Citywealth Leaders List, 60 seconds interview – Masi Chuma, Standard Bank Offshore
This week’s 60 seconds Citywealth Leaders List interview is dedicated to Masi Chuma, Social Media and Content Specialist at Standard Bank Offshore.
Tell Citywealth readers about your role and the brand you represent.
I am the Social Media and Content Specialist at Standard Bank Offshore, where I oversee how our brand shows up across our organic and paid social media channels. My role focuses on creating and delivering content that supports our marketing objectives while ensuring our communications remain engaging, consistent and aligned with our brand.
What does a typical day look like for you?
A typical day starts with reviewing and responding to emails, followed by meetings with internal stakeholders, my team and agency partners. These discussions often focus on campaigns, content opportunities and administrative topics such as third party and retainer management. Between meetings, I review content calendars, monitor campaign performance and create ad hoc content that requires a quick turnaround.
What recent campaign, rebrand or initiative are you most proud of?
Launching our acquisition campaign was a particularly rewarding achievement. It involved months of planning, content development, reviews and approvals from multiple stakeholders. The campaign required strong collaboration across teams and it was rewarding to see months of planning come together in a successful campaign.
What are the biggest marketing challenges facing private wealth firms today?
One of the biggest challenges is communicating complex financial products and services in a way that is clear, engaging and relevant while meeting regulatory requirements. Clients increasingly expect valuable, educational content rather than promotional messaging, so it’s important to keep communications fresh while continuing to build trust and demonstrate expertise.
How do you differentiate a private wealth brand in a crowded and often conservative market?
It starts with understanding your strengths and what genuinely sets your brand apart. It’s about staying authentic, communicating those strengths consistently and ensuring every client touchpoint reflects your brand’s values. For Standard Bank Group and Offshore, that direction is clearly defined by our purpose: “Africa is our home, we drive her growth.” This serves as a compass for how we communicate, innovate and create value for our clients and communities.
What metrics matter most to you when measuring success?
From a social media and content perspective, engagement and link clicks are key performance indicators, particularly for campaign content, as they demonstrate how effectively our content is resonating with audiences and driving action. For brand awareness campaigns, reach and impressions are equally important, providing insight into how widely our messaging is being seen and our overall brand visibility. Together, these metrics provide a balanced view of both audience engagement and brand awareness.
What do you consider to be the most important attributes for a marketing leader?
Remaining curious and staying up to date with developments in marketing is essential, especially in the digital space, where platforms, trends, and audience behaviours are constantly evolving. Equally important is the ability to empower others, communicate a clear vision and be willing to embrace new ideas. Maintaining a mindset of continuous learning drives both personal and professional growth while helping teams adapt and innovate.
Who or what inspires your creative thinking?
I’m inspired by everyday life. One thing my career has taught me is that great ideas can come from anywhere, you never know what experience, conversation, or person will spark a new perspective. I’m also inspired by brands that push boundaries, challenge convention and aren’t afraid to be first. Their willingness to innovate and take calculated risks often sets new standards and creates memorable experiences for their audiences.
Where was the last place you travelled for work or inspiration?
I’m based in the Isle of Man and recently had the opportunity to visit London for work. During some free time, I explored parts of the city on foot, taking in its impressive architecture and learning about the history behind many of its iconic buildings. The combination of rich history and modern city life made it a particularly memorable and inspiring experience.
If you were not in private wealth marketing, what would you be doing?
I would likely be working in a creative agency, as I spent a significant part of my early career in that environment, partnering with a wide range of brands across different industries. If not in an agency, I could see myself pursuing a career in fashion, another industry that thrives on creativity, innovation and storytelling. Either way, I know I would still be in a creative environment where I can develop ideas, solve problems and bring concepts to life.
How do you relax after a busy campaign or event?
Training is my favourite way to switch off after a busy campaign. If I’m not in the gym, you’ll probably find me watching sport or relaxing with a good series. Having that balance helps me recharge and come back with a fresh perspective.
Which private wealth brand do you think is getting it right, and why?
To avoid any awkward conversations with my colleagues, I have to say Standard Bank Offshore! But jokes aside, I genuinely believe we have a clear understanding of who we are as a brand and the clients we serve, foundations that underpin our success. We combine trusted offshore banking, savings and investment solutions with a commitment to continuous innovation, ensuring we evolve alongside our clients’ changing needs while maintaining the trust and service that are fundamental to private wealth.
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