SIHLONELE DANGAZELE
Brand And Marketing Manager
Cape Town
Summary
Results-driven Brand Manager develops and implements successful marketing plans and brand strategies. Utilizes customer insights to develop creative strategies that drive customer loyalty and brand recognition.
Overview
16
16
years of professional experience
8
8
years of post-secondary education
4
4
Languages
Work History
Brand Manager: William Grant & Son‘s Portfolio South Africa
RGBC – The Really Great Brand Company
Cape Town
11.2021 - 10.2022
- Understand the South African market, the principal’s brand strategies and the essence of the brands
- Develop creative, practical, achievable marketing strategies
- Set clear, achievable, effective brand objectives aligned with the brand plans
- Translate strategies into action plans/tactics that can be implemented to achieve brand objectives
- Develop a solid understanding of competitor strategies and understand consumer behaviour, to enable efficient target strategies
- Clearly and uniquely define the brands, to create clear competitive differentiation
- Constantly identify real opportunities in the market place that can be exploited to establish brand awareness, loyalty and advocacy
- Design brand project plans, specifying resources, time, budget and critical paths
- Manage and control the brand budget plans
- Ensure effective implementation of each phase within the project plan and effectively communicate the plans
- Brief agencies and provide agencies with the necessary frame of reference to enable them to endorse and advance the brands, in a manner that adds value to the brands’ positioning
- Design realistic financial and budget guidelines for projects or assignments
- Monitor and control the financial and budget elements
- Monitor and evaluate the quality of services provided by agencies, in order to ensure alignment with the functional and emotional DNA of the brands and expectations of brand principals
- Manage the health of the brands in South Africa
- Maintain an effective relationship with brand principals
- Identify and manage the expectations of brand principals
- Involve and inform brand principals with regards to brand strategies, through consistent feedback and participative consultative management initiatives
- Analyse the market growth possibilities of the brands
- Design a business plan reflecting financial forecasting for each brand
- Motivate the financial and budget needs, to the brand principal
- Monitor and control the financial and budget progress and developments, including volume forecasts vs stock management
- Manage the variable budget within agreed frameworks
- Maximise pricing strategies
- Ensure Sales Managers understand brand marketing strategies and project plans
- Inform Sales Managers of any changes to brand strategies and project plans
- Liaise with Sales Managers regarding procurement of POS material
- Discuss Sales Team’s feedback on promotions and POS material and Sales Managers and respond appropriately
Brand Manager - Trader Division
Flash Mobile Vending
Cape Town
06.2019 - 10.2021
- Responsible for all areas of marketing and brand management of the portfolio of the Trader and sales: Flash; Shop2shop Tap2Pay and GO121 Portfolios
- Negotiate with all stakeholders that impact marketing of these portfolios
- Assist in developing Brand Strategy
- Develop brand plans and Campaigns linked to Brand Strategy
- Manage relationships with sales team, Trade Marketing, Channel, Action and Events, Internal and External Stakeholders
- Develop and manage implementation of marketing brand plans
- Work closely with agency partners and third parties
- Plans implementation including timelines, KPI’s, creative material, media etc
- Ensures briefs are correctly adhered to and full briefs are provided to Traffic Manager/Creative department
- Approval of creative material for product portfolios
- Assist in design of retail packaging and POS as well as in store marketing campaigns
- Manage all reporting and post campaign review and or analysis
- Submit updated summaries on brand exposure to business monthly
- Track, measure, and ensure optimization of campaigns
- Responsible for briefing and ensuring deadlines are adhered to
- Track, measure, and analyze all campaigns and projects
- Use data insights / BI to correctly segment and target
- Provide marketing support for Growth Managers and sales team to achieve commercial objectives
- Manage legal applications related to portfolios
- Regular market visits for insights to drive brand and marketing plans and POS
- Manage the Fiscal Brand Budget
Brand Activation Manager: Luxury Wines
Distell
Cape Town
07.2017 - 05.2019
- Drive the development and implementation of the regional brand strategy and plans
- Develop internal and external relationships, including networks with organizational focus to resolve brand performance issues
- Drive continuous improvement for improved brand performance and business development with consumer intelligence, market analysis
- Lead input into Integrated Brand and Channel plan process (identify target market/ brand positioning and budget allocation)
- Lead the internal and external brand teams to deliver on effective brand performance and price positioning
- Innovation - Drive and ensure implementation of new product concepts / upgrades and Gifting
- Brand Portfolio management
- Project management
- Annual Budgeting and reporting
- Sales: Drive Key accounts campaign management – Lead Design and implementation of impactful and effective consumer and channel promotions
- Development of Brand assets- relevant, quality brand creative material aligned across all mediums (TTL incl
- PR & digital)
- Development of trade tools – ATL and BTL
- Events: Concept and Implementation management
Assistant Brand Manager
Distell
Cape Town
02.2015 - 06.2017
- Drive the development and implementation of the regional brand strategy and plans
- Develop internal and external relationships, including networks with organizational focus to resolve brand performance issues
- Drive continuous improvement for improved brand performance and business development with consumer intelligence, market analysis
- Lead input into Integrated Brand and Channel plan process (identify target market/ brand positioning and budget allocation)
- Lead the internal and external brand teams to deliver on effective brand performance and price positioning
- Innovation - Drive and ensure implementation of new product concepts / upgrades and Gifting
- Brand Portfolio management
- Project management
