Melicia Pieterse
Marketing & Media Professional
Cape Town,WC
Summary
Goal-oriented marketing expert with a natural talent for developing and implementing successful strategies, driving profits, increasing market shares, and strengthening customer dominance. Hardworking, performance-oriented leader with proven expertise in project development, team supervision, and campaign enhancement. With 19 years of progressive experience, prepared to take on a challenging position that provides an opportunity to make a lasting impact on company and customer success.
Overview
16
16
years of professional experience
Work History
Marketing Manager
Lesaka Technologies
06.2022 - Current
- Managed budgets, allocating funds strategically towards high-impact initiatives that supported overall business goals.
- Campaign Management: own the planning, development, and execution of integrated marketing campaigns that drive brand awareness, customer acquisition, and engagement.
- End-to-End Campaign: oversee digital and traditional campaigns, from ideation to execution, partnering with the internal teams to develop copy, creative direction, media planning, and rollout
- Growth-Driven Campaign: use a blend of inbound marketing, content marketing, and performance-driven strategies to drive measurable growth in brand recognition, lead generation, and customer loyalty.
- Develop & Refine Brand Positioning: define, refine, and communicate the brand’s mission, values, and positioning in the marketplace, ensuring consistency across all touchpoints.
- Brand Storytelling: craft compelling narratives that resonate with target audiences (including customers, partners, and investors) and differentiate the company in a competitive fintech landscape.
- Brand Guidelines: oversee the development and enforcement of brand guidelines, ensuring consistency in messaging, visual identity, tone of voice, and overall brand experience.
- PR & Media Relations: develop and execute PR strategies that boost brand visibility and positive press coverage, positioning the company as a thought leader in the marketplace.
- Investor Relations & Industry Communication: work closely with the executive team to ensure consistent, transparent, and impactful communication for investors aligning with key business goals and performance metrics.
- Cross-functional collaboration: work closely with product, communication, sales & distribution, procurement, digital and customer support teams to ensure brand messaging aligns with company initiatives and product development cycles.
- Digital Marketing Leadership: lead the digital marketing strategy and rollout, including social media, website, paid media, email marketing, SEO, and SEM.
- Community Engagement: drive the businesses presence and engagement on relevant digital platforms (LinkedIn, Facebook) to build a strong community and advocate brand values.
- Analytics & Reporting: track the performance of all digital efforts using analytics tools to measure ROI, understand audience behaviour, and refine strategies for better results.
- Vendor and Agency Oversight: manage and collaborate with external marketing agencies, designers, and vendors to execute campaigns, ensuring quality, budget, and timeline adherence.
- Team Leadership: manage internal teams and work closely with freelancers and contractors to deliver key marketing projects.
- Customer & Market Insights: continuously monitor internal and external feedback, market trends, and competitors to ensure marketing initiatives are relevant and competitive.
- Data-Driven Decision-Making: use both qualitative and quantitative data to make informed decisions on campaign optimization, audience segmentation, and channel selection.
Marketing Campaign Manager
Mukuru
04.2022 - 05.2022
- Create and manage the campaign calendar for assigned to China, India, Bangladesh, Pakistan & India
- Led the development of creative assets for campaigns including copywriting, design direction, and production coordination – resulting in consistent brand storytelling across all touchpoints.
- Managed cross-functional teams to execute integrated marketing campaigns, resulting in increased market share.
- Refined lead nurturing processes through marketing automation, resulting in higher conversion rates and stronger customer relationships.
- Coordinated product launches with comprehensive go-to-market plans, ensuring successful introduction into target markets.
