Alison Hastings Badenhorst Emerges as Marketingworld’s CMO Of the Week

Alison Badenhorst, Chief Marketing Officer, Rand Merchant Bank in South Africa, has been named MarketingWorld’s CMO of the Week for February 11–16th, 2025.

With a career spanning over two decades in financial services marketing, Badenhorst is a dynamic leader in shaping brand narratives and strategic communications across the banking sector. As the Chief Marketing Officer at Rand Merchant Bank (RMB) since July 2020.

Before assuming her current role, Badenhorst served as Head of Corporate Marketing at RMB (2017–2020), where she played a crucial role in crafting strategic marketing initiatives that elevated RMB’s positioning in the corporate and investment banking landscape.

Her extensive experience also includes a decade-long tenure at Standard Bank Group (2010–2020) as Director of Corporate & Investment Banking Marketing. In this role, she led the marketing team, driving brand visibility and communication strategies across multiple markets.

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Before that, she was Head of Marketing at Absa Capital (2008–2010), developing and executing a new brand positioning, corporate identity, and 360-degree marketing campaigns, effectively aligning marketing efforts with business objectives.

Badenhorst’s career journey began with a strong foundation in financial marketing, including her leadership as Head of Marketing: Business Banking & Private Banking at Standard Bank (2006–2007). Her expertise in corporate branding, strategic marketing, and stakeholder engagement has positioned her as a key force in the financial industry.

MarketingWorld Magazine’s CMO of the Week is a weekly recognition of top-performing CMOs across the African continent. This recognition is based on spectacular brand transformation, market growth, breaking new frontiers, disruptive innovation, exemplary leadership, exceptional service and professional experience.