FNB has appointed Linda Kachingwe-Sisya as its new Chief Marketing Officer (CMO), succeeding Faye Mfikwe, who steps down after a distinguished 19-year career with the bank.
The appointment marks a new chapter for one of South Africa’s most recognized financial services brands, as FNB continues to evolve its marketing strategy in an increasingly digital and customer-centric banking environment.
A new marketing leader takes the helm
Kachingwe-Sisya brings more than two decades of marketing, communications, and brand leadership experience to the role.
An accomplished Chartered Marketer, she has built a career leading world-class brands, high-performing teams and large-scale marketing transformations across multiple markets, including Sub-Saharan Africa, India, the UK and the United States. Her experience spans multinational organisations such as Unilever, Standard Bank, Rand Merchant Bank (RMB) and FNB, where she has led integrated marketing and communications strategies across diverse industries.
Known for her data-driven approach, Kachingwe-Sisya combines a background in Economics with deep expertise in marketing to develop strategies grounded in analytics, customer insights and measurable business outcomes. Throughout her career, she has championed return on marketing investment (ROMI), using data, technology and continuous optimisation to improve customer acquisition, engagement and long-term brand growth.
Her expertise extends across brand building, digital transformation, corporate reputation, strategic communications, content marketing, sales enablement, and risk management in both business-to-business (B2B) and business-to-consumer (B2C) environments.
Beyond her technical expertise, Kachingwe-Sisya has earned a reputation as a collaborative leader who has successfully guided cross-functional teams through complex organisational change, built award-winning marketing campaigns, and strengthened some of Africa’s most recognised brands.
Building on Faye Mfikwe’s Legacy
Kachingwe-Sisya takes over from Faye Mfikwe, whose nearly two decades at FNB helped shape the bank into one of South Africa’s strongest financial services brands.
During her tenure, Mfikwe played a pivotal role in several high-profile campaigns and brand initiatives, including the launch of the #TheChangeables campaign and the evolution of FNB’s iconic “How can we help you?” brand promise as the bank expanded beyond traditional banking into lifestyle and platform-based services.
What This Means for the FNB Brand
Reflecting on her appointment, Kachingwe-Sisya shared that she feels honored to build upon the strong foundation laid by the broader FNB Marketing and Corporate Affairs teams. “I’m privileged to step into this role and collaborate with talented teams who are passionate about making a meaningful difference for the customers and communities we serve. FNB has built a strong reputation through its ongoing focus on innovation, relevance, support, and impact. I’m excited to build on that legacy, strengthen our market presence, and ensure our brand continues to embody the values, ambition, and optimism that have driven FNB’s success over the years.”
Leadership changes in marketing often mean more than just a new face; they can influence the future direction of the brand.
What’s next?
FNB announced that as it moves into its next phase of growth, Kachingwe-Sisya will take charge of the bank’s marketing, corporate affairs, and brand strategy. The focus will be on boosting FNB’s market presence, enhancing customer engagement, and keeping the brand in step with the evolving needs of the people, businesses, and communities it serves.
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