PERSONALITY PROFILE
Phumulani wants to shake things up What has been the biggest change you’ve seen in this sector? The constantly evolving world
Phumulani Hlatshwayo, 43, general manager of EXSA, dreams of being one of the best entrepreneurs in the world. “I love the idea of shaking things up by introducing new concepts or ideas that challenge current conventions.”
H
e has led various marketing operations over the past 12 years, and has vast experience in brand, public relations, events, sponsorships and event activations. “I possess a deep understanding of how to utilise sponsorship and events in order to deliver enterprising solutions that meet the requirements of the business. “I have also provided leadership and management to various businesses.” On the exhibition industry front, Mr Hlatshwayo said: “A lot of strides have been taken to grow and sustain the industry. EXSA, and other entities like the convention bureaux and others are playing a major role in this regard. The potential for growth is huge. However, we have to work together to achieve this objective. We have to be more creative and think outside of the box.”
Where did you grow up? I was born and raised is Soweto, Johannesburg.
Where did you start your career? I was already involved with events (promotions) for different brands while I was at school, but I really started my formal career at MTN SA where I worked as a customer services executive.
How long have you been in the exhibition sector? I really got into the exhibition sector when I joined SA Tourism in 2007.
of technology. We strive to keep abreast of the latest trends but with such rapid technological advancements, it’s hard to stay ahead of the game.
What role does your family play in your life? I’m blessed to have such a loving and supportive family structure. My mom and my siblings have supported me from day one. My kids are amazing and my fiancée Nozipho is just phenomenal.
Do you have any hobbies? Yes. Reading, writing, poetry, gym, soccer, travelling, movies, music. I think my biggest one is music. I also do a bit of producing. I own a hip hop group called CSD, and an electrofunk duo called Day 1.
Do you play any sports? Yes. I play soccer whenever I get an opportunity.
What is your favourite sport? Soccer is my favourite sport. My favourite teams are Kaizer Chiefs (locally), Manchester United in the English Premier League and Real Madrid in Spain.
Who is your favourite sportsman/woman? Cristiano Ronaldo is in my view the best footballer in the world. My favourite sportswoman is Serena Williams simply based on her achievements in tennis.
What do you do for leisure? My fiancée and I like to travel. She also got me into the culture of trying out new things … restaurants, destinations … just general new experiences. We also do a lot of different fun activities with our kids.
What is your secret to success? Hardwork, commitment and the desire to improve. I’m in it to win, all the time. Besides, I love what I do and that makes it easy for me to succeed. Also, I’ve had extremely powerful mentors, the likes of Emy Casaletti-Bwalya, Moeketsi Mosola and Sugen Pillay to mention
but a few. They’ve really helped shape my career path.
What is the most memorable place you have ever been to, and why? I went to Austria during the Euro 2008 soccer spectacular. The overall experience was amazing.
What is your favourite city? New York. The buzz is euphoric.
What is your favourite book, film, TV programme? Favourite book: The Davinci Code and The Godfather. Favourite film: Shawshank Redemption. Favourite TV programme: Top Billing, National Geographic, NCIS and Travel Shows.
How do you relax? I spend most of my downtime with my family and there's nothing more relaxing than spending time with my kids.
What is your favourite food? Home cooked meals.
Who is your favourite movie star? There’s a few: Anthony Hopkins, Lawrence Fishburne, Angelina Jolie, Will Smith, Paula Patton, Samuel L Jackson, Al Pacino … the list is long.
Who is your role model? My mother. She is Superwoman. When my father passed on, she was left to raise four children on her own. She did an amazing job with us. We all turned out pretty good. We never wanted for anything. She has countless amazing qualities and values that she instilled in us. She is the true embodiment of strength and love.
What advice do you have for anyone starting out in this industry and hoping to follow in your footsteps? Begin with an end in mind. Believe in yourself and work hard. Be open to learn all you can. Build relationships. Ultimately, it's these relationships built that determine your level of influence and value in the industry. Most importantly, be passionate.
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