As one of South Africa’s leading digital marketing agencies, our success is built on innovation, collaboration, and a commitment to empowering people – both professionally and personally.

In this article, we share leadership lessons and career insights from Ruby Digital’s leadership team – advice designed to help aspiring marketers navigate the fast-moving world of digital strategy, performance marketing, and client management. Whether you’re just starting out or looking to move into a leadership role, these lessons offer practical wisdom from those who’ve done it before.

Why Leadership Matters in Digital Marketing

Digital marketing is one of the most dynamic, data-driven industries in South Africa. With tools, trends, and technologies evolving almost weekly, leadership skills have become just as important as technical expertise.

Strong leaders don’t just manage campaigns, they guide teams, drive strategy, and adapt to constant change. In an environment where algorithms shift and consumer behaviour evolves regularly, effective leadership means maintaining clarity and direction amidst the noise.

South Africa’s growing mobile-first audience and the rise of AI-driven marketing demand professionals who can think strategically, collaborate across divisions, and inspire creativity. Leadership in this space isn’t limited to those with titles, it’s about taking initiative, fostering teamwork, and continuous learning.

As local industry reports show, the demand for skilled, leadership-ready marketers continues to grow as businesses expand their digital presence. Professionals who can connect strategy to execution are now among the most sought-after in the market.

Key Leadership Lessons from Ruby Digital

1. Be Ready Before You Launch

Before running a campaign, ensure your foundations are in place. Understanding the 4 Ps, Product, Price, Place, and Promotion, helps align strategy before execution.

Ruby Digital’s leaders often remind teams that launching without readiness leads to wasted effort and poor results. Define your objectives, assign clear roles, and align your team around shared goals before pushing anything live. Preparation is leadership in action.

2. Choose the Right Partners – and Know Their Credentials

Strong results depend on strong partnerships. Whether you’re hiring an agency or collaborating with other brands, evaluate your partners carefully.

Assess their track record, expertise, and cultural fit before committing. Trust and competence allow your team to work proactively rather than reactively.

A practical way to ensure this? Create a partner evaluation checklist that includes credentials, communication style, and shared expectations. As Ruby Digital’s experience shows, strategic alignment always outperforms short-term convenience.

3. Build Strategy Through Collaboration

The best strategies aren’t handed down, they’re built together. True leadership means facilitating collaboration, not dictating direction.

At Ruby Digital, strategy sessions bring together people from across divisions to align on purpose, audience, and outcomes. Leaders guide the conversation but encourage shared ownership of the result.

A practical way to apply this is by using a “collaboration blueprint”, an outline that defines key stakeholders, agendas, expected outcomes, and next steps. This helps maintain focus and accountability while giving everyone a voice.

Advice From Ruby Digital’s Leaders

Learning from those with real-world experience can help shape your approach to leadership and growth. Here’s what some of Ruby Digital’s leadership team had to say:

“Take ownership, not just instructions. Great marketers do not just wait to be told what to do. They proactively solve problems and think ahead.” – Justin Lester (CEO, Ruby Digital)

“Numbers tell a story. Learn to listen – In the digital marketing space, the pace is fast, and decisions need to be made quickly. But behind every KPI, cost per click, or ROI metric is a story. As finance professionals, we’re trained to interpret numbers, but in leadership, it’s about connecting those numbers to behaviour, strategy, and culture. Financial data isn’t just a scoreboard; it’s a conversation. The sooner you learn to listen to what the numbers are really telling you, the faster you’ll grow and lead.” – Francois Herbst (CFO, Ruby Digital)

“Quality sells itself. If you are responsible for marketing a quality product or service, then you do not have to “sell” it. You can rely on the 4P’s of marketing for it to sell itself. Here’s a practical tip: Don’t take on the marketing of a product or service if you do not believe in it – challenge the quality till you do.” – Ebert Grobler (COO, Ruby Digital).

“Take the time to deep dive into topics to learn as much as possible about something. No one can teach you more than you can teach yourself. So read, watch or listen to anything that you can find in your industry to immerse yourself and understand different angles or opinions to be as well-rounded as possible.” – Hugh Mitchell (Head of Department for Search Performance, Ruby Digital)

“Clarity comes from the right data. In digital marketing, complexity often hides in plain sight, but strategy doesn’t have to be complicated. The key is knowing which questions to ask and which data truly matter. When you clearly define what your client wants to achieve, who they are and what makes them unique, what’s happening in the industry and what their consumer truly needs, the strategy almost writes itself. Great marketing leadership is about simplifying the chaos, turning data into clarity, and clarity into action.” – Pierre Dorfling (Head of Strategic Projects, Ruby Digital)

“Lead with purpose, not pressure. True leadership isn’t about control, it’s about clarity.  When teams understand why something matters, they take ownership of how to make it happen. At Ruby, we lead through purpose-driven communication, ensuring everyone feels connected to the vision, not just the tasks.” – Vanessa Mann (Success Team Lead)

“Surround yourself with quality people. One of the best things a leader can do is surround themselves with quality people. It’s easy to feel intimidated by hiring someone who’s better than you at something – but that’s actually a win. Great leaders don’t need to be the smartest person in the room; they need to build a room full of smart, capable people who elevate the work and each other.”
– Casey van Niekerk (Head of Growth and Marketing)

“Diagnose team challenges the right way by reviewing the people, then the process and then the technology. When a team member starts struggling, many leaders jump to the conclusion that it’s a competency issue. But more often than not, that’s not the real cause. Before rushing to judgment, it helps to pause and ask: what’s actually happening here? At Ruby, we use a simple framework that cuts through assumptions and helps leaders diagnose challenges clearly – PPT: People, Process, Technology.” – Jessica Muller (Head of Success)

Practical Tips for Aspiring Digital Marketers

• Stay curious and keep learning. Follow trends, read industry blogs, and take online courses to expand your knowledge.
• Experiment with different platforms. Test campaigns on Google, Meta, LinkedIn, and TikTok to build a diverse skill set.
• Network within the industry. Attend South African digital marketing events and connect with professionals who inspire you.
• Seek feedback regularly. Constructive feedback helps you grow faster and refine your approach.
• Explore opportunities at Ruby Digital. Learn more about our company culture, values, and open roles on our careers page.

Leadership in digital marketing isn’t just about managing others – it’s about leading yourself, staying curious, and taking ownership of your growth. Learning from experienced professionals can accelerate your development and prepare you for a thriving career in South Africa’s evolving digital landscape.

The insights shared by Ruby Digital’s leaders prove that with the right mindset, collaboration, and clarity, you can build not just better campaigns, but a meaningful, lasting career.

To discover more about Ruby Digital’s journey, team, and values, visit our about page.