Summary
Overview
Work History
Education
Skills
Timeline
References
Professional Development
Generic
Nicole Smith

Nicole Smith

Johannesburg

Summary

Strategic marketing and insights professional with 10 years’ experience driving business impact, customer strategy, and data-driven growth across retail, financial services, and FMCG. Skilled at translating analytics into board-level strategies, delivering go-to-market initiatives, and leading change management programs. Proven track record in portfolio optimization, market intelligence, and developing business cases that deliver measurable ROI.


Overview

9
9
years of professional experience

Work History

Business Intelligence Manager

Michelin Tyre Company South Africa
01.2024 - Current
  • Provided training to end users, ensuring proper understanding and utilization of business intelligence reports and tools.
  • Championed a data-driven culture within the organization, promoting the value of analytics in strategic planning initiatives.
  • Conducted comprehensive market research, enabling informed decision-making on new product launches and expansions.
  • Managed vendor relationships to ensure timely delivery of services while adhering to budget constraints.
  • Developed custom dashboards and visualizations to provide actionable insights for key stakeholders.
  • Streamlined reporting processes for increased efficiency and accuracy in data analysis.

Market Intelligence Lead

GfK (An NIQ Company)
04.2021 - 12.2022
  • Promoted from Senior Client Manager to lead market intelligence and strategy enablement across Sub-Saharan Africa.
  • Managed $4M in signed client contracts, overseeing insights delivery, account growth, and retention.
  • Designed and executed Jet Africa growth strategy, shaping go-to-market initiatives and product lifecycle management.
  • Produced quarterly competitor and consumer insights reports, informing brand positioning and executive decision-making.
  • Automated reporting across 70+ product groups, improving accuracy, efficiency, and data quality management.
  • Trained and mentored junior account managers, building a high-performing insights and analytics team.
  • Partnered with sales and business development teams to generate leads and strengthen client relationships.
  • Self-motivated, with a strong sense of personal responsibility.
  • Worked effectively in fast-paced environments.

Strategic Enablement & Insights Specialist

Edcon Group
01.2019 - 01.2021
  • Delivered business transformation and strategic enablement through market research, demand forecasting, and data modelling.
  • Coordinated business priority reviews with department heads, aligning operational performance with strategic goals.
  • Championed customer success and CX model implementation, improving client satisfaction and NPS scores.
  • Automated data collection and dashboard reporting across 56 monthly and 14 weekly product groups, increasing speed and reliability.
  • Supported change management initiatives by embedding new data practices, enhancing decision-making across business units.
  • Conducted in-depth market research for identifying new business opportunities.

Customer & Marketing Manager, Africa

Jet SA (Edcon Group)
10.2016 - 04.2019
  • Drove portfolio optimization and product range profitability, improving margins across multiple categories.
  • Implemented channel and distribution analytics to refine regional marketing and customer acquisition.
  • Developed annual reporting packs for Exco, consolidating insights into strategic recommendations and business cases.
  • Oversaw ThankU Rewards Program & Jet Club lifecycle management, increasing customer retention and engagement.
  • Conducted campaign ROI and marketing effectiveness analysis, reallocating spend to high-return growth initiatives.
  • Supported transformation projects across Jet Africa, aligning operations and marketing with long-term growth strategy.
  • Managed social media accounts for optimal audience engagement and increased online presence.
  • Boosted brand awareness and generated leads while managing internal and external marketing campaigns and programs.
  • Promoted from Analyst

Education

Bachelor of Business Science - Economics & Marketing

Monash University
01.2015

Matric with Distinction - undefined

Crawford College Sandton
01.2007

Skills

  • Strategy & Consulting: Business transformation, growth strategy, KPI dashboards, change management, business case development
  • Insights & Analytics: Market intelligence, forecasting, demand planning, data modelling, pricing elasticity, SQL, PowerBI
  • Marketing Management: Go-to-market strategy, portfolio optimization, brand positioning, campaign ROI, lifecycle management
  • Leadership & Stakeholder Engagement: C-suite presentations, client relationship management, cross-functional leadership
  • Research & Market Intelligence: Consumer insights, competitor benchmarking, qualitative/quantitative research, agency management

Timeline

Business Intelligence Manager

Michelin Tyre Company South Africa
01.2024 - Current

Market Intelligence Lead

GfK (An NIQ Company)
04.2021 - 12.2022

Strategic Enablement & Insights Specialist

Edcon Group
01.2019 - 01.2021

Customer & Marketing Manager, Africa

Jet SA (Edcon Group)
10.2016 - 04.2019

Matric with Distinction - undefined

Crawford College Sandton

Bachelor of Business Science - Economics & Marketing

Monash University

References

Available on request.

Professional Development

Leadership Training | Project Management Training | Customer Success Manager L1

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