Mitsubishi has carved a niche as a dependable and solid brand particularly among adventure enthusiasts. With expertise in digital marketing and a passion for all things motoring, Onela is on a mission to convince motorists to choose Mistubishi for their everyday motoring needs.
What exactly do you do? Please give us a breakdown of your role.
As the Marketing Manager at Mitsubishi Motors South Africa, I lead the brand’s digital strategy. My role involves integrating our website, CRM and digital marketing for cohesive brand messaging and SEO optimisation. I lead fully integrated marketing initiatives, manage content strategy, and oversee campaign performance.
My other responsibilities include managing Above-the-Line (ATL) marketing, covering radio, DOOH, and TV advertising, as well as sponsorships and events. This holistic approach ensures our brand remains visible and engaging across multiple platforms.
How did you get into the motoring sector? Was it an easy career move for you?
My educational background in Business Administration and Marketing Management paved my way into the sector. I started out as a Marketing Graduate Trainee at Robert Bosch and quickly progressed through various roles, each offering unique challenges and learning opportunities.
Moving into the motoring sector felt like a natural step given my passion for the industry and marketing.
While the transition had its challenges, my determination and support from mentors made it a rewarding experience.
What challenges have you experienced in this industry, and how did you overcome them?
One of the main challenges I’ve faced is staying ahead in a rapidly evolving digital landscape. The automotive industry is highly competitive, demanding constant innovation and adaptability. To overcome this, I regularly update my skills through courses and certifications in digital marketing and e-commerce.
Building strong relationships with my team and industry peers has also been key to navigating challenges and achieving success.
How has the motoring industry evolved over the years?
It has transformed significantly, especially with the rise of digital technology. From enhanced vehicle connectivity and electric cars to advanced marketing strategies using big data and AI, the industry is now more tech-driven. Consumer preferences have also shifted towards more sustainable and personalised experiences, pushing brands to innovate continuously.
What have been your career highlights to date?
Two highlights in my career stand out. In 2023, I received the Best PR Activity award from Mitsubishi Motors Middle East & Africa, recognising our PR strategies. In 2019, I achieved global recognition for excellence in the Bosch Car Service Audit, setting a benchmark for service quality audits worldwide.
How long have you been a certified driver, and what was your very first car and what did it mean to you?
I’ve been a certified driver since 2010, holding a Code 8 driving licence. My first car was a Toyota Conquest, symbolising independence and the start of my journey in the motoring world. This car was more than just a vehicle, it had been passed down to me by my parents when I started university allowing me to be independent and get around school on my own while they were miles away on a diplomatic post overseas.
This car represented my hard work, determination to succeed and my parents’ support in fostering my independence.
What is your dream car and what excites you about it?
As a young girl, our neighbour in Ankara, Turkey, was a French diplomat who drove a 1988 Range Rover Classic Vogue. I admired how the Range Rover evolved over the years and thought my dream car would be the Range Rover Velar because of its sleek design, powerful performance and cutting-edge technology.
However, working for a great brand like Mitsubishi, I’ve outgrown the Velar and fallen in love with the Outlander Exceed. It’s a stunning car that excites me every time I drive it. I’m an Outlander girl now.
In your understanding, what do consumers look for when choosing a car?
Consumers seek a mix of performance, safety, and technology. They look for vehicles with advanced safety features, fuel efficiency, and connectivity options. Sustainability is also a key factor, with many now gravitating towards hybrid or electric vehicles.
You regularly interact with motoring journalists and influencers. What could improve those interactions and ensure that your job and theirs are easier?
Clear communication and strong, collaborative relationships are essential. Providing journalists and influencers with timely, detailed information, exclusive insights, and hands-on product experiences can greatly enhance these interactions. Regular feedback sessions also help us better understand their needs and tailor our approach accordingly.