Marketing Portfolio Lead: Banking, Lending, B2B Sales & Sponsorships
Old Mutual Finance
06.2018 - 03.2022
- Lead the development of a comprehensive brand strategy aligned with the company's objectives, ensuring consistency and relevance across all touchpoints
- Manage the day-to-day execution of banking projects to optimize user journeys across the relevant sections of the website and to ensure the banking site is aligned to the corporate brand identity
- Plan, develop and execute on all marketing campaigns to meet strategic objectives whilst ensuring campaigns are relevant, client centric and product usage
- Oversee the digital content creation, manage the design studio, influencer partnerships, and third-party providers relationships
- Evaluate potential sponsorship opportunities and events that align with our consumer brand values and objectives
- Negotiate and manage sponsorships and event partnerships to maximize brand exposure and engagement
- Oversee relationships with external agencies and third-party providers, including advertising agencies, PR firms, and marketing agencies
- Provide leadership to the team, guiding them to develop and execute customer-centric strategies in retail environments
- Manage all banking events and sponsorship, ensure the brand is well represented in the market
- Focus on portfolio tilt, improve cross sell through driving digital enticement and drive acquisition and consideration
- Craft impactful marketing campaigns via digital, social media, email, and traditional channels to elevate customer satisfaction and loyalty
- Analyze market trends, consumer behavior, and competitive landscapes to identify opportunities that enhance the customer experience
- Work closely with the sales and product development teams to align marketing strategies with sales objectives and customer satisfaction metrics
- Effectively manage marketing budgets, optimizing spending to enhance customer satisfaction and loyalty
- Collaborate with the creative team to develop compelling marketing materials that resonate with our customers' desires and aspirations
- Work along our PR partners to identify media opportunities, coordinate press releases and media interviews, and monitor media coverage to ensure accurate and favorable representation of the brand
- Monitor campaign metrics, derive insights, and offer recommendations for continuous improvements focused on customer delight
- Ensure compliance to all relevant legislative and Old Mutual Policies and Processes requirements
- Cultivate strong relationships with vendors, agencies, and partners to innovate and elevate our customer-centric marketing initiatives
Broadcast Media Producer – TV/Radio/Digital Commercials
99c Communication
04.2013 - 05.2018
- Company Overview: Advertising Agency
- Manage and Negotiate project budget deadlines across all channels: Radio, TV and digital
- Source best production partners for each job and pricing/scheduling build
- Present production budgets and schedules and address production-related questions both internally and with the client
- Manage all aspects pre-production, production, and post-production (recordings & contracts)
- Keep abreast of current industry and technological trends and fosters innovative solutions
- Maintain communication with necessary creative (copy & design studio), client service and all relevant stakeholders to facilitate workflow
- Facilitates the exchange of project information cross-functionally
- Responsible for negotiation, generation and managing all aspects of schedules and budgets also ensures adherence to the highest industry standards
- Seeks full understanding of clients' needs
- Maintaining technical knowledge of current and new production processes, new voice over artists and recording studios corporate brand identity protection and accurate communication of radio & TV materials
- Ensure that all materials arrive at their destination on time, including final masters for trafficking
- Identify potential legal issues or interfaces with contract or production flow
- Train all new account executives, account management and junior producers on production brief flow, objectives and providing production department training
- Design production training modules to clients and staff
- Accountable for maintaining relationships, client satisfaction and management of expectations while ensuring that the work is on strategy, on time and within budget and that projects are actualized, well documented, archived and closed
- Manages all renewals & film storage, alert 2 months prior to usage lapse
- Advertising Agency
Brand Management
Distell
02.2011 - 02.2012
- Company Overview: Stellenbosch Techno Park
- Brand management intern across 11 premium brands: Amarula Liqueur, Bains Whisky, Scottish Leader, Three Ships Whisky, Mainstay Spirits, Mainstay cocktails, Bunnahabhain, Black Bottle
- Work closely with the digital and social media agency to build channel-specific content plans that engage and excite followers across all social media channels
- Drive the development and implementation of a fully integrated brand plan across 10 premium brands, channels and regions
- Support the Marketing Manager with brand strategy, planning, content development & execution
- Utilize consumer, customer and shopper insights to inform brand strategy and execution
- Manage the commercial overview, brand income statements, product costing, marketing spend elements and benchmark costs - designs and runs own promotional effectiveness
- Coordinate regional brand activations activities between marketing and sales - Key activities the brands have planned per account and how it will be executed
- Drive execution of the Brand Plan, develop and structure National Key Accounts presentations across category
- Develops digital campaigns and programs with bold, consumer-centric, thumb stopping content and experiences that are amplified through digital and social channels to create engagement
- Responsible for monthly reports to Sales Force Management and Trade Channel Management: - Activations calendar by brand and Channel count by brand
- Project Manage all promotions / events in the shopping centre after, arrange sponsors, celebrity MC, roll out operations, suppliers, artist etc
- Keep inventory of all marketing storeroom content and project manage production of any new marketing material
- Stellenbosch Techno Park
- Developed a comprehensive understanding of industry standards by attending workshops, conferences, webinars related to Brand Management.
