---

Head of Channels — Sweet-Orr & Lybro

2022 – Present

Business Context

Lead digital transformation initiatives across B2B and B2C channels within a traditional workwear manufacturing business, improving customer experience and driving commercial growth.

Transformation & Strategic Leadership

• Lead the integration of digital and traditional sales channels to create a more connected and scalable commercial model
• Drive digital transformation initiatives across e-commerce, marketing and operational environments
• Lead brand innovation and digital marketing strategy to support growth and market expansion
• Improve visibility across sales, marketing and operational performance through enhanced reporting and data utilisation
• Oversee marketplace growth across Amazon (USA/ZA), Takealot and owned e-commerce channels

Commercial Ownership

• Own end-to-end e-commerce and digital channel performance across owned and marketplace platforms
• Oversee customer experience across digital, retail and trade environments
• Align marketing, sales and operational execution to support commercial objectives
• Lead cross-functional teams across marketing, operations and sales

Measured Impact

• Delivered sustained online sales growth (30–35% YoY)
• Improved operational efficiency by reducing friction between digital and traditional channels
• Strengthened customer journey consistency across channels and platforms
• Enabled improved visibility and decision-making through enhanced reporting structures

 

Sweet-Orr Brand & E-Commerce Manager — Forsta Group

Oct 2018 – Nov 2022

Business Context

Responsible for brand strategy, execution and full e-commerce operations for Sweet-Orr & Lybro across digital, retail and trade channels, with a focus on strengthening brand positioning and scaling online growth.

Transformation & Strategic Leadership

• Led through-the-line (TTL) brand and communications strategy across all customer touchpoints
• Built and scaled the e-commerce storefront and marketplace capability across Amazon (USA/ZA), Zando and Takealot
• Integrated online and offline customer journeys to improve consistency and engagement
• Implemented data-driven marketing strategies and performance reporting frameworks
• Led trade marketing strategy to strengthen execution in the field, brand visibility and channel performance
• Managed field sales analytics to improve visibility, reporting and data-led decision-making
• Enhanced brand visibility and market reach across Africa and the USA

Commercial Ownership

• Owned full e-commerce performance including revenue, UX and conversion optimisation
• Managed digital marketing execution across paid media, SEO, email and content
• Led trade marketing initiatives supporting retail execution and channel performance
• Coordinated cross-functional teams across product, marketing, retail and trade

Measured Impact

• Delivered sustained online sales growth (30–35%) through performance optimisation
• Improved conversion and engagement across digital channels
• Strengthened brand consistency across digital, retail and trade environments
• Increased digital contribution to overall business revenue

 

Digital Account Manager — Forsta Group

Jun 2015 – Oct 2018

Business Context

Managed multiple client accounts within a digital agency environment, delivering integrated marketing strategies across a range of industries and verticals.

Transformation & Strategic Execution

• Led planning and execution of integrated digital campaigns across SEO, paid media, email and social channels
• Coordinated cross-functional teams including creative, development and media
• Implemented structured reporting and performance tracking frameworks
• Drove campaign optimisation through testing, analytics and performance analysis

Commercial Ownership

• Managed client relationships and campaign performance
• Accountable for delivering measurable outcomes aligned to client objectives
• Oversaw campaign execution from strategy through to reporting and optimisation

Measured Impact

• Improved campaign ROI through data-led optimisation
• Delivered measurable improvements in traffic, engagement and conversion
• Built strong expertise in analytics, attribution and performance marketing

 

Business Development Manager — Digital (Forsta Group)

Jun 2014 – Jun 2015

Business Context

Responsible for driving new business acquisition within a digital marketing agency, focused on expanding the client base and generating revenue through strategic sales and solution-led engagement.

Transformation & Strategic Initiatives

• Identified and developed new business opportunities across multiple industries and market segments
• Built a structured pipeline of qualified leads aligned to agency growth targets
• Positioned digital marketing solutions including SEO, paid media, content and integrated campaigns to meet client objectives
• Worked closely with strategy, creative and delivery teams to align client needs with service capabilities
• Contributed to shaping the agency’s go-to-market approach for digital services

Commercial Ownership

• Accountable for driving revenue growth through new client acquisition
• Managed the full sales cycle from prospecting through to proposal and conversion
• Engaged with senior stakeholders to understand business challenges and position solutions
• Contributed to agency growth targets and client portfolio expansion

Measured Impact

• Expanded the agency’s client base across multiple industries
• Contributed directly to revenue growth through successful client acquisition
• Built a strong pipeline of qualified opportunities supporting sustained business development
• Strengthened capability in consultative selling and digital solution positioning

 

Promotions Manager — Leegra Marketing (FMCG)

Oct 2013 – Jun 2014

Business Context

Managed regional in-store promotional strategy and execution within a fast-paced FMCG retail environment, focused on driving customer engagement, increasing sales and enhancing the overall customer experience across multiple retail touchpoints.

