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Work Background
Domino'sInternational Marketing Manager
Dec. 2021 - Apr. 2024Dubai, United Arab EmiratesPartner with the Business Team as the Marketing Center of Excellence to consult with Master Franchisees in the AMEA (Asia, Middle East & Africa) Regions. •Key focus areas are to enable brand consistency, unlock sales growth opportunities and consult on planned marketing activities. •Coach and advise markets according to aligned frameworks & guidelines, focusing on calendar planning, menu management, channel management, strategic calendar planning & campaign planning, execution and management, campaign & menu pricing. Key Projects:
• Led a cross functional product & menu relaunch that moved 3 points in “consideration and value for money” within 4 months of launch. • This project launched to market during COVID-19, ensuring all franchisee stakeholders were remotely & operationally aligned and ready (given the siloed nature of the business, it was essential to create inter-department engagement). • Key project deliverables were to deliver a refreshed brand tone of voice, revised & simplified menu, refreshed packaging, introduction of standardized portioning, pricing simplification, & new menu look & feel.
• Consulted and partnered cross functionally to holistically review and simplify a highly complex menu. The end goal was to reduce operational complexity & waste, reduce cognitive overload for customers and simplify their purchasing journey. • Analyzed and reviewed menu, layers & coupons, interrogated impact on margins and worked to fully understand customer buying behavior. The market embarked on a pricing and offer construct study and currently reviewing their platforms, channels and have just refreshed their brand positioning.
Famous BrandsMarketing Manager (Steers)
Dec. 2020 - Aug. 2021Midrand, Gauteng, South AfricaResponsible for marketing management, campaigns & communication of the brand. Other responsibilities were to manage brand partnerships, launch, develop product innovations and renovations while maintaining franchisee profitability & Brand P&L. Strategy development & management: • Overall responsibility for managing all elements of the brand marketing mix within Southern Africa to ensure brand growth and market dominance. • Developing/implementing the annual marketing plan and accountable for all above & below the line marketing activities.
• Managing consumer research to gain consumer insights that drive strategic decision making. Leadership, management & stakeholder management: • Developing the department brand managers, as well as managing the marketing budget, P&L (based on collection of franchisee marketing royalties). • Accountable for managing advertising agencies, production agencies & marketing vendors, menu optimization and new product development, pricing strategies and packaging development.
• Accountable for all brand creative, from briefs to production and creative. • Presenting the Brands marketing plan to all Franchisee’s, EXCO for input & approval, as well as to internal stakeholders for alignment.
• Develop and implement all branded touch-points in line with the brand corporate identity as well as the lead on sponsorship properties and PR. Media leadership & management: • Recognized for boosting media efficiency by 30% for “Steers” through the integration of 5-second (retail/bumper) TVC’s into the TVC (Television Commercial) mix, obtaining higher frequency with minimal cost.
• Responsible for managing media agencies and partners, media planning and buying.
• Developing and maintaining the digital and social media strategy, ensuring that all regional marketing plans and local store marketing campaigns align with the Brand Strategy. • Managing implementation of CRM strategies, customer acquisition, retention and loyalty.
Yum! Restaurants International (KFC)Marketing Manager (Local Store Marketing & Aggregator Delivery)
Mar. 2018 - Dec. 2020Johannesburg Area, South AfricaMarketing lead for KFC South Africa driving sales and building partnerships with aggregator partners in South Africa. Managed and lead the strategic direction and implementation of all local store marketing initiatives. • In 2019, was the marketing lead for food aggregators and grew same store sales (SSG) on average of 200% and achieved 14% total sales mix.
• Team management duties and accountable for 36 Local Store Marketers (decentralized) based at their respective franchisees. • Total LSM budget (decentralized) $8m| Aggregator budget $1.8m | Own LSM budget of $165k.
Yum! Restaurants International (KFC)Senior Brand Manager (National Local Store Marketing | Affluent Families)
Jan. 2016 - Feb. 2018Johannesburg Area, South AfricaTeam Management, and accountable for 36 Local Store Marketers. (LSM) Own Budget LSM Budget of $165k | (Affluent Families) Sector Media budget of $1.8m (families) | Sector Production Budget of $270k.
• Developed insightful marketing strategies, drove implementation of superior in-store experience, media plans, consumer touch point solutions, in-store experience projects and efficiently managed department budget. • Provided “Best Practice” guidelines to Local Marketers, conducted ongoing training, workshopped campaign ideas quarterly and was accountable for national LSM and high-income family segment activities respectively.
Yum! Restaurants InternationalBrand Manager: Innovation (KFC)
Sep. 2014 - Dec. 2015Johannesburg Area, South AfricaLaunched KFC Zinger Strips to market which grew incremental snacking by 72%. This was the fastest innovation (with this level of complexity) from concept to full scale launch - 13 months. •Drove and led the innovation process to ensure that a “pantry of products” (pipeline) is ready to launch to market. • Conceptualized, developed and commercialized the “A.M. Brekkie Crunch Wrap” which became the signature breakfast menu item for KFC SA. • Redefined the strategy for Kids within a “permissibility through choice” lens and de-bundled the menu offerings to ensure no financial penalty for a healthier meal selection.
South African BreweriesBrand Campaign Manager (Redds)
May. 2012 - Aug. 2014City of Johannesburg, Gauteng, South AfricaDelivered the second installment of the Ultimate Redd’s Door Experience in August 2013 and won best experiential event for Redd's Premium Apple Ale at the annual Sales & Distribution Awards. •This was an exclusive and fully experiential launch event to 1000 invited guests aimed at premiumizing the existing mainstream brand perception.
•Team Management of Assistant Brand Managers.
South African BreweriesMerchandise Specialist - Carling Black Label
Apr. 2010 - Apr. 2012Johannesburg Area, South Africa• Was instrumental in the repositioning & turnaround of Carling Black Label.
• Managed & responsible for brand consistency across all touchpoint and elements.
South African BreweriesOn Premise Sales Team Leader (Main Market)
Aug. 2008 - Mar. 2010Cape Town Area, South Africa• Won a silver award for “In Trade Execution and Sales” for growing sales by 24%.
• Team Management of Main Market Sales Representatives and Key Account Managers.
MTN BusinessCorporate Account Manager
Jun. 2007 - Jul. 2008Pinelands, Cape Town"Solutions Selling” of MTN’s service offerings (handsets, mobility or networking infrastructure)
• Key Account Management
Power of 9Client Service Executive
Apr. 2006 - Jun. 2007MilnertonManaging of existing client relationships
•New business development • Client/product research
• Presentation of creative work (mock ups and storyboards) & rationale and concepts to clients
• Operational implementation (marketing and branding) • Supplier sourcing, briefs and management
Quest Staffing SolutionsAccount Manager
Jan. 2003 - Apr. 2006Cape Town Area, South AfricaHR Administration & Payroll, Recruitment, Performance Management & IR, New Business Development, Needs Analysis and Sales Proposals.
TelkomCall Centre Operations Manager / Team Leader
Jul. 2001 - Jan. 2003Cape Town Area, South AfricaManaged team of 8 - 12 agents in the Faults Call Centre (10212), monitoring and quality assurance, IR and Performance Management and supporting team with escalations and fault resolution.
South African National Defence Force (Navy)Mine Counter Measures Operator
Aug. 1996 - Jun. 2001Simons TownMCM Operator | Navigators Yeoman | Quatermaster
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