- Streamlined internal processes for more efficient brand management, reducing time spent on administrative tasks while maintaining quality standards.
- Improved internal collaboration between departments, fostering a unified approach to brand management and marketing initiatives.
- Improved overall brand perception by revamping visual identity and refining messaging across all touchpoints.
Marketing & Exhibitions Coordinator
Parow Mall Management
08.2010 - 01.2011
- Manage mall exhibition bookings
- Coordinated logistics for large-scale events, significantly reducing setup times and eliminating scheduling conflicts.
- Gathered and organized materials to support operations.
- Supported successful project completion by meticulously reviewing and updating project plans to reflect changing needs and objectives.
Advertising Account Executive
Ogilvy I Zoom Advertising
04.2010 - 07.2010
- Worked closely with production teams during the execution phase of advertising campaigns, ensuring creative elements aligned with client objectives and brand guidelines.
- Built strong relationships with clients by providing exceptional service, communication, and ongoing support throughout the campaign lifecycle.
- Coordinated with finance departments to ensure accurate billing procedures were followed for each advertising campaign managed.
- Assisted in the development of agency marketing materials and case studies that showcased successful campaigns executed for existing clients, attracting new business prospects.
Data Processor
Sheridanglobal
05.2009 - 03.2010
- Tracking shoppers in-store to determine if our consumers are our shoppers
- Face to face marketing research in-store
- analyze marketing research
- Collaborated with other departments to enforce data accuracy and enhance productivity.
- Developed custom data processing tools to increase productivity and improve overall team performance.
- Collaborated with cross-functional teams to gather, analyze, and process complex datasets for various purposes.
- Ensured timely completion of projects by prioritizing tasks and efficiently managing time.
Education
Leaders in The Digital Industry - Banking
University of The Witwatersrand
Johannesburg, South Africa 04.2001 -
Digital Marketing - Social Media Advertising
Red & Yellow Advertising School
Cape Town 04.2001 -
Bachelor of Technology - Marketing & Communications
Cape Peninsula University of Technology
Cape Town 04.2001 -
National Diploma - Marketing Management
Cape Peninsula University of Technology
Cape Town 04.2001 -
Skills
Social media marketing proficiency
Timeline
Marketing Manager
Lesaka Technologies
06.2022 - Current
Marketing Campaign Manager
Mukuru
04.2022 - 05.2022
Marketing Portfolio Lead: Banking, Lending, B2B Sales & Sponsorships
Old Mutual Finance
06.2018 - 03.2022
Broadcast Media Producer – TV/Radio/Digital Commercials
99c Communication
04.2013 - 05.2018
Brand Management
Distell
02.2011 - 02.2012
Marketing & Exhibitions Coordinator
Parow Mall Management
08.2010 - 01.2011
Advertising Account Executive
Ogilvy I Zoom Advertising
04.2010 - 07.2010
Data Processor
Sheridanglobal
05.2009 - 03.2010
Leaders in The Digital Industry - Banking
University of The Witwatersrand
04.2001 -
Digital Marketing - Social Media Advertising
Red & Yellow Advertising School
04.2001 -
Bachelor of Technology - Marketing & Communications
Cape Peninsula University of Technology
04.2001 -
National Diploma - Marketing Management
Cape Peninsula University of Technology
04.2001 -
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