Khanyisa Melwa
Brand Communications Specialist
Johannesburg
Summary
Khanyisa Melwa is a dynamic Brand Communications Specialist with a proven track record of driving brand growth and engagement. With expertise in brand management, event execution, and campaign strategy, Khanyisa has achieved remarkable results such as increasing digital channel adoption by 109% and delivering cost savings exceeding 10%. With a blend of industry contributions and a commitment to ongoing learning, Khanyisa consistently elevates brand narratives and fosters meaningful connections.
Overview
6
6
years of professional experience
4
4
years of post-secondary education
8
8
Certifications
Work History
Brand Communications Specialist
ESKOM PENSION & PROVIDENT FUND
08.2022 - Current
- Brand management: Developed and executed brand communications plans to drive brand awareness, member education and digital adoption
- Brand CI custodianship to ensure consistency across brand assets
- Brand asset management
- Spearheaded brand health tracking
- Agency and external stakeholder relationship management
- Campaign management: Led digital migration email marketing campaign via Everlytic, resulting in increase of 109% quarter-on-quarter in use of Fund's digital channels by members in FY23
- Over-indexed industry benchmarks by 5% - 9% across key metrics such as open and click through rates
- Determined campaign KPIs according to industry best practise
- Managed audience segmentation, list selection and testing
- Prepared post-campaign analysis (PCA) to ensure campaign goals were met
- Event management: Managed internal events with budgets ranging from R100k - R400k, consistently achieving +10% cost savings
- Managed multifunctional stakeholders exhibiting skills such as diplomacy, stakeholder management, teamwork, leadership, decision-making, problem-solving and resilience
- Creative studio management: Managed the output of internal graphic designer
- End-to-end project management from brief to production to go-live
- Web and channel analytics: Led the reporting of campaigns and digital communications via Everlytic by leading campaign data analysis
- Content and writing: Wrote, edited, copy-tasted content for emails, SMSes, social media posts and video scripts
- Managed LinkedIn content calendar
- People management: One direct report
- Mentored and onboarded new joiners, guided and oversaw quality of output
- Sat on panel interviews for candidates.
Future Leader - Commercial
PEPSICO SSA
09.2021 - 07.2022
- Activations and campaign management: Led accelerated brand communications of Simba Munchiez rebrand across digital, in-store and internal communications
- Managed email campaign distributed to approx 3000 staff
- Managed in-store execution with 150 brand ambassadors nationally
- Oversaw digital campaign on TikTok
- Executed brand (ATL, TTL and BTL) and shopper marketing brand plans across categories
- Supported sales and distribution teams with go-to-market in-store executions
- Rotated across commercial business unit, namely in following functions: brand marketing, insights and analytics, go-to-market and shopper marketing.
Account Manager
NARRATIIVE (Digital Audience Measurement)
01.2020 - 08.2021
- Account management: Managed approx 60 clients across digital media agencies and publications
- Advised on how Narratiive data can be used for programmatic marketing campaigns and helped interpret audience data
- Proactively built media whitelists for clients based on audience interest and demographics
- Managed relationship between media agency and publisher clients responding and resolving any issues regarding audience data platform (Narratiive)
- Trained and capacitated clients on best use of platform for their business needs
- Negotiated amenable subscription payment terms with clients
- Advised business on possible changes and improvements to platform based on client feedback.
Account Executive
KING JAMES ADVERTISING
01.2018 - 01.2019
- Brief development: Wrote and interrogated client briefs to accurately and concisely brief creative work to traffic
- Account/stakeholder management: Management internal and client relationships to ensure that work is carried out on time, on budget and on brief
- Campaign/project management: Executed brand marketing plan towards launch of South Africa's first digital-only bank, TymeBank
- Managed approx 40 BTL projects working cross functionally
- Coordinated brand TVC and radio from script to broadcast.
Education
Higher Certificate, Marketing Management -
UNIVERSITY OF SOUTH AFRICA
Johannesburg, GP11.2024
Higher Certificate, Brand Management - undefined
RED & YELLOW CREATIVE SCHOOL OF BUSINESS
Johannesburg, GP 01.2023 - 04.2023
BA Hons, Political Communications - undefined
UNIVERSITY OF CAPE TOWN
Cape Town, WC 01.2019 - 04.2019
BTech, Public Relations Management - undefined
NELSON MANDELA UNIVERSITY
Gqeberha, EC 01.2016 - 04.2017
NDip, Public Relations Management - undefined
NELSON MANDELA UNIVERSITY
Gqeberha, EC 01.2013 - 04.2015
Skills
Brand Management
undefinedWebsites
Certification
Hubspot Social Media Marketing
Accomplishments
- Increased EPPF digital channel adoption among members by 109% quarter-on-quarter for FY23.
- Co-developed EPPF brand positioning strategy.
- Consistently achieved 10%+ cost savings for EPPF event management and execution.
- Developed and implemented new EPPF communications processes and ways of working, thus reducing churn.
- Successfully implemented Simba Munchiez rebrand communications for in-store, helping to arrest sales decline.
- Successfully implemented the on-boarding of a 3rd party distributor (GTM) in Joburg North, responsible for Simba snacks distribution on a R150m p/a route.
Industry Contributions
- When I'm not sitting in Teams meetings from 9am - 5pm, I share curated marketing industry insights on my Substack: https://khanyisa.substack.com/
- I'm also a published writer, who's written Op-Eds and featured in publications such as DailyMaverick, Mail & Gaurdian, DailyVox, The Herald and The Media Online.
References
Due to POPIA, references are available upon request.
Timeline
Higher Certificate, Brand Management - undefined
RED & YELLOW CREATIVE SCHOOL OF BUSINESS
01.2023 - 04.2023
Brand Communications Specialist
ESKOM PENSION & PROVIDENT FUND
08.2022 - Current
Future Leader - Commercial
PEPSICO SSA
09.2021 - 07.2022
Account Manager
NARRATIIVE (Digital Audience Measurement)
01.2020 - 08.2021
BA Hons, Political Communications - undefined
UNIVERSITY OF CAPE TOWN
01.2019 - 04.2019
Account Executive
KING JAMES ADVERTISING
01.2018 - 01.2019
BTech, Public Relations Management - undefined
NELSON MANDELA UNIVERSITY
01.2016 - 04.2017
NDip, Public Relations Management - undefined
NELSON MANDELA UNIVERSITY
01.2013 - 04.2015
Higher Certificate, Marketing Management -
UNIVERSITY OF SOUTH AFRICA
Hubspot Social Media Marketing
Google Fundamentals of Digital Marketing
Google Analytics for beginners
Google Ads Display
Udemy The ultimate PR masterclass
Udemy Brand Management: Building successful long-lasting brands
Udemy The complete digital marketing course
Facebook Facebook business manager
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