The IAB South Africa Team 2014

Jarred Cinman – IAB South Africa Chair (NATIVE)

I have worked in the digital industry for over 15 years, having founded two of South Africa’s leading digital agencies (Cambrient and VWV Interactive) and am now one of the founders and directors of NATIVE, one of the top 3 digital agencies in the country.

For the past three years I have sat on the The Bookmarks committee, during which time I have played an important part in the restructuring of the competition. In particular, I have spearheaded the development of the entry and judging system — both of which have received positive feedback from judges and entrants.

I was a founder and chairperson of the Digital Interactive Media Association, a pre-cursor to the DMMA, in the 90′s and among other industry activities have judged Loeries several times, am the founder and co-producer of The Digital Edge Podcast, as well as the highly regarded Digital Edge Live show.

Jarred served as Deputy Chair of the DMMA in 2012.



 Gustav Goosen - IAB South Africa Board Vice Chair and Head of Research (Spacestation)

Gustav Goosen served as Head of  Research in 2012 and continues this role in 2013.  He  previously served on the DMMA Exco of 2011 and was responsible for the portfolio of Monitoring.

When not volunteering his services to the DMMA, Gustav is CEO at The SpaceStation, a Naspers Company and partnership between and DSTV Media Sales.

The SpaceStation represents 22 of South Africa’s favourite websites including News24 (SA’s largest site), MWEB, Sport24, Fin24, SuperSport, Channel24 and, and two of SA’s most popular mobile sites ( and, with a combined audience of more than 4 million South Africans each month.

His role at The SpaceStation sees Gustav responsible for the overall management and optimization of The SpaceStation’s team, including sales, AdOps and sales support infrastructure.  His responsibilities also includes extensive commercialization consultation to the publishers responsible for the web sites and mobile sites they represent, to ensure best practices are deployed and they have commercially viable products given the maturity level of our market; and where possible influence to help the market evolve in order for us to achieve our strategic business objectives.


Fred Roed - IAB South Africa Board Member - Head of Agency Council (WWC)

Fred Roed first started teaching people how to build their brands in the digital economy way back in 1998. Fred is the CEO of digital marketing agency World Wide Creative, with clients such as Hyundai, City of Cape Town, Cape Town Partnership, SA Gold Coin Exchange, Old Mutual, Fancourt, Virgin Mobile, The Foschini Group, Pinnacle Africa, Democratic Alliance and HSRC. Fred is also the co-founder of the Heavy Chef project, dedicated to demystifying digital marketing. Fred is obsessed with brand strategy and digital media – with side habits of pizza, Hawaiian shirts, movies, Danish beer and fine wine. Fred is a massive Creedence fan, and happens to have seen John Fogerty perform live. Fred is also pretty sure he saw Elvis once, at the Pick n’ Pay in Tableview.

Fred has been known to do a mean version of ‘Angie’ by the Rolling Stones at 3am in any randomly selected Korean karaoke joint (feel free to search for performances on YouTube).



Tim Spira – IAB South Africa Member - Head of Publishers Council (ENCA) 

Timothy Spira is General Manager of eNews Channel Africa’s online division. His passion for online media began in the mid-1990s when he was part of the original team at VWV Interactive, one of South Africa’s first digital agencies. He has since been involved in several online media operations including, News24 and Fin24.

He has also spent time in the print industry as publisher of such titles as Finweek magazine and the Sake24 national newspaper supplements.




Andrew Allison – IAB South Africa Board Member - Treasurer & Head of Regulatory (Quirk)

Born and raised in Cape Town, Andrew studied Business Science and Law at UCT before moving to Johannesburg where he articled and worked at a boutique Houghton law firm. He then spent four years in London, specialising in international mergers and acquisitions, corporate restructuring and company law. Andrew’s broader legal experience extends to the laws relating to contract, tax, employment, intellectual property, consumer rights and health and safety. He also holds a Master’s Degree in Tax Law and is a member of the South African Institute of Tax Practitioners.

Andrew joined Quirk in 2010 as both the Quirk Group’s Chief Financial Officer and its self-confessed “least creative employee”.  Whilst he is primarily responsible for Quirk’s financial health, he also manages its governance, risk and legal functions and has overseen various restructuring initiatives within the Group to streamline its rapid growth in recent years.  As Quirk’s de facto “legal department”, he has developed a keen interest in ICT law and runs regular workshops and lectures on general legal and regulatory issues that face advertising agencies and marketers on a daily basis.

In his spare time, Andrew is a poor-to-average golfer, runner, motorcyclist and chef. He also regularly overestimates his knowledge of movies, music and pop culture, and has an unhealthy relationship with his couch.



Hazel Mathoora – IAB South Africa Head of Education & Transformation (MediaLearn)

I run my own training company called MediaLearn. It is dedicated to training technology through technology.

I am passionate about learning and development and the role it plays in the success of an organisation and South Africa as a whole. I am passionate about South Africans becoming more innovative in the sphere of technology, thus growing the SA industry. I am also dedicated to see transformation in the technology sector in SA.

