Mobius Digital has welcomed Shaneel Singh as its Head of Growth & Product Development in a strategic move that underlines the company’s commitment to sustainable expansion across sub-Saharan Africa. Singh’s appointment and his wealth of experience represents a significant stride in Mobius Digital’s growth strategy, as his expertise and strategic insight positions him to drive digital innovation for the company’s client portfolio.

Reflecting on his decision to join Mobius Digital, Singh expressed, “The team is on an incredible journey, and I wanted to be a part of something truly different in the industry.”

Comments Will Fismer, the founder and CEO of Mobius Digital, “Shaneel joining our team marks a pivotal milestone for Mobius. His unique blend of industry expertise, strategic thinking, and dedication to nurturing talent aligns seamlessly with our mission to become the growth agency of choice across sub-Saharan Africa.”

Unconventional Digital Maverick

Singh, a seasoned professional with a diverse background, brings a wealth of experience to his new role at Mobius Digital. He quickly earned a reputation as a digital maestro, advancing through the ranks at some of South Africa’s leading agencies. His digital advertising journey began in Cape Town, where he worked across digital strategy, planning, and buying, leading him to transition into new business and product-focused roles. He then joined Mobius Digital (formerly known as Netbooster/Limbik Media), working alongside Fismer. Excelling as a Performance Lead, he advanced to Account Director within a year. His career expanded into strategic leadership roles, including Chief Strategy Officer at iProspect and, more recently, Chief Operating Officer at EssenceMediaCom.

With a history marked by rapid progression, industry recognition, and a string of accomplishments – ranging from working with reputable local and global brands to managing large teams and achieving substantial business growth for clients and the companies he worked for – Singh’s trajectory reflects his strategic acumen in the digital marketing space.

Human-Centric Leadership, Nurturing Talent & Quantifiable Results

After a successful tenure in corporate agency environments, where he built formidable teams across specialist areas, Singh took a reflective pause to reassess his career path as he sought a more hands-on role with a focus on client growth and marketing. 

He comments: “The more senior you become in corporate the less marketing you actually do. And that doesn’t excite me. I want to be at the intersection of real client growth while nurturing the great talent South Africa has to offer.” 

With a history dating back to Mobius Digital’s NetBooster/Limbik Media days, Singh recognised the shared values, strong work culture, and the agency’s growth potential, which prompted his decision to rejoin Fismer.

Singh comments, “Every day is Mental Health Day at Mobius Digital. I’ve just lived through the best month in my working career because it is people-focused at its core. It’s different; your working day should be defined by you and the value you add, not by an outdated structure for structure’s sake. I enjoy the flexibility because it allows me to give 100% when needed and chill hard when it suits me. It’s all about output, not input. This balance is invaluable. What people in our industry don’t realise is that you don’t need to be overworked and stressed in the pursuit of success. Doing business is complex and nuanced, yes, but it doesn’t have to be serious. If we focus on the human element and quantifiable KPIs built on trust with both peers and clients, this is the breeding ground for something special.”

Fismer adds lightheartedly about Singh’s appointment: “It’s more like a welcome homecoming for both of us. When Shaneel first worked with us, I used to call him ‘Employee Number One’ – he literally was our best employee at that point. Now, we refer to him as ‘The Comeback Kid’. His journey from a young gaming enthusiast to a digital maverick truly aligns with our own unconventional spirit. It’s a great match.”

Fismer further adds, “In life and in business, there are very rare occasions when one crosses paths with special and unique individuals. Shaneel is most definitely one of those exceptionally rare and talented individuals. This was true when I first met him more than seven years ago, and it remains true today. His ambition and energy have always been larger than life, and even back then, I knew he would have to leave to go on and do great things. I’ve kept in touch over the years and eagerly followed his impressive career ascent. So when our paths recently crossed once again, it was no surprise that I jumped at the opportunity. They say lightning never strikes in the same place twice. I think it’s fair to say that we’ve proven that adage wrong.”

In his current role, Singh will lead Mobius Digital’s product development, strategic partnerships, and overall growth strategy. “Mobius Digital has a unique vision for growth, and I share that vision. We’re not just an agency; we’re here to make a lasting impact, and I get to do it my way within Mobius, which allows for that. That is important to me above all else,” Singh emphasises. 

“Further to that, Wilhelm has always been a mentor to me and he is one of those unique humans that you meet who values people and the pursuit of happiness as much as I do. I want to surround myself with good people who radiate good energy and are like-minded about business growth, this is why I joined Mobius Digital and the leadership team exemplifies just that.” 

Singh feels that many agencies claim to be specialists, but not all can deliver quantifiable business results: “Mobius Digital stands out by integrating technical thinking with business owner thinking, achievable only through strategic conversations about business growth, with digital being the conduit for that growth.”

His leadership philosophy is based on empowering and connecting people. His passion for nurturing talent and fostering connections also extends beyond his role, reflecting his goal of bringing talented individuals into businesses and witnessing their growth. He emphasises the importance of an intuitive leadership style, a balance of chasing numbers and developing talent, and the humanity involved in running a business sustainably. “Those who know me know that I am big on people – you don’t build a business; you build people first, and the business will naturally follow,” he adds. 

Growth Markets & Shifting Client Needs

Mobius Digital is actively expanding into sub-Saharan Africa, with an initial focus on the SADC region. Singh’s unique blend of strategic thinking and hands-on experience positions him as the ideal catalyst to propel Mobius Digital’s expansion plans forward and establish the agency as a key player in the region.

Recognising the growth potential in these markets, the agency aims to be the preferred partner for both global brands entering Africa and local brands seeking growth in the region. Fismer emphasises the agency’s South African base as a strategic advantage, providing access to experienced talent and cost-effective solutions.

Singh also notes a strong shift in client expectations towards simplicity, growth, and strategic advisory relationships. He believes the industry needs to refocus from a tendency to prioritise digital coordination over strategic business growth for clients.

He advocates for a visionary approach to digital transformation, emphasising the need for agencies to offer authentic strategic thinking. Singh states, “The industry is growing at an almost unfathomable pace, and not all clients are operationally ready to fully benefit from the advantages that digital transformation offers them. It’s our role as strategic partners to help them unlock their businesses’ fullest potential. We’ve seen digital spend in South Africa increase rapidly, and in the next five to seven years, the majority of marketing spend will be digital spend and will be bought programmatically. Agencies also need to be prepared for that, and the journey to prepare for the change – which is currently in progress – is going to be an interesting one.”

As Mobius Digital continues its journey to redefine industry standards and become the go-to digital agency across sub-Saharan Africa, Singh’s leadership is set to play a pivotal role in shaping the agency’s future.

Fismer concludes: “Shaneel’s unique perspective and commitment to sustainable growth make him a valuable addition to the Mobius Digital team. His appointment reflects our dedication to providing top-tier service, innovative solutions, and measurable results to our clients, not only in South Africa but across sub-Saharan Africa.”