Congratulations to September’s Member of the Month: Nazlee Fredericks, Portfolio Director at VUKA Group!

Can you tell us a little about you, your background, and how you got started in the automotive industry?
I’m a unique, diverse, multifaceted, and creative leader driven by a relentless pursuit of excellence. My journey into the automotive industry was influenced by my upbringing; I spent a lot of time in my dad’s workshop, where he was a motor mechanic. Helping him with parts and tools sparked my early interest in the automotive world.

My formal entry into the industry began during my second year of university when I needed to support myself and my family. I took a job at MR Car, a small family-owned dealership in Pietermaritzburg. What started as a temporary finance and administration position quickly became a full-time role due to my dedication and perseverance. This experience provided me with a comprehensive understanding of dealership operations, including vehicle sales, finance, and insurance.

Eager to expand my horizons, I moved to Cape Town and began working as a liaison for the Harley Owners Group at Harley-Davidson Cape Town. This role evolved into a permanent position, and I became the youngest secretary for the HOG Cape Town chapter. My passion and hard work led to roles such as Head of Merchandise for Harley-Davidson Cape Town, and later into consulting with Harley Africa and other regions, focusing on retail and brand strategy.

Currently, I serve as the Portfolio Director for WomenIN at the VUKA Group, a start-up portfolio dedicated to empowering women and driving impactful change across various sectors. My diverse background in automotive, retail, and marketing, combined with my creative and strategic expertise, fuels my commitment to fostering empowerment through collaborative initiatives.

I’m proud to have won several notable awards, including:

GM Champion for Africa, Best Practice in Africa, and Assisting in Licensee Start-ups from Harley-Davidson in 2016.

Outstanding Service Award from Safy Group in 2016.

Employee of the Year from Harley-Davidson Cape Town in 2015 and Most Positive Employee in 2014.

Youngest HOG NPO Secretary for the HOG Cape Town chapter during 2013-2014.

Additionally, I was honored with Marketing Campaign of the Year in 2019 from Clarion Events Africa and the Spincredible Award in 2018. My achievements include successfully ideating, launching, and directing the Women In Series, which encompasses Women in CX, Women in Mobility, Women in Energy, and Women in Gaming, with plans for further expansion in 2024. I also led the conception and rollout of the Green Hub – The Green Economy Pavilion and built the CEO Forum from the ground up in Napa Valley, California, in just six weeks.

There’s so much more to my journey, but I’ll keep it brief for now. I’m excited to continue making a significant impact in the industry and beyond.

What is your current role, and what are your primary responsibilities within your organisation?
In my current role as the Portfolio Series Director for WomenIN (WiN) at the VUKA Group, my primary responsibilities include leading and developing the WiN portfolio, which I founded. My work involves setting the strategic direction for WiN, driving growth, and empowering women across various sectors such as mobility, mining, energy, customer experience, the green economy and more.

I am also responsible for marketing and brand development, where I craft and implement comprehensive marketing strategies to enhance brand visibility and engagement across multiple channels. In addition, I focus on business development by identifying and securing key partnerships, sponsorships, and collaborations that support WiN's financial sustainability and expand its reach.

Event management is another crucial aspect of my role, where I plan and execute high-profile events, including conferences and networking functions, ensuring their successful outcomes. Operationally, I oversee budgeting, resource allocation, and team management, continuously monitoring performance metrics for improvement.

Additionally, my role involves significant stakeholder engagement, representing WiN at industry events and media engagements, and developing strong relationships with industry leaders and influencers to further WiN’s mission and goals.

What obstacles have you faced in your career, and how did you overcome them?
Throughout my career, I've encountered several obstacles, including challenges related to age, race, and gender. These hurdles could have easily deterred me, but I found strength in my inner belief and resilience. I sought guidance from industry mentors and always embraced criticism as constructive feedback, which helped me grow.

To overcome these challenges, I made it a point to go above and beyond in every role I held. I allowed my work to speak for itself, ensuring that my abilities were undeniable. By staying focused and committed, I was able to rise above the noise and stand out.

I have always challenged the status quo and industry "norms" and was consistently innovative in my approach. This mindset not only helped me navigate the challenges related to age, race, and gender but also presented me with additional obstacles. I approached my work with empathy, understanding the importance of connecting with people—whether they were team members, colleagues, or customers.

Moreover, I faced various cultural challenges, particularly as I traveled throughout the Middle East and Africa. These experiences taught me to be adaptable and respectful of different perspectives, further strengthening my ability to overcome adversity.

