Gaylin Jee

Playmaker at 33 Emeralds

Social media strategy consulting * Social media audits * LinkedIn Clinics * Innovation workshops * Digital leadership coaching

Tel. +27 (0) 82 056 5670 Skype: gaylin.jee

Gaylin Jee is founder and owner of 33 Emeralds, a niche consultancy that assists individuals and organisations to positively disrupt their own future. A team of 3 based in JHB, Cape Town and London, 33 Emeralds builds digitally fit mindsets, skillsets and broadens critical thinking around using new tools to drive personal and business benefit. 33 Emeralds works with SME’s, start-ups, individual leaders as well as larger organisations, primarily professional services based businesses.

Gaylin brings an essential and strong business focus to her work, with a record of business and project management roles during her earlier career. She spent over 10 years in the UK, developing commercial coaching and mentoring programmes and launching the Coaching at Work Magazine. She programme-managed research into performance and leadership with case studies in the UK and Asia, and it was here that she was first exposed to the explosive and differentiating power of a digitally enabled world. She has deepened her work and thinking in the future skills space over the past five years back in South Africa, but continues to collaborate globally with forward looking thinkers and influencers. She was named one of the top 10 International HR influencers to follow on Twitter. She is the first person in South Africa to be accredited in the revolutionary new assessment tool – The GC Index.

Gaylin is a member of COMEMSA. She was a Graduate Member of the British Psychological Society in London where she was also certified as PRINCE2 Project Manager.

Education and Certifications

GC Index Accreditation, eg.1, London * Gamification Apprentice Certification, SENTENTIA GAMES CONSORTIUM, U.S. * Social Media Programme, UNIVERISTY OF CAPE TOWN and Get Smarter, Cape Town * CIPD Leadership Development Programme, CHARERED INSTITUTE OF PERSONAL AND DEVELOPMENT London (2010) * Certified PRINCE2 Practitioner GLOBAL KNOWLEDGE London * Postgraduate Diploma in Strategic Marketing CHARTERED INSTITUTE OF MARKETING London: Analysis & Evaluation, Strategic Marketing Decisions (modular attendance) * Certificate of Competence Occupational Testing Level A Personality & B Aptitude BRITISH PSYCHOLOGICAL SOCIETY London * Certificate in Training Practice CIPD London: Identifying & analysing training needs, Design, Delivery, Evaluation (modular attendance) * Certificate in Psychology of Management, HERRIOT-WATT UNIVERSITY & CIPD Edinburgh: Managing Change, Managing Performance, Leadership, Selection & Assessment, Organisation Culture and Climate, Teamworking * BA Hons General & Clinical Psychology, UNIVERSITY OF JOHANNESBURG Johannesburg (4 distinctions) * BA Psychology and Social Anthropology, UNIVERSITY OF THE WITWATERSRAND Johannesburg (with Merit Scholarship Award)


Gaylin worked as a business manager across Commercial Services for the Chartered Institute of Personnel and Development (CIPD) in London, Europe’s largest people management and development Professional Body with over 140k members. She conducted business analysis and planning, business case development, developed and marketed new products and services, identifying synergies and opportunities across the business. She also assisted in a total review of commercial operations (revenues used to drive overall growth of the institute and its championing of the Profession) and worked on the standardisation of a reporting framework across commercial divisions.

Laterly she was invited to set up and run a programme office which managed key programmes and projects fo the Institute. This included the flagship Development of the CIPD Profession Map (HR & LD Standards, Assessment Tool), the reworking and simplifying of membership grades and the alignment of the associated CIPD Qualifications. Her portfolio included research and engagement programmes focused on employee engagement, leadership and organisation development for sustaining organisation performance in a post-recession economy, and building a next generation of HR leaders. This work with a range of public and private sector organisations in the UK and Asia surfaced a new leadership framework. The results were published and used to inform consulting offers and a senior HR leader’s development solution, equipping leaders to tackle strategic people management issues. Gaylin led a relationship with organisations in emerging economy Romania for the CIPD, delivering workshops on sustainable performance and talent management. Gaylin was involved in designing commercial coach training programmes in the UK and developed and launched the niche magazine ‘Coaching at Work’ during her time at CIPD. She also designed and launched a global HRM qualification for the CIPD.

Since her return to South Africa from the UK in late 2010, Gaylin has deepened the work she started on the application of social media in business. She founded 33 Emeralds, a niche consultancy in response to the need for indivduals and organisations to positively disrupt their own future. She examines how social media platforms are changing the way we do business in a context where there is high value placed on relationships with empowered customers, and increasingly empowered employees. She remains tirelessly enthusiastic about exploring the skills we need for our work of tomorrow. You will hear her speaking about how we can create and drive our value propositions into the future, moving from operational efficiency through out-disprupting competitors to leading change.

Gaylin has worked with a range of not-for-profit and private organisations of varying sizes, at all levels within the organisation. Her focus is predominantly on SME’s, start-ups, professional and financial services businesses. She is currently authoring a chapter on Digital Leadership for a global e-book called HR2025.