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Work Background
Grassroots MzansiDirector
Oct. 2024South AfricaAs a Director of Grassroots Mzansi NPC, I operate at the intersection of community upliftment, sport, and social impact. Our mission is to empower under-resourced communities by creating structured pathways for youth through sports development, rural initiatives, and sustainable, donor-backed projects. I lead operational oversight, strategy, and fundraising across our national portfolio of multi-sport programs — from rugby and cricket to boxing and infrastructure support — with a focus on measurable, real-world outcomes. 🌱 We collaborate with both corporate and private sponsors to bridge the gap between potential and opportunity, ensuring that talent in underserved areas doesn’t go unseen.
Dark Fusion TechnologyHead of Community and Support
May. 2023 - Oct. 2023SwitzerlandAs Head of Community and Support, I was responsible for shaping the user experience and engagement strategy for Dark Fusion’s pioneering smart contract ecosystem, built on the Bitcoin Lightning Network. This included the roll-out of the Simple Contract Modeling Language (SCL) — a first-of-its-kind product enabling token deployment, DEX trading, and wallet integration on Bitcoin Layer 1. ⚡️ Key Contributions:
Built and managed a global community of developers, early adopters, and crypto-curious users across Discord and other platforms
Developed the support and onboarding systems for the launch of SCL-based tokens, wallets, and DEX interfaces
Designed and implemented a community engagement roadmap, FAQ systems, and user feedback loops
Translated complex product features into clear, relatable content across socials, docs, and video platforms
Collaborated with the dev team on UX testing and user education strategies, ensuring a frictionless onboarding experience. This was a fast-paced, high-innovation contract role where I acted as the bridge between the tech and the user, helping Dark Fusion move from concept to community in under six months.
DFY StudiosHead of Digital Marketing Operations & Customer Success
Feb. 2023 - Mar. 2024Cape Town, Western Cape, South AfricaAt DFY Studios, I led digital marketing operations and customer success strategy for a global audience spanning 152+ countries. My role was central to bridging community building, user education, and brand engagement in an emerging, highly competitive tech space. Key Highlights:
Built and scaled community management systems that drove user retention and in-game engagement
Designed and implemented CRM workflows to support 24/7 global user interaction and support
Spearheaded marketing automation, onboarding funnels, and support knowledge bases for international users
Drove community growth and engagement for Starvara, the flagship game, through cross-platform social media strategy and influencer partnerships
Collaborated across marketing, dev, and creative teams to align UX, player journeys, and content rollout
Translated complex Web3 concepts into user-friendly language and campaigns, increasing activation and support success rates This role combined technical understanding, community-first thinking, and strategic operations, and cemented my passion for building systems that make users feel seen, supported, and excited to engage.
Be RelevantBusiness Owner & Fractional Marketing Director
Dec. 2020Cape Town, Western Cape, South AfricaAt Be Relevant, I don’t just run a marketing agency — I lead a results-driven, client-obsessed creative powerhouse built to scale brands with purpose and precision. We offer Fractional Marketing Direction, Team Management, and Strategic Consulting to startups, SMEs, and growing companies across South Africa and beyond. Our approach? No fluff, no one-size-fits-all decks — just sharp, collaborative strategy that blends data, design, and human connection to drive measurable results. With over 10 years of experience and 25+ brands behind us — from fintech and hospitality to Web3 and non-profits — we help businesses:
✔ Define their strategy
✔ Engage audiences authentically
✔ Implement marketing systems that actually convert Core Services
Marketing Strategy – Clear, customized plans aligned with real business goals
Social Media Management – Content, consistency, and community that drives engagement
Team & Project Management – Hands-on leadership of cross-functional teams, ensuring seamless execution from brief to rollout
CRM & Workflow Optimization – Automations, journeys, and retention strategies that work while you sleep
Paid Ads & Lead Generation – Targeted campaigns that deliver qualified leads and ROI
Data-Driven Insights – Reporting and metrics that show what’s working (and what’s not)
#ImStayingDirector and Head of Social Media, Design and Content
Sep. 2019 - May. 2021South AfricaAs Director of Social Media, Design, and Content at #ImStaying — one of the most influential grassroots movements in post-apartheid South Africa — I led the digital voice and creative strategy behind a campaign that reached millions of South Africans, earned mainstream media coverage, and inspired a global publishing deal with Penguin Books. 💡 I was responsible for:
Leading a national content team across social, design, and editorial
Managing and growing a Facebook community from 0 to over 1 million followers
Developing and executing multi-platform digital campaigns that celebrated local heroes and untold South African stories
Designing and writing daily content that balanced hope, heart, and humanity
Overseeing fundraising, partnerships, and brand alignment during key national events
Crafting video, written, and visual content that contributed to a published book: #ImStaying – Good Thoughts. Good Words. Good Deeds (Penguin SA) This role demanded agility, deep emotional intelligence, and the ability to lead with authenticity in a rapidly growing online space during a time of national uncertainty. It taught me how to turn content into a movement — and how digital platforms can create real-world impact.
