Jessica Swart
Bonaero Park
Summary
Loyalty and marketing professional with over 15 years of experience across rewards, customer engagement, integrated marketing and financial services. Currently responsible for a portfolio of eBucks rewards propositions and partner initiatives, translating programme strategy and complex benefit mechanics into targeted campaigns that drive awareness, participation and ongoing customer engagement. Experienced in customer segmentation, behavioural marketing, lifecycle communications, partner campaigns and integrated delivery across direct, digital, social, web, app, branch and activation channels. Combines strategic thinking with strong execution, using customer insights and campaign performance to improve communication and programme outcomes. Recognised for launching and growing award-winning loyalty propositions and for successfully leading complex initiatives across product, marketing, CVM, data, digital, technology and external partner teams.
Overview
2
2
Languages
18
18
years of professional experience
Work History
Portfolio Marketing Manager
FNB
01.2026 - Current
- Develop portfolio marketing plans that connect rewards programme objectives, customer needs and partner priorities, supporting customer engagement and long-term loyalty.
- Plan and coordinate integrated campaigns across direct communications, app, web, paid and organic social media, branch channels and in-person activations.
- Shape partner marketing strategies and campaign propositions, demonstrating the combined value of participating brands and creating compelling reasons for customers to engage with rewards.
- Work with Customer Value Management (CVM) and segment teams to develop targeted communications informed by customer behaviours, payment preferences and reward levels.
- Apply behavioural marketing principles to campaign messaging, making benefits more relevant, simplifying qualifying actions and encouraging repeat participation.
- Translate complex earning rules, eligibility criteria and promotional mechanics into clear, persuasive communications tailored to distinct customer segments.
- Guide creative development through detailed agency briefs, messaging frameworks and channel-specific content direction, maintaining brand consistency and accuracy.
- Coordinate cross-functional delivery with product, partner, digital, segment marketing and CVM teams, aligning campaign timing, approvals and launch dependencies.
- Plan marketing support for new benefits, programme changes and partner transitions, helping customers understand what is changing and how to access value.
- Develop annual budget allocations and campaign calendars, balancing partner initiatives, seasonal opportunities, creative production and channel requirements.
- Prepare strategic presentations and recommendations for senior stakeholders, articulating customer value, marketing opportunities and delivery risks.
- Maintain communication governance through stakeholder reviews and approval processes, ensuring campaign content accurately reflects programme rules and approved benefit terms.
Product Manager Rewards and Engagement
African Bank
Midrand
06.2022 - 12.2025
- Launch, management and implementation of Audacious Rewards programme
- Led cross-functional teams in the development of Audacious Rewards
- Fostered partnerships with external businesses and technology providers to enhance product capabilities and expand market reach
- Designed predictive profitability model identifying behaviors aiding strategic objectives
- Executed design, implementation, testing and monitoring of redemption platform
- Defined and monitored key performance indicators for product success, implementing adjustments based on data-driven insights
- Implemented user feedback mechanisms to gather insights, informing continuous product improvement and innovation
- Developed customer engagement strategy aligning with business goals to improve customer satisfaction and retention
- Automated follow-up communication using SMS, email, and call scheduling to customers after 24 hours of workflow status inactivity
- Presented product updates and strategic plans to stakeholders and executive teams, securing buy-in and resources for initiatives
- The Audacious Rewards Team won the Loyalty Team of the year at the 2025 International Loyalty Awards.
