Three young women reshaping strategy - Siwelile Thusi, Mbali Mchunu and Lotang Mokoena

Siwelile Thusi (left), Lotang Mokoena (middle) and Mbali Mchunu (right).

At Bizcommunity, we’ve recently profiled a few young women making their mark in strategy — from new leadership appointments to recognition on the international stage. Their approaches are different, but all three are questioning what strategy is worth, what it can deliver and where African thinking fits into the global creative industry.

For Women’s Month, we revisit three of those stories.

Siwelile Thusi: Strategy needs to prove its commercial value

When Thusi took on the role of strategy director at Orchard on 25, she entered the discipline at an interesting point in its evolution.

Strategy, she noted, has moved from being “the unwanted second cousin” to a creative propellant, while also becoming one of the areas increasingly squeezed by agency retainer models.

For Thusi, the answer is to build strategy as a product and a new revenue centre for agencies.

“‘The gag is…’” she said, borrowing Keke Palmer’s now-famous phrase. “Strategy has always been a have-to-have. And that’s why building for it is now more critical than ever.”

Her approach centres on three areas: problem articulation, insight and commercial value. Great strategy, she argues, starts with properly articulating the problem before attempting to solve it.

Read here:

#Newsmaker | Siwelile Thusi brings a new strategy to Orchard on 25

Karabo Ledwaba 18 Aug 2026

Mbali Mchunu: Africa should export strategic thinking

The Odd Number’s Mbali Mchunu was recognised as a top strategist by the Clios, but her ambitions for African strategy extend beyond individual accolades.

For Mchunu, African strategists have an opportunity to export not only African creative work, but African strategic thinking.

“We shouldn't only be exporting African creative ideas. We should be exporting African strategic thinking.”

That perspective also shapes how she views representation in the industry and the growing number of young Black women finding their voice in strategy.

But Mchunu is careful not to suggest that simply putting more women in the room automatically produces better work.

“Women aren't a monolith,” she said. “I don't think putting a woman in a room magically produces better advertising.”

For her, the real value lies in giving people with different lived experiences genuine influence over the questions being asked and the work being produced.

Read here:

#WomensMonth | The Odd Number’s Mbali Mchunu: Africa should export strategic thinking, not stereotypes

Karabo Ledwaba 2 days

Lotang Mokoena: Connecting strategy, impact and business

When Wonder named Lotang Mokoena as its new head of strategy, she described the move as an opportunity to explore how brands can create meaningful impact while still delivering commercial value.

Mokoena’s career has spanned financial services, telecommunications, FMCG, beverages and resources, with her work increasingly moving into the impact space.

Her focus now is on understanding the business of Wonder and exploring how impact strategy can drive both meaningful and commercial outcomes.

“Rather than fighting the system, I want to win within it,” she said.

For Mokoena, brand strategy should not sit apart from business strategy. It should be where business strategy begins — by understanding people, culture, communities and the problems brands can solve.

Read here:

Three women, three perspectives, and a useful snapshot of where the next generation of strategy leaders could be taking the discipline.