Lesego Phiri
Communications And Events Specialist
Johannesburg,GP
Summary
Dynamic marketing and events professional with over 11 years of diverse experience in marketing, sales, communications, and event management. Seeking to excel as a Brand and Events Manager, driven by a passion for building strong relationships at all organizational levels and delivering exceptional results under pressure. Proven ability to adapt quickly, learn new skills, and maintain keen attention to detail while meeting tight deadlines. Committed to continuous personal and professional growth, eager to contribute expertise and collaborate with teams in the pursuit of excellence.
Overview
18
18
years of professional experience
Work History
Communications and Events Specialist.
BMW SA
06.2016 - Current
- Planning and execution of all new product launches within the BMW Group stable and launching to media. BMW, MINI and Motorrad.
- 100% product accuracy in all product materials. 100% specification tally for each model and derivative to be provided after global spec.
- Events, PR, Media management to ensure all activations and efforts are on Brand as media need to tell a holistic story to viewers and readers.
- Co-ordinate advertising plans with PR personnel to ensure uniform brand messages and synchronized exposure in the media.
- Working with the global PR team
- Worked on the BMW M-Festival
- Worked on BMW Polo
- Worked on the Festival of Motoring
- BMW 50 Year Celebration (Gala dinner, Plant Rosslyn new X3 announcement, BMW Family Day concert at Kyalami Race track)
- Long Service Awards Gala dinner
- President Ramaphosa visit at Plant Rosslyn in 2020 and 2025
- German President visit to the BMW IT HUB in Menlyn
- Produce creative and detailed proposals for media, corporate, governmental and CSR events
- Research events and branding market trends
- Tender processes
- Post-launch evaluation with data entry and analysis for reports to senior management and EXCO team.
- PR support for MINI, BMW, BMW I, and BMW Motorrad
- Internal Communications and all Corporate events
- Plant Rosslyn Communications
- Press Vehicles management and Logistics.
- Budget Management
- Tasks
- Developed and executed comprehensive communication strategies to enhance brand visibility and engagement among target audiences.
- Coordinated and managed high-profile corporate events, ensuring seamless execution and positive attendee experiences.
- Collaborated with cross-functional teams to create impactful marketing materials, improving communication effectiveness and brand consistency.
- Analyzed event outcomes and participant feedback, refining future initiatives to optimize engagement and drive attendance.
- Implemented digital communication tools that streamlined information dissemination, resulting in improved team collaboration and response time.
- Trained and mentored junior staff on best practices in event planning and communication strategies to foster professional development.
- Established and maintained relationships with stakeholders and vendors to ensure successful event partnerships and resource availability.
- Assisted in budget management for events, ensuring cost-effective solutions while maintaining high-quality standards and participant satisfaction.
- Collaborated with cross-functional teams to achieve project goals on time and within budget.
- Improved customer satisfaction rates through proactive problem-solving and efficient complaint resolution.
- Followed all company policies and procedures to deliver quality work.
- Championed the adoption of new software tools that streamlined workflows across multiple departments.
- Implemented new training programs for staff, leading to higher employee retention rates and better overall performance.
- Conducted comprehensive competitor analysis to inform strategic decisions.
- Developed training materials to enhance staff proficiency and productivity.
- Led cross-functional team to launch new product, exceeding initial sales forecasts.
- Designed employee recognition program that improved morale and reduced turnover.
- Facilitated workshops for professional development of junior staff members.
- Optimized inventory management, minimizing waste and reducing costs.
- Improved team collaboration by initiating regular strategy meetings.
- Negotiated with suppliers to reduce material costs, improving profit margins.
- Assisted in developing strategic plan that aligned with long-term company goals.
- Initiated sustainability program, reducing company's environmental impact.
- Streamlined project delivery processes, reducing completion times significantly.
- Implemented customer feedback system to inform product development.
- Conducted in-depth market research for identifying new business opportunities.
- Restructured customer service process, ensuring quicker response times.
- Generated reports detailing findings and recommendations.
- Created and managed project plans, timelines and budgets.
Marketing and Communications Specialist
BMW Financial Services SA
08.2014 - 06.2016
- Develop and implement the integrated marketing strategy
- Development and implementation of Marketing and Communication plans.
