Summary
Overview
Work History
Education
Skills
Accomplishments
Timeline
Generic
Thato Pharasi

Thato Pharasi

Marketing Manager
Johannesburg

Summary

Dynamic Marketing Activations Manager with a proven track record at Pernod-Ricard South Africa, excelling in campaign management and strategic planning. Expert in driving brand awareness through innovative marketing strategies and influencer partnerships, resulting in significant revenue growth. Adept at mentoring teams and leveraging data analytics to optimize performance and enhance customer engagement.

Overview

24
24
years of professional experience

Work History

Marketing Activations Manager

Pernod-Ricard South Africa
06.2022 - 11.2024
  • Coordinated closely with sales teams to ensure seamless integration of product promotions into their strategies, driving revenue growth.
  • Designed and executed experiential events that connected consumers directly with the brand, generating increased loyalty and sales.
  • Assisted public relations efforts by crafting press releases and securing media placements for major events or launches related to marketing activations.
  • Increased brand awareness by developing and implementing targeted marketing activation campaigns.
  • Collaborated with cross-functional teams to develop cohesive marketing plans that aligned with overall business objectives.
  • Managed trade show presence, including booth design and staffing, to ensure a strong representation of the brand within key industry events.
  • Mentored junior team members, providing guidance on best practices in marketing activation management and fostering professional growth.
  • Conducted post-activation analysis to identify areas of improvement for future campaigns, resulting in continuous enhancement of overall strategy execution.
  • Managed relationships with key partners, ensuring successful co-marketing initiatives and activations.
  • Optimized marketing budget allocation for maximum ROI, adjusting strategies based on performance metrics.
  • Drove customer engagement through the creation of compelling promotional materials and branded content.
  • Collaborated effectively with external agencies for campaign execution, ensuring alignment with brand guidelines and desired outcomes.
  • Developed and implemented marketing strategies to use for launches, rebranding campaigns and promotions.
  • Created and managed social media campaigns to increase brand engagement.
  • Coordinated with design and media teams to develop high-quality creative assets.
  • Analyzed and reported on KPIs to validate and demonstrate success of marketing campaigns.

Marketing Manager

Godrej South Africa
Johannesburg
10.2020 - 02.2022
  • Boosted brand awareness and generated leads while managing internal and external marketing campaigns and programs.
  • Managed budgets, allocating funds strategically towards high-impact initiatives that supported overall business goals.
  • Boosted sales performance through the creation of engaging promotional materials and targeted advertising strategies.
  • Increased brand awareness by developing and implementing strategic marketing campaigns.
  • Developed and implemented marketing strategies to use for launches, rebranding campaigns and promotions.
  • Negotiated partnerships with key influencers, maximizing brand exposure in target markets.
  • Analyzed campaign performance data to adjust tactics and maximize ROI.
  • Elevated brand visibility by developing and executing comprehensive marketing campaigns across multiple digital platforms.
  • Led team of marketing professionals, offering mentoring and coaching to build knowledge and skills.
  • Analyzed and reported on KPIs to validate and demonstrate success of marketing campaigns.

Marketing Manager

Tiger Brands
10.2017 - 08.2020
  • Boosted brand awareness and generated leads while managing internal and external marketing campaigns and programs.
  • Managed budgets, allocating funds strategically towards high-impact initiatives that supported overall business goals.
  • Increased brand awareness by developing and implementing strategic marketing campaigns.
  • Developed and implemented marketing strategies to use for launches, rebranding campaigns and promotions.
  • Managed social media accounts for optimal audience engagement and increased online presence.
  • Analyzed market trends to identify new opportunities, adjusting marketing plans accordingly for maximum effectiveness.
  • Collaborated with cross-functional teams to ensure consistent branding across all company touchpoints and communications channels.
  • Negotiated partnerships with key influencers, maximizing brand exposure in target markets.
  • Led cross-functional teams for product launch events, significantly enhancing market penetration.
  • Conducted market research to identify trends, informing product development and positioning strategies.
  • Conducted market research to identify new opportunities and target markets.
  • Devised content strategy to effectively engage target audiences.
  • Led team of marketing professionals, offering mentoring and coaching to build knowledge and skills.
  • Created and managed social media campaigns to increase brand engagement.
  • Generated sponsorships with related and partnering entities to enhance marketing objectives.

