Fifi Mathambo’s journey from a curious young woman in Botswana to a budding entrepreneur in Johannesburg exemplifies the transformative power of creativity. She has forged her own path in digital marketing, influencer relations, and content creation. Starting with a simple idea, Fifi has become an influential figure in her field, showcasing the importance of following your passion, self-awareness, and the courage to innovate.
Fifi’s professional journey didn’t begin with a clear path in mind. Instead, it was a series of explorations, moments of introspection, and an evolving sense of purpose that eventually brought her to where she is today.
“It felt like everything was coming together to fit the pieces of who I was always meant to be,” she recalls, reflecting on the early days of her career when she initially dabbled in fashion marketing.
At that time, the term “influencer” wasn’t widely recognized, especially not in Botswana, where Fifi was studying. She continued exploring opportunities but soon realized that the idea of being liked by strangers online wasn’t fulfilling enough to build a lasting career. She needed something deeper.
Fifi realized the influencer landscape in Botswana was still developing and wanted a career that aligned with her values while providing online income opportunities for others. She attended film school to become a producer, but found the role didn’t fully satisfy her desire for creative freedom and business skills, prompting her to continue searching for her purpose.
It wasn’t long before an internship at an advertising agency would change the trajectory of her career. “I was an intern for the digital department, and I just remember feeling like, I belong here,” she remembers with clarity. Her time at the agency opened her eyes to the vast potential of digital marketing, storytelling, and the role of social media in today’s rapidly evolving landscape. Through this experience, Fifi discovered a deep passion for documenting and distributing stories, a passion that would later lay the foundation for her business, Full Circle and it’s baby, Aisle Files.
The Birth of Full Circle
In 2020, Fifi took the leap and founded Full Circle, a digital solutions hub aimed at solving tangible problems in the ever-expanding social media and marketing world. “Full Circle is where social media and production meet to create a full circle experience for brand consumers,” she explains. With an emphasis on the synergy between events and digital engagement, Full Circle offers a variety of services, from content creation to managing influencer engagements, in hopes to help businesses harness the power of social media in ways they never imagined possible.
Fifi’s early success with Full Circle came from securing projects that were groundbreaking for the local market. One of her first big wins involved sourcing content creators for a billion dollar fashion retailer, a task that had never been done before in Botswana. This milestone cemented her confidence in the business’s future. “It cemented my confidence in knowing that this is going to be a thing that I’m going to do for a while,” Fifi notes proudly. Full Circle’s client list includes major retail fashion brands, financial institutions, and even international fast-food franchises.
Despite the business’s success, Fifi’s focus has always been on quality over quantity. “We’re a team of four at the moment,” she says, stressing that growth isn’t about rushing but ensuring that every step forward is meaningful. “I’ve never really been in a rush to grow, just because I’ve always prioritized quality over quantity, scaling the business right now feels right” she explains.
Navigating the Challenges
Building Full Circle hasn’t been without its challenges. Managing a team remotely proved to be one of the biggest hurdles in the early years of the business. “Managing a team remotely is very different than anything I’ve experienced,” she admits. Moreover, as the business started to scale, Fifi faced the difficult task of balancing growth with sustainability. “Where do I start? What do I do? It feels scary because it’s like we’re taking on more expenses and hoping that we are able to sustain it for a very long time.”
But Fifi persevered, and the results speak for themselves. Full Circle’s innovative approach to influencer relations and social media marketing quickly gained recognition and now her wedding day content creation extension is doing the same. One of Fifi’s proudest moments came when her company became when Aisle Files, a wedding day content creation service that Full Circle offers was the official content partner for Forbes Africa. “It was something that really propelled our business and gave us so much confidence in the fact that we got this. We’re moving into pioneering this service in Africa.”
“Being acknowledged really validated what we were doing. We’re not just random girls running around with phones at events. We’re part of the experience and shifting the content culture in intimate spaces.”
New Frontiers and Giving Back
While Full Circle continues to thrive, Fifi’s entrepreneurial journey doesn’t stop at business. She is also deeply committed to giving back to her community. One of her ongoing projects as a board of trustee member involves improving the lives of children living on the island of Boro in Botswana.
“These kids walk over 10 kilometers every day to school,” Fifi explains, describing the perilous journey that these children undertake through dangerous wildlife territory.
Working with donors, the team helped secure a bus with 4×4 wheels to safely transport the children to and from school. “If the bus doesn’t move, the kids don’t go to school,” she adds.
Fifi’s commitment to philanthropy doesn’t stop there. She is passionate about creating content that empowers individuals and celebrates or supports authentic stories.
A Look Ahead
As Fifi continues to evolve as a leader and entrepreneur, she is particularly excited about emerging trends in the content creation space. One such trend is wedding day content creation, which she believes will soon become a major market in Africa. “I’m one of the only few people in Africa who are really set up for doing it, but it’s definitely the next big thing,” she says with certainty.
Reflecting on her entrepreneurial journey, Fifi shares the biggest lesson she has learned: “Entrepreneurship is never about me. It’s not about thinking I’m that important to the brand.” In her eyes, successful entrepreneurship requires self-awareness, resilience, and an openness to feedback — but above all, it’s about knowing your value and staying true to your purpose.
Fifi Mathambo’s journey from Botswana to Johannesburg showcases the power of passion and perseverance in business. As the founder of Full Circle, she has redefined storytelling in the digital age, combining creativity with strategy to help brands succeed. Her innovative leadership reflects a commitment to improving the world, proving that staying true to your vision opens endless possibilities.