- Work effectively as part of a multi-disciplinary Marketing and Communications team to communicate, coordinate and integrate Marketing and Communications, and apply best-in-class practices to all efforts.
- Investigate Communications opportunities, internal external and globally, to promote the brand and increase brand exposure.
- Writing, editing and communication of creative briefs, project recommendations, presentations, promotional literature, newsletters and Internet marketing projects.
- Ensures all locally-developed creative marketing materials undergo brand review and adhere to strict brand guidelines.
- Develop opportunities to add additional value to GROUP initiatives through Internet Marketing, Events and Tradeshows, etc.
- Support and guide dealer network advertising initiatives, events and media plans.
- Provide assistance and marketing updates to regional managers to communicate marketing initiatives to the dealer networks.
- Supporting the sales environment with finance packages and offers that best suit the market, product and audience at the time and communicating this effectively and efficiently to customers and dealer network within the retail environment.
- Dealer Incentive Program - Effective management of the dealer incentive programme, dealer enquiries and supplier liaison.
- Ensure Brand standards, brand separation, templates, email signatures, fonts, all internal and external communications, dress code are adhered to.
- Marketing, Event Planning & Implementation. Forums, Conferences, incentive trips, BMW Polo for BMW Financial Services VIP guests and Golf challenges.
- Managing all marketing material and keeping stock availability
- Planning and project management of BMW Financial Services Dealer of the Year awards
- Planning and project management of BMW/MINI and Alphera Financial Services Finance and Insurance Manager Conferences.
- Managing the BMW Financial Services, MINI Financial Services and Alphera Financial Services websites, updates, Finance deals errors etc…
- Tasks
- Developed and executed integrated marketing campaigns that enhanced brand visibility and engagement across multiple channels.
- Collaborated with cross-functional teams to create compelling content that improved customer retention and loyalty.
- Analyzed market trends and customer feedback to refine marketing strategies, leading to increased customer satisfaction.
- Managed social media platforms, driving audience growth and interaction through targeted content and community management.
- Coordinated public relations efforts, securing media coverage that strengthened brand reputation and stakeholder trust.
- Led marketing initiatives that aligned with corporate objectives, ensuring consistent messaging and brand alignment across all platforms.
- Mentored junior team members in best practices for digital marketing, fostering a culture of continuous learning and improvement.
- Implemented analytics tools to measure campaign performance, driving data-informed decisions that enhanced overall marketing effectiveness.
- Boosted brand awareness by developing and implementing strategic marketing campaigns.
- Streamlined internal communication processes, leading to improved collaboration between departments for more efficient project completion.
- Generated qualified leads through targeted email marketing campaigns.
- Drove content marketing campaign and editorial calendar to deliver high-quality content and optimize performance.
- Researched, created and presented communication plans to support internal and external marketing programs.
- Created dynamic PowerPoint presentations to support sales and business development.
- Developed key relationships with industry influencers to amplify company messages and drive positive word-of-mouth referrals.
- Enhanced customer engagement through the creation of compelling social media content.
- Organized product launches, garnering attention from key industry players and generating significant sales leads.
Brand Manager
Jaguar Land Rover SA
09.2011 - 08.2014
- Develop and implement the integrated marketing strategy
- Manage all marketing strategy, plans, tools and roll them out to the agencies, dealer network, suppliers and internal staff.
- Launch all new vehicles and facelifts. Localize all marketing material to suit the South African market, drive web traffic to our local site and ensure accurate information is available in a timely manner for launch.
- 100% product accuracy in all product materials. 100% specification tally for each model and derivative to be provided after global spec.
- Ensure all media placements drive traffic to the showroom through social media( Facebook, Twitter, Mobile, LinkedIn etc), online mobile media, Magazines, Television, Billboards
- Managing all the Land Rover and Range Rover social media pages
- Co-ordinate and evaluate marketing research studies to ensure that all communication achieves the desired brand positioning objectives.
- Ensure 100% utilization of Dealer data capture tools, lead management process and SAP inputs to capture leads from events, sponsorships, campaigns and follow through to dealer network.
- Events, PR, Media management to ensure all activations and efforts are on Brand and tell a holistic story as per approved campaign.
