From Rugby to becoming Zimbabwe’s youngest data-driven marketing prodigy: Tawanda Gillian Rusike Jnr
Story by Nyasha T.C Chikanga @shu_shue.zw
What pops into your head when you hear “marketing”? For me, it’s like selling tomatoes trying to reach a wider target market – at the end of the day I need to get my product out. But what’s the deeper meaning of marketing? Why do we have marketing boards and schools? It’s actually something deeper – it’s more than just word of mouth, reaching your target.
Marketing is basically the new way of living ad it involves making sure everyone knows what’s in and what’s out. In a country where marketing was long built on handshakes and gut instinct, a new player has stepped onto the pitch. This week we sat with the youngest award-winning Marketer Gillian Jamal Rusike Jnr.
Tawanda Gillian Jnr, Marketing Coordinator for the Marketers Association of Zimbabwe (MAZ), 2023 Young Achiever of the Year, installing high-tech systems into the house his father, legendary marketer Gillian Rusike, built.
A former Cricket and Rugby Player of the Year turned BBA graduate, Tawanda isn’t here to ride on a famous surname.
He’s here to retire the phrase “I think” from Zimbabwean marketing and replace it with “I know” – backed by data. While his father mastered the art of relationships, Tawanda is mastering the science of algorithms, analytics. And in Zimbabwe’s fast-shifting economy, that might be the most valuable pivot of all.
He gives us an insight of what marketing is from the inside as he grew up in the marketing family .Let’s take a dive into the interview and here more of what he has to say:
Interview with Tawanda Gillian Jnr
- Who is Tawanda Gillian Jnr, what is MAZ, and what distinguishes you from your father?
I am a modern young marketer, a Marketing Certificate, BBA graduate from IMM Graduate School and a former Cricket and Rugby Player of the Year in my high school days who believes in the power of data and marketing. I currently serve as the Marketing Coordinator for the Marketers Association of Zimbabwe (MAZ) the leading professional body dedicated to promoting the marketing profession in Zimbabwe.
While my father, Gillian Rusike, is a visionary who built the foundation and the “people” network of Zimbabwean marketing, I distinguish myself through technology. He mastered the art of relationship building; I am mastering the science of Data Analytics and Digital Transformation. He built the house; I am installing the high-tech systems that make it run in a digital age.
- When did you realize you were into marketing and why?
Growing up, I watched my father’s passion, but I didn’t want to just “do what he did.” Honestly I was not into marketing I had my own wish, I later then realized I was into marketing when I saw the gap between raw data, consumer behavior and the networking it comes with because you get to mix and mingle with people. I saw that businesses had information but didn’t know how to tell a story with it. I chose marketing because it’s the only field where creativity meets hardcore mathematics and that balance fascinated me.
- What have you achieved so far and what does it have to do with your father’s connections?
My most significant achievement was being named the 2023 Young Achiever/Upcoming Marketer of the Year by EMA. While my father’s name opened doors for me to the industry, it didn’t sit for my exams at school haha and it certainly didn’t analyze the data for the campaigns I run. Connections get you into the room, but results keep you there. My awards and my role of Marketing Coordinator are based on the measurable ROI (Return on Investment) I bring to the Association.
- Where do you see MAZ and your role heading in the next few years?
I see MAZ becoming a fully digitized hub for African marketing excellence. My goal is to transition our operations into a data centric model where every decision is backed by predictive analytics. Personally, I aim to lead the charge in making Zimbabwe a regional leader in MarTech(Marketing Technology).
- Your focus is on Big Data Analytics, how do you use this to drive the industry?
In marketing, “guessing” is expensive i won’t lie. I use Big Data to move the industry from “I think” to “I know.” By analyzing consumer patterns, I help MAZ and our partners target the right audience at the right time. This reduced waste and ensures that marketing is no longer just an expense, but a measurable revenue driver.
- How do you stay relevant in Zimbabwe’s fast-shifting economy?
Relevancy in Zimbabwe requires agility. Because needs change overnight it’s crazy like that, I rely on real-time data monitoring. I don’t wait for end of year reports I look at what people are clicking on today. To be a “Young Achiever,” you must be a constant student if you stop learning for a week in this economy, you’re already behind and “unotosara”.
- Have you ever thought of leaving the industry?
This year at some point I did but then I met someone that told me hold on its not yet time young man. Although marketing is the heartbeat of any economy. If anything, the challenges in the Zimbabwean market really make me want to stay more, because this is where the most innovative solutions are born.
- Being the youngest successful marketer, how do you mentor senior staff?
I don’t “mentor” them in the traditional sense I collaborate with them. They have years of wisdom and “gut feeling” that you can’t learn in school. I bring the tech-literacy and digital tools. It’s a reverse-mentorship where they teach me strategy and I show them how to automate and optimize that strategy using modern tools.
- What marketing theory do you wish more Zimbabwean professionals applied?
Data-Driven Attribution. Many professionals still struggle to pinpoint exactly which marketing effort led to a sale. I wish more people moved away from “vanity metrics” (like just counting likes) and focused on deep funnel analytics to see what actually moves the needle.
- Apart from marketing, what else do you do?
I am still an athlete at heart. Rugby, Cricket, Boxing and Basketball taught me teamwork and resilience and I still follow the sports closely. I also enjoy staying active, music and keeping up with the latest trends in tech and lifestyle, which you can see on my social media (IG @rusikee.t and tiktok @flvcko.21).
- Last words for upcoming marketers and the youth?
Bro don’t be afraid of the “Big Names” in your industry learn from them, but don’t copy them. Find a niche that makes you indispensable. Most importantly: Your network is your net worth, but your skills are your security. That was it from the marketing genius. The suits built Zimbabwean marketing. The sneakers are here to scale it. And Tawanda Gillian Jnr is lacing up.
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