Is it possible for one individual to redefine an entire corporate marketing approach in a challenging industry? Meet Bridget Harpur, the head of marketing at Volkswagen South Africa (VWSA). As a seasoned marketing expert, Harpur’s journey through brand development, campaign execution, and team leadership exemplifies success in the competitive automotive industry. She notably received the highest individual recognition at the 2023 Assegai Awards by being named Marketer of the Year.
Bridget Harpur’s Journey into the Automotive Industry
Harpur’s career began in 1998 in the advertising industry, involving various roles in media, strategy, and account management. It was during her tenure working on the Volkswagen account that she developed a profound admiration for the brand. Her long-standing relationship with Volkswagen ultimately led to her employment at VWSA in 2009, marking the beginning of a transformative journey within an industry she is passionate about.
Challenges and Overcoming Them
A formidable barrier that Harpur encountered in her career was “imposter syndrome.” This psychological phenomenon made her feel undeserving of her accomplishments or of “having a seat at the table.” Overcoming imposter syndrome requires self-awareness and resilience. Harpur received tools and mentorship that helped her navigate through these feelings, although it remains an ongoing challenge.
Imposter Syndrome: A Common Barrier
Imposter syndrome is not uncommon among successful women in demanding industries. Recognizing and addressing this issue can significantly impact professional growth and mental well-being.
Key Campaigns and Projects
One of Harpur’s most notable contributions to VWSA is related to safety campaigns, which have deeply resonated with the South African audience. Campaigns such as “The Blind Spot” and “Night Driving” are not only innovative but also serve a higher purpose by aiming to save lives on the road. These projects have become passion points for the entire team, reflecting the company’s commitment to social responsibility.
Widely Recognized Campaigns
- The Blind Spot:
- Objective: To raise awareness about blind spot-related accidents.
- Outcome: Successfully engaged the audience by highlighting critical safety measures.
- Night Driving:
- Objective: Educate on the facets of safe driving at night.
- Outcome: Garnered significant public attention and influenced safer driving habits.
Achievements in Sales Roles
Harpur’s stint in sales posed another significant challenge. Initially overconfident, she quickly realized the complexities of the role. However, her determination and adaptive mindset enabled her to derive enjoyment and satisfaction from the position, despite it being out of her comfort zone. This experience considerably broadened her understanding of the business, enriching her contributions to marketing.
Learning from Challenges
Adaptability and willingness to step out of one’s comfort zone are crucial for career growth. Harpur’s success in a demanding sales role underscores the importance of perseverance and continuous learning.
VWSA’s Support for Women
Volkswagen South Africa fosters an inclusive environment that recognizes and celebrates contributions regardless of gender. The organization offers training and coaching programs accessible to all employees, promoting professional development and equal opportunities. Harpur notes the strong sense of sisterhood within the company, which bolsters morale and encourages collective success.
Training and Coaching
Training and development initiatives at VWSA include:
- Skills Workshops: Focusing on both technical and soft skills.
- Mentorship Programs: Facilitating guidance from experienced professionals.
Women’s Role in the Automotive Industry
Women play a crucial role in shaping the future of the automotive industry, bringing diverse perspectives that drive innovation and creativity. Harpur advocates for celebrating diversity in every sense—age, race, and gender—ensuring a dynamic and inclusive corporate culture.
Importance of Diversity
Diverse teams bring unique viewpoints and ideas that can lead to more creative and effective problem-solving and decision-making processes.
Advice for Aspiring Female Leaders
Harpur encourages young women to pursue leadership roles within the automotive industry. Her message is clear: “Do it!” She emphasizes the necessity of self-belief, perseverance, and the importance of seeking mentorship and continuous learning.
Steps to Leadership
- Mentorship: Seek guidance from experienced industry professionals.
- Continuous Learning: Stay updated with industry trends and skill developments.
- Networking: Build a strong professional network for support and opportunities.
Conclusion
Bridget Harpur’s journey is an inspiring testament to resilience, adaptability, and visionary leadership. Her contributions to Volkswagen South Africa underscore the critical role of marketing in driving corporate success and societal impact. As the automotive industry continues to evolve, leaders like Harpur are paving the way for more inclusive and innovative futures.
Summary of Key Points
| Aspect | Details |
|---|---|
| Career Start | Entered the advertising industry in 1998 |
| VWSA Tenure | Joined Volkswagen South Africa in 2009 |
| Major Campaigns | ‘The Blind Spot’ and ‘Night Driving’ safety campaigns |
| Challenges | Faced imposter syndrome, overcame it through mentorship; took on challenging sales role |
| VWSA’s Support | Offers training, mentoring, and a strong sense of sisterhood |
| Advice | Encourages young women to pursue leadership roles (“Do it!”) |
Final Thought
The journey of Bridget Harpur not only highlights individual success but also exemplifies how empowerment, diversity, and innovation can redefine industry standards and contribute to broader societal goals.