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Work Background
Marketing ConsultingConsulting Marketing Director
Aug. 2024With 16+ years of experience, I help businesses achieve impactful, results-driven marketing solutions. I specialise in marketing strategy; campaign planning & implementation; branding & positioning; and creative & content development for both B2C and B2B businesses. My expertise also includes digital marketing, social media, and media buying, optimising online presence and performance. Additionally, I manage PR, content creation, and media relations, delivering insights to maximize ROI and meet marketing goals. Having worked with global brands like LG Electronics, Michelin Tyres, and FedEx Express, as well as national companies and startups, I tailor solutions across industries, including retail and financial services. I’ve successfully implemented strategies to engage diverse audiences across Africa, the Middle East, Europe, and Canada. I’m passionate about using the power of storytelling to connect brands with their audiences and drive meaningful engagement. Let’s connect and elevate your brand to drive success!
LG ElectronicsHead of Marketing
Oct. 2022 - Jul. 2024South AfricaI started with LG Electronics South Africa as a Product Marketing Specialist, covering both B2C and B2B categories. After 8 months with the company I was promoted to run the department and take the role of Head of Marketing. I manage 6 people including 3 product marketers and I am responsible for the overarching brand strategy and presence in South Africa as well as corporate public relations and communications including corporate social responsibility activities. This spans all business units: Home Entertainment, Home Appliances, Air Solutions, Information Technology, and Information Display. Key highlights include:
o After my first year managing the brand, key indicators in a highly competitive market saw considerable improvement year-on-year. There was a 2% increase in consumer brand preference and the gap to our main competitor reduced by 12% in terms of consumer willingness to pay. o I introduced new CRM technology and monitoring methodology into the marketing stack to enhance the digital ecosystem and implemented various activities that resulted in an 18% increase in conversion rate for database sign-ups and a 10% drop in web bounce rate. o Since taking over corporate communications and PR, I implemented key changes for local amplification of the LG Electronics showcase at CES 2024 in Las Vegas (Consumer Electronics Show, largest event worldwide for the industry). This resulted in a 14% increase of share of voice (SOV) and 343% increase year-on-year in local media coverage, with LG dominating SOV for CES & ESG topics combined in Jan 2024. o I was instrumental in overhauling the marketing approach to drive commercial success in difficult market conditions. I wrote the strategy and managed the implementation for a Black Friday campaign, which generated an increase of 16% in sales year-on-year for Nov 2023.
LG ElectronicsProduct Marketing Specialist
Jan. 2022 - Dec. 2022Johannesburg Metropolitan AreaI started with LG Electronics South Africa as a Product Marketing Specialist, covering both B2C and B2B categories. After 8 months with the company I was promoted to run the department and take the role of Head of Marketing. For product marketing I was responsible for the full marketing function of 3 business units, including strategy and implementation of full-funnel campaigns with digital, paid media, retail point-of sale collateral, events, PR, and communication. B2C and B2B highlights include:
o Within my first month, I launched a B2C influencer campaign for residential air conditioning to increase products awareness and consideration. The campaign generated a ratio of 1:111 for investment to PR value and 321% growth in digital reach, driving awareness. And it achieved 205% of the target in organic search results, demonstrating an uplift in premium product consideration. This was followed by a seasonal product campaign combined with a sell-out tactic, which achieved 467% of the awareness metric and generated sell-out growth of 12% YOY. o I ran a B2B incentive campaign targeting a key distributor for monitors to increase LG sales through the channel and stimulate sell-in demand. The campaign reached 124% of the sales sell-through target and generated an ROI of 2,206% which is 1:23 investment to sales. o I ran a B2B commercial air conditioning customer seminar and hospitality event to drive product consideration and conversion with prospective customers and loyalty of existing customers. We converted 100% of the prospects targeted with this activity, generating $74,000 revenue, which is 1,200% ROI and a ratio of 1:13 for investment to sales generated.
