Summary
Overview
Work History
Education
Skills
Profiles - Linkedin
Awards
Additional Information
Timeline
Generic

Lerato Dimpe

Senior Marketing Manager
Johannesburg

Summary

Highly skilled senior marketing manager with a proven track record in creating brand strategies and executing award-winning campaigns. Notable projects include the Silver Cannes award-winning Coca-Cola Uplift Beat Nation campaign and the successful repositioning of multiple brands across Africa, such as Coca-Cola, Powerade, Bonaqua, Cappy, and Knorr. Experienced in end-to-end campaigns like Coke Studio and limited-edition Coca-Cola Creations. Proficient in brand innovation and digital transformation, dedicated to driving business growth.

Overview

7
7
years of professional experience
4
4
years of post-secondary education
3
3
Languages

Work History

Senior Marketing Manager, Hydration and Advanced Hydration

Coca-Cola Africa
Rosebank, Johannesburg
02.2024 - Current
  • Led the development and presentation of comprehensive monthly business performance reports, facilitating strategic discussions with senior stakeholders to drive informed decision-making and enhance marketing initiatives.
  • Spearheaded the development and execution of innovative marketing strategies for the Powerade Olympics campaign, driving in-store promotions and enhancing brand equity through strategic digital and social media engagement.
  • Develop and implement activations toolkit for Bonaqua and Powerade centered around occasion base marketing in South Africa
  • Identify and lock key partnerships regarding sporting assets in South Africa
  • Conducted regular competitor analysis on the hydration and advanced hydration to maintain a competitive edge within the marketplace.
  • Managed budget allocation for the hydration and advanced hydration category and resource utilization to maximize marketing ROI.

Senior Marketing Manager, Coca-Cola Trademark

Coca-Cola Africa
Rosebank, Johanneburg
01.2023 - 02.2024
  • Successfully launched and managed Coke Studio in South Africa, achieving 10% volume growth and 17% Revenue growth versus the previous year
  • Led the development of strategic partnership proposals with music experiences and customer partnerships, including DSTV Delicious Food Festival, CottonFest, HeyNeighbour, MTV Base
  • Spearheaded the first Coke Creations limited edition product in South Africa, delivering the country's first AI experience to the South African Market.
  • Created engaging content in collaboration with Artists and influencers for various social media platforms, generating over 12 Million in reach and engagement.
  • Implemented data-driven decision-making using analytics tools to track Coke Studio performance and adjust strategies accordingly.
  • Mentored junior staff members on best practices for marketing strategy development and execution.

Marketing Manager, Juice and Hydration

Coca-Cola Africa
01.2022 - 12.2022
  • Achieved a 16% increase in sales volume and an 8% boost in revenue by successfully repositioning the Bonaqua brand through targeted promotional materials and effective digital and social media strategies.
  • Successfully led Cappy's Juice brand repositioning, with end-to-end execution in-store, traditional and digital media, driving growth of 25.5% volume and 42% Revenue vs PY.
  • Launched a recruitment pack of the 300ml PET Powerade using agile principles, achieving market launch within two months from concept to product
  • Developed and executed strategic partnerships to boost the Powerade brand within the fitness industry, leveraging influencer marketing with Olympic athletes and securing product availability in Virgin Active gyms.

Marketing Manager, Coca-Cola Trademark

Coca-Cola Africa
04.2021 - 01.2022
  • Successfully led the Coca-Cola "Real Magic" brand repositioning initiative in South Africa, implementing an engaging packaging overhaul across all variants. Delivered comprehensive support through targeted traditional and digital media strategies, along with impactful in-store promotions.
  • Executed the innovation for Coca-Cola's Coke No Sugar variants, featuring refreshed packaging. The campaign was supported by traditional and digital media, with a particular focus on influencer marketing.
  • Developed and launched a multipack option for Coca-Cola Original and No Sugar packs, enhancing consumer value and driving affordability.
  • Conducted comprehensive analysis of Coca-Cola brand performance, delivering actionable insights and strategic recommendations to senior leadership during monthly business review forums, driving data-informed decision-making and enhancing marketing strategies.
  • Managed the Coca-Cola brand budget in South Africa to ensure effective resource allocation for impactful marketing initiatives.

