Luqmaan Abrahams
Product Marketing Specialist
Cape Town,WC
Summary
Results-driven Product Marketing professional skilled in orchestrating and delivering high-impact marketing initiatives that elevate brand presence and drive market penetration. Possesses expertise in project leadership and collaborative stakeholder engagement, consistently ensuring products reach target clients with compelling and timely messaging.
Ensuring that the right product, meets the right client, with the right messaging, at the right time. Simple.
Overview
17
17
years of professional experience
Work History
Product Marketing Specialist
Payfast by Network
03.2025 - Current
- Product Marketing & Strategy: Drove product awareness and lead generation through targeted email marketing campaigns, significantly increasing conversion rates.
- Sales Enablement & Training: Equipped sales teams with up-to-date product knowledge, messaging, and value propositions through regular training, enhancing their effectiveness.
- Market Analysis & Positioning: Conducted comprehensive market research to identify customer needs and trends, informing effective product positioning and differentiation strategies.
- Cross-functional Collaboration & Launch Management: Streamlined internal processes between departments and coordinated with sales, engineering, and design teams for successful new product launches.
- Performance Evaluation & Insights: Evaluated the success of marketing initiatives, providing actionable insights and recommendations for continuous improvement and optimized results.
Product Marketing Coordinator
Payfast by Network
01.2023 - 03.2025
- Product Marketing & Strategy: Developed and implemented go-to-market strategies for new product and feature launches, driving adoption through innovative, data-driven approaches.
- Cross-functional Leadership: Served as a key liaison between marketing, product, sales, and customer service teams to ensure seamless new product and feature launches.
- Content Development & Communication: Converted complex information into compelling customer-facing messaging, including one-pagers, FAQs, sales decks, and marketing collateral, showcasing key value propositions.
- Market Research & Analysis: Conducted comprehensive market, competitor, and customer research to inform product and marketing roadmaps and drive strategic decision-making.
- Social Media & Community Management: Managed and monitored social media engagement, aligning responses with brand strategy, building online community relationships, and escalating high-priority issues to leadership.
- Event Management & Networking: Represented the company at in-person and virtual events (e.g., LeaderEx, Seamless), driving foot traffic, capturing content, and cultivating relationships with potential clients and influencers.
- Performance Tracking & Optimization: Tracked and analyzed success metrics for new product launches and marketing campaigns, identifying areas for improvement and optimizing future initiatives.
Marketing Officer
Payfast
10.2021 - 12.2022
- Community & Social Engagement: Proactively manage online communities and social media presence, fielding queries and fostering a positive brand image.
- Cross-functional Collaboration: Partner with sales, product, and external stakeholders on campaigns, events, and content, ensuring alignment with customer needs.
- Content & Knowledge Management: Develop and maintain accurate knowledge base articles, review marketing collateral, and assist with public-facing communications.
- Data & Reporting: Gather and analyze sponsorship data, update executive summaries, and manage budget/partner documents.
- Continuous Improvement: Attend customer service and product meetings for insights, debrief marketing teams, and participate in ongoing learning.
Business Development (secondment)
PayFast
01.2021 - 04.2021
- Key Account Management: Managed high-touch merchant support queries, ensuring timely issue resolution and consistently high client satisfaction.
- Commercial & Account Administration: Facilitated fee negotiations and updated merchant accounts to align with service agreements, optimizing revenue and client retention.
- Project & Migration Management: Supported the 'ISO Nedbank' project, successfully transitioning merchants from ABSA to Nedbank processing systems, ensuring seamless operational migration.
- Business Development & Representation: Represented the organization at key events, engaging in meet-and-greet activities and delivering product/service pitches to generate leads and foster new business opportunities.
- Cross-functional Collaboration & Optimization: Collaborated with internal teams and stakeholders to enhance overall merchant experience and streamline operational workflows.
Customer Service Representative
PayFast
10.2018 - 12.2020
- Client Support & Satisfaction: Provided exceptional email and telephone support to clients and their customers, consistently maintaining high levels of customer satisfaction and resolving complaints with empathy to increase loyalty and repeat business.
- Conflict Resolution & Professionalism: Managed high-stress situations effectively, maintaining professionalism under pressure while skillfully resolving disputes and conflicts.
- Team Development & Culture: Coached and mentored colleagues, fostering a positive and upbeat work environment amidst high-pressure situations and customer complaints.
- Business Acumen & Offerings: Developed a deep understanding of business offerings and services through continuous learning and cross-departmental shadowing, enhancing client support.
- Continuous Learning & Growth: Proactively shadowed various departments and roles to gain comprehensive business insight and support professional development.
Financial Fraud Investigator
Zando
01.2017 - 12.2017
- Fraud Detection & Risk Assessment: Conducted comprehensive background checks on flagged risk profiles to identify and assess potential fraud activity.
- Investigative Analysis & Action: Determined and executed account blocking/suspension based on investigation findings, ensuring security and compliance.
- Stakeholder Communication & Reporting: Communicated investigative outcomes to affected individuals and compiled detailed reports for senior management, highlighting key risk factors.
- Verification & Due Diligence: Requested and reviewed proof of ownership for purchasing cards to confirm legitimacy and prevent fraudulent transactions.
Social Media Advisor/Administrator
Zando
04.2016 - 01.2017
- Spearheaded customer satisfaction and loyalty by expertly managing social media interactions and resolving complex issues.
- Boosted customer experience through personalized online shopping assistance, including style and finance recommendations.
- Ensured seamless delivery operations and prompt issue resolution by coordinating effectively with courier services.
- Safeguarded brand reputation by actively monitoring social media and strategically responding to user feedback.
- Mitigated fraud risk through comprehensive background investigations and detailed reporting to senior management (Jan-Dec 2017).
Education
BCom - Marketing Management
Mancosa
Cape Town, South Africa 04.2025 - 12.2027
High School Diploma -
Livingstone High School
Cape Town, South Africa 04.2001 - 01.2007
Skills
MS office suite
Auto Data
Auto Cad
Zoho
Campaign management
Product launches
Marketing analytics
Competitive analysis
Customer segmentation
Product positioning
Web analytics
Sales enablement
Teamwork and collaboration
Customer service
Content creation
Strategic event planning
Social and new media
Content writing
Social media strategy
Team leadership
Operations management
Project presentations
Verbal and written communication
Planning and coordinating
Fact-checking
Copywriting
Documentation and reporting
Editing and proofreading
Relationship building
Negotiation and persuasion
Branding
Workflow coordination
Sales expertise
eCommerce
Visual communication
Personal Information
Hobbies: Socialising, Board games, Music, Movies, Theatre, Watching various sports, Console and PC games, Reading, Performing magic/illusions/sleight of hand
Work Availability
monday
tuesday
wednesday
thursday
friday
saturday
sunday
morning
afternoon
evening
swipe to browse
Timeline
BCom - Marketing Management
Mancosa
04.2025 - 12.2027
Product Marketing Specialist
Payfast by Network
03.2025 - Current
Product Marketing Coordinator
Payfast by Network
01.2023 - 03.2025
Marketing Officer
Payfast
10.2021 - 12.2022
Business Development (secondment)
PayFast
01.2021 - 04.2021
Customer Service Representative
PayFast
10.2018 - 12.2020
Financial Fraud Investigator
Zando
01.2017 - 12.2017
Social Media Advisor/Administrator
Zando
04.2016 - 01.2017
High School Diploma -
Livingstone High School
04.2001 - 01.2007