One piece of advice from a former boss has always stuck with me: "Naz, when you walk into a room of men and they immediately judge you—like judging a book by its cover—use that as your strength and to your advantage. Never let it work against you. They may underestimate your abilities, but that's when you buckle down, crack on, and win." This mindset has been pivotal in helping me navigate and overcome the obstacles I've faced.

What inspired you to take on a leadership role in advocating for diversity and equality in the automotive industry?
My inspiration to take on a leadership role in advocating for diversity and equality stems from my early passion for creating spaces where women could connect over shared experiences and unite as a community. Throughout my career, I've faced significant challenges related to age, race, and gender, but these obstacles only fueled my determination to make a difference.

As I traveled through the Middle East and Africa, I encountered various cultural challenges and met phenomenal women who had faced similar struggles. These experiences deepened my commitment to inclusivity and strengthened my resolve to advocate for women’s advancement.

Additionally, witnessing the Queen Bee syndrome, where women in leadership sometimes hinder others' progress, further motivated me to foster a supportive and inclusive environment. A piece of advice from a former boss—using others' underestimation as a strength—became a guiding principle in my journey. This mindset has driven me to lead efforts in diversity and equality, ensuring that women not only have a seat at the table but thrive in their fields and as the advance, build their own tables and create seats for more to follow.

What innovative initiatives have you seen that are making strides towards gender equality in the automotive sector?
One of the most innovative initiatives I've seen making significant strides toward gender equality in the automotive sector, particularly in Africa, is the WomenIN Mobility initiative, which I founded under the WiN (WomenIN) portfolio. This initiative was launched as part of the Smarter Mobility Africa (SMA) Summit and aims to create a platform where women in the mobility sector can connect, collaborate, and lead.

WomenIN Mobility focuses on breaking down barriers and creating opportunities for women to thrive in a traditionally male-dominated industry. It brings together female leaders, innovators, and professionals from various sectors within mobility to share their experiences, challenges, and successes. The initiative also emphasizes mentorship, knowledge sharing, and capacity building, ensuring that women across Africa have the tools and support they need to advance their careers.

By fostering an inclusive environment and highlighting the contributions of women in mobility, WomenIN Mobility is helping to shift the industry toward greater gender equality, paving the way for future generations of women to take on leadership roles in this critical sector across the continent.

Can you share an example of how diversity has sparked creativity and innovation in your company?
An excellent example of how diversity has sparked creativity and innovation in our company can be seen through the WomenIN (WiN) portfolio. By bringing together women from diverse backgrounds across various sectors, including mobility, energy, mining, and green economy, WiN has fostered an environment rich in varied perspectives and experiences.

One notable instance is the development of the WomenIN Mobility initiative, which emerged from the collective insights and ideas of women across the automotive and mobility sectors. This initiative not only addresses gender disparities but also drives innovation by integrating diverse viewpoints into the conversation. The cross-sector collaboration facilitated by WiN has led to fresh approaches and creative solutions for industry challenges, demonstrating how a diverse team can lead to groundbreaking ideas and advancements.

Furthermore, WiN’s emphasis on mentorship and capacity building has allowed women to share their unique insights and expertise, further fueling innovation. The diverse perspectives within WiN have proven to be a powerful catalyst for developing innovative strategies and solutions that address the needs of various industries and communities, highlighting the transformative impact of diversity on creativity and progress.

What’s a quote that has inspired you? 
Reflecting on my journey, I’m reminded of a phrase I wrote in my matric yearbook: "The world is our playground, so play to win." This mantra resonates deeply with me and the WiN portfolio, reinforcing our commitment to striving for excellence and achieving the seemingly impossible.

I am also inspired by a quote I recited in my end-of-year speech by Marianne Williamson: “Our deepest fear is not that we are inadequate. Our deepest fear is that we are powerful beyond measure. It is our light, not our darkness that most frightens us. We ask ourselves, 'Who am I to be brilliant, gorgeous, talented, fabulous?' Actually, who are you not to be? You are a child of God. Your playing small does not serve the world. There is nothing enlightened about shrinking so that other people won't feel insecure around you. We are all meant to shine, as children do. We were born to make manifest the glory of God that is within us. It's not just in some of us; it's in everyone. And as we let our own light shine, we unconsciously give other people permission to do the same. As we are liberated from our own fear, our presence automatically liberates others.”

As women and as the human race as a whole, it is essential that we lift each other up. The world can often be a challenging place, but by spreading kindness and shining your light, you can inspire and uplift those around you. Remember, there is nothing wrong with taking time to fill your cup—your well-being is your greatest asset. Even if it's just five minutes, take the time for yourself. We are often so selfless that we let our own needs go unmet before recharging.