Josephine Buys is a strategic marketing, media, and brand development professional with over two decades of experience driving commercial growth through positioning, communication, and audience insight.

She specialises in developing and implementing integrated sales, marketing, and brand strategies that enhance performance, strengthen reputation, and deliver measurable results.

As Founding CEO of IAB South Africa, Josephine played a key role in shaping the country’s digital marketing ecosystem, driving industry collaboration, leading strategic initiatives, and representing the sector at both local and global level.

Known for her ability to combine strategic thinking with hands-on execution, she brings a detail-oriented, solutions-led approach to complex business challenges. Her work is underpinned by strong writing and communication skills, a deep understanding of audience behaviour, and a commitment to excellence.

In recent years, Josephine has applied that same strategic and relationship-led approach to a new chapter: property. Now a qualified Property Practitioner based on Cape Town’s western seaboard, she has built her practice the way she built brands — through trust, insight, and reputation rather than cold canvassing, having discovered that success in this sector is built the same way. She brings the same rigour, compliance-mindedness, and long-term thinking to real estate that defined her media and marketing career, and shares what she learns along the way through her “Property Golden Nugget” series.

Josephine has built and maintained a strong professional network across C-suite leaders and policymakers in media, publishing, and digital. She is widely recognised as a thought leader, speaker, and content contributor within the marketing and media landscape, and is deeply committed to mentorship, leadership, and developing both brands and people to reach their full potential.