Wednesday, 20 November 2013 00:00

Telecoms marketing magician

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Enzo Scarcella, incoming Chief Marketing Officer at Telkom SA

Meet Enzo Scarcella, incoming Chief Marketing Officer at Telkom SA, as we profile Africa's leading marketers, or individuals who have made an impact on the profession around the continent.

This month Telkom Group CEO Sipho Maseko announced the appointment of Enzo Scarcella as the semi-privatised, 39% state-owned company's new Chief Marketing Officer. The appointment marks a coup for the struggling telecommunications group, although the tie-up was heavily speculated about in the press following Scarcella's resignation in September as Managing Executive of Marketing from mobile telecommunications firm Vodacom.

Maseko was upbeat about the move, saying in a statement: "This appointment gives further impetus to our effort of renewing the top leadership team. In the near future we will have a capable and dedicated team in place to plan and guide Telkom's transformation. The priorities we have set ourselves require us to attain the highest level of proficiency in actions such as investing in and repositioning the brand, shaping the company's public profile, understanding customer needs and responding to changing customer behaviours."

The CEO, who worked with Scarcella in 2012 during his time as Managing Director of Vodacom South Africa, said Scarcella would be tasked with further strengthening Telkom's marketing effort by "supporting our channels with a winning value proposition and developing strategies that will lead to an increased awareness and uptake of our offerings".

Much was made of Scarcella's experience and marketing pedigree in the announcement and, indeed, he brings impeccable credentials to the table. Born in Swaziland, Scarcella was raised in South Africa and educated at St Barnabas College in Johannesburg before going on to complete a post-graduate year at Philips Exeter Academy in the US state of New Hampshire in 1990.

He studied anthropology and economics at Harvard University until 1994 and, after completing his BA Hons in the United States, returned to South Africa.

Armed with a diploma in marketing from the Kellogg School of Business in Chicago, Scarcella began his career in marketing with cellular technology giant MTN and, over the years, has worked on many of South Africa's most prestigious brands. Eight years at SA Breweries saw him work on new products, as well as established brands like Carling Black Label and Castle Lager, across the African continent.

Thereafter he took up the post of Marketing Director of M-Net for two years, followed by a further two years in a similar position at the Edcon Group. Since 2008 he has been heading up marketing at Vodacom; including overseeing the brand's migration from blue to red. It was in his capacity as Vodacom's marketing executive that Scarcella was recognised as South Africa's 'Marketing Personality of the Year' by the Sunday Times in 2011.

In a 2012 interview with The Media Online website, Scarcella shared some of his views on the changing face of marketing and media, with a particular focus on digital media. "When it comes to planning, we need to be guided by the science of media planning before we use personal experience. We look at how we can use digital in attracting and retaining high-consumption users, so I guess my experience would come in how we creatively engage with this audience on digital rather than which platforms to find them on. We have sufficient information to guide that decision," he said.

Scarcella's skill set ranges from strategy development and marketing strategy, to business strategy, promotions, marketing communications, integrated marketing, digital media, management and segmentation.

Speaking at the time of the Telkom announcement, Scarcella said: "I have watched with keen interest the changes at Telkom over the past few months and I look forward to now being a part of the company's transformation journey. The Telkom brand holds great promise and I am committed to bringing out the best that it has to offer."

Scarcella will effectively take up his new post in January 2014.

Read 75 times Last modified on Thursday, 28 November 2013 12:25
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