In a sector long recognised as male dominated, Amelia Keefer, Group Marketing and HR Executive at GVK-Siya Zama, has steadily shifted the status quo.
Stepping into the company’s Cape Town office in 2000 as Marketing Communications Manager, Amelia was instantly drawn to GVK-Siya Zama’s reputation for restoration work, an area that had long captured her interest. At the time, her role centred on events and client engagement, which not only made the work dynamic but also gave her the opportunity to meet clients and begin shaping the company’s image.
As GVK-Siya Zama grew, so did Amelia’s responsibilities, and by 2002, her position had evolved to a national level, with a sharper focus on brand strategy and communication. Over the years, she led several brand refreshes to ensure GVK-Siya Zama’s continued relevance in a changing market, while also championing its transition into the digital era. From building a credible online presence to engaging on professional platforms and strengthening the company’s employer brand, Amelia’s work has positioned GVK-Siya Zama as both a trusted industry player and an employer of choice.
“Throughout the years, the company has offered me incredible opportunities for growth. Looking back, I realise how much each phase of the company’s journey has mirrored my own development. It’s never been static, and there has always been something new to learn, new ground to cover, and new people to collaborate with,” explains Keefer.
A defining moment came in 2015, when a management buy-out marked a turning point for the company and Amelia’s development. It not only unlocked opportunities across new industry sectors, but also accelerated Amelia’s personal growth, culminating in her invitation to join the group executive committee by CEO, Eben Meyburgh.
“Joining the exco meant stepping into a space where my voice carried weight in shaping the future of the company. I was able to challenge conventional ways of thinking and bring a broader perspective to what had been a traditionally construction-focused leadership mindset,” adds Keefer.
Her leadership responsibilities continued to expand beyond strategy and communications. Most notably, Amelia assumed the Human Resources portfolio, thereby deepening her connection with employees across the business. She is recognised for spearheading inclusivity, promoting collaboration, and mentoring future leaders - responsibilities she sees as both a privilege and a duty. She says she is particularly energised by the ambition and curiosity of younger colleagues, which, in turn, inspires her to embrace new ways of thinking and future-focused ideas.
Yet, Amelia is just as intentional about finding balance outside of work, enjoying a long-standing dedication to yoga, a love for travel, family life with her husband and their animals, and a close-knit circle of beloved friends.
“Reflecting on my 25-year journey with GVK-Siya Zama, the most meaningful impact has been creating a space for others, particularly women, to grow and thrive. While I’m far from drawing the curtain on my role within the company, I hope that my legacy will be defined by the people whose paths I helped shape, most notably the colleagues who felt seen, supported, and inspired to reach their full potential,” concludes Keefer.
