Sibu Mabena is the Founder and Chief Creative Officer of Duma Collective, a Johannesburg-based creative communications agency known for shaping culturally resonant work across Africa. With a career spanning brand strategy, influencer marketing, public relations and large-scale experiential campaigns, she has built a reputation for creating ideas that sit at the intersection of culture and commerce.

She has worked with leading global and regional brands including Heineken, DStv, McDonald’s, Maybelline and NBA Africa, helping them connect with audiences through creator-led storytelling and culturally informed campaigns. Recognised as one of the pioneers of influencer marketing in South Africa, her work has contributed to redefining how brands engage with creators and communities in a meaningful way.

Sibu is a PRISM Award-winning creative and has served as a juror for the Dubai Lynx Awards, the Loeries and the Pendoring Awards. She is also a member of the Effie South Africa Committee and serves on the board of the Association for Communication and Advertising.

A graduate of Harvard Business School’s Business of Entertainment, Media and Sports programme, her work continues to be driven by a passion for African creativity and its role in shaping global culture.