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Work Background
Brandslink Creative AgencyDirector
Jul. 2019South Africa
Freerunner ProjectsNew Business Development Manager
May. 2017 - Dec. 2019Cape Town, South AfricaNew Business Development Manager/Partner May 17 to Present
• Initial client consultations to establish their needs, drawing up and execution of customised strategic marketing plans
• Major clients included : Pioneer Foods, Rhodes Foods, Joe & Co., Ackermans and Idea Fruit
• Controlling all aspects of brand activations, events and point of sale
• Design/implementation/production of point of sale for Marin’s Point of Sale (Western Cape)
IDEAFRUITMarketing Manager
Jul. 2011 - Nov. 2016Cape Town, South AfricaLicensed Apple and Pear promotions won Biggest Promotion of the Year at Shoprite and Checkers (11/12/13/14/15) Pioneered licensed, collaborative fresh produce promotions in South Africa
• Recreated corporate identity
• Repositioning of IdeaFruit brand within South African and International markets
• Corporate and product communication portfolios – website design, corporate videos, brand presentations for listings
• Product and packaging development – general and licensed products and packaging
• Liaison with factory regarding production and packaging procedures
• Developed innovative healthy eating fresh produce campaigns to tie in with short term theatrical promotions – drafting
and executing marketing strategy, securing licencing, negotiating fresh produce media space nationally with Shoprite and
Checkers retail chains
• Developed (in conjunction with Shoprite and Checkers) and implemented full retail consumer competition campaign
• Long-term negotiation of licenses for fresh produce ranges in Checkers
• Through-the-line management of campaigns including license negotiations (Sony/Universal/Warner), strategy
development, budgets, campaign elements, packaging, point of sale, distribution and set-up
• Negotiated licensing, packaging (flow wrap, a 1st in South Africa) of Nickelodeon products which were sold into Shoprite
and Checkers
• Subsequent launch of Nickelodeon products in Malaysia and the United Kingdom
• Utilising additional fresh produce items (potatoes, Cross & Blackwell Mayonnaise and Trim Mayonnaise) for national
Checkers fresh produce campaign
• Managed three collaborative fresh produce promotions for Checkers ranges – negotiating tie-in with FMCG brands
• Collaboration with Black Cat Peanut Butter and Jungle Oats for two national Checkers fresh produce promotions Won MPACT Awards for the development of the Idea Fruit Carton, Minions and Smurfs
Pioneer FoodsExport Brand Manager: Africa
Feb. 2009 - Apr. 2011Cape Town Area, South AfricaSenior Brand Manager – Product Portfolio / Export Africa Jan 09 to Jun 11
• Responsibilities: • Product portfolio expanded to include : Moir’s baking range, full cereal ranges, Safari Dried Fruit and Nuts
• Identifying market-specific opportunities in a African countries (Mozambique, Zimbabwe, Zambia, Tanzania, Nigeria,
Angola, Ghana, Kenya, Namibia, Botswana)
• Area : West Africa, East Africa and SADC countries
• Trade visits to identify marketing opportunities
• Drafting brand plans (formal/informal markets) in conjunction with local market agents, follow-ups
Pioneer FoodsSenior Brand Manager
Feb. 2006 - Jun. 2011Cape Town Area, South AfricaProduct portfolio included: cold cereals (Otees, Nature’s Source, Bokomo Cornflakes, Right Start), snacking range (bars),
children’s cereal range (Cerix) and Up ‘n Go (breakfast cereal drink, Australia)
• Management of a Marketing Assistant
• Strategising annual brand marketing plan
• Creation, drafting and implementation of brand strategies and positioning
• Setting short and long-term brand targets, tracking sales
• Budgeting, expenditure control
• New product development, liaison with R&D, feasibility studies, management of bi-annual launches
• Monitoring and maximising brand profitability, supplier negotiations
• Liaison with market research companies regarding retail market brand performance and consumer trends
• Chairing monthly sales and merchandising team meetings : sourcing market opportunities , monitoring brand performance
and market listings
• Chairing bi-annual in-store merchandising meetings
• Presenting brand plans at bi-annual regional sales meetings
• Running trade stands at shows including The Good Food and Wine Show and The Women’s Show
• Liaison with factory management regarding new product development, implementation of CAPEX, production changes
• Setting up licensed production for Up ‘n Go (Australia)
• Controlling contract packing for Bokomo UK ranges
• Developing house brands for Woolworths and Pick ’n Pay
• Re-development of Bokomo Foods website
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