DEVASHNI PAM NAIDOO
Gauteng
Summary
Results-oriented marketing leader with 19 years of experience driving growth in South Africa's retail and FMCG sectors. Achieved 2,789% eCommerce growth and consistent 4x ROAS on a R10 million budget while managing a 135-store national footprint. Developed an attribution model that ensured accountability and delivered significant increases in online revenue from R45,000 to over R1.3 million monthly.
Overview
16
16
years of professional experience
5
5
years of post-secondary education
Work History
Head of Marketing (Growth Marketing Executive)
Dynamic Bedding
02.2021 - 05.2026
- Built and led the marketing function for a 135-store national retailer, with full P&L accountability for a R10 million budget.
- Grew eCommerce from R45,000 to over R1.3 million a month in four years (2,789% growth), with peak months exceeding R3 million.
- Developed weekly revenue attribution framework, achieving consistent 4x ROAS on R10 million budget across paid digital.
- Increased online and in-store sales on same budget through ongoing performance reviews and targeted adjustments.
- Built the annual planning framework, campaign SOPs and a product launch SOP that brought structure to a function with none, achieving 100% on-time national rollout across all 135 stores on every launch.
- Set brand strategy first, then led creative direction and conceptualised every campaign from idea through to final execution and post-campaign analysis.
- Led national and local advertising simultaneously without compromising brand consistency, and presented strategy and performance to senior leadership weekly.
- Led all social media strategy and execution across Meta.
- Wrote all marketing copy with no dedicated copywriter, keeping one consistent brand voice everywhere.
- Directed in-store visual merchandising across all 135 stores.
- Owned brand positioning and SEO/AEO visibility across every touchpoint.
- Led product development and national launch for two own-brand ranges, AeroCool and Sleep and Co, and built an Online to Offline engine that lifted in-store foot traffic.
- Built and led a team of 4 marketing staff and 4 concurrent agency partnerships.
- National Retail Chain, 135+ Stores
Head of Brands
Tapestry Home Brands
01.2018 - 01.2020
- Held full P&L accountability for three national bedding brands simultaneously, each with its own restricted budget.
- Built distinct positioning and growth plans for 3 national bedding brands (Dial-a-Bed, The Bed Store, Mattress Factory), each measured against its own P&L, delivering year-on-year online revenue growth across all three.
- Grew Dial-a-Bed online sales from R500,000 to R4 million within 2 years, owning the brand's budget and revising strategy as needed, continuously reviewing campaign results and adjusting in response.
- Built eCommerce from zero on Magento and WordPress while owning budgets and leading all media buying across Paid Search, Paid Social, Programmatic and YouTube for the 3-brand portfolio.
- Built the Dial-a-Bed Customer Care function from inception, feeding direct customer insight back into brand and product decisions across all 3 brands.
- Dial-a-Bed, The Bed Store, Mattress Factory
Digital Campaign and Web Content Manager
Makro South Africa
01.2010 - 01.2018
- Progressed from Senior Advertising Traffic Team Leader to lead digital marketing and eCommerce stakeholder for one of South Africa's largest wholesale and FMCG retailers.
- Enhanced online advertising and marketplace performance across electronics, liquor, food, clothing, outdoor furniture, DIY, and homeware, with direct ownership of Makro marketplace listings and pricing.
- Executed end-to-end flash sales campaigns from concept and offer selection to execution across online and in-store channels.
- Managed national media buying across Google, Meta, and Display while leading marketing role on SAP Hybris digital transformation, achieving zero critical post-launch issues.
- Fixed recurring print deadline failures by introducing capacity planning that eliminated reprints, earning the Citation Award for Digital Marketing and eCommerce and the Leadership Excellence Award (Massmart).
- Massmart / Walmart
Education
Short Course - Claude AI
Anthropic / Claude AI Platform
BBA - Marketing and eCommerce
IMM Graduate School of Marketing
South Africa 06.2019 - 01.2023
Certificate - Global Retail Marketing
IMM Graduate School of Marketing
South Africa 01.2016 - 01.2017
Management Development Programme -
University of Massmart / Towerstone
Skills
- Ecommerce growth
- Marketing Analytics
- CRM and Marketing Automation
- SEO optimization
- Omnichannel campaign planning
- Brand Strategy and Architecture
- Commercial turnaround
- Budget accountability
- High Performing Team Leadership
- Change leadership
- Stakeholder engagement
- Customer Experience and Satisfaction
- Marketing Team Development
Websites
Technology And Platforms
- Google Analytics GA4
- Google Ads (Search, Display, Shopping, Performance Max)
- Meta Business Suite and Ads Manager
- Programmatic Advertising
- SEMrush
- SEOptimer
- WooCommerce
- Magento
- SAP Hybris
- Everlytic CRM
- Mobiced SMS
- RCS
- PayU
- PayFlex
- Location Bank
- Google Business Profile
- Adobe Experience Manager
- A/B Testing and CRO
- UTM Tracking and Attribution
- Microsoft Excel (Advanced)
- ChatGPT
- Google Gemini
- Claude AI
- POPIA Compliance
Education And Professional Development
- Short Course in Claude AI, Anthropic / Claude AI Platform, 2026, In Progress
- BBA: Marketing and eCommerce, IMM Graduate School of Marketing, 2023
- Management Development Programme, University of Massmart / Towerstone, 2017
- Certificate in Global Retail Marketing, IMM Graduate School of Marketing, 2010
Languages
English
First Language
Timeline
Head of Marketing (Growth Marketing Executive)
Dynamic Bedding
02.2021 - 05.2026
BBA - Marketing and eCommerce
IMM Graduate School of Marketing
06.2019 - 01.2023
Head of Brands
Tapestry Home Brands
01.2018 - 01.2020
Certificate - Global Retail Marketing
IMM Graduate School of Marketing
01.2016 - 01.2017
Digital Campaign and Web Content Manager
Makro South Africa
01.2010 - 01.2018
Short Course - Claude AI
Anthropic / Claude AI Platform
Management Development Programme -
University of Massmart / Towerstone