Johannesburg, 6 August 2026 – Massmart has appointed seasoned marketing leader Charmagne Mazhindu as its new Vice President of Marketing, strengthening the retailer’s executive leadership team as it continues to accelerate its customer-centric growth strategy.
Mazhindu brings more than a decade of marketing leadership experience across multiple industries, with a track record of building brands, leading digital transformation initiatives and delivering integrated marketing strategies that drive commercial growth and customer engagement.
She holds a Master of Business Administration (MBA) from the Gordon Institute of Business Science (GIBS) and an Executive Postgraduate Diploma in Digital Transformation from the Massachusetts Institute of Technology (MIT). Her achievements include being recognised as the 2021 South African Standard Bank Top Women Young Achiever and serving as a judge for the 2021 African Marketing Achievement Awards.
In her new role, Mazhindu will lead Massmart’s marketing strategy across its portfolio of leading retail brands, driving customer growth, brand relevance, digital marketing excellence and innovation. She will also oversee the continued evolution of the group’s marketing technology capabilities to enhance personalised customer experiences and support the company’s omnichannel ambitions.
“Charmagne brings a powerful combination of strategic thinking, digital expertise and customer-centric leadership,” said Merlin Otto Chief Growth Officer of Massmart. “Her experience in building high-performing marketing functions and leading transformation initiatives positions her well to help shape the next chapter of Massmart’s growth.”
Commenting on her appointment, Mazhindu said, “I am honoured to join Massmart at such an exciting time in its journey. The business has an exceptional portfolio of trusted brands and a clear ambition to create even greater value for customers. I look forward to working with the talented teams across the organisation to build meaningful customer connections, strengthen our brands and unlock new opportunities for growth through innovation and data-driven marketing.”
Mazhindu’s expertise spans integrated marketing strategy, digital marketing, campaign planning and execution, customer experience, and marketing technology (MarTech), making her well placed to lead Massmart’s evolving marketing function in an increasingly digital retail environment.
Her appointment comes as Massmart continues to invest in innovation, digital capabilities and customer experience across its retail ecosystem, reinforcing its commitment to delivering greater value to customers while supporting long-term business growth.
