#SheOwnsHerSuccess – Momentum Brand Leader, Charlotte Nsubuga-Mukasa, talks on women empowerment

By Charndré Emma Kippie

Charlotte Nsubuga-Mukasa, Head of Momentum Brand Profiling, is a Brand Leader to a brilliant team of young minds in the Insurance industry. At Momentum, she is part of a key purpose that is to lead her team and ensure that all members remain on course in terms of reframing and revitalising the company’s brand story.

At Momentum, and beyond, Charlotte seeks out new opportunities to create emotional connections with consumers from all walks of life – doing this in a meaningful way. She is an open-minded individual who is personally influenced by local and global brands (from food and fashion all the way to financial services), using this inspiration to fuel and advocate for change in women’s programmes and children’s rights across the African continent. 

What got you into the field you’re currently in?

In my twenties I found myself in the Advertising field after a two and a half year stint in Banking. I think this was my first exposure to the world of Marketing and how it influences people, trends and communication. But my first real gig in Marketing took place when I was blessed to be a part of the 20210 FIFA World Cup team at MTN. From there, my exposure to Marketing turned into a pursuit to understand this beautiful queen, and her power to use insights to influence change.

What excites you the most about your role?

Using out of category references in music, food, fashion and pop culture to influence financial communication in the market.

In what ways do you think your organisation is enhancing the South African economy?

Momentum is part of the listed entity of the Momentum Metropolitan financial services group. But we are more than that. We are known in the market to be the ‘ enablers of financial success’. We are one of the few insurance companies that can literally be there for you financially from cradle to grave. Our offering ranges from when Mum gives birth, to education policies, with support on how to structure your estates during a divorce, to helping you invest offshore, managing your employee benefit needs as a small business owner, right through to ensuring that your life and your legacy is managed with the utmost heart and care for when you are no longer around.

None of the above could be made possible without an Accountability partner of course. Which is why we believe in the role and the value of the Financial adviser, in ensuring that ordinary South Africans make intelligent choices to navigate or find financial solutions during any economic climate. 

Do you think your field is diverse in terms of gender equality? 

Marketing as a field perplexes me at times. I was recently on a shoot and 90% of the people crafting the technical narrative around me were men. We therefore need to encourage women to enter fields when it comes to camera work, TV and photography. However in most organisations that i have worked in, the makeup of client teams are women. The Advertising teams may have a better split of women and men when it comes to their creative and client service teams, but i wouldn’t be surprised If even here, women are socialised to veer a little more to one side than the other.

What are your top 3 tips for ensuring the success of women in your field?

1. Learn how to articulate your story using 3 points and add to your vocabulary to colour your story.
2. Learn how to negotiate during performance management contracting time, and use these tips for when you dare to start your side hustle or business ventures. This will serve you in the future.
3. Remain teachable by your agencies and your more junior staff members.  They will school you and keep you current and ‘an in touch’ and a top notch Marketing executive.

What have been some major obstacles in your career, as a woman, and how did you overcome them?

I had to leave University in my second year because I could not afford school fees at the time. However, I used this year as a gap year, waitressed and picked up on how to serve others and be personable with my patrons. This still serves me well. I also made a lot of money because I perfected timing the kitchen and keeping my clients happy. Trust me, nothing teaches you how to customise your offering for various target markets, with the same product, like the restaurant business. 

What are your goals for the future?

• To work for UN Women one day.
• To bring awareness to the number 1 female Injury in the world – obstetric fistula. It is an injury that takes place when a woman gives birth. And yet this ongoing tragedy goes unreported in our far flung and nearby rural and township communities. Prevention is always better than cure, but we can do so much more, when it comes to educating the rural woman and providing her access and the care that she needs to heal from this unnecessary pain and lifelong discomfort.
• Use the privilege that God gives me to stand for the voiceless, the understated and those who are begging for a chance to get into the job market to make a positive change for the economy. The role of financial education, financial literacy and consumer education is surprisingly not only needed for the youth.

What important and life-changing books have you read?

• The Fear Fighter Manual: Lessons from a professional trouble maker by Luvvie Ajayi Jones.
• Dare To Read by Brene Brown.

We are aware you are working on the SOHS campaign, please tell us more about the campaign and what it means to you? 

The #SheOwnsHerSuccess campaign aims to empower women with tools and advice that will catapult their efforts in achieving their financial success. But it is also an opportunity to celebrate the “Can Do” spirit of women who embrace their failures and are always determined to get back onto their life’s journey – no matter what barriers they face or how long it takes.

The odds are stacked differently for each woman. But whatever their background or starting point in life – they use their setbacks to energise their passions and their business or entrepreneurial pursuits – all with the intention of not living a life of unrealised potential. 

At Momentum, we understand that there is no win too small or too big. There is no success that is better or bigger than the other. While we may not be able to do much about the social, cultural, economic and psychological barriers that women may face in their different environments – we understand that everybody needs a cheerleader – someone in their corner who understands who they are and acknowledges their efforts through advice, intervention and support. 

What it means to me: The campaign encourages women to own their success, but it provokes me to look at my sometimes hypocritical behaviours, and to step up to do the same. Imposter syndrome is a silent and real thing, but we need to slay this dragon across boardroom tables.

What advice do you have for young women entrepreneurs who aspire to work in your field?

• Never let what you have studied dictate whether or not you can be a Marketer. 
• I have a degree in Computer science and Mathematical statistics. And look where I am now. Humbling yourself to learn a new path is a sign of wisdom. 
• Stop for nothing and never let the naysayers say you can’t do anything. Just put your head down, stay curious and learn from the best.

Any words of wisdom for South African women?

Success is your starting block, but if ever you find that you are struggling with an individual, a system or a community that doesn’t allow you to ease into your passions and purpose, practise your comebacks and deliver them with grace.

*Check out the latest edition of the Public Sector Leaders publication here.

For enquiries, regarding being profiled or showcased in the next edition of the Public Sector Leaders publication, please contact National Project Manager, Emlyn Dunn: 

Telephone: 086 000 9590 |  Mobile: 072 126 3962 |  e-Mail: emlyn.dunn@topco.co.za