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Bernice Samuels | South Africa | Professional Milestones

MTN Group Executive: Marketing | Board Member | Speaker


Meet Bernice Samuels, a dynamic and accomplished professional making waves as the MTN Group Executive for Marketing. With over two decades of experience in business and marketing strategy, Bernice has been a pivotal force behind the success of prominent corporate brands in Africa. Bernice's career journey has spanned across various sectors, including telecoms, brewing, FMCG, financial services, broadcasting, information technology, and retail. Her expertise and leadership have left an indelible mark on multinational organizations. Bernice holds an impressive academic background, with an MBA and a Postgraduate Diploma in Business Administration from Wits Business School. She also earned a Bachelor of Science Honors Degree in Genetic Engineering from the University of Cape Town. Her commitment to continuous learning is evident in her completion of two mini-MBAs with renowned expert Mark Ritson.


Her contributions to the field have not gone unnoticed. Bernice was named Marketer of the Year in both 2021 and 2012. Her exceptional marketing achievements and consistent execution earned her the prestigious FinancialMail Adfocus Lifetime Achiever Award in 2020. Bernice's career highlights include her current role as MTN Group Executive for Marketing, where she has played a key role since January 2017.


Prior to this, she served as Executive Director of Strategy and Business Development at The South African Breweries, Chief Marketing Officer at FNB South Africa, and various leadership roles at MTN, MultiChoice, IBM, and other esteemed organizations.


In addition to her role at MTN, Bernice serves as a Board Member at aYo Holdings, contributing to microinsurance solutions across the African continent. She also held the position of Chairperson at The SAB Thrive Fund, a black private equity fund focused on transforming SAB's supplier base. Bernice's journey reflects her adaptability and passion for challenges. From her early years in genetic engineering to becoming a successful marketing executive, she has embraced diverse opportunities. Raised in Durban with parents who instilled the values of education and entrepreneurship, Bernice carries forward their legacy.


Known for her transformative impact, Bernice led the repositioning of the MTN brand during her tenure, making it one of South Africa's favorite brands. Her strategic thinking and creative approach have been evident in successful campaigns like 'Hello Steve' at FNB, contributing to the bank's remarkable growth.


While achieving professional milestones, Bernice also values her personal life. A wife and mother, she enjoys scuba diving, cycling, and spending quality time with her family. Her son, Matthew, benefits from her nurturing and confident demeanor, reflecting the harmonious balance she strikes between career and family. Bernice Samuels' story is one of resilience, continuous learning, and the ability to thrive in diverse professional landscapes. As she continues to shape the marketing landscape in Africa, her journey serves as an inspiration for aspiring professionals in the business and marketing domain.


Social Media Handles:

LinkedIn: Bernice Samuels




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