Netwerk24’s first head of audience development and analytics, Kayla Alexander, is a source of encouragement and warmth to everyone around her. Alexander’s innate need to be of service to others, fuels her to pave the way for young women and future media professionals.
Kayla Alexander’s home is 70’s inspired with plants, art, and vintage furniture. PHOTO: Jodi-Mari Adams
When Kayla Alexander was 20, her father, Wallace Alexander, died.
He had previously been in a big car accident, which left him with a brain injury. This subsequently led to him suffering from different mental disorders, including bipolar, schizophrenia and constant psychosis, says Alexander. Eventually, her father chose to end his life with the very medication that was meant to ease his suffering.
By the time Alexander was 23, her mother, Catherine, whom she was extremely close to, passed away due to cancer. This completely changed the trajectory of her life.
“That was my world breaking,” recalls Alexander. “My idea of self, left. Because the person who brought me into the world did not exist anymore.”
The things that she had envisioned for herself, “broke”, says Alexander. “All of these ambitions that I had, and purposes that I had for my life, disappeared.”
That was my world breaking, my idea of self, left. Because the person who brought me into the world did not exist anymore.
Losing everything
Prior to her father’s death, Alexander’s parents sent her to live with her aunt for a while. This was after her father’s business had failed. “We lost our home, our lifestyle, everything,” says Alexander.
Finding herself in a situation where her parents could no longer support her, Alexander developed a drive to hustle from a young age.
Throughout her high school career, she had the mindset of having to look after her parents, and doing things for the family. “And that is an unfortunate behaviour that I still have […] At university I was very similar,” recalls Alexander.
These events shaped Alexander’s attitude towards life.
Kayla Alexander started to go to the gym in 2020, and now spends most of her free time in the gym. PHOTO: Jodi-Mari Adams
A self-starter
At the age of 11, Alexander taught herself how to code on Myspace. When she was 12, she started building Tumblr webpages and later, livestreaming on Periscope. This, she says, taught her how to navigate an array of social media platforms and use them to her advantage.
She has used these self-starter skills throughout her professional career, too.
Alexander started her career as a news reporter at Eyewitness News, then became a media specialist. She then joined Netwerk24 as part of their social media team in 2017. Although diverse in experience, Alexander had to start from scratch and learn the ropes of her new role within the then start-up publication.
Alexander was 24 when the role of audience development and analytics at Netwerk24 was created for her. It’s a role that requires forward thinking and a deep understanding of social media and of people, says Alexander.
“[The role of] audience development just happened [for me]. I kind of fell into it,” says Alexander. Previously, it wasn’t a role in South African media, she says.
Being tech-savvy is not the only aspect of Alexander’s job. Thoroughly understanding people, plays a huge role in the success of her career as well, she says.
Her skills and drive inspire her colleagues, and they speak fondly of her.
“It’s encouraging to spend time with a go-getter like her, who is always keen to try out new ideas,” says Ané van Zyl, a friend and colleague of Alexander’s. “[Kayla] is skilled at reading audiences and finding ways to engage them. This helps our news content travel far and wide.”
Jodi Jantjies is an intern at Netwerk24, working under Alexander’s leadership. “The moment I stepped into the office for my first day, she felt like a friend. And I think that’s really special that a complete stranger, who I’ve never met before, has this aura,” says Jantjies.
Being of service to others is important to Alexander. This mindset is no different in her work environment. Her empathetic and service-driven nature remains evident in the way she speaks to and about people.
“Having Kayla as a colleague, or a line manager, means you have someone that is your friend and your mentor and someone that always has your back. She is so loyal and so invested in every single person that comes across her path,” says Wianda Gilliland, Alexander’s friend and colleague.
Kayla Alexander started her journey at Netwerk24 in 2017. Alexander has, among others, been the recipient of the International News Media Associations 30 under 30 awards. PHOTO: Jodi-Mari Adams
Inspirations and aspirations
Alexander says that her service-driven nature has made it difficult for her to set boundaries and hold space for herself. The years of lack of sleep and exhaustion due to working overtime, caught up with Alexander in an unpleasant way.
“I have nerve damage at the moment because my nervous system was burnt out,” says Alexander. The hesitation to slow down stems from her strong desire to serve the community, as well as those closest to her.
The sleepless nights and long office hours are not all in vain, though, says Alexander. In 2021 she was one of the recipients of the International News Media Association’s (INMA) 30 under 30 awards in September 2021.
Additionally, she has been a finalist for a variety of media awards, such as INMA, Wan-Ifra Africa, and the Bookmarks awards, for her projects and audience development strategies.
When she was much younger, Alexander wanted to be a music producer. She is still inspired by the musicians Lana Del Ray and Mac Miller and their ability to be unapologetically themselves, especially through their music.
She is also inspired by the neuroscientist Dr Andrew Huberman because of his initiative to make science more accessible to all people. Another inspiration is the retired Navy SEAL, David Goggin, because of the way he promotes self-discipline – which she practises when she gyms.
Her dream for her future is to be a digital nomad with her own company. She hopes that it will allow her to work remotely and create job opportunities for young women.
Kayla Alexander dreams of becoming a digital nomad who can create job opportunities for other young women. PHOTO: Jodi-Mari Adams