MichelinB2B Marketing Manager, Sub Saharan Africa
Jul. 2021 - Dec. 2021City of Johannesburg, Gauteng, South AfricaI led the B2B operational marketing team within the regional B2B Centre of Excellence, a position I was promoted into after 10 months with the company. I started in the company as the Customer Experience & Digital Manager (CEM), which covered both B2C and B2B ambits and due to exceptional performance was offered a newly created position and made a vertical move to the B2B Marketing Manager. My scope covered spanned across SSA countries including South Africa, Nigeria, Kenya, Tanzania and others. Targeted segments included mining, truck, agriculture, construction, material handling and defense mobility. Key highlight:
o I played a pivotal role in the annual B2B commercial planning for SSA, which included collaborating with commercial teams to identify the growth levers per market and aligning tactical marketing plans. Marketing campaigns per country / cluster included new product launches / industry vertical educational and lead generation campaigns and sell in / sell out campaigns,
MichelinCustomer Experience & Digital Manager, Sub Saharan Africa
Oct. 2020 - Dec. 2021I led the B2B operational marketing team within the regional B2B Centre of Excellence, a position I was promoted into after 10 months with the company. I started in the company as the Customer Experience & Digital Manager (CEM) which covered both B2C and B2B ambits and due to exceptional performance was offered a newly created position and made a vertical move to the B2B Marketing Manager. My scope covered two brands (Michelin and BFGoodrich) across various SSA countries including South Africa, Nigeria, Kenya, Tanzania and others as well as certain CEM responsibilities that extended across Africa, India and the Middle East. Targeted segments included passenger car, motorcycle, mining, truck, agriculture, construction, material handling and defense mobility. B2C and B2B highlights include:
o I was the regional lead across Africa and Middle East for the engagement strategy of the most important new product launch of 21/22 within the passenger car segment. This included leading the creative, content, communication, media, PR and digital targeting the end consumer, which was designed for scalability as well as the product launch to the distribution/dealer network. o I led the use of SalesForce Marketing Cloud and lead generation in SSA, developing use cases and best practice to enhance willingness to pay for a premium product within the end user. This included building on the prospect database and structuring automated journeys linking together a digital ecosystem to drive through the purchasing funnel.
FedExSenior Marketing Specialist, Sub Saharan Africa
Mar. 2018 - Sep. 2020Johannesburg, South AfricaI was a senior member of the marketing team for FedEx Express in SSA, which is part of the Middle East Indian Subcontinent and Africa (MEISA) region. The international ambit on which I worked included South Africa, Botswana, Namibia, Zambia, Malawi and Swaziland. I was the lead for projects related to brand, launches, digital channels and sponsorship as a part of global, regional or local initiatives. During my tenure, I earned 5 internal awards for excellent performance. Key projects:
o Regional lead for go-to-market and go-to-sales for MEISA related to the launch of the first ever scheduled FedEx flight into Africa, a monumental milestone for FedEx globally. This included B2B awareness, lead generation, customer acquisition, customer up-trade and Sales enablement. o Regional lead for MEISA related to the migration of fedex.com content to a new platform (Adobe Experience Manager) for 66 countries. This included collating content common to the markets in the region in order to migrate and develop scalable and user-centric content and flow while aligning with business priorities in conjunction with a global team across all regions within 7.5 months, totaling 1,360 webpages for MEISA alone. o Lead for Southern Africa on a long-term global brand repositioning initiative. This included collaborating on the production of regional content and media planning about global trade and connectivity, including a sponsored BBC documentary in conjunction with a global team.
Pareto / Mowana PropertiesMarketing Manager
Aug. 2014 - Feb. 2018Johannesburg Metropolitan AreaI was the head of the marketing department for one of the premiere products in the national portfolio of a company that owns, invests in and manages shopping centres. My role entailed the effective management of the retail brand and marketing function at Cresta Shopping Centre. During my tenure, I earned 11 industry awards for my marketing campaigns. Key highlights include:
o The brand repositioning efforts saw a 22% increase in shopper support, in conjunction with the revamp of the centre. This had a great impact on the business, gaining market share. o As a part of the launch of the new Food & Entertainment Court, I arranged a meet and greet with the three MasterChef Australia judges. This was the first public event in South Africa with the judges as a trio and the only public meet and greet during their visit. This extremely successful event was part of the campaign that won the Spectrum Award (highest possible industry accolade, only one awarded per year in South Africa).
Lynn EstatesMarketing Co-ordinator
Jan. 2009 - Jul. 2014Johannesburg Metropolitan AreaMy role entailed planning, implementing, controlling and reviewing holistic marketing campaigns for every product in the portfolio of off-plan property developments that targeted the niche investment property market in Sandton and the surrounding areas. Product launches, marketing campaigns and digital marketing were my main focus areas. The exclusive product range included high-end residential and mixed-use developments.
Wax in the CitySales Consultant
Mar. 2008 - Oct. 2008SandtonI held the position of internal sales consultant of a membership-based beauty salon and was one of the top consultants, finishing either first or second each month in sales volume. The salon services were marketed as a boutique members-only product, maintaining exclusivity.
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