Various CompaniesFreelance Proofreader, Copywriter, Social Media Manager and Marketer
Sep. 2017 - Nov. 2020South AfricaDuring this period, I worked as a freelance creative strategist and marketer, offering full-spectrum support to startups, non-profits, SMEs, and corporate teams across industries including tourism, education, fintech, and lifestyle. I specialised in:
Social media management & strategy across Facebook, Instagram, LinkedIn, and Twitter
Content creation & copywriting — from blogs and newsletters to paid ad copy and SEO writing
Community management, customer support, and building brand trust online
Business development and consultation for small business owners needing launch support, voice-of-brand clarity, or growth strategies
Project-based work across graphic design, editing, team training, and campaign management I also provided hands-on training and workshops for teams needing to upscale digital skills or better manage their own content and brand presence. This chapter of my career taught me how to pivot fast, solve problems creatively, and deliver real results on tight timelines — skills that would later shape the foundation of Be Relevant.
SanlamInvestment Specialist
Apr. 2014 - Feb. 2019GautengAs an Investment Specialist at Sanlam, I advised a diverse portfolio of clients on long-term financial planning, investment structuring, and retirement readiness. My role combined strategic thinking with deep relationship management, requiring both technical expertise and the ability to translate complex financial products into client-centric solutions. Key responsibilities and achievements:
Provided comprehensive investment planning across retirement, education, and risk portfolios
Built trusted relationships with individuals and businesses through transparent, value-driven advice
Consistently met and exceeded sales targets while maintaining top-tier client retention
Facilitated financial education workshops to empower clients with knowledge
Supported new business development and helped streamline internal lead generation processes
Integrated digital tools and marketing into advisory workflows, laying the foundation for my transition into marketing and community engagement roles later This role grounded me in analytical thinking, trust-building, and communication, all of which continue to influence how I approach strategy, marketing, and business growth today.
Old MutualSenior Financial Adviser / ParaPlanner
Mar. 2013 - Mar. 2014Gauteng
SanlamFinancial Adviser / ParaPlanner
Jun. 2011 - Mar. 2013Pretoria Area, South Africa
CaxtonEditor and Journalist
Jan. 2008 - Apr. 2011Mpumalanga Area, South AfricaAt Caxton, I cut my teeth as a journalist, editor, and newsroom lead, managing the full content lifecycle from idea to print. I worked across hard news, human interest, lifestyle, and community stories — developing the editorial judgement, deadline discipline, and audience understanding that still fuel my work today. 🖋 What I did:
Reported on key regional issues, wrote feature stories, and conducted high-profile interviews
Managed a team of writers and freelancers, overseeing editing, fact-checking, and layout
Collaborated with ad sales and design teams to align editorial content with revenue goals
Planned and executed weekly print schedules under tight deadlines
Led community engagement initiatives and represented the publication at public events This role taught me how to balance facts with feeling, lead under pressure, and create content that moves people — the same principles I now apply to brand storytelling, digital content, and marketing strategy.
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