Tarryn Pickup - Head of Marketing, Potentiam

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Network Power<100 people

Roles

🔥50%

Startup Founder

💸50%

Marketing

✨50%

Business Owner

Geos

🇿🇦100%

South Africa

Work Background

POTENTIAM LTDHead of Marketing

Sep. 2023Cape Town, Western Cape, South Africa · HybridLeading and directing a team of marketing and BDR professionals at a UK-based business services start-up. Developing and executing marketing strategies to increase brand awareness, generate leads, convert and engage customers. ✦ Spearheading comprehensive growth marketing strategies to significantly enhance brand visibility, lead generation, and customer conversion rates ✦ Pioneered the integration of advanced marketing programs and tactics across various channels, to successfully attract, engage, and convert leads ✦ Achieved a 55% improvement in pipeline through targeted lead generation campaigns and strategic sales collaboration ✦ Exceeded core KPIs by 50% by enhancing omnichannel outputs and streamlining workflow processes. ✦ Managing and optimising the marketing budget to maximize ROI, ensuring strategic allocation towards achieving growth targets and efficient use of resources ✦ Employing a data-driven approach to track, measure, and analyse the performance of marketing campaigns, utilising insights to continually refine and improve marketing strategies ✦ Utlising communication and presentation skills, to effectively convey complex marketing concepts to both mature and immature stakeholders, ensuring clarity and alignment on strategic objectives ✦ Leading data quality initiatives and implementing new workflows in HubSpot CRM, enhancing lead management and utilising HubSpot as a content management system ✦ Effectively managing budgets whilst evaluating and implementing MarTech stacks to drive impactful marketing strategies and optimise ROI ✦ Communicating complex marketing concepts to both technical and non-technical audiences

impact.comSenior Manager Strategic Marketing, Influencers & Creators

Feb. 2023 - Sep. 2023South Africa · RemoteMost recently, I represented as a marketing programmes lead at a SaaS company focused on transforming the way enterprises discover, manage and optimise partnership marketing. Some of my key contributions are: ✦ As a SME for strategic influencer and creator marketing, I worked on increasing brand awareness, pipeline development, and partnership retention across the company ✦ I was responsible for the successful launch of an MVP – impact.com / creator, witnessing the company rank on SEO for the keyword ‘creator’ and second page of organic search results in the first week of the product launch ✦ Through cross-collaboration, we influenced global coverage of the product as part of various public relations efforts. This included stories in the Drum, Martech Record, and AdNews AU ✦ With engaging email marketing, I garnered numerous demo requests from potential and existing customers ✦ On LinkedIn, we produced a significant engagement rate for our Partnerships IRL events ✦ Caused a spike in search trends for the team ‘impact creator’, and garnered huge success for the company website with thousands of page views and hundreds of website links to the page ✦ More specifically, I was in charge of running these integrated, global, multi-touch campaigns in the North American region

impact.comGlobal Marketing Lead, Influencers & Creators

Sep. 2021 - Feb. 2023Joining impact.com, I became the marketing lead for influencer and creator partnerships globally, taking a newly acquired brand / platform and strategy to merge the product into the existing brand / platform as an MVP. This involved deprecating the acquired brand and pivoting the communications to position impact.com as the platform of choice for influencer and creator marketing. Key highlights of my career include: ✦ Creating a large-scale, integrated global programme within a B2B tech / enterprise software environment ✦ Maintaining million-dollar quarterly pipeline globally for impact.com / creator, including USA, APAC, EMEA ✦ Gathering key insights across KPIs, tracking results / ROIs to develop action plans and implement changes ✦ Producing bi-annual plans and a profitable pipeline with sales leaders and top partners ✦ Consistently aligning functions with the Chief Marketing Officer based in the USA

Joe Public UnitedHead of Brand

Sep. 2020 - Aug. 2021Cape Town Area, South Africa · RemoteAfter advancing through roles of increasing responsibility, I started directing the group regional marketing and specialist business units with the agency: BTL, Brand Design, Media, Activations. Some of my achievements include: ✦ One of my biggest achievements in this role includes co-securing a multi-million-rand group revenue band ✦ I delivered a B2B strategy across multi-channel touchpoints to meet company goals: PR, events, digital marketing, social media marketing, content marketing, SEO, and demand generation (paid search/social) ✦ I headed a brand refresh and customer intelligence (CI) overhaul across all communications. This included social media, presentations, credentials, and brand architecture ✦ Whilst leading rebranding projects, I also created an annual brand marketing strategy that encompassed the brand image and voice — repositioning the brand as a leading competitor within the specific category ✦ Managing the entire website, I built the company’s online marketing presence on all digital platforms ✦ In 2021, I influenced the strongest revenue growth the agency achieved within the last five years despite constraint faced during the COVID-19 pandemic. ✦ Across all social media platforms, I retained the second-largest audience share compared to the company’s top 4 competitors — becoming one of the most ideal agencies for CMOs in South Africa ✦ The Loeries and AdFocus Awards shows ranked Joe Public as the #1 creative agency in the MEA region

Vega SchoolLecturer

Mar. 2017 - Dec. 2018Cape Town Area, South AfricaI taught strategic brand communications to third-year students within the BA programme at Vega School of Brand Leadership.

Joe Public UnitedMarketing and New Business Manager (remote)

May. 2013 - Aug. 2020Cape Town, Western Cape, South AfricaWhen joining Joe Public United, I contributed to new business development efforts with the aims of introducing additional revenue streams and professional relationships within the company. In doing so, some of my key achievements were: ✦ Gaining increases in the company’s existing customer base by sourcing new clients and nurturing long-term relationships for improved client retention ✦ Growing the existing product portfolio and revenue after expanding product solutions and offerings to meet customer needs. This included consumer analysis, market trend identification, and competitor research

Ogilvy Public Relations WorldwideSenior Account Manager

Aug. 2011 - Apr. 2013JohanneburgIn communicating across consumer brands (B2C), I maximised brand objectives within my assigned client portfolio.

Reliable Sources PRAccount Manager

Jun. 2009 - Jul. 2011JohannesburgAs an Account Manager, I provided support to telecommunications /technology brands from a public relations (PR) perspective.