Siobhan graduated from the University of KwaZulu-Natal (UKZN) with an Honours Degree in Speech & Drama. She got into copywriting as a temporary move, with the intention of following an illustrious career in film. Nearly thirty years later, she is still passionate about the advertising industry and, particularly, digital marketing. She has worked at top international agencies such as Greys, Ogilvy and FCB, worked with clients in America, the UK, France, Australia and New Zealand, written and co-published various works, worked on film treatments and documentaries, freelanced for fourteen years, and now shares her passion for creativity and advertising with Vega students. She was awarded the prestigious national Charles Freysen Award for Excellence in Teaching in 2015 and is currently dragging her heels in terms of completing her Masters Degree in Brand Leadership, the title of which is Purposeful Brand Storytelling to Generation Z through Online Video: An Interpretivist Study.