Key Takeaways:

  • Career growth through challenges: 20-year journey from beginner to Group Marketing Manager by accepting challenges and continuous learning
  • Industry adaptability: Successfully transitioned from radio to property development by learning new terminology and leveraging foundational marketing skills
  • Crisis as opportunity: COVID-19 taught that brands must adapt strategies while maintaining core credibility and focusing on human emotions
  • Tenant-focused strategy: Marketing prioritizes tenants as the foundation of business, viewing them as essential to Atterbury’s identity
  • Innovation-driven vision: Promotes “#artofdevelopment” through creative content with the ultimate goal of making Atterbury a household name

Atterbury’s new Group Marketing Manager is an experienced media brain who is focused on thinking out of the box, and always strives for excellence. We met with Luané Janse van Rensburg over a virtual cup of coffee and learnt more about her marketing vision for Atterbury.

Tell us more about the career path that led you to Atterbury?
I have never considered myself an experienced media marketing brain. I do, however, have a passion for life and this pretty much pulls through to everything I do and everyone I meet.

I actually never even considered marketing as a career. When I started working at Media24 in January 2000, I was as green as they get! My award for Student of the Year landed me this amazing opportunity at one of the companies to work for in Cape Town and I felt like the bee’s knees. But driving for more than an hour in traffic each morning and then again in the afternoon in my Uno with no aircon, motivated me to face the CEO to find out what I needed to do to get a company car. Only one way, he said: you must work in marketing.

Challenge accepted, I said to myself, and in the back of my mind I had this vision of becoming Marketing Manager of Die Burger newspaper, driving my own company car!

No, it wasn’t easy. Yes, it took hard work, it took long hours of study and working with my baby girl, Nua, on my lap, but when I left Media24 in 2012, I was indeed the Marketing Manager, and I indeed drove my company car!

I exchanged print media for radio and joined the amazing team at Tygerberg 104FM, and once again I gave my everything with each project, landing the award for Community Radio Station of the Year twice!

An irresistible offer brought our family to Pretoria in July 2015. Within weeks I understood why all my colleagues at GROOTfm 90.5 (who soon became my new extended family) just love this city. Everyone I met in my five years being PR & Marketing Manager got excited and wanted to be part of whatever project we presented to them – schools, business partners and sponsors alike. I really felt as if I bloomed where I was planted.

Then, on 30 June 2020 (amid the crazy corona-uncertain times), Atterbury gave me an opportunity to start dreaming bigger. Immediately, I knew it was time to start something new and trust the magic of new beginnings! With the offer to be the Atterbury Group Marketing Manager I felt like I was chosen for a position on the first team!

I’ve met hundreds, if not thousands, of people during my 20 years in the media industry, and I’ve had wonderful opportunities to be part of amazing experiences, and I think I’ve never been as ready as right now to tackle a new project and to invest in some self-development. Just like Atterbury, I believe that one must work towards a master plan where you are constantly “under construction” to develop your own dreams, whilst assisting your employer to make their dreams come true.

You started three months ago, in the middle of an exceptionally challenging year for the property development industry. What has stood out for you about these three months?
What immediately stood out for me was Atterbury’s scale of operations, but also their ethical work processes, the company’s mission, aims and vision. Not to mention the way they value and invest in their people.

I walked into Die Klubhuis on 3 August, feeling like a child starting her school holiday. It took me exactly one day to know that I was in the right place, surrounded by the kind of people that inspire me, in a company where I can build a career, grow my own potential and make a tangible contribution.

What has really stood out in my first three months was how Atterbury remained next level, even during lockdown levels 5 to 2. We’ve been really fortunate in the number of new deals that have been concluded recently. The successes during lockdown can only be attributed to a team working together fearlessly to overcome any challenge.  Not even a worldwide pandemic could threaten their drive.

Have there been any surprises, coming from eight years in the radio industry into the property industry?
Speaking “property” was like speaking Russian in those first few weeks, because the jargon is totally different. But fortunately, there was always someone whom I could ask, and no-one ever made me feel inadequate. I’m becoming used to terms like “brokers” and AAM (Atterbury Asset Management), and I now know that Flamwood is a mall in Klerksdorp and not someone’s surname! While learning this new language, I could continue with the basic fundamentals of marketing, but it has really been like upgrading from a two-seater airplane to a Boeing!

How does a typical “day in your life” unfold in this new position and what do you aspire to bring to the role?
The beauty of it is that no two days are the same, except for the time I get up every morning to ensure that the school run is done before 07:00. And then, entering the Atterbury building with great anticipation of what lies ahead – campaigns, projects, brainstorming, energy. Welcomed by the privilege to create magical marketing moments.

I strive towards excellence and outside-the-box thinking, and I remain curious and continue to learn. In this position I will be promoting the #artofdevelopment, using tools that include inspiring words, beautiful images, creative videos and social media.

Tell us a bit about your personal life and the things that are most important to you?
I am totally in love with this crazy, sometimes almost magical, beautiful life. I’m blessed to be a mom of a prince and princess and engaged to a gorgeous, godly man.

COVID-19 has changed the world dramatically, causing all of us to consider life, and business, with new eyes. What would you say are the main lessons to be learnt from this period, from a marketing perspective?
Never waste a good crisis! With every crisis new opportunities arise. In light of all these changes, it is of paramount importance for any brand to remain credible. Brands should renew their focus, bearing in mind that people’s emotions and “gut feeling” will remain unchanged – and that is the focus of all marketing ventures. Yes, marketing strategies must adapt to changing circumstances, but not to the detriment of the brand. A business should stay true to its brand.

The world and our clients need to be reminded that some things have remained unchanged, including the excellence of Atterbury.

What will be your focus for the rest of the year and going into 2021, and what is your marketing vision for Atterbury?
If 2021 spares us any other disasters and challenges such as COVID-19, I am confident that Atterbury’s management will keep the marketing department on its toes with more wonderful ventures to launch and introduce to the public. I wholeheartedly believe in our products and in our team, which makes it easy to stretch our imagination and find fresh methods of informing consumers about Atterbury’s projects and ventures. At this stage we are all excited about the launch of the new world-class Castle Gate precinct, Castle Gate Lifestyle, on 26 November. I am looking forward to seeing how we can counter the devastating effects of COVID-19 in the months to come. Too many businesses have had to close their doors.

Atterbury’s tenants are at the very core of our business. We supply the bone structure, but they are the muscle and skin that shape our identity. Therefore, my main marketing priority is to consider our tenants when we explore new developments or any changes.

My ultimate dream? To contribute to making Atterbury a household name.