- Develop and distribute product information, campaign information, advertising bulletins and sales brochures to ensure up-to-date information on relevant market developments is provided to Dealers.
- Order and distribute point-of-sale material for each brand for distribution to dealers to assist in the vehicle sales.
- Assist in the planning and execution of new product launches, biggest one being the Range Rover Evoque. Currently working on the all new Range Rover
- Co-ordinate advertising plans with PR personnel to ensure uniform brand messages and synchronized exposure in the media.
- Implementation of effective brand communication strategies. Being the main point of contact with advertising agency, digital agency, and media buying agencies.
- Working with the global creative team to better understand the South African market for marketing material.
- Managing all marketing material and keeping stock availability
- Management of the Range Rover Evoque ambassadors. I manage all the social media content, PR and their whole sponsorship with Land Rover.
- Organizing events to support our ambassadors in anyway we can through this sponsorship.
- Attending events to support our ambassadors and to represent the company.
- Implementing the " Black Diamond" marketing strategy
- Managing all the Land Rover Experience Centres in South Africa. ( Advanced Driver Training Centres)
- Worked on the Johannesburg International Motor Show
- Launched the Range Rover Evoque, Range Rover, Jaguar F-TYPE and New Range Rover Sport to market
- Introducing the F-Pace prototype to the SA market and journalists
- Launched new model years, facelifts of all Land Rover family to market
- Managing brand sponsorships, Rugby World Cup, Jaguar Simola Hillclimb, Land Rover Festival, SA Style Awards, GQ Best Dressed Awards
- Launching the new Land Rover master brand strategy to the SA market, dealer network, business partners, customers, agencies etc…
- Internal Company Communications
- Launching Jaguar Land Rover Financial Services into market.
- Budget management
- Tasks
- Developed and executed brand strategies that enhanced customer engagement and strengthened market positioning within the automotive sector.
- Led cross-functional teams to launch innovative marketing campaigns, successfully driving brand awareness and customer loyalty across diverse demographics.
- Conducted comprehensive market analysis to identify emerging trends, informing strategic decisions that optimized product offerings and pricing strategies.
- Managed relationships with key stakeholders, facilitating collaboration that resulted in seamless product launches and enhanced brand visibility.Ce
- Managed relationships with key stakeholders, facilitating collaboration that resulted in seamless product launches and enhanced brand visibility.
- Implemented data-driven insights to refine marketing initiatives, achieving sustained improvements in consumer response and brand perception metrics.
- Mentored junior team members, fostering skill development and ensuring alignment with brand goals and strategic objectives.
- Spearheaded initiatives that streamlined branding processes and improved operational efficiencies, contributing to a more agile marketing framework.
- Oversaw brand budgeting and resource allocation, ensuring optimal investment in campaigns that maximized return on marketing expenditures.
- Developed and executed branding campaigns to educate target audiences on product features, benefits and values.
- Enhanced brand recognition by developing and executing targeted marketing campaigns.
- Analyzed competitor offerings to identify opportunities for differentiation and capitalize on unique selling points.
- Monitored and evaluated marketing and advertising campaigns to support brand consistency and engagement.
- Developed strategic partnerships with complementary brands, expanding market reach and driving collaborative promotions.
- Managed budgets, ensuring efficient allocation of resources for maximum return on investment in marketing initiatives.
- Cultivated relationships with key stakeholders, vendors and industry influencers to create positive brand experiences.
- Conducted research and analysis to determine brand positioning and messaging.
- Analyzed customer feedback and market trends to make informed decisions about product and brand messaging.
- Presented regular updates to senior leadership, demonstrating progress towards key objectives and securing ongoing support for marketing initiatives.
- Managed and oversaw creative projects to drive quality, accuracy and deadline management.
- Organized and delivered training sessions for new product content and technological advancements.
- Increased customer loyalty through effective management of consumer feedback and timely resolution of concerns.
- Collaborated with cross-functional teams for successful product launches and coordinated marketing efforts.
- Mentored junior team members, fostering professional growth and development within the department.
- Monitored industry news closely, staying abreast of emerging trends for quick adaptation of branding strategies accordingly.
- Consulted with product development teams to enhance products based on customer interest data.
- Researched and identified new opportunities for product and brand development.
