Ridwana Ibrahim is an academically driven individual with a strong focus on marketing. After matriculating in 2018, she embarked on her academic journey in 2019, where she quickly found her passion for marketing through a first-year elective. This led her to pursue and earn a BA in Strategic Communication in Marketing Communication in 2021. Her growing enthusiasm for the subject motivated her to continue her studies, completing a BCom Honours in Marketing in 2022. Currently, Ridwana is pursuing her master's in marketing, with her research centred on the adoption of digital payment methods by young consumers in South Africa’s retail sector. Her work aims to uncover insights into the evolving payment behaviours of millennials and Gen Z. In addition to her studies, Ridwana has been working as a senior tutor in the Marketing Management Department at the University of Johannesburg since 2023. Alongside this leadership role, she actively tutors first- and third-year marketing students. Ridwana finds this dual responsibility both fulfilling and enriching, as it allows her to not only impart knowledge but also deepen her own understanding of the subject while guiding students through their academic journeys.