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Work Background
Black Betty DesignMarketing Manager | Creative Lead
Dec. 2021Cape Town, Western Cape, South AfricaLead the creative direction, brand strategy, and marketing for a premium jewellery and lifestyle brand. Oversee multi-channel campaigns, visual storytelling, and strategic partnerships to drive brand growth and customer engagement. • Developed and executed brand positioning and innovative, data-driven marketing strategies across digital, social, print, and retail to achieve business objectives. • Devised Roll-out plans and drove end-to-end multi-channel campaigns throughout the customer life cycle. • Directed all creative campaigns, photoshoots, and meaningful influencer collaborations, strategically positioning the brand and identifying target audiences. • Spearheaded CSR initiative with The Kolisi Foundation, generating R200K+ within 4 months. • Delivered lead generation campaigns, expanding the customer database by 40,000+ leads. • Secured retail partnership with Poetry, extending presence into national stores. • Managed external creative and agency partners. • Coordinated critical paths and lead times for design and product production. • Formulated marketing plans and calendars along with an annual budget. • Conducted competitor audits and researched international marketing trends. • Executed Art Direction and graphic design work for diverse platforms, including in-store signage, posters, product packaging, website banners, and social content. • Developed brand/product decks, email campaigns (Active Campaign & Drip platforms). • Nurture key relationships with suppliers locally and in the East, strategically sourcing products, suppliers, and materials for the brand.
Freelance Design WorkCreative Consultant | Freelance Designer
Mar. 2019 - Dec. 2021Cape Town, Western Cape, South AfricaProvided creative direction, design strategy, and brand development for fashion, interiors, and activewear clients. • Led brand refresh and digital content strategy for lifestyle and interiors brand, Simply Home Styling, including graphic design and layout improvements, and rework of the logo and brand deck. • Conducted comprehensive design research and mood creation, ensuring alignment with the brand's aesthetic and target audience. • Directed trend forecasting and presented a thorough trend brief encompassing global trends, fabric choices, colour direction, print and pattern selections, silhouettes, mood boards, and overall looks, finishing with final collection development for Hi-Tec SA AW20 Activewear. • Created supplier-ready tech packs for briefings and accurate design specifications in the East. • Managed sourcing and print selection with international print studios.
HavvyCo-Founder & Creative Director
Sep. 2016 - Dec. 2018Cape Town, South AfricaFounded and led a boutique swimwear brand, overseeing brand identity, product design, and digital strategy. Launched September 2017, Havvy is a lifestyle brand that represents the natural beauty and spirit of resort lifestyle. • Conceptualised and crafted the brand, resulting in the development of a comprehensive Brand Book, Look book and catalogues that delineated core brand values, enhanced brand identity and effectively targeted the desired customer demographic. • Designed seasonal collections, leading CAD development and production processes, overseeing sampling, fittings and product quality. • Executed seasonal campaign integrating stills and video, showcasing a strong emphasis on creative direction and styling, resulting in increased brand visibility and engagement. • Secured exclusive supplier partnerships at Paris Interfilière with textile designers and international studios for the development of custom prints. • Managed e-commerce platform development and creative campaigns. • Oversaw international production and managed supplier relationship, including factory visits to Mauritius. • Formulated costings and pricing, negotiating supplier costs to optimise profit margins. • Assisted Web Dev with website conceptualisation and management, ensuring seamless E-commerce site development and optimal user experience.
Woolworths Ltd. (South Africa)Lingerie Designer: JT One Brand
Aug. 2010 - Nov. 2015Cape Town, South AfricaLed design for lingerie, sleepwear, activewear, and swimwear collections within Woolworths’ JT One brand, as well as, Knicker and Shapewear areas: Notable Achievements: • Expansive Product Portfolio: Transformed the JT One brand from a limited offering of 2 SKUs (styles) to a robust selection of 200 per season/collection, showcasing versatility and design innovation. • Strategic Merchandising Impact: led the design expansion of the 'panty table' concept in both JT One and core knickers departments, achieving average sales of 10,000 panties per week, per department in top category stores, enhancing brand profitability. • Exponential Sales Growth: Contributed to a remarkable turnover growth from R5M to R160M for JT One. This exceptional expansion underscored strategic planning and market penetration. • Targeted Consumer Expansion: Successfully introduced a new customer segment— a younger, modern, and fashion-forward consumer— into Woolworths' business ecosystem, broadening the brand's appeal and capturing a fresh market demographic. Additionally: • Supported brand expansion with 3 stand-alone stores amplifying the brand's physical presence and creating immersive shopping experiences for customers. • Supported the launch internationally into David Jones stores, Australia, increasing the brand's global market penetration. • Conducted trend research trips across Europe and the USA. • Managed supplier sourcing, production trips to the East for product development, and mentored junior designers. • Managed stakeholder relationships and cross-functional relationships with buying, technology, planning, sourcing, marketing and executive teams.
WoolworthsDesign Assistant
Feb. 2008 - Aug. 2010Cape Town, South AfricaSupported design teams across lingerie, womenswear, and menswear departments with seasonal briefs and creative development, contributing to my growth as a designer. • Trend research & Global Retail Trends included: colour, fabric, print and pattern, key silhouettes, new innovations and business opportunities. • Trained with and assisted the Trend manager with global / catwalk trend analysis which delivered into the business strategy. • General participation in buying workshops, quarterly reviews, supplier and technology workshops as well as departmental product days. • Created, organised, and presented comprehensive seasonal design briefs. • Assisted with and maintained design critical path.
Kids Inc Model AgencyBooker / Agent
Jun. 2001 - Dec. 2002Cape Town Area, South AfricaManaged model bookings, client relations, and talent placement within the fashion and advertising sectors.
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