BY TASEKHAYA DLAMINI
What began as Nontobeko Sibiya’s passion for marketing has grown into a dynamic career spanning journalism, public relations, marketing, communications, and mentorship.
In this edition of Career Chat, she reflects on the milestones that have shaped her professional journey, the challenges she has overcome, the mentors who have guided her, and the advice she offers to young professionals determined to make their mark.
TASEKHAYA: What first sparked your interest in marketing, communications, and public relations?
NONTOBEKO: My interest was in marketing initially. My long-term goal was to be Chief Marketing Officer for a big brand someday; that was the grand plan. Then I started working and discovered that the marketing and communications field is vast.
With the arrival of social media, the landscape and new-age jobs expanded the scope. We now have social media managers, customer experience managers, communications managers, content curators, event planners, market research specialists, relationship and partnerships managers, marketing executives and many more. The field is now wide depending on how far you want to evolve, stretch yourself, and explore beyond conventional roles.
TASEKHAYA: Your career has taken you from journalism at the Swazi Observer to PR at MultiChoice and now Marketing & Communications Manager at IDM Eswatini. What inspired each of these transitions?
NONTOBEKO: I bring my entire personality and self into all I do, and that fuels and inspires excellence.
Journalism taught me discipline, resilience, and the ability to perform under pressure. It sharpened my respect for deadlines, strengthened my commitment to timelines, and taught me how to cover breaking stories while delivering against the odds. I still advise those who want to pursue PR and communications to start with service in a newsroom; any newsroom. The field is wide now, with many online publications.
Then MultiChoice as PRO taught me humility and integrity. I was exposed to the African market and was part of 45 countries selling the DStv service. I attended major conferences and award shows with television stars. It came with visibility, travel, and recognition, but I was young and quickly had to learn accountability, balance, and how to represent my country well.
Then came IDM. This chapter came with maturity. I focused on delivery and creating my own legacy. My scope did not cover relationship management and sponsorships, but I identified the gap and filled it. I developed a deep love for education, which led me into mentorship roles to assist young people in making career decisions beyond IDM and beyond Eswatini. My role at IDM ends this July, and I am moving on to start a new chapter in the tourism industry.
TASEKHAYA: Looking back on your career, what has been your proudest achievement, and why does it stand out?
NONTOBEKO: My proudest moments have been recognition beyond Eswatini. Delivering excellent events involving Botswana and Lesotho students at IDM remains a key highlight.
Chairing a regional committee in 2024 to host 3,500 people from across the region at Mavuso Trade Centre in Eswatini was a huge achievement. A small-town girl from the back corners of Mpolonjeni in Mbabane was able to pull it off. It left me exhausted for three weeks, but I was internally very proud.
Another proud moment was serving in the Publicity Subcommittee under the National Organising Committee that hosted the 44th African Association for Public Administration and Management (AAPAM) Conference in Eswatini in 2025. Executing my duties alongside Honourable Ministers and senior government officials from across Africa was a memorable milestone.
TASEKHAYA: Every career comes with challenges. What are some of the biggest obstacles you’ve faced, and how did you overcome them?
NONTOBEKO: With growth, you exercise wisdom and tact when working. You guard your reputation and protect your name, especially as a woman.
My default personality is quite soft, so gossip and rumours used to break my spirit. I would put on a brave face at work and cry in private spaces. Focusing on being accountable to God over a boss or person has helped me overcome this challenge, and I now ignore the naysayers.
TASEKHAYA: How has your experience in journalism shaped the way you communicate, tell stories, and build relationships in the corporate world?
NONTOBEKO: Journalism taught me the power of clear narration: how to paint a vivid picture, guide people through a story, and make ideas memorable. That foundation has strengthened my creativity in advertising. The adverts I have produced are story-driven, sequential, and grounded in the African context.
For relationships, journalism shows you who is where in Eswatini. You meet many people and build relationships that become valuable in the corporate world.
TASEKHAYA: Over the years, how have you seen the marketing and communications industry evolve in Eswatini, and how have you adapted to those changes?
NONTOBEKO: Social media changed the game for Eswatini. It allowed us to connect easily with trends and products beyond our borders and broadened our potential customer base.
Your work is no longer experienced only by people in Eswatini—the world has access. Now we also have Artificial Intelligence, which is accessible to everyone. I love technology, so I am usually one of the first to embrace changes in the tech space so I can work smarter and remain relevant on a global scale.
TASEKHAYA: Who has been the biggest influence or mentor in your career, and what lessons have they taught you?
NONTOBEKO: Many women and men influence me. Globally, I am an avid student of Simon Sinek for corporate leadership development, Apostle Isi Igenegba for spiritual mentorship and marketplace influence, and Nizenande Machi for transformative leadership.
Locally, I have benefited from working closely with many giants, but my two outstanding women are Sharon Maziya, IPM President, and Gcinaphi Simelane at the Ministry of Public Service. Sharon taught me networking and relationship building in corporate, while Gcinaphi taught me resilience, grit, and a strong work ethic.
TASEKHAYA: What advice would you give to young professionals who aspire to build a successful career in marketing, communications, and public relations?
NONTOBEKO: Start with the end goal in mind. That way, you will not waste time with things that do not lead you where you want to go. This includes where you spend your time, your circle, and who you follow on social media. It matters. You cannot emulate what you do not see.
TASEKHAYA: What skills or qualities do you believe have contributed most to your success throughout your career?
NONTOBEKO: Commitment. Integrity and Intelligence. All can be learnt and all can be replicated.
TASEKHAYA: As you look ahead, what are your aspirations for the future, and what legacy do you hope to leave in the marketing and communications industry?
NONTOBEKO: In my eyes, I am just getting started. I have a lot to do with this little life of mine. I want to exhaust all my dreams.
I hope to leave many young people I have personally mentored transformed, with the ability to climb all the way to the top. That would be my marker of success.
Nontobeko Sibiya’s journey is a powerful reminder that meaningful careers are built through continuous growth, intentional choices, and the impact we make in the lives of others. From the newsroom to the boardroom, her story continues to inspire young professionals to pursue purpose, embrace growth, and build a legacy that lasts.
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