MEET THE TRANSFORM TEAM
Transform is a senior-led, owner-managed PR and communications consultancy, and our strength lies in the experience, judgement and hands-on involvement of our people. We are a small, highly skilled team working across the United Kingdom and Africa, supporting organisations in complex, public-interest and high-impact environments.
Our approach is grounded in issue-led, thought-leadership-driven communications, with each team member contributing to shaping clear, credible positioning through sustained media coverage, executive visibility and disciplined delivery. We work closely with our clients, building long-term relationships based on trust, consistency and a shared commitment to meaningful outcomes.
Craig Dummett
Founder & Managing Director
With nearly 30 years’ experience across PR, marketing and corporate communications, Craig has held senior roles prior to starting Transform, at Marcus Brewster Publicity, Sentient Communications and Fleishman-Hillard, working with multinational brands including Paul Smith, Diageo, Chartered Institute of Procurement & Supply, Bidvest and Taj Hotels. He leads Transform’s strategy and provides senior counsel across the UK and African markets.
Maria Oosthuizen
Senior Account Director
Maria brings over 25 years of experience across agency and in-house roles, including Progress Software, DUO Marketing + Communications and Dummett & Co. She has led communications across technology, finance, logistics and professional services, overseeing strategy, media engagement and delivery for South African clients.
Natascha Conradie
Account Director
Natascha specialises in media and influencer relations and publicity generation, securing coverage across print, broadcast and digital platforms. She has worked across a range of consumer and corporate brands, building strong relationships with journalists and consistently delivering high-quality media exposure that supports client positioning.
Carla van der Merwe
Account Manager
Carla is an Account Manager with over 15 years’ experience in marketing communications and public relations, having held roles across agency and in-house environments. A former journalist, she brings a strong understanding of the media landscape to her work at Transform, where she supports clients through media liaison, story development and targeted pitching to secure credible, relevant coverage.
Michael Richards
Head of Digital Marketing
Michael is a digital marketing specialist and founder of SiteMeUp Online Marketing, with over 15 years’ experience in SEO, paid media and online strategy. He has also founded and led ventures, including rAiGenDev, bringing a strong commercial and technical perspective to digital, supporting PR-led communications through search visibility and performance optimisation.