Patricia Pat Sebigi
Sandton
Summary
Results-driven project manager with expertise in leading cross-functional teams to achieve key objectives. Strong communicator facilitating collaboration with stakeholders to define clear project goals. Skilled in identifying user needs and translating them into actionable strategies for innovative product development.
Overview
1
1
Language
24
24
years of professional experience
Work History
Product Manager - Inland Combo (Motsweding and Lesedi FM)
SABC - COMMERCIAL ENTERPRISES
Johannesburg
02.2022 - 07.2026
- Actively lead and manage allocated brands strategic planning processes of particular importance.
- Developed an innovative sales approach aligned with the allocated brand's and product's unique market positioning, competitive environment, and consumer offering.
- To develop, manage and execute against sales & marketing strategies by coordinating allocated brand activities across all segments.
- Provided sales and trade marketing strategies, assistance, and brand training that empowered Account Executives to meet platform targets.
- Ensure that brand/s solutions are specific, relevant, and targeted at various sales segments sales segments.
- Present marketing and communication strategies to clients and agencies to promote allocated brand solutions.
- Executed cost containment measures to enhance financial efficiency. at all times.
- Ensure consistent achievement of revenue targets and market share growth objectives.
- Ensure sustainable and profitable growth.
- Identified and developed bespoke features tailored to each platform, enhancing product offerings.
- Identify and develop new or lapsed client packages
- Develop long term and short-term sponsorships packages
- Defend and grow brand's business opportunities
- Drive optimal sell out of inventory against revenue target
- Ensure collaboration with other Departments to optimise sales objectives
- Contribute effectively to the marketing and pricing guide strategy in conjunction with revenue management.
- Ensure effective marketing of brands to maintain credibility and visibility of the allocated brands.
- Ensure optimal utilization of research data to support decision making.
- Review and Report on the overall performance of the brand/s in line with objectives and targets
- Inculcate high performance culture and always commit to excellent standards and delivery.
- Manage and assist in the trade marketing activities that are consistent with the stations/platforms' general business and marketing approach.
- Monitor, report on the operational risks and compliance.
- Ensure good governance and compliance with SABC policies and procedures.
- Contribute to the management of Sales risks to protect organisational integrity, create value, prevent financial loss and ensure compliance with applicable policies and legislation.
- Monitor compliance in line with OHS Act.
- Adhere to all Risk Management Plans in line with organisational Risk Framework (COSO Model):
- Monitor execution of internal risk audits associated with allocated and address gaps and provide execution of mitigation strategies.
- Effective briefing and communication with departmental staff and other segments in the sales division.
- Complete individual Personal Development Plans (PDP).
- Engaged in industry events and conferences, gaining insights into trends and emerging technologies related to the product portfolio.
- Defined and monitored key performance indicators for product success, implementing adjustments based on data-driven insights.
- Presented product updates and strategic plans to stakeholders and executive teams, securing buy-in and resources for initiatives.
- Managed budgets and forecasts for product lines, ensuring alignment with business objectives and financial targets.
- Analysed competitive landscape to inform product positioning and pricing strategies, ensuring competitiveness in the market.
- Coordinated with marketing and sales teams to develop effective go-to-market strategies, increasing product visibility and adoption.
- Conducted comprehensive market research to identify customer needs, shaping product development strategies accordingly.
- Managed product lifecycle from conception through to retirement, optimising performance and profitability at each stage.
- Led cross-functional teams in the development and launch of innovative products, significantly increasing market share.
- Worked with project stakeholders to understand, define and meet project requirements.
Trade Marketing Executive
SABC - COMMERCIAL ENTERPRISES
Johannesburg
03.2020 - 01.2022
- Developed and implemented comprehensive marketing strategies to increase brand awareness and market share.
- Optimal provision of trade marketing support and initiatives to support sales team in achieving targets.
- To market and promote all SABC television programmes/properties (SABC1, 2, 3) to ensure ongoing growth of brand awareness and image to assist in revenue generation.
- Ensured timely communication to trade regarding programme updates, rate changes, and channel repositioning.
- Communicated regularly with trade partners to educate them on SABC TV brands.
- Informed clients about any exciting new programmes on all 3 TV channels to enhance brand awareness.
- Put together packages (SABC1, 2, 3) for clients.
- Continuous liaison, planning, compiling and releasing of a monthly TV rate card to the industry.
