Africa is a land of complexity and opportunity, and navigating its diverse markets requires a unique approach. In the latest Meet Sandvik podcast, Tarynn Yatras, Vice President Sales Area Africa for Sandvik’s Rock Processing business, shares her insights on leading operations across 11 Sandvik entities and three territories from her base in Harare, Zimbabwe.
Yatras’ career journey is unconventional. Starting as an accountant, she shifted into customer-facing roles to engage directly with clients. “Moving from seeing the numbers to seeing how we actually get the numbers has always motivated me,” she explains.
Managing sales across Africa’s 54 countries means adapting to varied regulations, currencies, and infrastructure challenges. Yatras emphasizes that local knowledge, partnerships, and careful planning are critical for success. Her team’s strong performance in recent years has been driven by clear strategy, increased local presence, and targeted investment in people, training, and technology.
Despite the continent’s challenges, Yatras remains optimistic: “Africa is a challenging market, but that’s also what keeps us on our toes. From a mining opportunity perspective, the future is highly optimistic.”
The podcast highlights the human side of business, showing that leadership in Africa isn’t just about strategy—it’s about understanding people, cultures, and opportunities on the ground.
