As the Head of Marketing and Systems at Imagemakers, and a leading woman in the local garment industry, Yumna Parker Davids’ role is a high-wire act of balancing brand strategy with technical infrastructure and modern systems thinking.
It is a journey that began with a single, unexpected phone call nearly a decade ago. ‘I actually took a while to accept the offer,’ Yumna Parker Davids recalled. ‘I remember Anton (Spaun, the owner and CEO of Imagemakers) calling me personally and convincing me to come on board, and somehow that one phone call turned into almost nine years, and an evolving role from production to marketing and systems architecture.’
Today, looking back at the trajectory of the Cape Town-based manufacturer, the longest-running family-owned corporate clothing manufacturer in the country, the transformation is palpable. ‘The Imagemakers I joined in 2017 looks very different today, and I have goosebumps saying that.’
Navigating the rollercoaster of recent years, particularly the global pandemic, solidified her belief in the company’s agility. ‘What I appreciated the most is seeing how quickly the business could adapt to change, and that for me is so powerful.’
From Production To Systems Thinking
Her path to the executive suite wasn’t a straight line through a marketing department. She joined the business as a production planner, drawing on her extensive background in the beauty and fashion retail sectors. After three years, she stepped into an Operations Management role, a move that gave her an intimate understanding of the ‘entire customer journey and consumer behaviour.’
Her current dual oversight of Marketing and Systems reflects a modern necessity: the fusion of story and data. ‘My role is quite varied, which is probably what keeps it interesting,’ she explained. ‘One minute I’m working on a marketing campaign, and the next I’m discussing systems, data, or a tech project involving software or AI.’
A Foundation Of Resilience
Her formidable work ethic was forged long before she entered a boardroom. Born and raised in Cape Town, she credits her ‘strong mother’ for her relentless drive. ‘I grew up with a strong mother, and I think a lot of my work ethic comes from watching her,’ she said. ‘She taught me the value of working hard, being resilient, and getting on with what needs to be done.’
This ‘get-on-with-it’ attitude defined her progression within Imagemakers. Parker Davids grew into a trusted leadership role by consistently stepping beyond the boundaries of her job description.
‘I asked a lot of questions, wanted to understand how different parts of the business worked, and I never really saw anything as ‘not my job.’ If something needed to be done, I would figure out how to do it.’
Rising Above The Noise
For Yumna, leadership is less about having all the answers and more about having the guts to find them. Her personal mantra is simple: ‘Courage first, confidence follows.’
‘I’ve often taken on responsibility before I felt completely ready for it, but that is where a lot of the growth happens.’
This growth hasn’t come without the typical pressures of a working mother with a high-performance career. Juggling the demands of the office with the needs of three busy children, Parker Davids is refreshingly honest about the myth of ‘balance.’
‘When I’m not at work, I’m usually on the sidelines at soccer shouting a little louder than I probably should, or at ballet practice,’ she laughed. ‘I once read that there’s no such thing as perfect balance, and I think that’s true. Some days work needs more of you, and other days your family does.’
Her hardest life lesson, however, has been learning to ‘rise above the noise’. To Parker Davids, ‘noise’ encompasses everything from setbacks and criticism to internal self-doubt. ‘I’ve learnt that not everything deserves your energy or a reaction. I try to stay focused on what I’m working towards, learn from the things that matter, and keep moving forward’.
A Vision Of Opportunity
As Imagemakers continues to set the standard for Southern African professional wear and team uniforms, her focus is turning increasingly toward the legacy she will leave behind. She currently manages a team of six and oversees numerous external suppliers, but her ultimate dream is to be a door-opener for others.
‘My dream is to create opportunities, for the people I work with, for young people coming into the workplace, and especially for women,’ she said.
Her advice to those starting out? ‘Stay curious and never think you know everything. I also believe no experience is wasted. Sometimes you learn something without knowing why it will matter, and years later that knowledge becomes incredibly useful.’
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IMAGEMAKERS
https://www.imagemakers.co.za
