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Mathoto Matsetela-Hartmann
Senior Manager: Global Brand, Wikimedia Foundation

About me

My name is Mathoto, which means nomad/traveller/wanderer in Sepedi. True to this meaning, since finishing school, I haven’t spent too long in one place. Johannesburg to London, Singapore, New York, and Maseru. I’m now finally back in Joburg where I live with my partner and our spunky 2-year-old daughter Maru.  I was drawn to brand marketing because of its ability to leverage storytelling, culture, myths, and imagery to (hopefully) shape and advance ideas that can make our world better. Most of my career as a brand strategist, has been spent looking for ways to do just that working with NGOs such as Iranti.org, The Drug Policy Alliance and Rainforest Alliance to large organisations like Ben&Jerrys and Vice media and finally the Wikimedia Foundation and the movement it serves. 
 I am interested in anything about the global south, Africa, contemporary art/film/music by BIPOC artists, the (digital) commons, systems thinking and futures research. I am also a practicing futurist and and currently finalising my thesis topic to complete a Master of Philosophy in Futures Studies at Stellenbosch University.

My work

As a brand Studio team we lead work on the “Brand Awareness” goals of the Wikimedia Foundation’s Medium Term Plan. We want to make “brand” less abstract and more useful in our movement’s efforts to ensure knowledge is open, free and equitable.

Disclaimer: I work for or provide services to the Wikimedia Foundation, and this is the account I try to use for edits or statements I make in that role. However, the Foundation does not vet all my activity, so edits, statements, or other contributions made by this account may not reflect the views of the Foundation.

Contact me

mmatsetela@wikimedia.org