In this episode we chat to Kirby Gordon, in partnership with the Red & Yellow Creative School of Business in Cape Town. Kirby plays a crucial role as the Chief Marketing Officer of FlySafair, South Africa's largest low-cost airline. He oversees all of the airline's marketing, from attracting new customers to managing the FlySafair brand. With over nine years of experience in the role, Kirby has helped FlySafair capture an impressive 67% of the market for domestic flights in South Africa. Kirby’s leadership has been pivotal in consistently achieving high levels of customer satisfaction, as evidenced by the airline's strong Net Promoter Score (NPS). Kirby’s marketing strategies combine traditional advertising with the latest digital techniques. He’s passionate about using marketing science to merge old-school and digital media, making sure FlySafair’s marketing is both creative and effective. His approach has been key to the airline's success and growth in a tough market.