Addison van Niekerk

Background

About Addison van Niekerk

As the Director of Brand Strategy at 5 & Vine, I partner with Challenger Brands to align profit with purpose and rethink how businesses operate to better serve their customers, communities, and the planet. I help clients uncover opportunities, through in-depth research and analysis, challenging assumptions about their audiences, competitors, and even their own potential. I translate these insights into brand strategies that enable consistent and impactful customer experiences across every touchpoint. As the first hire at 5 & Vine, I’ve helped establish the agency as the North American authority on Challenger Brands. Together with our founder and CMO, I’ve developed integrated strategies for more than 85 brands aiming to solve some of the world’s most pressing problems. These include expanding access to climate-conscious food, advancing the shift to a circular economy, supporting parents to raise the next generation of kids, and accelerating clean energy adoption. Before joining 5 & Vine, I honed my expertise as a freelance content strategist, working with brands like Greenlight, a fintech unicorn valued at $2.3B. I also co-founded Mind Over Model, a community that empowered young fashion models to navigate the industry, and led global community engagement for a health and fitness startup. My career began in the fashion and beauty industry, where exposure to the meticulous branding of global luxury fashion houses shaped my commitment to building strong, lasting customer relationships. I care deeply about intentional consumption and advocate for second-hand fashion as a sustainable alternative. As a Girl Guide volunteer, I’m proud to inspire the next generation of young women to think differently, challenge norms, and rewrite their own rules.