WOMEN IN CONSTRUCTION
A quarter
CENTURY OF PERSONAL growth
GVK Siya-Zama
From marketing communications to the exco and HR, Amelia Keefer’ s journey at GVK-Siya Zama reflects both personal growth and a broader shift in construction leadership.
To Build celebrates another woman making her mark in a sector long seen as maledominated. Amelia Keefer, Group Marketing and HR Executive at GVK-Siya Zama, has steadily shifted the status quo. Keefer joined the historically privately owned construction company’ s Cape Town office in 2000 as Marketing Communications Manager. She was instantly drawn to GVK-Siya Zama’ s reputation for restoration work. At the time, her role centred on events and client engagement, which not only made the work dynamic, but also gave her the opportunity to meet clients and begin shaping the company’ s image.
As GVK-Siya Zama grew, so did Keefer’ s responsibilities. By 2002, her role had evolved to a national one, with a sharper focus on brand strategy and communication. Over the years, she led several brand refreshes to keep the business relevant in a changing market, while also helping guide it into the digital era. From building a credible online presence to strengthening the company’ s employer brand, Keefer’ s work has positioned GVK-Siya Zama as both a respected industry player and an employer of choice.
“ Throughout the years, the company has offered me incredible opportunities for growth. Looking back, I realise how much each phase of the company’ s journey has mirrored my own development. It’ s never been static, and there has always been something new to learn, new ground to cover, and new people to collaborate with,” explains Keefer.
A management buy-out in 2015 marked a turning point for both the company and Keefer’ s own development, unlocking opportunities across new industry sectors and accelerating her personal growth. At that stage, CEO Eben Meyburgh invited her to join the group executive committee.
“ Joining the Exco meant stepping into a space where my voice carried weight in shaping the future of the company. I was able to challenge conventional ways of thinking and bring a broader perspective to what had been a traditionally constructionfocused leadership mindset,” she says.
Her leadership responsibilities have since expanded beyond strategy and communications. She later took on the human resources portfolio, deepening her connection with employees across the business. She is recognised for spearheading inclusivity, promoting collaboration, and mentoring future leaders – responsibilities she sees as both a privilege and a duty. She says she is particularly energised by the ambition and curiosity of younger colleagues, which, in
turn, inspires her to stay open to new ideas and ways of thinking.
Outside of work, Keefer is just as intentional about balance, with a long-standing dedication to yoga, a love for travel, family life with her husband and their pets, and a close-knit circle of friends.
Reflecting on my 25-year journey with GVK-Siya Zama, the most meaningful impact has been creating a space for others, particularly women, to grow and thrive.
“ Reflecting on my 25-year journey with GVK-Siya Zama, the most meaningful impact has been creating a space for others, particularly women, to grow and thrive. While I’ m far from drawing the curtain on my role within the company, I hope that my legacy will be defined by the people whose paths I helped shape, most notably the colleagues who felt seen, supported, and inspired to reach their full potential,” concludes Keefer.
56 winter 2026 | www. tobuild. co. za