Mr D shines a spotlight on some of its phenomenal female talent

A formidable force in marketing and a key leader at Mr D, Asikelelwa Manqupu’s journey from FMCG to tech showcases her resilience, adaptability, and dedication to empowering others, particularly women in the workplace.

Asikelelwa began her career at Unilever, working as an assistant brand manager on the food side before transitioning to personal care, taking her from Durban to Johannesburg, where she continued to thrive in the FMCG sector. Reflecting on her early career, Asikelelwa shares, “The most significant milestone for me was working on a project called 'Kitchen Queens.' This initiative was all about empowering women caterers in informal trade; it made a real difference in their communities and families, and it was where my passion for community-driven initiatives was truly ignited.”

Transitioning to Mr D marked a significant shift from FMCG to tech. At Mr D, Asikelelwa has played a pivotal role in introducing and cementing the grocery offering in the on-demand market. Her work on projects like the Ready Steady Cook partnership with Primedia Group stands out as a testament to her innovative and collaborative approach. “Seeing our ideas come to life and positively impact the market has been incredibly fulfilling. It’s about turning vision into reality and making a tangible difference,” she comments.

Although she has had a great career journey to date, Asikelelwa acknowledges the challenges she has faced as a woman in leadership. Balancing her nurturing nature with the demands of leadership has been a significant hurdle. “I’ve had to learn to lean into my instincts and make decisive calls, even when they may seem to go against conventional wisdom,” she admits. However, she feels that her ability to blend empathy with leadership has made her a unique and effective leader, coupled with mentorship as a cornerstone of how she leads. A firm believer in transparency and the importance of keeping her team informed about organisational happenings, she says “Guiding my team through the intricacies of corporate dynamics and providing them with opportunities to shine is crucial to me. I’m committed to ensuring they have the platform to lead and make impactful decisions.”

One of her key mentorship philosophies is ensuring that junior team members are aware of important conversations and decisions within the organisation. She explains, “It’s crucial for younger members to be involved in projects and speak up in meetings. This fosters a culture of growth and empowerment.”

For women starting out in marketing, Asikelelwa offers two pieces of advice: immerse yourself in information and engage in meaningful conversations. “Read extensively – industry articles, books, LinkedIn opinion pieces – to gain diverse perspectives and insights,” she advises. “And learn from others within your organisation, focusing not just on career advancement but also on personal growth and knowledge acquisition.”

Despite her demanding career, Asikelelwa prioritises her personal life – she believes that family is paramount, and she spends as much time as possible with her mother and sisters. “I make it a point to disconnect from work and recharge by engaging in my passions like home decor and walking,” she shares. She also finds motivation in art galleries, interior design stores, and even small coffee shops. “I feel like listening to podcasts and consuming diverse content keeps my ideas fresh and innovative too.

Asikelelwa’s journey is a powerful testament to the strength and resilience of women in leadership – one of continuous growth, learning, and empowerment, making her a true inspiration this Women’s Month. At Mr D, her impact is profound, and her leadership continues to pave the way for future generations of women in business.