Didiza will lead a multi-disciplinary team that includes product management and brand marketing, public relations, corporate communications and trade marketing.

Didiza has been filling this position since March. “The automotive sector delivers almost 7% of South Africa’s GDP, it is the largest manufacturing sector and contributes tremendously to export revenues,” Didiza said. “Our greatest challenge in the coming months will be to stimulate strong and sustainable business growth for BSAF and our customers, as we start the journey of recovery from the impact of the pandemic.”

Didiza also said in the statement that BSAF has much to look forward to as an official Olympic sponsor of the Tokyo 2020 Olympic Games. “The team has already initiated an exciting local campaign that I am very proud to be joining,” she said.

As artificial intelligence makes its way further into the automotive industry, tyre manufacturers are using intelligent tools to ensure better use of tyres, extending their life cycle, while keeping people safer on the roads.

Didiza was born in Zimbabwe and is an University of Cape Town alumna, where she obtained a BA degree in media as well as a law degree.

She has over ten years of experience in brand management and marketing, leading multi-million-dollar global brands such as Gillette, Pampers, Pantene, Head & Shoulders for P&G and Samsung’s full portfolio of mobile, TV and consumer electronic products across sub-Saharan Africa.

“My marketing philosophy is founded on serving and improving people’s lives by delivering exceptional products that offer real and meaningful value. All our planning will have the end consumer in mind, and I look forward to working collaboratively toward realising our strong brand vision and elevating BSAF to #1 in every category and channel it operates in.

“In order to get there, we’ll continue to ensure that our people are well taken care of, their passions and career aspirations are nurtured, and that their health and safety remain our top priority,” she said.