Merlin Norman

Experienced and innovative Marketing Director with track record in omni-channel marketing, with>23 years marketing experience driving profitability, identifying, analysing and developing market opportunities and strategies at leading Retail and FMCG Corporations such as Ackermans, Rhodes Food Group, Pioneer Foods (PEPSICO), Woolworths and Foschini Retail Group where 18 years have been in Senior and Executive Marketing positions.

Skilled in developing and executing strategic plans, managing budgets, and building strong relationships with stakeholders.

A South African seeking senior/director roles in marketing that are focused on exciting, innovative brands, working across omni-channels, and placing the customer at the heart of strategies. Roles within Retail or FMCG industries working on-site/ remotely / hybrid.

EXECUTIVE LEADERSHIP

Led a 36 person cross functional team with 5 direct reports across brand marketing, advertising, digital, direct marketing and media in role as   Marketing Chief Executive at Ackermans.

Attended monthly EXCO representing the business and functional area of marketing; quarterly with PEPKOR Exco.

Omni-Channel Marketing | Marketing Portfolio

Developed Omni Channel marketing strategies for Ackermans SA and selected Africa markets, ensuring alignment to business strategies for in-store, social media, e-commerce, PR, activations and direct marketing.

Achieving increases in sales for Ackermans - online by 17% and 12% on foot traffic to retail stores - by successfully executing on integrated marketing campaigns in mid ’23, on the back of challenging macro factors that impacted on consumer spending behaviour.

Defined a seamless customer experience at Ackermans, maintaining brand cohesion while providing a smooth purchasing journey, ensuring that customers transition effortlessly between online and offline touchpoints, such as in-store, social media, e-commerce, PR, brand activations, and direct marketing. 

Developed and implemented the overall marketing portfolio for Rhodes Foods Group in South Africa and Africa in a historically manufacturing oriented organization where major contribution was in defining brand strategies, then marketing strategy by brand, and delivering a compelling story for sales managers to present to retailers.

Yielded consistent sales increases at Rhodes Food Group, achieved through increased growth in categories that had previously experienced flat growth - Juice Category: 18%; Spice Category: 11%; Baby Puree: 14%; Fruit Category 9%; (Aztec 12 MM, '19) - by leading the development and implementation of the annual TTL marketing plans.

Managed 360 marketing campaigns for Pioneer Foods from brand strategy to channel strategy and post campaign analysis.

Utilised PepsiCo international talent (David Beckham, Lionel Mess, AB de Villiers, JP Duminy) for Pioneer Foods to elevate campaigns, customizing concepts for relevance to the South African market, for ICC Cricket World Cup, Football 2010 World Cup, and ICC Cricket T20 World Cup.

STRATEGY I MEDIA STRATEGY I BRAND STRATEGY 

Defined key strategic focus areas by season for Ackermans in line with merchandising strategy to build business promotional grid.

Increased Ackermans sales by 11% in top 75 stores vs other comparative stores in March '23 by motivating for the introduction of theatrical windows supported by in-store elements using Disney 100 international creative.

Improved budget efficiencies at Rhodes Food Group (RFG), increasing reach and frequency and assisting in accelerating sales growth and profitability – with a growth of 683% in the digital space vs 24 months prior ('19) - through development and implementation of targeted media strategies. 

Developed Woolworths Homeware strategy, in conjunction with the Homeware buying and planning teams, ensuring that strategy fell in line with the overall Woolworths business strategy.

CUSTOMER ENGAGEMENT | CUSTOMER SEGMENTATION | SALES, VALUE & VOLUME GROWTH

Increased customer satisfaction at Ackermans resulting in an increase of 5% (from summer ’22 to winter ’23) nett promoter score by understanding the “moments that matter” to customers.

Achieved 28% higher engagement rate at Ackermans by utilising customer segmentation to target specific audiences with relevant and engaging content.

Repositioned the RFG brand and Rhodes Quality brand in the market to be more relevant to customers and shareholders resulting in:

- Fruit and Juice Marketing programs driving incremental annual summer sales of R4, 3 million over and above the summer sales budget, which represented a 18% increase (‘19).

- Repositioning of Bull Brand from physical strength to inner strength, thereby making it more “accessible” and “inclusive” with a campaign launch across billboards, print media and social media engagement.

Drove Liqui-Fruit growth of 12% volume and 15 % value in a declining category (‘14) at Pioneer Foods through well-defined brand plans, relevant and consistent messaging and impactful creative.

Repositioned the Ceres brand from a declining category ('14) to a premium brand with added benefits which drove growth of 3% volume and 10% value growth.

Launched new category for brand, Fruitree Squash, to take on the then-category leader Oros, and over achieved volume target by 33% ('14).