Marketing Manager

Tiger Brands
09.2014 - 09.2017
  • Managed budgets, allocating funds strategically towards high-impact initiatives that supported overall business goals.
  • Boosted sales performance through the creation of engaging promotional materials and targeted advertising strategies.
  • Increased brand awareness by developing and implementing strategic marketing campaigns.
  • Developed and implemented marketing strategies to use for launches, rebranding campaigns and promotions.
  • Analyzed market trends to identify new opportunities, adjusting marketing plans accordingly for maximum effectiveness.
  • Collaborated with cross-functional teams to ensure consistent branding across all company touchpoints and communications channels.
  • Led cross-functional teams for product launch events, significantly enhancing market penetration.
  • Oversaw budget allocation for marketing initiatives, ensuring cost-effective spending and financial accountability.
  • Conducted market research to identify trends, informing product development and positioning strategies.
  • Conducted market research to identify new opportunities and target markets.
  • Established, initiated and optimized business development strategies based on company targets, product specifications, market data, and budget factors.
  • Led team of marketing professionals, offering mentoring and coaching to build knowledge and skills.
  • Managed budget allocation and resource utilization to maximize marketing ROI.

Channel Manager

Tiger Brands
03.2011 - 08.2017
  • Drove and delivered sales leads to convert into new business.
  • Streamlined communication between internal teams and channel partners, improving overall efficiency in the sales process.
  • Developed and executed strategic plans for channel sales growth and expansion into new markets.
  • Leveraged data-driven analytics tools to inform decision-making processes around resource allocation within various channels.
  • Conducted regular performance reviews of channel partners to identify areas of improvement and growth potential.
  • Led efforts in developing customized promotions and incentives that drove increased sales from targeted channel partners.
  • Played a pivotal role in launching new products or services through coordinated efforts involving marketing teams, technical support staff, and relevant stakeholders within each channel.
  • Established profitable pricing strategies tailored to unique needs within different channels or market segments.
  • Collaborated with cross-functional teams to develop marketing materials tailored specifically for channel partners.
  • Met and exceeded targets and growth metrics within assigned partner accounts.
  • Organized promotional events and interacted with community to increase sales volume.
  • Resolved problems with high-profile customers to maintain relationships and increase return customer base.
  • Held one-on-one meetings with sales team members to identify selling hurdles and offered insight into best remedy.

Senior Brand Manager

Tiger Brands
01.2010 - 02.2011
  • Optimized budget allocation, ensuring efficient use of resources to drive sales growth and profitability.
  • Developed pricing strategies that maximized revenue while maintaining competitive positioning in the market.
  • Managed cross-functional teams for the successful development and launch of new products.
  • Fostered a culture of innovation within the team by encouraging creative thinking and embracing new ideas that supported brand goals.
  • Increased market share through the execution of targeted product launches and promotional campaigns.
  • Drove continuous improvement by identifying areas for process optimization within the department''s operations.
  • Coordinated trade show participation, ensuring effective representation of the brand at industry events.
  • Coordinated with design and media teams to develop high-quality creative assets.

Brand Manager

Tiger Brands
10.2008 - 12.2009
  • Improved customer satisfaction ratings by enhancing service quality and resolving client issues promptly.
  • Maintained friendly and professional customer interactions.
  • Continuously monitored branch performance against key performance indicators, taking corrective actions as needed to ensure objectives were met or exceeded.
  • Implemented effective sales strategies to achieve branch targets and exceed expectations consistently.
  • Collaborated with senior leadership on strategic planning initiatives to align branch objectives with corporate goals.
  • Developed and executed branding campaigns to educate target audiences on product features, benefits and values.
  • Analyzed competitor offerings to identify opportunities for differentiation and capitalize on unique selling points.
  • Enhanced brand recognition by developing and executing targeted marketing campaigns.

Brand Manager

Tiger Brands
02.2006 - 11.2008
  • Developed and executed branding campaigns to educate target audiences on product features, benefits and values.
  • Enhanced brand recognition by developing and executing targeted marketing campaigns.
  • Analyzed competitor offerings to identify opportunities for differentiation and capitalize on unique selling points.
  • Monitored and evaluated marketing and advertising campaigns to support brand consistency and engagement.
  • Presented regular updates to senior leadership, demonstrating progress towards key objectives and securing ongoing support for marketing initiatives.

