Samantha Worthington

Samantha Worthington

Title: Director

Company: Mardi Gras Marketing

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Samantha has worked in the corporate arena as a strategic marketing specialist and a customer expert for American Express South Africa, BDO South Africa, and The Unlimited.

As the Director of Mardi Gras Marketing customer experience consultancy, she has provided strategic marketing and customer-centricity advice to numerous high profile brands including Private Property, Dube TradePort, uShaka Marine World, L'Oréal Paris, Nike, Tiger Brands, Nampak, ABSA, Standard Bank, and Primedia. Her passion is the strategic development of a brand and the successful implementation of customer-centric solutions that ensure the growth and sustainability of business in South Africa.

Samantha holds a Bachelor of Arts Degree in Communication Science and English from the University of South Africa, and has completed her Master’s Degree in Business Administration (MBA) through Milpark Business School. As a thought leader in the field of customer experience, Samantha's MBA dissertation focused on customer loyalty and retention within the financial services industry in South Africa. She is extremely passionate about the development and strategic marketing of business in South Africa, while ensuring organisational customer orientation at all times. ​

Samantha is the Business Women's Association of South Africa Regional Business Achiever's Award Winner for 2016 (Corporate Category). She is a Professional Member of the Marketing Association of South Africa (MASA), and a member of the Business Women's Association of South Africa (BWASA). Qualified in neuroleadership coaching, Samantha also provides leadership and customer-centricity coaching to individuals and corporate groups, and is a mentor for the BWASA (Business Women’s Association of South Africa).

Presentation overview

Can CSR Make Your Business Customer-Centric? 

 The connection between corporate social responsibility and the financial success of a business is a controversial topic. CSR may improve a company’s reputation, attracting more customers however, it has also been stated that CSR engagement may result in unnecessary expenses from which market returns are trivial. 

There is growing evidence suggesting that a company’s CSR initiatives, if strategically aligned with their customers’ core values, results in enhanced company reputation, enhanced human capital, improved innovation, and ultimately an increase in customer loyalty. 

The result is amplified corporate financial performance, and a simple, yet highly effective and distinctive tool to connect with your customers’ through their social conscience. 

 As the marketing and customer-experience consultant to a for profit foundation dedicated to assisting corporates with their CSR initiatives, Samantha will share some case studies of where the strategy of customer-centric CSR initiatives has contributed to overall business success as a result of increased customer loyalty. 

Simple to implement and effective tools to identify, incorporate and market customer-centric CSR initiatives into your organisation will be discussed, giving you the opportunity to become a customer-centric business, with a conscience.

Samantha will be speaking at: