Name: Cebisa Luzipho

Title: PR Account Director

Organisation: Orchard on 25

With a decade in the public relations and corporate communications industry, I've dedicated my career to building brands and growing their reach within the African media landscape. My work has covered various non-profits and FMCG brands, including food & beverages, personal care, and household products. Throughout the years, I've had the privilege of working on numerous brands, lending my expertise to multinational companies like Unilever, Tigerbrands, Barcardi Limited, L'Oréal, and Diageo. My background is multifaceted, allowing me to always lend a fresh and innovative approach to each brand and company.

In previous years, I was the PR Manager for Havaianas South Africa, where I successfully led the brand's communication efforts to recruit and help scale into new markets. Currently, I am the PR Account Director at Orchard on 25 for Oppenheimer Generations Research and Conservation. In this role, my leadership has enabled me to lead a team in Crisis Communication and Reputation Management, helping us raise awareness and recognition for the company across Africa.

Beyond my professional experience, whatever role I assume, I am committed to advocating for inclusivity and diversity within my team and the broader organization. I believe that a diverse workspace is one where people's differences are often seen and celebrated. This approach has led to a dynamic and inspiring work environment.

Thank you to the 2,000 leaders who’ve generously done the 7 Questions on Leadership!

I hope Cebisa's answers will encourage you in your leadership journey. Enjoy!

Cheers,

Jonno White

1. What have you found most challenging as a leader?

Frequently, I find myself navigating the delicate equilibrium between overseeing both internal and external stakeholders, all while overseeing my team's productivity. The challenge lies in recognizing that not every team member delivers the same output, making it a constant effort to meet individuals where they are and guide them toward achieving their personal best.

2. How did you become a leader? Can you please briefly tell the story?

Leadership is typically acknowledged within us and refined over time. I've been in a leadership role for six years, beginning as the PR Manager of Havaianas South Africa, where I was tasked with supervising a team of digital creatives and overseeing event production.

In a meeting with the Managing Director, CFO, and Marketing Manager, we immediately sensed a strong chemistry. Our shared passion for marketing was evident, and the MD was looking for a leader willing to take calculated risks and motivate the team to push their creative boundaries. Here, I first learned that a leader must first inspire.

3. How do you structure your work days from waking up to going to sleep?

3 days out of 7 start my days at 6:30 am with a workout. This sets me up for the rest of the day. On days when I don't have an early start, I spend that extra hour reading up on current affairs and PR/Marketing trends (at least 3 times a week).

My work day officially starts at 9 am. The period between 9 am and 1 pm is reserved for document reviews, internal approvals, and general tasks.

Most of my meetings are scheduled for the afternoon between 2 pm and 4 pm. I have curated it so because people are less productive during these hours and thus prefer discussion or update-based meetings/workshops.

The last 2 hours of the day are spent finalizing work for the day and sharing it with the relevant internal and external stakeholders. I also use this time to have 15-minute stand-up meetings with my account managers as part of our quick daily check-ins.

6 pm to 8:00 is family time. I make it a point that I cook and have dinner with my family at least 3 times a week. On the days that I have to work extra hours, my partner cooks dinner. 9 pm, I look at the following day's schedule and send scheduled email responses for first thing in the morning. I also find that this is the best time to write.

I go to bed between 10 pm and 11pm. This is accompanied by a cup of tea, reading my Bible,e and a prayer.

4. What's a recent leadership lesson you've learned for the first time or been reminded of?

Certain lessons are best learned through failure. In a recent project, we encountered an unusual number of unexpected challenges that impacted the outcomes. This exposed our blindspots during the planning stages. However, this experience enabled my team and me to collaborate in ways we hadn't before, fostering a camaraderie typically attained after years of working together. Despite facing setbacks, we emerged from the failure as a stronger and more cohesive team.

5. What's one book that has had a profound impact on your leadership so far? Can you please briefly tell the story of how that book impacted your leadership?

Michelle Obama's "Becoming" has been a transformative journey for my leadership outlook. As I delved into the pages of her memoir, I found not just a recounting of her life but a profound exploration of identity, resilience, and leadership. Michelle's candid reflections on her experiences as the First Lady revealed the complexities of leadership, demonstrating the importance of authenticity and staying true to oneself.

One key takeaway was the power of embracing vulnerability as a leader. Michelle's openness about her doubts, struggles, and the pressure of public scrutiny resonated deeply. It challenged the notion that leaders must always project unwavering confidence, highlighting the strength in acknowledging uncertainties.

6. If you could only give one piece of advice to a young leader, what would you say to them?

True confidence isn't solely derived from honing individual skills; it stems from positively impacting those around you. Genuine leaders understand that their success is intertwined with the growth and empowerment of others. It's not just about personal achievement but about leaving a trail of other leaders in your wake.

As you ascend in your journey, the mark of a true leader is ensuring that others rise alongside you. Fostering an environment where colleagues flourish and develop their leadership potential not only enhances collective success but also builds a legacy of lasting influence. In this interconnected approach to leadership, the true measure of confidence lies in the ability to inspire and uplift others, creating a ripple effect that extends far beyond individual accomplishments.

7. What is one meaningful story that comes to mind from your time as a leader, so far?

A delightful surprise unfolded when four junior colleagues from different teams approached me for mentorship. Their desire to learn from my leadership style was not only unexpected but incredibly gratifying. Witnessing their remarkable growth and witnessing a newfound goal-driven positivity in their work has been truly rewarding.

It's heartening to see individuals take pride in their professional journeys, and the experience has reinforced the impact one can have on others by simply sharing knowledge and fostering a positive work culture.