Brand Manager, Coca-Cola Trademark

Coca-Cola Africa
04.2019 - 04.2021
  • Led the award-winning Silver Cannes campaign Coca-Cola Uplift's Beat Nation end to end campaign generating 19% volume growth and 21% revenue versus prior year.
  • Implemented disruptive packaging linked to music for South African markets targeting teens' passion points with the Uplift Campaign.
  • Achieved 21 million impressions on social and digital platforms with the Beat Nation campaign, with a 6% increase in engagement compared to the previous year
  • Led and implemented disruptive packaging linked to music for South Africa, driving key passion points with teens
  • Led innovation of new formulation of Coca-Cola No Sugar in Southern and East African markets
  • Spearheaded the development of a comprehensive business case for the launch of a new Coke Zero Sugar formulation in the South and East African markets, driving market analysis, consumer insights, and strategic recommendations to enhance brand presence and consumer engagement.
  • Led the launch of new Coca-Cola packaging across Southern and East Africa


Regional Assistant Brand Manager- Foods Africa

Unilever
01.2018 - 04.2019
  • Successfully developed and launched three innovative flavors tailored for the Kenyan market, leveraging in-depth market insights and incorporating fresh packaging designs to enhance the brand appeal and consumer engagement.
  • Spearheaded the rebranding initiative for Knorr packaging across African markets, enhancing brand visibility and consistency.
  • Directed regional innovation projects that were strategically aligned with global category objectives and brand priorities, driving market growth.
  • Partnered with local Brand Execution teams to adapt and execute impactful brand communication strategies tailored to specific market needs and channels.
  • Effectively led cross-functional innovation teams, collaborating with Brand Execution, supply chain, and customer teams to streamline decision-making and communication through the use of Innovation Process Management (IPM) tools.

Assistant Brand Manager- Personal Care

Unilever
01.2018 - 12.2018
  • Spearheaded the innovation and rebranding of Pond's Flawless Radiance for the South African market, enhancing brand visibility and market appeal.
  • Directed the e-commerce strategy for the Pond's skincare line by optimizing product listings with e-commerce best practices, including the development of compelling Hero images, strategic keyword integration for SEO, and ensuring comprehensive product availability across platforms such as e.Clicks and Dischem.
  • Successfully launched a refreshed packaging design for the Lasting Oil Control range, aligning with brand identity and consumer preferences.
  • Led the execution of the Perfect Colour Complex range, providing extensive support across media channels and below-the-line initiatives to enhance brand engagement and sales performance, utilizing influencer marketing to maintain relevancy with the target audience.

Education

Bachelor's of Commerce, Marketing Management - Honours

University of Pretoria
Pretoria, Gauteng, South Africa
01.2016 - 12.2016

Bachelor's of Commerce Marketing Management - Marketing Management

University of Pretoria
Pretoria, Gauteng, South Africa
01.2012 - 12.2014

Skills

  • Brand Strategy Development

  • Brand Management

  • Innovation Management

  • Project Management

  • E-commerce strategy

  • Budget Management

  • Influencer Management

  • PR and Activation Management

  • Customer segmentation

  • Influencer marketing

  • Partnership development

  • Strategic planning

Profiles - Linkedin

leratodlamini

Awards

  • No 1. Assistant Brand Manager Loeries, 2022
  • Silver Cannes Award, Cannes Lion, 2022, Radio and Audio Category for Coca-Cola

Additional Information

  • Sinoxolo Mpofu , Premium Director, Coca-Cola:

Sinoxolo.mpofu@gmail.com


  • Lwazi Nkabinde, Commercial General Manager Nedbank

lwazinkabinde@yahoo.com


  • Baeng Machele, Category Manager, Nestle

bmachele@gmail.com

Timeline

Senior Marketing Manager, Hydration and Advanced Hydration

Coca-Cola Africa
02.2024 - Current

Senior Marketing Manager, Coca-Cola Trademark

Coca-Cola Africa
01.2023 - 02.2024

Marketing Manager, Juice and Hydration

Coca-Cola Africa
01.2022 - 12.2022

Marketing Manager, Coca-Cola Trademark

Coca-Cola Africa
04.2021 - 01.2022

Brand Manager, Coca-Cola Trademark

Coca-Cola Africa
04.2019 - 04.2021

Regional Assistant Brand Manager- Foods Africa

Unilever
01.2018 - 04.2019

Assistant Brand Manager- Personal Care

Unilever
01.2018 - 12.2018

Bachelor's of Commerce, Marketing Management - Honours

University of Pretoria
01.2016 - 12.2016

Bachelor's of Commerce Marketing Management - Marketing Management

University of Pretoria
01.2012 - 12.2014

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Lerato DimpeSenior Marketing Manager