- This programme won the best short term loyalty programme at the International Loyalty Awards on 24 April 2024
- Audacious Rewards won best redesigned rewards programme at the South African Loyalty Award on 16 September 2024
- Overseen consistent operation of production systems
Product Communications Manager
African Bank
Midrand
07.2018 - 05.2022
- Developed customer engagement strategy to enhance acquisition, funding, retention
- Developed automated follow-up system via SMS, email, and call scheduling to streamline customer engagement
- Coordinated new releases with stakeholders to ensure alignment and timely delivery
- Conducted tests on new developments prior to production deployment
- Monitored post-implementation engagement scenarios
- Established comprehensive reporting system to track bugs and issues, improving resolution processes
- Documenting ecosystem architecture and communication flow for message delivery
Change Specialist
African Bank
Midrand
01.2017 - 06.2018
- Guided employees through migration to a new core operating system by facilitating effective change management
- Implement change activities according to the structured plan and timelines
- Designed and developed change content aligned with scope of change
- Monitored the efficacy of applied change channels
- Strategically timed communications to maintain clarity and prevent message dilution during business activities
Treating Customers Fairly Specialist
African Bank
Midrand
12.2015 - 12.2016
- Promoted adherence to 6 Treating Customers Fairly principles across divisions, ensuring compliance with FSCA regulations
- Assisted in defining Bank's TCF strategic approach, aligning it with organisational goals
- Developed continuous communication strategies to enhance team awareness of TCF principles
Senior Marketing Co-ordinator
African Bank
Midrand
07.2014 - 11.2015
- Led comprehensive implementation and rollout of ATL and BTL campaigns
- Delivered media plans to businesses, ensuring alignment with campaign objectives
- Briefed creative team along with media and research agencies on campaign details
- Conducted post-campaign analysis to assess performance against sales targets
- Developed communication strategies across branch networks
- Gathered business requirements to align product features with market needs
- Implemented staff engagement initiatives to enhance workplace morale
Marketing Co-ordinator
African Bank
Midrand
08.2011 - 06.2014
- Implemented and rolled out campaigns end to end across ATL, TTL, and BTL channels to maximise audience engagement
- Defined and implemented national and regional marketing strategies using customer insights to enhance market reach
- Collected business briefs from product teams to clarify project requirements and align marketing initiatives
- Conducted post-campaign analysis aligned with sales goals
Marketing Assistant
African Bank
Midrand
08.2009 - 07.2010
- Managed inventory of promotional materials in warehouse to support marketing initiatives
- Analysed competitor movements to identify market trends and inform strategic decisions
- Coordinated national distribution for 650 branches to ensure timely delivery of products
Personal Assistant
African Bank
Midrand
08.2009 - 07.2010
- Managed daily schedules to optimise time for senior executives
- Coordinated complex travel itineraries to facilitate smooth travel experiences
- Compiled detailed agendas to ensure comprehensive meeting preparation
- Coordinated logistics for meetings
- Coordinated food and beverage services
- Recorded key points from meetings
Receptionist
African Bank
Midrand
01.2009 - 07.2009
- Managed front desk to provide welcoming service and support to visitors
- Operated and maintained switchboard system to facilitate efficient communication
- Oversaw operations of three boardrooms, ensuring readiness for meetings and events
- Managed all building receivables by tracking payments and invoices
- Reviewed and balanced petty cash transactions regularly
Education
Behavioural Economics for Retail Banking Professionals (Level 1) -
Boxed Skills
2020
BCOM - Marketing
Milpark
2020
Marketing Strategy -
IMM
2012
Sales & Marketing Short Course -
Damelin
2011
High School - English, Afrikaans, Maths, Accounting, Economics, Business Economics
Kempton Park High School
Kempton Park2007
Skills
- Customer engagement strategy
- Marketing strategy
- Automated communication systems
- Project management
- Cross-Functional leadership
- Creative thinking
- Proactive self-starter
Languages
English
Proficient
C2
Afrikaans
Proficient
C2
Accomplishments
- 2025, Won the Loyalty Team of the year at the International Loyalty Awards
- 2024, International and Local Awards for Audacious Rewards Programme
- 2019, Launch of African Banks Transactional Account
- 2018, Development and Implementation of Automated Communication Engine
- 2014, Redesign of African Bank shopfront
Personal Information
- ID Number: 891114 0167 08 1
- Age: 36
- Notice Period: 1 Month notice
- Marital status: Married with 2 Dependents
Hobbies and Interests
- Creating my own epoxy resin crafts
- Baking birthday cakes and setting up party decor
- Nature hiking trails
References
- Tanya Weitz Pillar Marketing Lead 072 969 7723
References
- Neil Thompson, Head Product Design, 082 830 8488
Timeline
Portfolio Marketing Manager
FNB
01.2026 - Current
Product Manager Rewards and Engagement
African Bank
06.2022 - 12.2025
Product Communications Manager
African Bank
07.2018 - 05.2022
Change Specialist
African Bank
01.2017 - 06.2018
Treating Customers Fairly Specialist
African Bank
12.2015 - 12.2016
Senior Marketing Co-ordinator
African Bank
07.2014 - 11.2015
Marketing Co-ordinator
African Bank
08.2011 - 06.2014
Marketing Assistant
African Bank
08.2009 - 07.2010
Personal Assistant
African Bank
08.2009 - 07.2010
Receptionist
African Bank
01.2009 - 07.2009
Behavioural Economics for Retail Banking Professionals (Level 1) -
Boxed Skills
BCOM - Marketing
Milpark
Marketing Strategy -
IMM
Sales & Marketing Short Course -
Damelin
High School - English, Afrikaans, Maths, Accounting, Economics, Business Economics
Kempton Park High School