- Created and managed budgets to maximize brand reach and engagement.
- Coordinated trade show participation, showcasing products effectively while networking with industry professionals to expand business relationships.
- Negotiated vendor contracts for design services or advertising placements, obtaining favorable terms that maximized value for the brand.
- Spearheaded strategic brand plans for multiple product lines to increase market share and brand awareness.
- Optimized social media presence to engage customers, resulting in higher online visibility and interaction rates.
- Aligned internal teams with brand guidelines, ensuring consistent representation of the company across all departments and touchpoints.
- Planned, implemented, and tracked sales and marketing strategies to promote brand products.
- Boosted product sales with innovative promotional strategies and attractive packaging designs.
- Streamlined brand messaging by creating and maintaining a consistent visual identity across all platforms.
- Organized focus groups or surveys to gather valuable customer insights that informed future branding decisions.
- Researched market trends to identify customer needs and preferences for strategic planning.
- Worked closely with public relations teams to generate positive press coverage for new product releases or corporate announcements.
- Developed creative presentations, trend reports, kitted assets, and product data sheets.
- Coordinated with design and media teams to develop high-quality creative assets.
- Executed comprehensive marketing plans that consistently achieved targets for increased revenue.
- Launched successful digital marketing campaigns that achieved goals for increased website traffic.
- Established, initiated and optimized business development strategies based on company targets, product specifications, market data, and budget factors.
- Analyzed and reported on KPIs to validate and demonstrate success of marketing campaigns.
- Secured long-term accounts by recommending strategies to promote brand effectiveness and highlight product benefits.
- Led team of marketing professionals, offering mentoring and coaching to build knowledge and skills.
- Created and managed social media campaigns to increase brand engagement.
- Managed budget allocation and resource utilization to maximize marketing ROI.
- Improved website visibility through development and implementation of SEO strategies.
- Devised content strategy to effectively engage target audiences.
- Conducted market research to identify new opportunities and target markets.
- Generated sponsorships with related and partnering entities to enhance marketing objectives.
- Optimized email campaigns to increase open and click-through rates.
- Continually maintained and improved company's reputation and positive image in markets served.
- Oversaw preparation of marketing copy, images, videos, emails, and other collateral.
- Mentored local personnel on best practices and protocols to maximize productivity.
- Captured new customers by optimizing business strategies and launching products to diversify offerings.
- Wrote and distributed press releases to increase brand visibility.
Marketing Services Coordinator
Jaguar Land Rover SA
03.2011 - 08.2011
- Implement the marketing plan with guidance from Marketing Director
- Manage all marketing plans and tools
- Assist Marketing Director to launch all new vehicles and facelifts. Localize all marketing material to suit the South African market, drive web traffic to our local site and ensure accurate information is available in a timely manner for launch.
- 100% product accuracy in all product materials. 100% specification tally for each model and derivative to be provided after global spec.
- Showroom activity through social media( Facebook, Twitter, Mobile, LinkedIn etc), online mobile media, Magazines, Television, Billboards
- Managing all the Land Rover and Range Rover social media pages
- Ensuring timely delivery of brochures to dealers and to the NSC for new MY vehicles and also events
- Financial Management of the brand budget
- Assisting in new product launches
- Managing my own BTL projects
- Distribution of POS materials aligning to Land Rover brand strategy
- Managing tactical sponsorships per campaign
- Tasks
Brand Coordinator
Volkswagen SA
08.2010 - 02.2011
- Develop all briefs for above and below the line VW passenger brand communication by collating all necessary marketing information in order to enhance the product’s image in the market place, e.g, TV, press, magazines, radio, outdoor, direct marketing, PR, Internet.
- Co-ordinate all brand media planning to ensure maximum cost efficiency in reaching the defined target audience.
- Co-ordinate and evaluate marketing research studies to ensure that all communication achieves the desired brand positioning objectives.
- Develop and distribute product information, campaign information, advertising bulletins and sales brochures to ensure up-to-date information on relevant market developments is provided to Dealers.
- Order and distribute point-of-sale material for each brand for distribution to dealers to assist in the vehicle sale.
- Assist in the planning and execution of new product launches, Caddy, Transporter Crew Cabs, Caravelle and Kombi.