- Maintained a close working relationship with Television sales managers, account executives and channel champions.
- Managed a continuous liaison with advertising agencies and other media partners.
- Developed, established and maintained close relationships with internal and external stakeholders to optimise marketing opportunities for TV channels.
- Actively monitor competitor activity and exploit gaps in the market to retain market share.
- Identify and recommend opportunities to continuously improve all functions and systems in line with national, regional and organisational changes.
- Communicated with trade publications to ensure maximum exposure for SABC brands.
- Providing input for the compilation of trade marketing strategy and budget.
- Ensure effective execution of campaigns as described within the strategic plans. Effective planning, generates business cases for projects/workshops and executes effectively.
- Prepared detailed marketing forecasts on a daily, weekly and quarterly basis.
- Created sales strategies to promote advertising offerings and motivate larger deals.
- Implemented marketing plans for new product launches, working closely with product team to meet key milestones and deadlines.
- Developed and implemented comprehensive marketing strategies to increase brand awareness and market share.
Account Executive - TV Sales
SABC - COMMERCIAL ENTERPRISES
Johannesburg
02.2019 - 02.2020
- To generate & maximize revenue potential across designated channels in ensuring achievement of revenue targets and manage set budgets within the designated area of responsibility and report on the portfolio of responsibility
- To sell and assist in selling specific above-the-line & below-the-line opportunities to a client base not limited to the Advertising Industry and their clients
- Identified and exploited new business opportunities to maximise revenue.
- Continual analysis and evaluation of current business in order to grow and maximise revenue
- Analyse competition and market in order to identify revenue opportunities to exploit
- Tracked sales and detailed trends through regular reports for senior management.
- Produced regular status and sales reports within required timelines.
- Delivered after sales service to ensure client satisfaction and secure future business.
- Built long-lasting client relationships using strengths in communication and interpersonal relations.
- To develop and maintain relationships with clients (direct and or via agency partners) channel partners and production houses, advertising agencies
- Managed channel information, identified opportunities, and packaged for sales across relevant portfolio.
- To work from client briefs and produce relevant SABC solutions not limited to a specific division in offering a total solution
- To liaise with internal and external clients
- Collected and maintained accurate data needed for effective forecasting.
- Outlined responsibilities for team members.
- Achieved company targets by implementing successful sales strategies.
Trade Marketing Executive
SABC - COMMERCIAL ENTERPRISES
Johannesburg
09.2010 - 01.2019
- To market and promote all SABC television programmes/properties (SABC1, 2, 3) to ensure ongoing growth of brand awareness and image to assist in revenue generation.
- Communicated regularly with trade to inform and educate on SABC TV brands, enhancing brand visibility.
- Informing clients about any new exciting programmes on all 3 TV channels to enhance brand awareness.
- Putting together packages (SABC1, 2, 3) for clients.
- Developing, establishing and maintaining a close relationship with internal and external stakeholders to optimise marketing opportunities for TV channels.
- Ensuring that TV channels send their monthly schedules on time for trade marketing to send to clients to help the sales team achieve target.
- Continuous liaison, planning, compiling and releasing of a monthly TV rate card to the industry.
- Ensured timely communication to trade regarding new programme changes, rate adjustments, and channel re-positioning, supporting informed decision-making.
- Maintain close working relationship with Television sales managers, account executives and channel champions.
- Managing a continuous liaison with advertising agencies and other media partners.
- Optimal provision of trade marketing support and initiatives to support sales team in achieving targets.
- Identify and recommend opportunities to continuously improve all functions and systems in line with national, regional and organisational changes.
- Communicating with trade publications to ensure maximum exposure for SABC brands.
- Monitored competitor activity to identify market gaps, informing strategies to retain and strengthen market share.
- Providing input for the compilation of trade marketing strategy and budget.
- Ensure effective execution of campaigns as described within the strategic plans. Effective planning, generates business cases for projects/workshops and executes effectively.
- Identified, developed and evaluated marketing strategies based on knowledge of company objectives and market trends.
- Prepared detailed marketing forecasts on a daily, weekly and quarterly basis.
- Created sales strategies to promote advertising offerings and motivate larger deals.
- Implemented marketing plans for new product launches, working closely with the product team to meet key milestones and deadlines.
- Coordinated with sales teams to create promotional materials and sales collateral tailored to target audiences.
- Enhanced product marketability and improved profits with optimum targeting on sales and marketing strategies.
