The PA who seized the day

An incredulous Isma considers herself fortunate to have racked up a quarter of a century at a company where “the excitement is off the charts at times!”. 

“I can’t believe it’s been 25 years – or that I was 12 when I started working here!  Sun International has always been a vibrant, exciting company that attracts energetic people,” said Isma.

The long-serving PA began her Sun International career in the buoyant Gaming Marketing department under David Webster, providing support to the GM and closely knit team. Isma spent the better part of 17 years helping manage the opening of new casinos and hotels, the MVG loyalty programme, direct marketing, customer relations, data management, and formalising the Responsible Gaming Programme. 

Isma was then appointed PA to CMO at the time, the late Rob Collins, a passionate man who oversaw the creation of the Sun Way culture and allowed Isma insight into intricate aspects of marketing, sponsorships, and content creation. In 2019, she began working with COO Graham Wood in further evolving the Sun International brand and operations.

Among her many career highlights, Isma picks out watching the company’s loyalty programme grow to new heights by partnering with the global programme GHA, along with being able to attend world-class events like the Nedbank Golf Challenge. She has also been on a few notable adventures courtesy of Sun International.

“I once flew to France for the weekend to fetch smart cards and was afforded a once-in-a-lifetime opportunity to experience Luciano Pavarotti live in concert. I’ve hosted MVGs on a getaway to Lesotho, entertained them at The Met in Cape Town, and met famous Greek singers at Sun City!” 

However, it isn’t the opportunity to have overseas escapades and encounters with crooners that make Sun International a fantastic employer.

“The people I work so closely with daily are key. I still work closely with [Relationship Manager] Rob Dalton and [Customer Experience Manager] Liza Adrianzen, who was in the Gaming Marketing Department when I started at Sun International! It comes down to our values, culture and unique offerings. The departments I’ve been in have always been cohesive units. We are friends as well as co-workers. I doubt many companies can boast this element!” said Isma.

Despite her obvious enthusiasm for her work, Isma admits that there have been low periods when she’s felt underutilised. Fortunately, in the middle of the interview process, her manager reconsidered her role. At a company level, she points to the “Qantas Era” transition, Phambile restructuring, and the COVID-19 crisis as difficult times which required firm and empathetic leadership.

As expected, Isma has picked up many valuable learnings in her time at Sun International. 

“Keep out of office politics and perform to the best of your abilities. You need to be OK with risk. If it doesn’t work, refocus, energise, and start again.  Never say no to new tasks, even if it doesn’t fall within your work scope because it allows you opportunities to grow and learn and remain relevant. The company has lots to offer if you are open to it and want to grow.  Seize your opportunities!” advises Isma, who considers it humbling and inspiring to have been praised by guests and colleagues for her work ethic.

From going beyond her ambit to delve into digital marketing and running weekend errands in Paris, Isma’s is a story of seizing the day at a company where the Sun always shines with opportunity.