- Launched the Amarok Double Cab launch from beginning to the end. The Brand communications and all customer and dealer launch events.
- Co-ordinate advertising plans with PR personnel to ensure uniform brand messages and synchronized exposure in the media.
- Monitor and evaluate competitor advertising strategies and ad-spend, and updating of advertising guard books.
- Implementation of effective brand communication strategies.
- Assisting in the evaluation and pre-approval of all brand media plans.
- Timeous distribution of point of sale and marketing materials.
- Managing all marketing material and keeping stock availability
- Managing budget of all BTL advertising and marketing
- Tasks
Dealer Sales Analyst
Volkswagen SA
02.2009 - 07.2010
- Dealer targets:
- - Calculate area potential – quarterly
- - Calculate new dealer retail targets – quarterly
- - Allocate all licensing districts to dealers & inform RGT
- Dealer performance:
- - Dealer performance report – monthly
- Dealer incentives:
- - Run reports for incentive payouts
- Sales environment:
- - Update market review – monthly
- - NAAMSA report
- - BOM report on wholesale and report performance
- - Update Brand Review presentation - monthly
- Weekly Dealer Sales Forecasts:
- - Update and publish dealer forecasts – weekly
- Monthly Sales Performance Reports:
- - Create overall sales report and sales by model types. Distribute the report timeously to management.
- Incentive Programs
- - Compile Incentive status reports for distribution to National Sales Managers and Marketing Manager.
- Dealer allocations:
- - Determine first sight Regional and Dealer allocation splits and obtain agreement from National Sales Manager. Obtain mix and all other relevant Volume Planning information.
- Vehicle stocking:
- - Bond release
- - Ideal vs targeted stock cover and floorplan
- KPI scorecard – monthly
- Demo fleet:
- - Maintain a register with demo vehicles
- - Liaise with Driver services for issuing and return of demo vehicles
- - Liaise with Controlling for infleeting and defleeting and selling of demos
- Issuing service vouchers for demo repairs and service
- VDA 6.1:
- - Administer the VWCV divisional portfolio
- - Represent VWCV in all related matters
- Position’s Impact on Department / Division / Organisation
- Monitoring and analysis of Dealer sales to target/budget/forecast
- Analyzing Dealer sales trends by Dealer
- Input to Dealer target setting process based on historic analysis and Dealer sales potential
- Assistance with allocation planning to ensure smooth wholesale process
- Tasks
Graduate Trainee
Mercedes-Benz SA
02.2008 - 01.2009
- Assist in the planning and execution of new product launches, i.e… C63 AMG launch, CLC Coupe launch, SLK, SL, CLS facelift launch and Durban July sponsorship
- Internal Communications
- Distribution of Welcome Packs to new customers
- Mercedes-Benz Magazine Subscriptions and distribution
- CRM
- RSVP and invitation process during events
- Competitor Analysis
- Johannesburg International Motor Show
- Contracts Administration
- Tasks
Education
Bachelor of Commerce - Marketing Management
University of Johannesburg
Kingsway Campus11.2007
Grade 12 - undefined
Selly Park Secondary School
01.2004
Skills
Proficient in Windows XP and internet applications
Special Achievements and Honours
Leadership, Sport: Vice Captain netball (2001,2003), Culture: Head house prefect 2004, Media: Mail & Guardian feature in September 2014, Media: Destiny Woman Power of 40 for 2014
Work Availability
monday
tuesday
wednesday
thursday
friday
saturday
sunday
morning
afternoon
evening
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Timeline
Communications and Events Specialist.
BMW SA
06.2016 - Current
Marketing and Communications Specialist
BMW Financial Services SA
08.2014 - 06.2016
Brand Manager
Jaguar Land Rover SA
09.2011 - 08.2014
Marketing Services Coordinator
Jaguar Land Rover SA
03.2011 - 08.2011
Brand Coordinator
Volkswagen SA
08.2010 - 02.2011
Dealer Sales Analyst
Volkswagen SA
02.2009 - 07.2010
Graduate Trainee
Mercedes-Benz SA
02.2008 - 01.2009
Grade 12 - undefined
Selly Park Secondary School
Bachelor of Commerce - Marketing Management
University of Johannesburg