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Work Background
TIA SolutionsBusiness Consultant
Aug. 2024MauritiusHelping businesses navigate and leverage the dynamic opportunities that exist across the diverse markets on the African continent.
Brown-FormanBusiness Development Director Africa
May. 2021 - Sep. 2024South Africa
Brown-FormanMarketing Director Africa
Sep. 2017 - May. 2021Cape Town Area, South AfricaLed the Development of Marketing Strategies for brands such as Jack Daniel's, Woodford Reserve and el Jimador. Identified portfolio development opportunities and synergies and evaluated the ATL landscape to identify opportunities to increase reach. Oversaw the implementation of second tier city geographic expansion strategies. Marketing Execution: Oversaw the execution of brand plans to ensure best in class implementation. Led the recruitment and appointment of third party agencies. Understood and attempted to limit parallel and counterfeit trade to protect brand and market health. Marketing Organisation/ People Management: Led the Africa marketing team, ensuring it was structured effectively. Engaged Regional Managers and Distributor Parners to gain alignment on marketing strategies. Internal/ External Influence: Maintained effective internal communications to ensure that commercial teams were kept informed of brand strategies. Aligned partners to B-F’s long-term business and marketing strategies. Exposed B-F global teams on the opportunities that exist in the Africa region. Developed and strengthened relationships with trading partners.
Brown-FormanMarketing Manager Emerging Africa
Dec. 2013 - Aug. 2017Cape TownDeveloped and implemented marketing strategies. Led a team of 10 brand managers across East, West and Central Africa. Key markets of focus included Kenya, Tanzania, Nigeria, Ivory Coast, Ghana and Gabon. Jack Daniel's was a top 3 premium whiskey brand in each one of these markets.
rgbcBrand Manager Jack Daniels
Aug. 2011 - Nov. 2013Cape Town Area, South AfricaManaged all facets of the Jack Daniel's brands within South Africa. Development of Brand Strategies: created annual brand plans and aligned these with Brown-Forman leadership teams. Presented quarterly reviews to brand principles to provide updates on brand growth and objectives. Budget Management: managed the brand’s annual budget and allocated funds in accordance with the brand plan. Develop and Manage Brand Projects: I was required to analyse all data sources to drive projects relating to distribution, pricing, volume and forward share. Detailed pricing analysis is conducted annually to ensure that an effective price position was obtained. Manage Relationships with the Sales Team: working closely with the regional sales teams to ensure successful and timely implementation of brand plans. Launch Line Extensions: I developed product launch plans for the Jack Daniel’s family of brands. Forecasting: annual volume forecasts reviewed monthly and adjusted if necessary based on market dynamics. Event Management: planning and management of two annual events for Jack Daniel’s. These were Africa Bike Week and the Whisky Live Festival.
RGBCBrand Manager Southern Comfort and Glenmorangie
Nov. 2009 - Aug. 2011Cape Town Area, South AfricaDevelop Brand Strategies: I managed both Southern Comfort and Glenmorangie simultaneously. During my time on these brands Glenmorangie doubled in volume and Southern Comfort maintained a positive 12 month growth rate. Budget Management: as stated above Develop and Manage Brand Projects: as stated above Manage Relationships with the Sales Team: as stated above Launch Line Extensions: helped to create the successful launch plan for Southern Comfort Lime. Forecasting: as stated above Event Management: created and managed the successful implementation of Southern Comfort’s Mardis Gras campaign. Managed Glenmorangie’s involvement in both the 2009 and 2010 Whisky Live Festivals. Management of Whisky Ambassador: created a sampling plan for the Glenmorangie whisky ambassador and set quarterly and annual objectives aligned with the brand strategy.
rgbcMarketing and Sales Analyst
Aug. 2007 - Oct. 2009Cape Town Area, South AfricaAnalyse Various Data Sources: conducted analysis on all RGBC brands using various data sources; these include Cognos, Adcheck and AC Nielsen data. My analysis focused on volume, value, price, distribution, competitor activities as well as promotional and advertising information. This was utilised by the marketing team for brand plans and presentations to principals. In addition I provided sales managers with adhoc reports which they use to identify possible opportunities or, alternatively, as a means of gauging performance in the market place. Forecasting: involved in forecasting stock volumes for the total brand portfolio and helped develop the current automated model which the company currently uses to control stock levels. Development of Sales Force PDA System: active involvement in the “Sales Charter” project which was creation of a fully automate mobile sales management tool. The daily report information is used by both the sales and marketing team to help manage the sales force and highlight potential problem areas or opportunities within the market place. Monitoring and Managing Internal Data: introduced a new BI solution “Qlikview” into the business. This streamlined reporting and analysis structures to enable quicker business decision making.
SynovateAccount Executive
Jan. 2006 - Jul. 2007Cape Town Area, South AfricaMarket analysis: for clients such as Unilever, Simba and McCain. My responsibilities included interpretation and transformation of data received from retailers into useful information for clients to utilise in their retailing strategy. This information was then presented to the client’s board of directors and relevant category managers. Quarterly reviews included product and brand performance tracking, price and distribution analysis, as well as product launch evaluation
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