Sinoxolo Mpofu
Director Marketing
Johannesburg
Summary
A dynamic, energetic marketer with experience in brand development & management. A creative and logical thinker, with attention to detail and a single-minded objective of driving penetration & market share for brands. A collaborative leader with dedication to partnering with coworkers to promote engaged, empowering work culture. Documented strengths in building and maintaining relationships with diverse range of stakeholders in dynamic, fast-paced settings. Organized and dependable candidate successful at managing multiple priorities with a positive attitude. Willingness to take on added responsibilities to meet team goals.
Overview
13
13
years of professional experience
3
3
years of post-secondary education
Work History
Director Marketing - Premium Portfolio & Emerging
Coca Cola Africa
Johannesburg, South Africa
12.2023 - Current
- Updated and resolved incidents and managed accessorial charges objectively while maximizing profit.
- Evaluated scripts to identify creative strategies and resource needs.
- Evaluated live broadcasts to assess signal strength and compliance with FCC standards.
- Optimized operational processes using analytics tools to address client-specific metrics.
- Assisted in recruiting, hiring and training of team members.
- Drafted and distributed reports to assist board members with critical business decisions.
- Managed budgets effectively to ensure optimal use of resources while maintaining financial stability.
- Leveraged data analytics insights for informed decision-making in critical areas such as sales forecasting, budgeting, or personnel management.
- Managed daily operations while overseeing multiple locations to foster increased productivity.
- Spearheaded innovative approaches to resource allocation and strategic planning.
- Facilitated cross-functional collaboration for improved decision-making processes within the organization.
- Secured key partnerships that contributed to the company''s overall growth strategy and market reach.
- Managed purchasing, sales, marketing and customer account operations efficiently.
- Cultivated a positive work environment that fostered employee engagement, increased retention rates, and boosted overall team morale.
- Resolved problems, improved operations and provided exceptional service.
- Demonstrated creativity and resourcefulness through the development of innovative solutions.
- Applied effective time management techniques to meet tight deadlines.
- Exercised leadership capabilities by successfully motivating and inspiring others.
- Managed time efficiently in order to complete all tasks within deadlines.
Senior Marketing Manager - Premium Portfolio
Coca Cola Africa
Johannesburg, South Africa
04.2023 - 11.2023
- Executed search engine marketing, advertising and public relations campaigns to generate demand and sales leads.
- Analyzed market trends to identify new opportunities for business growth and expansion.
- Utilized knowledge of online strategies such as search engine marketing, product listings and affiliate marketing to maximize campaign results.
- Oversaw preparation of marketing copy, images, videos, emails, and other collateral.
- Managed a team of marketing professionals, resulting in increased productivity and project success rates.
- Created and managed social media campaigns to increase brand engagement.
- Spearheaded a successful product launch with comprehensive marketing plans and cross-functional collaboration.
- Analyzed and reported on KPIs to validate and demonstrate success of marketing campaigns.
- Researched developing trends to stay updated with new ideas and marketing practices.
- Devised content strategy to effectively engage target audiences.
- Led a rebranding initiative that resulted in improved consumer perception and increased sales revenue.
- Managed marketing budget and associated P&L to develop and execute marketing strategies, budgets and sales plans for business segments.
Senior Brand Manager, Vicks South Africa
Procter & Gamble South Africa Trading
06.2021 - 02.2023
- Leading cross functional teams to achieve best Global brand performance in the Cough & Cold category, achieve high market share and penetration
- Vicks is currently the World's #1 Cough & Cold medicine brand
- My role as a Senior Brand Manager for Vicks requires a 360-degree marketing seeing projects from conceptualisation right through to market execution
- Currently management and execute a brand budget of R70 million.
Senior Brand Manager, PHC - Slow-Mag
Procter & Gamble South Africa Trading
06.2019 - 06.2021
- Overall group brand management responsibilities with 1 direct report (Assistant Brand Manager)
- Leading cross functional teams to achieve best Global brand performance in Vitamins, Minerals and Supplements category, achieve high market share and penetration
- Slow-Mag is currently the #1 Magnesium Supplement in South Africa
- Planning of major strategic initiatives: Product development, pricing, ATL (Above the line) and BTL (Below the line) activities
- I also coordinate and present departmental, financial, and promotional plans for the brand
- Currently management and execute a brand budget of R38 million.