Keeping abreast of the evolution of technology and how it can support learning is key to delivering creative yet effective programmes. My aim is to train individuals that can perform in the workplace and compete internationally.

My areas of Specialties: Learning and Development using technology, Mobile Learning, e-instructional design and authoring, E-Learning Content Development and Digital Marketing training.


Sarah Rice - IAB South Africa Head of Marketing (Mxit)

Sarah ran the IT focused PR agency, Sentient Communications, for almost nine years before shutting it at the end of 2011. The agency worked with clients across the technology spectrum from consumer tech clients such as Apple distributor, Digicape, to financial products such as Cover2go, Fundamo and PayD to deep tech research with the likes of Gartner and then some left field companies such as PushPlay, WinNow and Quirk.

After shutting down Sentient, She worked with Christo Davel and 22seven in an eight month contract in 2011 to launch the product to the market before taking a permanent position at Mxit. In other news she has two kids, a husband, an honours degree in Educational Drama, an unhealthy obsession with audible books and was finished with her studies before the advent of ‘The Internet’.



Ryan Harris - IAB South Africa – Head of Measurement (FNB) 

rhRyan Harris originally joined the DMMA in 2010 as part of the Measurement sub-committee while working as a Statistical Analyst for DStv Online. Since then he has worked closely with the DMMA as either a sub-committee member or as a representative from Effective Measure. He played an integral part when drafting the DMMA Taxonomy Rules and has helped revise it more times than he cares to remember!

He is massive data geek with a background in statistics and actuarial science. He has worked in traditional and digital research, digital measurement, digital publishing and is currently a Quantitative Analyst specialising in business growth for FNB Forex.




Musa Kalenga – IAB South Africa Head of Brand Council (Nedbank)

Musa Kalenga qualified as the youngest Chartered Marketer (SA) in Africa. With only 200 Chartered Marketers (SA) in Africa, the designation carries with it much prestige and responsibility. In 2005/2006 Musa became the first Chairman of the Youth Advertising Board of South Africa, enabling him to further advance his dedication to the youth empowerment cause by initiating a number of youth-related topical debates and discussions.

Musa obtained his undergraduate Bachelor of Commerce with double majors in Marketing and Advanced Management at WITS University in 2007. His keen insights into the youth led to the establishment of Monatefellaz, a marketing and research consultancy specialising in young consumers. Musa has been hailed as a marketing fundi by Sunday World newspaper and has received much acclaim for his work, including an unprecedented three nominations for the prestigious Black Business Quarterly Awards in 2008.

Musa then headed up IHOP WORLD – a content, social media and influencer and experiential marketing company. In May 2011 Monatefellaz merged with IHOP a division of the Brand Leadership Group.

Musa is now Head of Group Digital Marketing at Nedbank.



Nikki Cockcroft – Head of Bookmarks Council (Woolworths)

Nikki Cockcroft graduated from UCT with a business degree in information systems and a postgraduate degree in marketing. After starting her career as IT manager at Acceleration, she soon realised she had a passion for online media, and thereafter moved into the position of campaign manager. In March 2003, Cockcroft joined 365 Digital as business development manager, progressing through the ranks to become CEO. As CEO, she successfully introduced additional business areas, including that of Web development, ad operations and content syndication. After building 365 Digital into a profitable business, she oversaw a successful management buyout of the business and subsequent sale to Primedia.

Cockcroft was appointed CEO of Primedia Online a year later, in September 2007. Primedia Online includes, the 365 sports brands and 365 Digital. In 2010, she was appointed CEO of Prezence Digital. In July 2011, Cockcroft moved to retail giant Woolworths as head of Online.

Cockcroft has been a member of the DMMA for the past eight years, and has sat on the DMMA EXCO for the past four of these, initially in the capacity as head of Marketing and then in the combined capacity as deputy chair and head of Marketing. In 2009, Cockcroft was appointed chair of the Bookmarks Awards.

Cockcroft is passionate about all things digital and believes the DMMA’s mission is to learn from each other, share experiences, educate the newcomers and lead research and development, while establishing an ethical code of conduct under which all digital companies should operate.



Theresa Vitale – IAB South Africa General Manager    

Theresa Vitale has a solid grounding in the television industry for well over a decade, Vitale has worked for the likes of SABC, MNet and DStv as a scriptwriter, director and producer.

Following positions as Broadcast and Communications Manager at a media monitoring company, she made a career move in 2003, playing a key role in establishing and managing the affairs of the DMMA known then as the OPA (Online Publishers Association.)

Theresa is passionate about innovative and creative ideas, mentoring and motivating people and thrives on seeing the constant emergence of new ventures in the digital industry.

Since its inception in 2008, Vitale has also played an integral role in the success of one of the biggest DMMA annual initiatives, the prestigious Bookmarks Awards.

Theresa loves her gorgeous Italian stallion husband, her two beautiful sons (her greatest productions ever), V8 muscle cars, the outdoors and riding her two wheeler off-road dirt bike.