When Tinyiko Thobejane looks back on her career, she doesn’t see a carefully planned route. She sees a series of opportunities that she was curious enough, and brave enough, to pursue.
“I started my career in radio while studying interior design,” the head of Arena Sales and Partnership says. “A friend told me a community radio station was looking for weekend presenters. I wanted something to keep me busy and also to earn extra income to help my mom.”
Her family circumstances shaped her early ambitions. After her father left, her mother was raising four children and paying for tertiary education. A weekend radio show became more than a student job. It became the beginning of a career.
But it wasn’t presenting that captured her imagination.
“I took an interest in marketing and media sales. Every time they gave updates in staff meetings, I wanted to know more. I asked if I could job-shadow someone, and that’s literally how I got into media sales.”
A serious health scare forced her to leave her studies after several weeks in hospital. Rather than returning to interior design, she accepted a junior marketing role at the station. Looking back, she sees it as the moment everything changed.
“I didn’t finish my degree,” she says. “But that’s how I started.”
From there, her career gathered momentum. She sold advertising for AutoTrader, moved into magazine publishing and eventually secured a junior sales executive position at the Sunday Times—a role that confirmed she had found her calling.
“I realised this is a career for me and this is something I want to grow into.”
Wanted to be noticed
She was determined to progress. Rather than waiting for opportunities, she sought out senior leaders, learnt from them and worked relentlessly.
“I spent a lot of time with people who were more senior than me. It was a strategy to get promotions. I worked my butt off. I wanted to be noticed and recognised for my skill set as well as my ambition.”
That strategy paid dividends, opening doors to agency sales and eventually much larger leadership roles.
One of the defining moments of her career came during preparations for the 2010 FIFA World Cup, when she joined a small agency responsible for major projects around the tournament, including the opening of Peter Mokaba Stadium and managing international media relations.
The experience fundamentally changed how she viewed herself.
“I learned that I can actually be an entrepreneur,” she says. “I found my passion and realised for the first time that I’m actually a self-starter.”
Working within a small organisation meant building systems from scratch, recruiting staff and even establishing an in-house creative department.
“It was one of those moments when you realise, ‘I actually can start my own business.'”
She eventually did exactly that before returning to Arena Holdings after a 12-year absence. Today, as head of sales and partnerships, she oversees commercial operations across print, digital, television, sponsorships and strategic partnerships.
Her appointment is personally significant but historically significant too.
“It’s the first time there’s actually an African female sitting on this chair at the pinnacle,” she says. “It’s never happened in my lifetime.”
She believes that milestone carries responsibility.
“We have an opportunity to change the game,” she says. “But intentionally take everyone along with us in this journey. At the end of the day, it’s not about having the loudest voice. It’s about making good decisions and bringing people together around shared objectives.”
Although she acknowledges the industry has made meaningful progress, she believes genuine equality remains unfinished business.
“I think there’s always been glass ceilings,” she says candidly. “It’s been a tough journey to finally get here.”
Encouraging signs
At the same time, she sees encouraging signs across the broader marketing and communications ecosystem, where more women and Black executives are assuming influential leadership positions.
“I do think that if you look at the entire value chain and not just media, there is transformation taking place.”
Her leadership philosophy mirrors the evolution of the industry itself. Advertising is no longer about simply selling space.
“We’re no longer selling placements,” she explains. “We’re selling a multimedia platform. We always start with the client’s objectives.”
Content, events, television, digital, sponsorships and partnerships now work together to deliver measurable business outcomes rather than isolated advertising campaigns.
Looking ahead, Thobejane is passionate about creating opportunities for the next generation, particularly young women entering commercial media.
“You need mentors,” she says. “Someone needs to notice you.”
Throughout her own career, experienced leaders invested time in her development, helping her navigate opportunities and challenges.
“I would not have made it here without certain people having faith in me and being willing to share their time with me and hold my hand through the process.”
Despite building an impressive career without completing her original qualification, she remains a firm believer in education.
“Education is power. No one can take that away from you.”
In fact, she is considering returning to university herself.
“I said to my mentor two weeks ago, ‘I need to go back to school.’ I feel like I need something to help me pivot going forward.”
Away from work, life is deliberately uncomplicated. Family comes first.
“We still live as if there’s still Covid,” she laughs. “We’re all homebodies. We love being together in one room, choosing a movie, reading a book, playing board games.”
It’s a fitting image for someone whose career has been built on relationships, curiosity and steady determination.
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