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
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 -