essential role in uplifting female artists by providing a platform to showcase their talent and share their stories to inspire other women. Last year, under the theme of “Celebrating the exquisite details of women”, we saw six trailblazing female artists representing a tapestry of artistic disciplines. They were handpicked for their groundbreaking work that showcases women’s boundless creativity, and together, they created and curated a bespoke collection under the label ‘The Crown Collection’. In March 2024, JLRSA took the designs to the South African embassy in New York, where they showcased them for the month.
