TARRYN KNIGHT IS GEARING UP THE AUTOMOTIVE INDUSTRY

By Sinazo Mkoko

Tarryn has worked in the automotive industry for almost 16 years across three brands, she now directs the product portfolio and marketing campaigns of the Audi brand in South Africa. By marrying her love of powerful brand purpose to her passion for effective communication she’s gained invaluable experience across the marketing field. Tarryn shares with us on how she navigated through the automotive industry for 16 years and counting.

Please Tell us about your career path that lead you to becoming the Head of Marketing, PR and Product for Audi South Africa?

After completing a B.Com Honours in Communication Management, I spent a year working as a strategist at a small consultancy. When the opportunity to work in London for two years came up, my boss and mentor at the time suggested that I gain experience as a Brand Manager when I return to South Africa.

The two years in London were spent in communications and project management across companies like Ernst and Young, Deloitte, and the Specialist Schools and Academies Trust. Upon returning home to Johannesburg there was only one brand I wanted to work for – a brand I had represented in my student days on their stand at Johannesburg International Motor Show: Volkswagen.

As fate would have it, there was a vacancy for Volkswagen Brand Manager when I returned and I was successful with my application. After five years in that position I was promoted to Marketing Research Manager for the Volkswagen Group of Brands. I was then appointed Marketing Communications Manager for Volkswagen Commercial Vehicles for five years, during which time I acquired the role of steering the Product portfolio in addition.

At the beginning of 2020 I was appointed Head of Marketing, Product and PR at Audi South Africa. In May this year I celebrated 16 years with this company, it’s been a fantastic experience thus far.

Please share some of the challenges you've encountered as a woman in this industry and how you overcame them?

There have been some interesting situations, for sure, but I choose not to remember or dwell on them. If I had, how much of my energy would’ve been lost to focusing on them instead of focusing on learning, growing and pushing the boundaries of my profession?

Whilst I appreciate that I’m often complimented for “making it in a male-dominated industry”, I feel that giving women this accolade is outdated and we should be more deliberate about where we place emphasis. My perspective is that I have an equal place here as any other person. My achievements and skills should not be viewed or appreciated through the lens of gender in the context of the industry I’ve chosen. Women are not out of place in the automotive industry.

Perhaps that’s how I overcome the challenges, by refusing to acknowledge them and choosing to live my desired future state of equal gender value in this industry today and every day.

What are some of your proudest milestones in your career?

There have been some magical moments which I’ve been honoured to facilitate. One was the “Farewell Citi Golf” campaign where we took the last Citi Golf that was produced in the VWSA Kariega Plant on a road trip around South Africa for fans to sign. It now sits in the AutoPavilion museum.

Another special project was launching an international off-road driving competition with SA rally legend Sarel van der Merwe called the Spirit of Amarok, and going on to produce an international marketing campaign for the Southern Hemisphere markets. These collaborations with my counterparts around the world created professional connections that I still cherish today.

Arguably the most exciting given where we are in automotive history was launching the future of mobility with Audi. In February this year we introduced Audi’s electric vehicle offering to South Africa. It’s incredible to think that the vehicle industry is on the cusp of dramatic change after 120 years of internal combustion engine technology and we get to be a part of that movement.

What is your “Why?”

The most rewarding part of my days are when I can facilitate someone else’s growth, exploration and achievements. If I can help another develop their professional and/or personal journey faster than I could, then my journey has been worthwhile.