Summary
Overview
Work History
Education
Skills
Additional Information
Timeline
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Michelle Smith

Michelle Smith

Marketing Manager

Summary

I am currently the Marketing Manager at Carnival City Casino and I hold a BHILL Honours Degree in Marketing. I am an innovative Marketing leader with more than 20 years of experience delivering exceptional marketing campaigns, content and collateral based on established and innovative strategies. I am results-oriented and a collaborative professional bringing expertise in brand management and social media engagement. I am detail-oriented, attentive and a decisive leader.

Overview

21
21
years of professional experience

Work History

Marketing Manager

Sun International, Carnival City Casino
12.2014 - Current
    • Manage the property Marketing portfolio, with an annual budget of more than R60 million and 18 direct reports
    • Formulated and implemented a Marketing and Communications strategy for the casino, hotel, retail, food & beverage, events and entertainment sectors to achieve business unit and Sun International objectives
    • Analyzed market trends to identify new opportunities, adjusting marketing plans accordingly for maximum effectiveness.
    • Customer Relationship Management, including the Loyalty Program and direct marketing to ensure retention, growth and re-activation, with a database growth of 6% and new member growth of 20%
    • Digital Marketing planning and execution for web, mobile and social media
    • PR and Communications management, planning and execution
    • Advertising planning and execution on both below and above the line
    • Events & Entertainment planning and execution with a footfall growth of 26%, hosting local and international acts such as Iron Maiden, The Pixies and Miss SA
    • Ensure correct Brand execution, including a brand refresh in 2015
    • Adhering to compliance with all regulatory requirements (CPA, FICA, Money Laundering, POPIA)
    • Compile and present monthly, quarterly and annual reports to relevant stakeholders including Directors of Sun International (CEO and COO)
    • Mentored junior team members, providing guidance and support to foster professional growth and skill development within the marketing department, including KPI's, performance management, and IR related incidents
    • Collaborated with cross-functional teams to ensure consistent branding across all company touchpoints and communications channels, including a brand refresh in 2015

Marketing Manager

Sun International, Golden Valley Casino
10.2008 - 11.2014
    • Strategic planning and execution as part of the Executive team
    • Managed the entire Marketing portfolio, with an annual budget of more than R6 million with 6 direct reports
    • Formulate and implement Marketing and Communications strategy for the entire property, including casino, hotel, events and entertainment to achieve business unit and Sun International objectives
    • Compile and implement an integrated communications strategy for the casino, hotel, events and entertainment (digital, ATL, BTL, direct, PR)
    • Executed comprehensive marketing plans that consistently achieved targets for increased revenue
    • Analyzed and reported on KPIs to validate and demonstrate success of marketing campaigns
    • Managed budget allocation and resource utilization to maximize marketing ROI.
    • Conducted thorough competitor analysis to stay ahead of industry trends and maintain a competitive edge in the market space
    • Established strong relationships with media outlets through regular outreach efforts, securing valuable press coverage for company news and events
    • Continually maintained and improved company's reputation and positive image in markets served
    • Manage all HR related functions for the Marketing department, including KPI's, performance management, development planning, coaching/mentoring and IR related incidents
    • Adhering to compliance with all regulatory requirements (CPA, FICA, Money Laundering)

Assistant Marketing Manager

Sun International, Flamingo Casino
03.2003 - 10.2014
    • Supported the Marketing Manager in the daily running of the Marketing Department
    • Mentored junior team members by providing guidance on best practices in marketing strategy development and analytical tools utilization while fostering a collaborative work environment.
    • Led creative direction for advertising campaigns, ensuring consistent branding across all channels of communication
    • Implemented data-driven strategies for continuous improvement in campaign performance and conversion rates.
    • Established strong relationships with key industry influencers, securing valuable partnerships for co-marketing opportunities.
    • Successfully managed multiple vendor relationships including agency partners, freelance designers, and technology providers ensuring timely delivery of assets necessary for marketing initiatives.
    • Created company brand messaging, collateral materials, customer events and promotional strategies

Education

BPHIll Honours Degree in Marketing Management - Marketing Management

IMM Graduate School of Marketing
04.2001 -

BBA Degree in Marketing - Marketing

IMM Graduate School of Marketing
04.2001 -

Certificate in Digital Content And Copywriting - Digital Media

Red And Yellow
04.2001 -

Certificate in Digital Marketing - Digital Marketing

University of Stellenbosch Business School
04.2001 -

Certificate in Social Media 2 - Social Media

University of Stellenbosch Business School
04.2001 -

Matric -

Diamantveld High School
Kimberley, South Africa
04.2001 -

Skills

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Additional Information

Short Courses


  • Principles of Project Management (WITS DigitalCampus)
  • National Management Certificate (NQF5)
  • Brand Communication (AAA School of Advertising)
  • Finance for non-Financial Managers
  • Money Laundering
  • FICA
  • Craft Trainer Award (On Job Training)
  • Crucial Conversations
  • Industrial Relations

Timeline

Marketing Manager

Sun International, Carnival City Casino
12.2014 - Current

Marketing Manager

Sun International, Golden Valley Casino
10.2008 - 11.2014

Assistant Marketing Manager

Sun International, Flamingo Casino
03.2003 - 10.2014

BPHIll Honours Degree in Marketing Management - Marketing Management

IMM Graduate School of Marketing
04.2001 -

BBA Degree in Marketing - Marketing

IMM Graduate School of Marketing
04.2001 -

Certificate in Digital Content And Copywriting - Digital Media

Red And Yellow
04.2001 -

Certificate in Digital Marketing - Digital Marketing

University of Stellenbosch Business School
04.2001 -

Certificate in Social Media 2 - Social Media

University of Stellenbosch Business School
04.2001 -

Matric -

Diamantveld High School
04.2001 -

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Michelle SmithMarketing Manager