Mazhindu brings more than a decade of experience in marketing leadership, brand development, digital transformation and business strategy across a range of industries. Her appointment comes at a time when Massmart is placing greater emphasis on technology, customer experience and omnichannel retailing as consumer shopping behaviour continues to evolve. Her remit will also include the continued development of Massmart’s marketing technology capabilities, with a particular focus on personalised customer experiences and integrating online and physical shopping channels. Her experience covers integrated marketing strategy, digital marketing, campaign development and execution, customer experience, brand management and marketing technology. The retailer said her combination of marketing, digital and strategic expertise would help advance its omnichannel ambitions and strengthen the value proposition offered across its brands.