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Suleman Shaik

Mr Suleman Shaik, Direct Channel Holdings (Pty) Ltd, South Africa


Suleman Shaik, Chief Executive, Direct Channel Holdings (Pty) Ltd


As Chief Executive, Suleman Shaik is responsible for providing the leadership the company requires in order to achieve its operational and financial performance targets. Suleman has been at the forefront of developing and implementing the growth strategy that has seen Direct Channel grow from a 6 seat call centre start up to 3000 seats in just six years. His team of Executive Directors and Senior Managers are regarded some of the best people in the contact centre and business process outsource (BPO) industry in South Africa and under his guidance and leadership they have entrenched Direct Channel as the market leader. He is spearheading Direct Channel’s expansion into the African continent as well as implementing an aggressive diversification strategy.


Diversifying the business has resulted in the creation of a number of new business units:

-       Direct Channel Credit Management – handles debt collection on behalf of a number of retailer and financial services companies

-       Direct Channel Field Marketers – handles lead generation and product distribution across the retail, financial services and mobile phone industry

-       Direct Channel Africa – expanding operations into the East of Africa where the adoption of new technologies is gaining pace

-       Direct Customer Management Solutions – handles fulfilment, administration, premium collection and customer retention programs


Having previously worked for major blue-chip financial services companies and advertising agencies, Suleman strength is his ability to combine great a sense of corporate leadership with entrepreneurial flair.


As Group Direct Marketing Manager at Fedsure Holdings (SA’s 4th largest insurer), he implemented a CRM strategy to gain a single view of the Groups customers across its Life, Health, Investments and Group Schemes business.


As Account Director at Leo Burnett Interactive, a specialist below-the-line advertising agency, he was directly responsible for designing and implementing direct and relationship marketing strategy on major accounts such as Liberty Life, FedEx, McDonalds, Mercedes Benz and Plascon.


He is a current Director of BPeSA (Business Process Enabling South Africa), SA’s BPO industry association. He forms part of a team comprising business and government sectors tasked with attracting offshore and foreign direct investment into South Africa.  



“In order to make an impact on the industry and constantly deliver value to our customers, Direct Channel has undertaken bold steps to ensure that we are innovative in our approach to business solutions and technology whilst maintaining a high degree of accountability. Our objective is to set the benchmarks, and not to be measured against benchmarks. We cannot simply play by the same rules and be dominated by an entrenched industry, whether locally or globally. In order to remain relevant and competitive, we have to constantly challenge the way we produce work and services for our customers, and this same thinking must apply to all aspects of our business, people, process and technology”


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