PERSONALITY PROFILE

Sibusiso Mncwabe is a man of action

Sibusiso Mncwabe, 39, managing director at Marketing Well and chairperson of EXSA, said that although marketing is in his veins, exhibitions take centre stage in his life.

“I am quite a traditional person but open to new ways of doing things. I love seeing people work together and I’m a believer in equality. Sometimes stubborn, but it’s usually for a worthy cause. I take time before deciding and somehow that has helped me to reach where I am today,” he said.

He added: “I see our industry as a place where positive changes may be implemented. We must rebuild this industry, as it was hard hit by Covid-19, but this rebuilding should also be an opportunity for new participants to enter the industry. We need the more established companies to mentor new participants entering our industry.”

Where were you born and raised?

I was born and raised in Durban and initially aspired to be a pastor… believe it or not! After matric, I left South Africa for the USA, working in Colorado. My parents requested that I return to complete my studies. I decided to change my studies from electrical engineering to marketing. This was my calling.

Where did you begin your career?

I worked as 2IC at a contact centre for MTN before applying for a sales position at an exhibition company.

How long have you been in the exhibition sector?

In total, I have been in the exhibition industry for 16 years, it would have been 18 years, but I left to work in trade marketing for a brewery. From there the bug kept calling me back to the industry, and in 2015 I established Marketing Well.

What has been the biggest change you’ve seen in this sector?

The biggest change has been how we have evolved from building system stands to custom ‘shop fitted’ stands. This has been a benchmark for the glitz and glam of exhibition stands.

Do you have any hobbies?

I enjoy spending time at the beach. I also like my alone-time and meditating.

What is your favourite sport?

F1, and Lewis Hamilton is my favourite sportsman.

What do you do for leisure?

I hike with my family.

If you could be anyone for the day, who would you be and why?

The South African President, so that I can effect immediate change by ensuring my ministers are held accountable, and even fired, if something is amiss.

What is your favourite city?

Durban — it’s a mini-Miami.

Were you always involved in this sector?

I have always been in involved in the marketing field, but exhibitions take centre stage in my life, even after leaving a comfortable job at a brewery.

Are you married?

Yes, 11 years this year. I’m married to a beautiful and outspoken woman named Jabulile.

What role does your family play in your life?

They are my biggest cheerleaders; I was brought up with staunch family values — this remains with me throughout my life.

What would you change in your life, if you could, when looking back?

I would have established Marketing Well sooner.

Do you play any sports?

I was a cyclist. I have participated in Amashova, in KZN, and 947 Ride Joburg twice. Currently, I am also enjoying running.

What is your secret to success?

Don’t give up — assess, commit and action your plan.

What has been the most embarrassing moment in the industry?

In an interview, I was asked to sketch the room and I couldn’t even draw a stick man.

What has been your biggest challenge in this sector?

The decline in client budget.

What is your pet hate? People who aren’t genuine.

What type of holiday would you avoid at all costs?

None, I enjoy different holidays, depending on what I had planned for. Unless I have planned for an adventure, and I get a farm where I have to milk goats.

What is the most memorable place you have ever been to, and why?

Phuket, Thailand. That country works 24 hours a day. At night, a different shift of

What is your favourite book and movie?

Favourite book: Young Blood by Sifiso Mzobe and movie: Interstellar.

How do you relax?

Being outdoors, at the pool area.

What is your favourite food?

Usu and Jeqe (tripe and steamed bread).

Favourite movie star?

Leonardo DiCaprio and Samuel L Jackson.

Who is your role model?

JAY-Z — he rose up, from vending on street corners, growing up, to his current status of billionaire.

What advice do you have for anyone starting out in this industry and hoping to follow in your footsteps?

Start slow, learn how the industry functions, respect others and be hungry to deliver beautiful work.

What is your dream for the future?

For Africa to rise above the other continents!