SPOTLIGHT: Renatta Fredericia Govender, FRANKE SA Specifications Manager
Navigating a male-dominated industry like construction comes with its own set of challenges and triumphs. In this interview, we speak with a seasoned professional who has not only carved out a successful career in sales and marketing but has also become a trusted and respected figure in the industry.
" My most rewarding achievements over my 24 years in this industry have been earning the trust and respect of my clients "
Her journey, marked by passion, resilience, and a deep commitment to her work, offers valuable insights into the evolving role of women in construction.
Can you share your journey into the construction industry and what inspired you to pursue a career in this field?
I believe this question truly reflects who I am. Sales and marketing weren’t my first choice of study, but as my career path began to take shape, I found myself gravitating towards it.
My journey began when I took a job as a counter sales person, working with shop-fitters and main contractors in the building industry at Pelican Systems. It was during this time that I discovered my passion for people and the way they responded to me. Learning from skilled tradesmen, interacting with influential figures, and navigating a male-dominated environment inspired me to fully embrace the construction industry.
Eventually, I was asked to lead the business development department and work with professionals, marking the beginning of my journey.
What have been some of your most significant achievements or projects that you are particularly proud of in your career?
My most rewarding achievements over my 24 years in this industry have been earning the trust and respect of my clients. The ability to assist with specifications, present at meetings, or sit with professionals to listen to their requirements and find solutions is undoubtedly one of the most fulfilling aspects of my career.
One of my greatest achievements at Franke SA was winning the Sales Person of the Year award in 2014. Additionally, having the opportunity to attend various leadership development courses and workshops has been invaluable. In 2024, I joined the Export division, where I am responsible for managing business development in seven different countries.
When it comes to projects I’m proud of, there are many that come to mind. I am particularly proud of my work on Pomeroy CHC, Flagstaff CHC, The Oceans mixed-use development, Dr Pixley Ka Isaka Seme Memorial Hospital, Ntuzuma Magistrates’ Court, and currently, Westown Mall, to name a few. Why? Because, for me, "people buy from people."
The rapport I have with the entire professional team, as well as the subcontractors, speaks volumes about how trusted the brand is and how significant I am as its brand ambassador.
What unique challenges have you faced as a woman in the construction industry, and how have you overcome them?
The biggest challenge for me has been working in a male-dominated industry like construction, where I’ve often encountered pervasive gender stereotypes and biases that hindered my advancement and growth opportunities. These stereotypes perpetuate harmful assumptions about women’s abilities, reinforcing traditional gender roles.
There’s a prevailing belief that women are less physically capable than men, lack competence, or don’t possess the necessary technical skills. I’ve come to understand that these attitudes often stem from intimidation.
To overcome this, I choose to lead with humility, be a listener rather than just a hearer, and focus on delivering results.
" After all, a satisfied customer is the best business strategy of all "
How do you see the role of women evolving in the construction industry, and what changes would you like to see to support more women in this field?
Women are proving that they can excel in various roles within the construction industry, from project management and architecture to engineering and skilled trades.
Their integration into the construction workforce has also contributed to an improved workplace culture. The industry is currently facing a significant skills shortage, further exacerbated by an ageing workforce. Including more women in construction is a vital way to help bridge this gap.
Encouraging women to pursue careers in this field not only introduces a new pool of talent but also helps address the demographic challenges the industry is currently facing.
What advice would you give to young women who are considering a career in construction or other traditionally male-dominated industries
Be confident in your skills and abilities. Don’t hesitate to speak up and share your ideas—your voice and perspectives are valuable.
Maintain a positive and professional demeanour. Steer clear of office politics and gossip, and earn respect through your performance.
Stand in solidarity with other women; having a support system can be invaluable.
" With dedication and resilience, you can thrive in a male-dominated field "
Her story is a testament to the power of perseverance, the importance of strong relationships, and the impact of breaking down barriers in a traditionally male-dominated field.
As she continues to lead by example, she inspires the next generation of women to pursue their dreams in construction with confidence and determination.
A special thanks to Renatta Fredericia Govender (LinkedIn) for your insight and inspiration, www.franke.com
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