big interview
Ahead of the A trend-spotter and experienced businessman, Mark Jakins embodies a passion for the hospitality industry.
A
s group marketing and regional
operations executive of Peermont, the renowned gaming and hospitality group, Mark Jakins is an industry leader and integral member of the original start-up executive team involved in growing the business, which is worth over R9 billion today.
NOTEWORTHY CAREER Mark has had an exciting career over the past 25 years, bursting with experience and augmented by relevant marketing and business qualifications. He started his career at the world famous Unilever school of business where his passion for marketing began. His journey included a successful five-year spell at the SABC, where he was CE: Commercial Enterprises, leading the brand strategy across 23 radio and television channels. This tenure resulted in a financial turnaround through airtime sales, sponsorships, audience services and TV licence uptake. Thereafter, he rejoined the Peermont group, initially as chief commercial and marketing officer before advancing to his current role. Separate to this, he has served on the Vega Brand Communication School’s National Advisory Council, reflecting his passion for marketing communications. Opportunities to learn from colleagues and others in the industry have presented themselves throughout his career. “Two mentors that have touched my life are Peter Matlare and Martin Shaw,” explains Mark. Through former SABC and Tiger Brands CEO Peter Matlare, Mark learned to balance commercial success with
18 • MEETINGS l January/february 2016
the sensitivities of a changing South Africa. Martin Shaw, former CEO and senior partner for Deloitte, and coincidently his father-in-law, demonstrated to Mark how to balance the demands of work and family. His role models are tennis ace Jimmy Connors who taught him never to give up, Nelson Mandela whose incredibly difficult life shows that compassion and forgiveness can lead to great achievements and Sir Richard Branson who is the epitome of building one’s personal brand whilst building a highly successful business on the pillars of innovation and anti-establishment (the people’s hero).
VALUE FOR MONEY The Peermont group offers a strong and diverse value proposition for conferences and events. This is achieved through the 13 properties that have unique characteristics, located in South Africa, Botswana and Malawi. The group’s portfolio includes numerous resorts, from the leading Emperors Palace, conveniently located adjacent to O.R. Tambo International Airport, to the International Conference Centre at The Grand Palm in Gaborone and the large Bingu Wa Mutharika International Convention Centre in Lilongwe, Malawi. Mark is proud of Peermont’s value proposition, which he says “prioritises value for money – offering more for less, knowledgeable and passionate staff that automatically go the extra mile; flexibility and variety in quoting, proactive planning and strong sales support to clients; better-than-market technology solutions; generous commissions and incentives; exceptional accommodation standards, quality food and beverage offerings. Peermont therefore offers the true 360 degree conference experience, including outstanding accommodation, interesting leisure activities, destination restaurants and entertainment for conference guests far exceeding the offerings of normal city hotels.”
THE PALACE OF DREAMS Emperors Palace is the group’s flagship conference destination in South Africa. The Palace of Dreams is able to justify this through its outstanding location next to O.R. Tambo International Airport, its siting on the highway and on the Gautrain bus route, for ease of navigation for local and travelling clients. An established track record and history of successful, theatrical events is a key differentiator for the venue, with these factors enhanced by the outstanding setting and a multitude of meeting rooms at solid valuefor-money rates, enhanced by exceptional entertainment offerings.