CHARLEEN PEGRAM
Johannesburg
Summary
Results-oriented marketer with proven expertise in below-the-line campaigns, events, and brand activations. Demonstrated ability in project leadership and cross-functional collaboration. Successfully developed and executed high-impact consumer engagement strategies that drive brand awareness and loyalty.
Overview
2026
2026
years of professional experience
Work History
BTL Campaign Lead / Project Manager / Launch Partner / Client lead
Brand Pilots
Gauteng
01.2009 - Current
- Develop and implement BTL campaigns and activations, across touch points and consumer sectors
- Collaborated with client, ATL, and creative teams to unify campaign messaging
- Managing all aspects of activations, including sourcing, artwork development, oversight of brand ambassador training, seamless execution and weekly reporting
- Managing all aspects of events & launches, including sourcing, onboarding / evaluation of vendors, production and execution
- On-site support of all executions
- Managing & preparation of press & trader kits / gifting
- Managed budgets, timelines, across cross-functional teams
- Prepare and disseminate project status reports.
- Prepare post-campaign analysis presentation and KPI reporting
Senior Brand Manager – Frisco & Koffiehuis (Affordable Coffee segment)
AVI – Entyce Beverage (National Brands Ltd)
Gauteng
01.2007 - 01.2008
- Developed ATL and BTL strategies
- Design and execute brand communication plans
- Managed all brand briefs across media, packaging, promotional and research
- Conducted market analysis using brand tracking tools
- Managing all consumer facing activities / campaigns
- Managing brand budget and profitability of brand
- Lead cross-functional brand projects and innovation pipelines – including launches, packaging changes, rebranding and forecasting
Marketing Manager
Martin & Martin
Brand Manager – Finish & Airwick
Reckitt Benckiser
Assistant Brand Manager – Finish
Reckitt Benckiser
Education
High School -
Florianville High School
South AfricaEvents Management -
University of Cape Town
Project Management Training -
Finance for Non-Financial Managers -
Skills
- Microsoft Office Suite
- Accounting
- Project management
- Event planning and execution
- Communication skills
- Team collaboration
- Adaptability and flexibility
- Time management
- Relationship building
- Entrepreneurial mindset
- Multi-tasking
- Independent work
- Conflict resolution
- Problem solving
- Emotional intelligence
Accomplishments
- Preferred BTL supplier for FMCG activations and launches, 2025-01-01
- Winner of Gold (Radio) and Silver (TV) Media Awards, 2007-01-01
- Named 'Marketer of the Year' by sales force and trade marketing teams, 2005-01-01
- Regional Lead for 'Best Practices for new Launches and achieving market leadership' within emerging markets, 2005-01-01
Websites, Portfolios and Profiles
LinkedIn
References
Available upon request.
Volunteer Experience
- Fostering of abandoned dogs and volunteering at local SPCA.
- Chairperson of Homeowners Association.
- Teaching bonsai skills to young adults and creative skills to older females.
Languages
English
Proficient
C2
Afrikaans
Intermediate
B1
Interests
Hiking and outdoor activities
Fostering of abandoned dogs and volunteering at local SPCA
Chairperson of Homeowners Association
Teaching bonsai skills to young adults and creative skills to older females
Timeline
BTL Campaign Lead / Project Manager / Launch Partner / Client lead
Brand Pilots
01.2009 - Current
Senior Brand Manager – Frisco & Koffiehuis (Affordable Coffee segment)
AVI – Entyce Beverage (National Brands Ltd)
01.2007 - 01.2008
Marketing Manager
Martin & Martin
Brand Manager – Finish & Airwick
Reckitt Benckiser
Assistant Brand Manager – Finish
Reckitt Benckiser
High School -
Florianville High School
Events Management -
University of Cape Town