Transformation & Strategic Execution

• Planned and executed the regional in-store promotions calendar across key retail environments
• Led and managed the Western Cape brand activations team to ensure consistent execution excellence
• Collaborated with cross-functional stakeholders to align promotional activity with broader commercial objectives
• Optimised customer engagement strategies across multiple promotional and retail touchpoints
• Analysed sales performance and customer feedback to evaluate promotional effectiveness and inform future activation planning

Commercial Ownership

• Accountable for regional promotional execution aligned to sales growth objectives
• Supported revenue growth through high-impact in-store activations and customer engagement initiatives
• Managed activation team performance to ensure strong execution and retail visibility
• Used performance insights and customer feedback to improve promotional ROI and future campaign effectiveness

Measured Impact

• Improved in-store promotional execution and customer engagement across retail environments
• Supported regional sales growth through effective promotional activity and activation planning
• Strengthened brand visibility and retail presence through consistent field execution
• Enhanced data-led decision-making through sales analysis and campaign performance evaluation

 

Regional Sales Manager — British American Tobacco

Oct 2012 – Jun 2013

Business Context

Managed regional sales performance across direct and indirect distribution channels within a structured FMCG environment, focused on driving sales growth, trade execution and market share performance.

Transformation & Strategic Execution

• Managed regional sales execution across multiple distribution and retail channels
• Led field teams to drive consistent trade execution and in-market performance
• Implemented trade marketing initiatives including pricing, promotional activity and in-store visibility strategies
• Built and managed relationships with retail partners and key channel stakeholders
• Monitored market activity, competitor performance and sales trends to optimise regional execution

Commercial Ownership

• Accountable for regional sales performance and trade execution outcomes
• Supported revenue growth through improved distribution coverage and retail execution excellence
• Identified commercial opportunities through sales analysis, market intelligence and channel performance monitoring
• Worked closely with retail partners to strengthen visibility, availability and in-store performance
• Contributed to market share growth through disciplined commercial execution

Measured Impact

• Improved regional sales performance and channel distribution coverage
• Increased retail visibility and execution consistency across multiple outlets
• Strengthened trade execution aligned to commercial and sales objectives
• Enhanced regional performance through data-led market analysis and optimisation

Regional Field Marketing Manager (Samsung) — Smollan

Apr 2011 – Sept 2012

Business Context

Led regional field marketing operations for Samsung within a large outsourced sales and marketing environment, focused on driving market share, retail execution and brand visibility.

Key Responsibilities

• Executed field marketing strategies to improve retail performance and visibility
• Managed merchandising standards, trade audits and stock availability
• Ensured compliance with planograms and retail execution standards
• Built relationships with retail partners, operators and store management
• Led and managed field marketing teams across multiple retail environments

Commercial Ownership

• Supported regional sales growth through improved retail execution and merchandising compliance
• Monitored retail and field performance to improve visibility and in-store engagement
• Worked closely with retail stakeholders to strengthen product presence and customer experience
• Contributed to market share growth through consistent execution across retail environments
• Supported commercial objectives through improved promotional and merchandising activity

Measured Impact

• Improved merchandising compliance and retail execution standards
• Increased product visibility and availability across retail channels
• Supported stronger market share performance through execution excellence
• Improved consistency across retail and field marketing operations

 

Team Leader — Samsung Field Marketing

Jan 2011 – Mar 2011

Business Context

Led field marketing teams across multiple retail environments, supporting Samsung’s retail execution, promotional activity and in-store brand visibility.

Key Responsibilities

• Led field marketing teams across multiple retail locations
• Executed merchandising, promotions and in-store campaigns
• Managed stock levels, audits and retail compliance
• Coordinated with retail partners and internal stakeholders

Commercial Ownership

• Supported retail sales performance through strong in-store execution
• Ensured merchandising and promotional activity aligned to commercial objectives
• Assisted in improving product visibility and customer engagement across retail stores
• Supported consistent execution of retail campaigns and activations

Measured Impact

• Improved retail execution consistency across assigned stores
• Strengthened merchandising compliance and promotional visibility
• Supported sales performance through effective in-store activation and execution

 

Field Marketing Executive — Samsung (Leegra Marketing)

Nov 2006 – Dec 2010

Business Context

Supported Samsung retail and field marketing operations across multiple retail environments, focused on improving product visibility, promotional execution and customer engagement.

Key Responsibilities

• Managed in-store promotions and retail activations across retail chains
• Ensured merchandising aligned to planograms and brand standards
• Monitored stock levels and retail execution standards
• Provided market intelligence on competitor activity and retail performance
• Supported regional sales growth through in-store execution

Commercial Ownership

• Supported sales growth through effective retail promotions and merchandising execution
• Improved product visibility and customer engagement across retail environments
• Assisted in maintaining strong brand presence and retail compliance standards
• Supported promotional activity aligned to regional sales objectives

Measured Impact

• Increased product visibility through consistent merchandising execution
• Improved retail compliance across assigned stores and activations
• Supported stronger customer engagement through promotional campaigns
• Contributed to improved retail execution across multiple store environments

 

Student Brand Ambassador — Samsung

May 2005 – Nov 2006

Business Context

Supported Samsung promotional campaigns and student marketing initiatives, focused on increasing brand visibility and customer engagement.

Key Responsibilities

• Supported promotional campaigns and brand activations
• Assisted with event execution and customer engagement initiatives
• Promoted Samsung products across student and retail environments

Commercial Contribution

• Supported brand awareness and customer engagement initiatives
• Assisted in strengthening brand visibility across activations and events
• Contributed to promotional participation and customer interaction initiative