- Developed and implemented comprehensive marketing strategies to increase brand awareness and market share.
Brand Sales Assistant - Metro FM, 5FM & Good Hope FM (MG5)
SABC
Johannesburg
10.2007 - 08.2010
- Supported PSMs in enhancing MG5 brand awareness through development of tailored proposals for sales team and clients.
- Served as a key contact point for MG5 stations and the radio sales force to streamline operations.
- Analysed weekly bookings (ADS) to inform strategies for achieving sales targets.
- Managing of programme performance and listenership target through the MIS and Strategy unit.
- Coordinated Metro FM client workshops, trade road shows, and networking sessions to engage radio sales clients and align with Metro FM events calendar.
- Co-ordination of concerts pre-event for radio sales clients to engage with Metro FM personalities as part of brand marketing strategy.
- Handling Metro FM Websites entries & enquiries to help maximize revenue.
- To provide a support service to the SABC interactive Sales Team in order to assist with the maximisation of revenue.
- Updates for Account Execs on opportunities available in the industry for MG5 brand.
- Stand in for Portfolio Sales Managers when not available to ensure effective business communication.
- Timeous and accurate preparation of sales figures pulled from MIS for manager(s) in preparation for their weekly summary reports.
- Accurate storage and quick retrieval of information and documentation.
- Assisted customers in selecting products, offering detailed advice to meet their needs.
- Handled customer enquiries, providing prompt responses to questions about products and services.
- Delivered exceptional customer service, resolving issues to ensure customer loyalty and repeat business.
Traffic Coordinator (Cell C Account)
THE MEDIASHOP - ADVERTISING AGENCY
Johannesburg
07.2006 - 06.2007
- Trafficking all briefs from client, ensure planning & buying has been processed till an Ad is booked.
- Liaised between client and team, facilitating effective communication to enhance client satisfaction.
- Assisted media team (planner, buyer & unit manager) with account administration, ensuring timely and efficient support.
- Responsible for a weekly status report and send it to the client.
- Handling all Media Owners queries on behalf of The Media shop.
- Prepared management reports with strategic recommendations to inform decision-making processes.
- Used different communication channels and devices to convey time-critical information.
- Appointments, events & meeting are arranged and coordinated efficiently.
- Organised and updated databases to maintain data integrity and accessibility.
- Typed and processed correspondence accurately and efficiently.
Events Coordinator
SOUTH AFRICAN RAIL COMMUTER CORPORATION
Johannesburg
07.2005 - 01.2006
- Managed small and large scale events, conferences and seminars.
- Organised various corporate events, including luncheons, dinners, and conferences, delivering high-quality experiences tailored to client needs.
- Scheduled and managed corporate social events for senior management, ensuring seamless execution from invites to event completion.
- Coordinated venue booking, decoration setup, and stage arrangement to enhance event atmosphere and guest experience.
- Managed on-site event operations, overseeing staff and resolving issues promptly, to maintain high service standards.
- Gathered event requirements, including venues, budgets, guest lists, catering and event timelines through face-to-face client meetings.
- Booked venues, arranged technical and catering service providers and created programmes for event activities.
- Monitor, control and report expenditure against all financial budgets assigned to the campaign
- Collate the number of attendees and report back to management on any queries and request.
- Liaised with agents: briefing and debriefing docs, training documents
- Sent required promotional items to agents - distribution list.
- Ensured reports, recons and all invoices are received from agents.
- Ordered promotional stock.
- (Provided temporary support during peak periods, assisting with various administrative tasks.)
Communication Liaison Officer
EVERTRADE MEDICAL WASTE OPERATIONS
Johannesburg
12.2003 - 06.2005
- Produced and delivered integrated communications plans that supported the client in achieving strategic business objectives.
- Developed and implemented communication strategies that successfully marketed and promoted client initiatives.
- Oversaw external communication by developing campaigns that effectively promoted client initiatives.
- Ability to comprehend and effectively communicate the client's strategy to the project teams.
- Managed client relationships, ensuring successful alignment with expectations.
- Ensured that internal communication strategy and objectives were well understood and executed effectively.
- Exceptional project management and actively communicating developments with clients regularly.
- Preparation of detailed weekly status reports to directors.
- Prepared detailed reports for senior management, outlining operational performance and strategic recommendations.
- Led training sessions on regulatory compliance, enhancing team's knowledge and skills.
