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Home of PerformanceDigital Strategy Director
Jan. 2023Dubai, United Arab Emirates · HybridHOP is an award winning, full service digital marketing agency with offices in UAE, KSA and Sri Lanka. I lead the Paid Marketing, SEO, Social Media and Design teams to deliver results for our clients in a variety of industries such as eCommerce, healthcare, FMCG, fitness, Qcommerce and business services. Successfully led the implementation of Asana across all teams and installed new workflows to increase output and collaboration between teams. Implemented and trained teams in the use of AI tools such as ChatGPT, to increase their productivity and creativity.
Dubaipetfood.com (The Pet Shop LLC)Chief Marketing Officer
Sep. 2020 - Dec. 2022Dubai, United Arab EmiratesThe Pet Shop is the largest pet speciality retail group in the GCC with a high volume e-commerce unit, shopping App, 6 retail locations, various pet services and B2B distribution of 30 global brands. Responsible for overall revenue, eCommerce P&L, marketing strategy and implementation, brand development, new product launches, omnichannel retail integration and business lead for digital projects. Achieved record high revenues and successfully launched a new shopping app, unique in-store retail concepts, weekly community events, CDP, integrated CRM, marketing automation, new eCommerce platform, Click and Collect, same-day delivery service and advanced customer segmentations and insights. Increased customer retention by 57% and developed a GCC industry-first loyalty program to launch in 2023. Grew revenue and improved marketing ROI through resource optimisations, A/B testing, experimentations and 360 marketing channel integration such as SEM, ASO, SEO, programmatic, App, social, push, SMS, Influencer Marketing and traditional marketing, including OOH, weekly events, radio and in-store activations.
SilvertreebrandsChief Marketing Officer - eCommerce
Feb. 2017 - Aug. 2020Cape Town Area, South AfricaSilvertree Brands (ST) is the leading niche eCommerce and omnichannel player in South Africa with a strong focus on technology. ST's portfolio of companies includes industry-leading power brands such as Faithful to Nature, Pet Heaven, UCOOK and SKOON., with both B2C and B2B verticals. The role was focused on leading the marketing strategy, execution and technical product lead for Faithful to Nature (Natural skincare, Healthcare, baby and food products) and Pet Heaven (subscription premium pet food and accessories) during my tenure at ST. Responsible for brand development, loyalty programs, high revenue growth targets, new product launches, GTM strategies, customer acquisition and retention. Successfully launched industry-first innovations improving CX and, as a team, achieved an NPS score of 91 at Faithful to Nature and 76 at Pet Heaven. Successfully launched an integrated CRM platform for 3 brands in the ST group, CDP, marketing automation, Faithful to Nature's first offline store, new eCommerce platform (Magneto), Subscription box service, UX/UI innovations and optimisations and own label product ranges driving significant value for the group. Launched new marketing channels, with a 360 marketing approach, including SEM, programmatic, social, SEO, push, SMS, influencer marketing, events, partnerships as well as traditional marketing, including OOH, events, and radio.
Curo Health (Pty) LtdChief Executive - Marketing and Operations
Oct. 2013 - Feb. 2017Pretoria Area, South AfricaCuro Health (CH) and Smart Healthcare (SH), offer B2B and B2C health and wellness services through a network of ±2k healthcare professionals, including loyalty and rewards program management for leading insurers like Discovery Vitality. Overall P&L responsibility for two brands within the group that offered both B2C and B2B services. Lead the digital transformation projects and piloted industry-first concepts from design to implementation including an in-house software build, unique healthcare services and a rollout of 22 nationwide branches, leading to large growth for the business.
Vital Touch Physical Therapy CentresDirector of Marketing and Operations | Co-Founder
Apr. 2011 - Sep. 2013Part of the initial team that developed the business from concept to reality. The role was focused on marketing the new brand with a TTL approach including digital, events and sourcing referring partners. We grew the brand from concept to multiple locations.
Postnet Cape Town MetroManaging and Marketing Director | Founder
Sep. 2007 - Jul. 2010Responsible for overall management, sales and marketing. The business grew from a startup to be 5th in the country, based on turnover. This was achieved by focusing on strategic marketing, online strategy, improving customer service and negotiating nationwide contracts with large organizations.
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