Issue 319 | Week 2 | April 2016
Zinto Activation Group Appoints New General Manager

In 2001, Paula Mitchell left the small town of Port Elizabeth in search of a promising career in the ‘city of gold’. Zinto Activation Group (ZAG) has now appointed Mitchell as the new General Manager.

Mitchell started working as a receptionist and bookkeeper for Michelle Combrinck, CEO and founder of ZAG. She spent many fruitful years in administration and finance but Combrinck realised that Mitchell was capable of adding further value elsewhere in the business.

Combrinck discovered that despite extensive strategic planning, many (often expensive) promotions did not achieve the anticipated objectives due to the poor standard of execution at store level and subsequently identified a gap in the market for highly specialised and professional marketers.

Over the last 15 years, Mitchell earned her stars and stripes, steadily moving up the ranks. As General Manager, Mitchell oversees an in-house staff complement of 150 permanent employees and 200 part-time brand activators across nine provinces.

She manages an extensive client portfolio while keeping track of each campaign element: from promoter presentation and grooming to managing lighting, staging and production as well as tracking and delivering measurable campaign results.

Today, she’s responsible for navigating the agency’s path to success, no small feat in the tough and highly competitive BTL industry, and is adding value by investing in and developing professional brand ambassadors.