Brand Manager

Colgate-Palmolive South Africa
12.2007 - 09.2008
  • Developed and executed branding campaigns to educate target audiences on product features, benefits and values.
  • Enhanced brand recognition by developing and executing targeted marketing campaigns.
  • Developed strategic partnerships with complementary brands, expanding market reach and driving collaborative promotions.
  • Presented regular updates to senior leadership, demonstrating progress towards key objectives and securing ongoing support for marketing initiatives.
  • Consulted with product development teams to enhance products based on customer interest data.
  • Worked closely with public relations teams to generate positive press coverage for new product releases or corporate announcements.
  • Executed comprehensive marketing plans that consistently achieved targets for increased revenue.

Field Sales Manager

Mars South Africa
01.2003 - 10.2005
  • Accompanied sales representatives on site visits to resolve issues and foster and build relationships.
  • Coordinated staff schedules to properly allocate resources and meet business needs.
  • Built constructive employee relationships to maintain workforce engagement, commitment and flexibility.
  • Analyzed and minimized costs to meet appropriate margin levels.

Graduate Marketing Trainee

Mars South Africa
01.2001 - 12.2001
  • Participated in brainstorming sessions to generate creative ideas for campaigns.
  • Enhanced brand visibility by executing targeted marketing campaigns.
  • Collaborated with cross-functional teams to develop cohesive branding initiatives across various platforms.
  • Contributed to the development of targeted marketing strategies based on customer data analysis and segmentation techniques.
  • Assisted in creating visually appealing marketing materials to effectively communicate brand messaging.
  • Provided support to sales team, aiding in the preparation of presentations for client meetings.
  • Analyzed market trends to identify new business opportunities for product expansion.

Education

No Degree - Coaching

The Coaching Centre
Cape Town, South Africa
03-2026

MBA - Business Administration

Gordon's Institute of Business Science
Johannesburg, South Africa
04-2013

No Degree - Business Management

Management Development Programme
Johannesburg, South Africa
11-2010

No Degree - Marketing Management

Post Graduate Diploma in Marketing Management
Pretoria
02-2003

Barchelor of Commerce - Commerce

University of South Africa
Pretoria
04-2001

No Degree - Public Relations

Public Relations Institute Of South Africa
Johannesburg, South Africa
10-1996

Skills

Campaign management

Product positioning

Influencer partnerships

Digital marketing

Social media marketing

Strategic planning

Marketing campaigns

Project management

Marketing campaign development

Market analysis

Brand-building strategies

P&L management

Product development

Go-to-market strategy development

Accomplishments

    Key Achievements & Recognition VOLUME GROWTH EXCELLENCE **Consistently exceeded targets Belaire 7%+, Chivas 10%, Bumbu 4% BRAND RANKINGS & LEADERSHIP Multiple #1 positions: Oros 2017, Fatti's advancement #5→#4 INDUSTRY RECOGNITION **Awards:** Ask Afrika Icon Awards, Kasi Star Awards, Editor's Choice Awards INNOVATION LEADERSHIP **Market Firsts:** Microwavable bacon launch, Trade/Brand collaboration pioneer COST OPTIMIZATION **Financial Impact:** R500K+ annual savings through strategic capability building TEAM DEVELOPMENT Leadership Excellence:8+ years leading, coaching & developing high-performing teams

Timeline

Marketing Activations Manager

Pernod-Ricard South Africa
06.2022 - 11.2024

Marketing Manager

Godrej South Africa
10.2020 - 02.2022

Marketing Manager

Tiger Brands
10.2017 - 08.2020

Marketing Manager

Tiger Brands
09.2014 - 09.2017

Channel Manager

Tiger Brands
03.2011 - 08.2017

Senior Brand Manager

Tiger Brands
01.2010 - 02.2011

Brand Manager

Tiger Brands
10.2008 - 12.2009

Brand Manager

Colgate-Palmolive South Africa
12.2007 - 09.2008

Brand Manager

Tiger Brands
02.2006 - 11.2008

Field Sales Manager

Mars South Africa
01.2003 - 10.2005

Graduate Marketing Trainee

Mars South Africa
01.2001 - 12.2001

No Degree - Coaching

The Coaching Centre

MBA - Business Administration

Gordon's Institute of Business Science

No Degree - Business Management

Management Development Programme

No Degree - Marketing Management

Post Graduate Diploma in Marketing Management

Barchelor of Commerce - Commerce

University of South Africa

No Degree - Public Relations

Public Relations Institute Of South Africa

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Thato Pharasi Marketing Manager