- Monitored the implementation and compliance of the corporate identity.
- Oversaw the waste management aspect, delivered training presentations, and conducted surveys to assess the product's durability.
- (Liquidated)
Personal Assistant to Director
MATLA COMMUNICATIONS
Johannesburg
07.2002 - 11.2003
- Managing and organising of the Director's diary to ensure well brand representation.
- Managed complex diaries, scheduled meetings, and coordinated travel arrangements for senior executives to optimise their time efficiently.
- Organised travel arrangements on behalf of colleagues, including booking hotels, transport and restaurants.
- Monitored emails and correspondence, prioritising and responding on behalf of the executive to optimise workflow.
- Acted as the first point of contact for the executive, screening calls and visitors to manage access and protect time.
- Organised and facilitated board meetings, including preparing agendas, taking minutes, and following up on action points to support decision-making processes.
- Organised meetings, accurately taking and communicating minutes to support follow-up actions.
- Took accurate and detailed notes at meetings covering agenda items, action points and proposals.
- Handled sensitive information with discretion, ensuring compliance with data protection regulations and company policies.
- Office management and ensuring that documents/ correspondence are accurately & efficiently typed and processed to ensure effective communication.
- Completed filing of documents systematically to ensure easy access and retrieval.
- Translated performance expectations into specific metrics and goals to identify and provide effective services, solve problems and achieve objectives.
- (Contract expired)
Education
Senior Matric Certificate - Matric
Batlhaping High School
North West01-1997
Degree - Bachelor Of Arts - Communication
University Of North West
North West01-2002
Media Management - Media
AAA School Of Advertising
Johannesburg, GP01-2016
Presentation Improvement Programme - Life Skills
Kwadonata Life Skills Training
Johannesburg, GP01-2009
Plain Business Writing - Business Writing
The Writing School
Johannesburg, GP01-2006
Personal Money Management - Money Management
African Bank Money School
Johannesburg, GP01-2001
Skills
- Business Acumen
- Marketing Skills
- Brand management
- Stakeholder management
- Project Management
- Business Communication Skills
- Negotiation skills
- Client Relations
- Decision Making
- Team Player
- Proficient in the following
- Microsoft Office proficiency
- Internet & e-mail
Languages
Languages: Tswana/English/Zulu
Advanced
C1
Date OF Birth
- 1979.12.27
REFERENCES:
- Ms. Keketso, Magwai, Trade Marketing, +2711 714 4589/083 967 1920
- Ms. Khosi, Dlamini, SABC Sales division, +2711 714 7027 /083 637 0494
- Mr. Patrick, Moseki, MD - (EMW Operations), +27 11 615 8115/ 082 973 1930
- Mr. Robias, Tsele, Director - Matla Communications, + 27 11 492 3691/ 082 382 3333
- Mr. Tony, Ganes, Senior Manager, (SARCC) Marketing and Communications, + 27 11 804 2900
Timeline
Product Manager - Inland Combo (Motsweding and Lesedi FM)
SABC - COMMERCIAL ENTERPRISES
02.2022 - 07.2026
Trade Marketing Executive
SABC - COMMERCIAL ENTERPRISES
03.2020 - 01.2022
Account Executive - TV Sales
SABC - COMMERCIAL ENTERPRISES
02.2019 - 02.2020
Trade Marketing Executive
SABC - COMMERCIAL ENTERPRISES
09.2010 - 01.2019
Brand Sales Assistant - Metro FM, 5FM & Good Hope FM (MG5)
SABC
10.2007 - 08.2010
Traffic Coordinator (Cell C Account)
THE MEDIASHOP - ADVERTISING AGENCY
07.2006 - 06.2007
Events Coordinator
SOUTH AFRICAN RAIL COMMUTER CORPORATION
07.2005 - 01.2006
Communication Liaison Officer
EVERTRADE MEDICAL WASTE OPERATIONS
12.2003 - 06.2005
Personal Assistant to Director
MATLA COMMUNICATIONS
07.2002 - 11.2003
Senior Matric Certificate - Matric
Batlhaping High School
Degree - Bachelor Of Arts - Communication
University Of North West
Media Management - Media
AAA School Of Advertising
Presentation Improvement Programme - Life Skills
Kwadonata Life Skills Training
Plain Business Writing - Business Writing
The Writing School
Personal Money Management - Money Management
African Bank Money School