Cindy Coetzee - Head of Paid Social & Performance Strategy, Tinderpoint

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India

Work Background

TinderpointHead of Social and Strategy

Apr. 2022Driving performance across Paid Social, Digital Strategy, and Content.

FundiDigital Strategy Lead

Aug. 2021 - Mar. 2022Projects included assisting performance agencies to drive their digital marketing transformation efforts and pitch-related work.

DirectAxisPaid Digital Marketing Manager

Oct. 2019 - Jul. 2021RemoteDriving business objectives, against strict targets across the Financial Product Pool for the FirstRand Group. Acquire customers and increase market share percentage across our stable of products. Close collaboration between the BI, website, content, paid media, tech and creative teams to drive alignment. Write Data-Driven Strategies, Measure and Test Campaign Performance, Ensure Budget Efficiencies, Report on Insights and Marketing Governance.

Simply Financial Services - online life insurance (direct & broker intermediated)Campaign Specialist

May. 2019 - Sep. 2019Cape Town, Western Cape, South AfricaWhile my role was to implement and manage campaigns, I did quite a bit of work in campaign restructure for Paid Search and Paid Social, which saw an almost immediate positive impact on performance in both B2C & B2B worlds. I found myself working quite closely with the BI team as we'd measure performance and find opportunity to responsibly expand.

KPI Agency Inc.Digital Media Strategist

Dec. 2018 - Apr. 2019RemoteAs the Digital Media Strategist, I worked across both existing clients and Pitch work. The objective for existing clients was to base strategic direction on reporting data and ensure targets were met. The role required close collaboration with subject matter experts from brief to post-campaign analysis. The agency focused on the medical/clinical trial industry. This was an incredible learning curve as very few South African strategists will be fortunate enough to gain this level of exposure.

iProspectDigital Media Strategist

May. 2018 - Nov. 2018Cape Town Area, South AfricaiProspect was a fantastic experience where I was given the opportunity to grow in a global and diverse company. I started with retail clients and not only grew their strategy and the digital channel exposure on those global brands, but also, budget. Google Analytics, Data & Insight Team collaboration and reporting became the cornerstone to the campaign success I experienced, turning over online profits clients were previously not attaining.

iProspectPPC Account Manager

Aug. 2017 - May. 2018Cape Town Area, South AfricaSkills: English

Titan Digital Pty LtdPPC Specialist

Nov. 2016 - Jul. 2017Cape TownIn the first 2 months of being with the business, I was promoted to the premium division. After a further 2 months within the new division, I grew the agency's biggest client campaign from a conversion rate of 27% to 53% and reduced their cost per conversion from $25 to $15. In addition to specialising & executing my role in Paid Media, I created digital media strategies across industries, was client-facing and assisted in workflow development.

MIX digitalDigital Media Strategist

Apr. 2015 - Oct. 2016Johannesburg Area, South AfricaThis role saw me work across industries such as Retail and FMCG in a space where Strategists worked closely with the ATL team and subject matter experts. I managed to gain the trust of my clients by understanding their needs, translating it into easily digestible strategies and reporting back to them on the positive results. I grew the budget and work previously owned by other agencies, were awarded to mixDigital. The role included: Account Management, Project Management, Digital Media Strategy (across all digital channels), Digital Media Campaign Planning, Reporting, Online Competitive Analysis, Goal Conversion Setup in Google Analytics, UTM Tagging, and Financial Admin.

incuBetaAccount Manager

Mar. 2014 - Mar. 2015Johannesburg Area, South AfricaMy responsibilities included managing the the relationships between client (Agency) and Campaign Managers. Ensuring clear briefs, with realistic ETA's were supplied from client and that targets were met by the campaign managers. It took a unique set of organisational as well as people-management skills to strengthen relationships and achieve efficiency. This role demanded attention, patience, forward-thinking and results, per client.

incuBetaGoogle Search Campaign Manager

Apr. 2012 - Mar. 2014Johannesburg Area, South AfricaCampaign implementation which lead to becoming the team leader for 6 Campaign Managers. This role included streamlining internal processes, problem-solving & motivating dedicated employees through careful planning and execution. I was also responsible for training new campaign managers who joined the company.

NexionPersonal Assistant to the Managing Director

Jan. 2010 - Mar. 2011Cape Town Area, South AfricaThis role included invoicing & payroll (via Quickbooks), business administration & personally assisting the company's MD. This registered FSP utilised my communications skills with the bank when it came down to building and maintaining relationships. I was in charge of sending client documents to the bank for FICA purposes, adhering to strict processes, meticulously managing client's expectations & ensuring deadlines were met.

The Heart and Stroke Foundation South AfricaPublic Relations Intern

Dec. 2008 - Dec. 2009Cape Town Area, South AfricaMy 3rd year in-service training took place at the HSFSA over a 12 month period. This role predominantly focused around communications. I created 4 separate internal newsletters, sourced the content, wrote the copy & designed the layout. This role also included fund raising (writing sponsorship letters & cold calling), event planning and creating awareness around being heart healthy.