- Annual Budgeting and reporting
- Sales: Drive Key accounts campaign management – Lead Design and implementation of impactful and effective consumer and channel promotions
- Development of Brand assets- relevant, quality brand creative material aligned across all mediums (TTL incl
- PR & digital)
- Development of trade tools – ATL and BTL
- Events: Concept and Implementation management
Sales Representative | Consultant
Distell
Cape Town
07.2009 - 12.2014
- Achieve set volume and gross income targets for your on and off-trade territory in the Mainstream area
- Achieve Operational Results by executing sales processes and the application of the 4A’s (Accessibility, Availability, Affordability and Activation)
- Achieve Call adherence measures
- Achieved required customer visit call hit rate
- To focus on Customer and Relationship results by determining customer needs
- Leading yourself effectively, achieving performance goals and live the company values
- Providing timeous feedback to team and internal customers on areas for improvement on efficiencies, competition activities or any burning issue requiring quick solutions
- Grow market share in line with territory targets
- Control and correct use of ROI and POS material
- Responsible control of company assets
- Off Trade and Key Accounts| RTD’s and Cider |GWL: Tops and Shoprite| Main Market - Independent Retail and Counter Service, Regional and National Key Accounts: Metcash/Price Chain, Mass Cash, GWL(Shoprite/Spar)
- On Trade: Main Market
- Achieve Promotional Targets as per Business Plan
- Implement and increase awareness of the strategic focus drive initiatives
- Achieve set volume and value targets of the strategic focus brands and Picture of Success
- Increase Sales coverage by identifying new sales prospects according to the segmentation tool
- Optimize all resources to achieve sales targets such as people and processes and resolve issues on time
- Achieve cold and ambient space targets by brand category
- Build effective working relationships with Customers and relevant stakeholders to achieve results
- Live company values
- Providing timeous feedback to team and internal customers on areas for improvement of efficiencies, competitions activities or any burning issue in trade
Promotions Representative
Distell
Cape Town
11.2008 - 06.2009
- Learn and assist in all in field position specifications from Rep assigned to
- Planning Day route and outlet promotion plan implementation
- Model stock figures to influence stock order
- Stock Rotation
- Top Line Merchandising
- Weekend Activations
- Promo kits management
- Events management
- Promo staff Management
- Market Penetration | Outlet database Growth
- Team Standby Representative
- Team Asset Management
- Team Events Management
- Team Merchandise Store Management
- Team Cycle Promotions Tracker and Implementation Management
- Analyze data, make recommendations, and implement for the team to achieve KPI’s
- Write and Implement Plans to enhance poor performance of products in Rep Areas
- Team Standby Representative
- SAB Liquor Licensing Program
- Outlet Branding Project
- Admin Assistant to Sales Manager
Sales Trainee
South African Breweries
Cape Town
02.2008 - 11.2008
- Strengthened client relationships by providing regular updates on product developments, promotions, and relevant news items.
- Enhanced customer satisfaction by providing personalized product recommendations based on their needs and preferences.
- Identified areas for improvement in the sales process, presenting suggestions to management for increased efficiency.
- Substitute Rep in vacant areas for enhanced on the job training
Learnership Work Experience
South African Breweries
Cape Town
03.2007 - 02.2008
- Supported staff members in their daily tasks, reducing workload burden and allowing for increased focus on higher-priority assignments.
- Gained valuable experience working within the FMCG BEV industry, applying learned concepts directly into relevant work situations.
- Analyzed problems and worked with teams to develop solutions.
- Contributed to a positive team environment by collaborating with fellow interns on group projects and presentations.
- NQF4 Customer Management Lectures
Education
NQF 6 - MDP Management Development Programme - Business And Managerial Economics
University of The Western Cape
Bellville, South Africa 01.2014 - 11.2014
NQF6 - Programme in Marketing Management - Marketing Management
University of Southern Africa
Western Cape 06.2011 - 06.2012
NQF4 - National Certificate in Customer Management -
SESTO - Sector Education Skills Training Org.
Cape Town, South Africa 01.2008 - 11.2008
Advertising Graphic Design and Art Direction - Graphic Design And Art Direction
The Red & Yellow School
Cape Town, South Africa 01.2004 - 11.2004
High School Diploma -
Pinelands High School
Cape Town, South Africa 01.1999 - 01.2003
Skills
Strategic Brand Management
Accomplishments
- Migration of Distell wine portfolio to 6 pack Case (Business Project) – Distell
- Innovation: Bottle upgrade Grunberger (Business Revenue Optimisation Project) – Distell
- Premium Wine Big Pack Optimization and Re-launch - Distell
- Iskhokho Campaign and Main Market store Branding Project – FLASH
- Monkey Shoulder Whiskey AV – Concept, Creative and Production (Digital and TV) - RGBC
- Innovation: Monkey Shoulder Whiskey 2022 Gift Pack Premiumisation - RGBC
Timeline
Brand Manager: William Grant & Son‘s Portfolio South Africa
RGBC – The Really Great Brand Company
11.2021 - 10.2022
Brand Manager - Trader Division
Flash Mobile Vending
06.2019 - 10.2021
Brand Activation Manager: Luxury Wines
Distell
07.2017 - 05.2019
Assistant Brand Manager
Distell
02.2015 - 06.2017
NQF 6 - MDP Management Development Programme - Business And Managerial Economics
University of The Western Cape
01.2014 - 11.2014
NQF6 - Programme in Marketing Management - Marketing Management
University of Southern Africa
06.2011 - 06.2012
Sales Representative | Consultant
Distell
07.2009 - 12.2014
Promotions Representative
Distell
11.2008 - 06.2009
Sales Trainee
South African Breweries
02.2008 - 11.2008
NQF4 - National Certificate in Customer Management -
SESTO - Sector Education Skills Training Org.
01.2008 - 11.2008
Learnership Work Experience
South African Breweries
03.2007 - 02.2008
Advertising Graphic Design and Art Direction - Graphic Design And Art Direction
The Red & Yellow School
01.2004 - 11.2004
High School Diploma -
Pinelands High School
01.1999 - 01.2003
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