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Celeste Thomas is a Director and Head of Marketing OTC at Cipla South Africa, the third largest pharmaceutical company in South Africa. She is an experienced marketing executive skilled in strategy development, strategic planning, marketing management, brand building, business development, strategic partnerships, consumer segmentation and engagement strategy. She has extensive experience in senior management and is responsible for a complex portfolio and for marketing projects across the organization. Thomas earned a Masters degree in Medical Physiology and a Postgraduate Diploma in Marketing from the University of Stellenbosch. She also holds senior business management and digital marketing certifications and recently completed the Leadership Ascent Program at Cornell University. She was recently recognized as one of the Most Admired Marketing Leaders at the 2023 World Marketing Congress in Mumbai, India.

CMO COUNCIL: How important is ESG in corporate South Africa and what is your organization doing to make a measurable impact?

THOMAS: The pharmaceutical industry impacts the environment in many ways, from development of drugs to manufacturing, packaging and waste disposal. It is our responsibility to continually strive to reduce our carbon footprint through research and implementing more environmentally friendly business operations. At Cipla, our ethos of “Caring for Life” extends to caring for people and caring for our planet. Therefore, we’re implanting sustainable practices and responsible resource consumption, in line with our mission to enhance access to quality, affordable medicines globally. Cipla’s environmental, social and governance goals are focused on reducing our environmental footprint; expanding equitable access to quality healthcare; and making a tangible difference in needy communities. Notable local Cipla initiatives include:

1. Inhaler recycling project
2. Repurposed marketing material
3. Reverse vending machine
4. Paper-usage reduction

CMO COUNCIL: What is your personal leadership strategy in actioning cause-related and transformative programs within your sphere of influence?

THOMAS: My personal leadership strategy is centred around promoting and uplifting women and young professionals in the workplace. Marketing is an attractive profession, but the tools and constructs required for effective marketing in the corporate setting is often underestimated, and seldomly available “on the job”. I actively coach and champion women and young professionals to not only be effective holistic marketers but make considered career and life decisions.

CMO COUNCIL: What are the priority areas of focus in your organization to address urgent societal needs in South Africa?

THOMAS: Our focus is always on equitable access to quality, affordable medication. We are also investing in Africa for Africa. In terms of addressing the societal needs in SA, the Cipla Foundation aims to make a profound difference through initiatives in health, education and disaster response. The 3 key Cipla Foundation initiatives are outlined below:

1. Miles for Smiles, which creates awareness and raises funds for Operation Smile which facilitates corrective surgery on children born with cleft lip and palates. To date the initiative has raised in excess of R1 million ($ ) and restored 200 smiles.
2. Ajuga focuses on making Early Childhood Development (ECD) - the first 1000 days of a child’s life - a top priority regarding education, nutrition and healthcare. To date the initiative has funded and enabled 7 ECD centres across South Africa, with over 500 children cared for.
3. Sha’p Left offers a patient-centred, cost-aware, nurse-driven primary healthcare service in the heart of communities of South Africans living in peri-urban and rural areas. We currently operate 13 nurses’ surgeries across South-Africa (servicing over 5000 patients monthly).

CMO COUNCIL: Highlight the benefits of delivering on an ethical brand promise or claim; ensuring corporate behavior and brand authenticity is true, trusted, and transparent

THOMAS: A strong brand promise is a key component of business success. Authentic brands are built on a solid foundation of clear brand substance – rooted in purpose, vision, mission, and differentiation. This can only be achieved by truly understanding who the brand is (Brand Persona) and who the brand is for (“People like us do things like this” - Seth Godin). When all the ensuing brand touchpoints are consistent and coherent with the Brand Persona, and consistently delivered in context to the target audience, authenticity prevails. Authentic brands are consistent, credible, trusted and recommended by a loyal base of consumers and customers aligned to its values.

CMO COUNCIL: Please share how CSI is integrated into the organization

THOMAS: As highlighted above, the Cipla Foundation aims to make a profound difference through initiatives in health, education and disaster response. CSI further extends by “Caring for Life” for our staff, as staff wellness, through various initiatives and strategic partnerships remains a priority.

More information on the Cipla Foundation is available here and here; and on other initiatives on the African continent.