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#BehindtheSelfie with... Amanda Cromhout, founder and CEO of Truth Customer Leadership

This week, we go #BehindtheSelfie with Amanda Cromhout, founder and CEO of Truth Customer Leadership and Emerce Commerce, as well as #NedbankIMC2020 speaker.
Cromhout titles this: “I hate taking selfies, can you tell?”
Cromhout titles this: “I hate taking selfies, can you tell?”

1. Where do you live, work and play?

I live in Constantia, work in Wynberg and play at home.

2. What’s your claim to fame?

I do lots of crazy athletic stuff.

3. Describe your career so far.

Absolutely amazing. Couldn’t have asked for anything more.

I have 11 years under my belt as an executive at British Airways globally, three years as an executive at Woolworths South Africa, and it has been 11 years so far at Truth, which I founded.

4. Tell us a few of your favourite things.

My kids, my running shoes, my gin collection.

5. What do you love about your industry?

Every client is vastly different.

6. Describe your average workday, if such a thing exists.

  • 4:30am – rise
  • 5am to 6am or 6:30am – training
  • 7:30am – kids to school, get to work
  • Client-facing workshops or meetings with my team until about 3pm, when I pick up my daughter to get her to the pool as she’s an SA swimmer
  • 3:30pm to 5pm – finish at work

7. What are the tools of your trade?

Experience and a great team.

8. Who is getting it right in your industry?

Clicks, eBucks, Truth!

9. List a few pain points the industry can improve on.

Technology innovation.

10. What are you working on right now?

Very different clients, from Fairtrade wineries to housing projects to national retailers.

11. Tell us some of the buzzwords floating around in your industry at the moment, and some of the catchphrases you utter yourself.

If it doesn’t scare you, it’s not worth doing.

12. Where and when do you have your best ideas?

When I run or swim.

13. What’s your secret talent/party trick?

Running very far and gin tasting.

14. Are you a technophobe or a technophile?


15. What would we find if we scrolled through your phone?

Running pics or kids pics.

16. What advice would you give to newbies hoping to crack into the industry?

Work hard, be humble and work harder.

Simple as that. Email Cromhout and follow her on LinkedIn and Facebook; follow Truth Loyalty and CRM on LinkedIn, Twitter, Facebook and YouTube; and follow the Nedbank IMC on LinkedIn, Twitter, Facebook and Instagram, as well as the Nedbank IMC press office for the latest updates. The Nedbank IMC Conference 2020 takes place on 19 March at The Galleria, Sandton. Click here to book your ticket!

About Leigh Andrews

Leigh Andrews AKA the #MilkshakeQueen, is former Editor-in-Chief: Marketing & Media at, with a passion for issues of diversity, inclusion and equality, and of course, gourmet food and drinks! She can be reached on Twitter at @Leigh_Andrews.

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