Brand Manager Trade, Mid-tier & Speciality Products
AkzoNobel Dulux South Africa
07.2018 - 05.2019
- My role primarily focused on the development and marketing management of the Trade, mid-tier and specialty brand portfolio to industry influencers such as architects, contractors and Asset Owners in the decorative Business unit that fall within the professional segment
- With 2 direct reports (assistant brand managers) the focus was to grow market share, drive penetration, profitability in selected target market and to building relationships with key stakeholders
- With a strong focus on driving business to business (B2B) customer retention and brand loyalty & awareness building
- This was achieved through pricing, branding, promotional and channel strategies which were each tailored to meet business objectives and overall customer needs.
Brand Manager Mid -Tier & Africa
Kansai Plascon Paint South Africa
11.2014 - 06.2018
- My role as Africa Brand manager required me to localise, translate and execute brand activities into the relevant country aligned and based on the SA brand marketing activities
- Creating brand guideline for use and implementation in foreign countries to ensure uniformity and building for brand equity
- With a single-minded focus to grow market share and drive penetration
- With consumers looking for value for money deals and down trading on premium products
- The brand executions required more tactical store level plans to drive conversion into sales in store
- I achieved this through promotional activity at a store level, sales and customer incentives backed by a 360-degree communication plan
Brand Manager Masscash liquor
Masscash Holdings Pty Ltd
10.2013 - 10.2014
- Developed marketing programs for a variety of business-to-business clients in the main market (informal market) as well as corporate clients e.g
- Masscash wholesale Cash & Carry Liquor
- Used an integrated approach to create balanced programs for clients to build their respective brands.
Regional Accounts Manager Food & Hardware
Masscash Holdings Pty Ltd
02.2011 - 09.2013
- I was required to established annual sales plans with monthly and annual forecasts
- Produce sales growth targets in a set period by creating strong relationships and strategic plans that included promotions.
Education
Retail operations & Management certificate - Marketing And Retail Management
GIBS - Gordon Institute of Business School
Johannesburg 01.2011 - 05.2011
Advanced Diploma Strategic Marketing Management - Marketing Management
IMM GSM
Johannesburg 01.2008 - 05.2010
Skills
Budget Control
Project Management
Brand Management
Teamwork
Account Management
Analytical Thinking
Performance Evaluation and Monitoring
Relationship Building
Budget Control
Languages
English
Xhosa
References
- Wayne Giddy, National Trading Manager, MASSCASH HOLDINGS Pty Ltd (HARDWARE DIVISION), 0413631616, 0827460180
- Ian Whittle, Regional Manager, MASSCASH HOLDINGS Pty Ltd (FMCG & HARDWARE), 0413631616, 0827861495
- Leslie Frank, Decorative strategy and Marketing Manager, KANSAI PLASCON PAINTS SOUTH AFRICA, 0119514500, 0834095901
Timeline
Director Marketing - Premium Portfolio & Emerging
Coca Cola Africa
12.2023 - Current
Senior Marketing Manager - Premium Portfolio
Coca Cola Africa
04.2023 - 11.2023
Senior Brand Manager, Vicks South Africa
Procter & Gamble South Africa Trading
06.2021 - 02.2023
Senior Brand Manager, PHC - Slow-Mag
Procter & Gamble South Africa Trading
06.2019 - 06.2021
Brand Manager Trade, Mid-tier & Speciality Products
AkzoNobel Dulux South Africa
07.2018 - 05.2019
Brand Manager Mid -Tier & Africa
Kansai Plascon Paint South Africa
11.2014 - 06.2018
Brand Manager Masscash liquor
Masscash Holdings Pty Ltd
10.2013 - 10.2014
Regional Accounts Manager Food & Hardware
Masscash Holdings Pty Ltd
02.2011 - 09.2013
Retail operations & Management certificate - Marketing And Retail Management
GIBS - Gordon Institute of Business School
01.2011 - 05.2011
Advanced Diploma Strategic Marketing Management - Marketing Management
IMM GSM
01.2008 - 05.2010