Bringing a wealth of knowledge informed by global travels and international standards of marketing to Red Stripe as the head of marketing and innovation is South African native Nomonde Donsa. After studying marketing and economics at the University of Cape Town, she went on to hone industry skills including marketing management and trade marketing in the fast-moving consumer goods industry. Her outstanding work has attracted the attention of numerous companies worldwide, allowing her to create a path as a global executive.

Inside Red Stripe’s Vibes club, she shares more about her career and experiences in Jamaica.

What’s your cocktail of choice?

Johnnie Walker Red Label and Ginger.

What’s your guiding philosophy?

Courage to weather the uncertainties of life!

How has your South African heritage shaped your identity as a global executive?

Embracing life’s fluidity and diversity, my love for art, music and storytelling are key fundamentals and inspiration I draw from my heritage.

What has surprised you the most about Jamaica?

The amazing exports that have come from such a small island. Jamaica is certainly more than the beach and reggae music. In addition, the food is amazing! From the best dining to the pan chicken man on Barbican Road! It is always a delight!

Red Stripe is 100 years old this year. How does a brand with such a legacy deliver the message to new fans?

We delivered a bold message by launching a ‘glocal’ campaign targeted to new and long-standing fans, creatively driven by local Jamaican leads in film and music. We invested in a seven-song EP that chronicles the history and development of Jamaican music from mento to dancehall that is available on Apple Music.

The new visual direction highlighting local sites such as Fleet Street and Blue Mountain and the use of patois in our communication across the globe is another way in which we celebrate Jamaica’s swag and confidence.

For brand adorers, we donated 100 cents from each bottle of Red Stripe sold in July, recognised as our anniversary month, towards providing 100 gifts in support of various initiatives around the island.

We Stand Up for what moves us; we stand up for Jamaica — our STRIPE!

How do you cultivate your intuition?

I release my resistance, and allow my curiosity to unlock my creativity. My team and agencies have come to appreciate my “sleep on-it” idea-generation technique.

What has been your best work-related trip?

Senior Brand Manager Nasha-Monique Douglas and I travelled to the Heineken Global Commerce Week in Amsterdam, early July, where we launched our ‘glocal’ Red Stripe campaign. The trip was phenomenal! International markets such as South Korea, European export markets, Australia, and the Americas are currently rolling out the campaign.

We stood among the best beer brands in the world and lauded the story of an authentic beer in a stubby bottle from a small Caribbean island!

What is the one word most used to describe you?

This question stopped me dead in my tracks; I therefore defaulted to what I do whenever I am curious or confused … I ran an online poll on social media requesting friends to share their thoughts (my exes were exempt from sharing:!!)

Tenacity, one of my guiding philosophies, was the most shared response.

Which living person do you most admire, and why?

My mother. Orphaned and displaced at the age of 12, she is a quintessential role model of living an inspired prayerful life.

What is your guiltiest pleasure?

Shopping, for anything! I recently discovered a local clothing label, and well, I am obsessed.

What is the most important lesson life has taught you?

Life is now!! Moreover, to embrace the meaning behind my names (Immaculate, Nomonde= Patience, Nomandla= Powerful). I therefore strive to be Immaculately Patient in my Power!