Meet the team

Zaida Enver

CEO: Pure Grit Project and Exhibition Management

Armed with educational qualifications in Project Management, Business Management and Law, Zaida has a wealth of hands-on experience. She was a founding partner of Pure Grit Project and Exhibition Management, launching the business in 2010. Prior to that Zaida honed her skills through various managerial roles in trade shows, events and exhibitions. This included project management of Tourism Indaba (South Africa’s leading travel expo), Auto Africa (Africa’s largest auto exhibition), numerous major international expos and various trade and investment events. Zaida excels at client relations and project management and is passionate about leading through an exemplary work ethic.


Guido Ceruti

CFO: Pure Grit Project and Exhibition Management

Before jointly launching the Pure Grit business, Guido spent many years establishing a broad skills set in areas like marketing, financial management, credit risk and international trade. His work experience spans corporate and investment banking, global trade, accounting, legal, IT and HR. This has equipped him to take on the task of managing the company’s internal structures, its staffing responsibilities, operational systems and finances. Guido ensures that Pure Grit embraces technology, keeping abreast of best of practice, compliance and innovation. Guido excels at attention to detail and motivates people to perform at their best.

Hilary Cooke

Personal Assistant to CEO & CFO

Hilary serves as the Personal Assistant to Zaida and Guido. Her core role is to assist the CEO & CFO with secretarial and administrative support as well as prioritise and organise a diversified workload for the team at Pure Grit. With a wide range of expertise and knowledge, She is an absolute fundi at time management, planning, procurement and client relations.



Position Available

Exhibitor Liaison  



Aalia Enver

Project  Manager

With a degree in Corporate Strategy and Public Relations, as well as Project Management, Aalia is passionate about brand development, marketing and strategy.  She is responsible for positioning Pure Grit as an industry leader, for marketing the company and for pitching the company’s capabilities to clients.  Aalia runs multiple projects varying in size from small niche events to large scale events and exhibitions. Aalia is a skilled marketer, a strategic thinker and an effective communicator.

Maserame Mabotsa

Events Co-Ordinator

With a degree in Marketing Communications as well as a certificate in Project Management, Maserame is the interface between our business and our clients. At Pure Grit, Maserame manages administrative duties pertaining to operations and logistics that are relevant to conceptualizing and executing a successful event.


Charlene Steele

Payroll and HR

With a range of certifications and administrative qualifications, Charlene takes care of Pure Grit’s HR, payroll, BEE, employment equity and related skills development plans. She also ensures that Pure Grit’s tax affairs are up to date and in line with prevailing regulations. Charlene has many years of experience in business administration and human resources and tackles staff queries with professionalism and super efficiency.