Summary
Overview
Work History
Education
Skills
Websites
Accomplishments
References
Timeline
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Thobeka Duduzile Sibiya

Thobeka Duduzile Sibiya

Johannesburg

Summary

I hold a degree in Strategic Communications from the University of Johannesburg and have further honed my expertise through the Digital Marketing: Customer Engagement, Social Media, Planning & Analytics program at Columbia Business School. Throughout my career, I have successfully spearheaded brand development initiatives and launched purpose-driven marketing campaigns for brands and products within multiple sectors.

Overview

12
12
years of professional experience

Work History

Head of Marketing

Momentum Metropolitan Africa
06.2023 - Current
  • Increased brand awareness by developing and implementing strategic marketing campaigns across the countries Botswana, Lesotho, Mozambique, Namibia and Ghana.
  • Collaborated with sales teams to develop integrated promotional campaigns that increased overall revenue growth.
  • Enhanced customer engagement with targeted social media strategies and content creation.
  • Led a team of marketing professionals for successful product launches and promotions.
  • Revamped company website, enhancing user experience and improving site traffic metrics significantly.

SENIOR MARKETING MANAGER

MMH: Exponential (LifeQ)
07.2022 - 06.2023
  • Developing marketing strategies and implementations for MMH and InsurTech start-up to launch new to market products, targeting new marketing whilst retaining existing ones
  • This includes' Running POC of new technology with Momentum product houses Creating campaigns that enable us to prove the value of existing start-up partnership (TaxTim) Creating business proposals for how new start-up technology can benefit the MMH business
  • Managed vendor relationships effectively to ensure timely delivery of products/services while maintaining budget constraints.
  • Implemented data-driven decision making by using analytics tools to track campaign performance and adjust strategies accordingly.

SENIOR BRAND MARKETING MANAGER

MOMENTUM BRAND
05.2020 - 07.2022
  • Crafting and driving brand equity building strategies and plans that will lead to an increase in brand awareness and consideration for Momentum Brand
  • Implementing, supporting, and driving the Momentum Brand external facing marketing and branding strategy, based on knowledge of established objectives.

SENIOR LEAD STRATEGIST

THE HARDY BOYS
01.2019 - 05.2020
  • Launched the Joko purposed campaign that focused on Gender-based violence - 'End Domestic Silence' Worked on the strategic approach to launch Sunlight as a Pan-African brand with insights from Kenya, Nigeria and South Africa
  • Re-launched Bio-Oil with a Digital lead campaign, focusing on relevant and emotive creative to drive engagement, supported by strategic media buying
  • To date, the campaign superseded its targets with limited budgets
  • Published an article on BrandZ SA on Brand Purpose – focusing on the work that Sunlight did for communities that were heavily impacted by drought.

SENIOR STRATEGIC PLANNER

COLLECTIVE ID
12.2017 - 12.2018
  • As the lead strategist on the Business and Personal banking account, I strategically led the launch of 2 key campaigns that were strongly insight led and grew the brand’s key attribute as a bank that enables people to progress in life (making progress real)
  • Student achiever I am my Next campaign – developing a strategy for a tactical campaign that help entrench Standard Bank as being a partner that supports students on their journey and their 'next Business Banking My Fearless Next campaign – developed a 360 campaign that targeted young entrepreneurs who had full-time corporate jobs but wanted to start a small business either to earn additional income or fulfil their entrepreneurial ambitions
  • The campaign had a major digital focus, for pre, during and post-campaign
  • Standard Bank brand equity scores increased, and the bank saw an uptake on business banking products.

SENIOR STRATEGIC PLANNER

FCB Johannesburg
01.2016 - 11.2017
  • Lead strategists on local markets
  • Developed a B2B and B2C strategy that managed to increase domestic travel
  • The strategy led to the development of domestic travel packages with trade, focusing on optimising on off-peak to drive sales
  • Creating access to new markets for trade and access to travel for local consumers.

STRATEGIC PLANNER

Ingram's Camphor Cream
09.2012 - 05.2016
  • Relaunched the brand which aimed to increase brand equity scores (from a heritage brand to a modern brand) and increase purchases in the higher income target market (which never bought the products before).

Education

DIGITAL MARKETING: CUSTOMER ENGAGEMENT, SOCIAL MEDIA, PLANNING & ANALYTICS - Digital And Social Media Strategic Planning

COLUMBIA BUSINESS SCHOOL
01.2017

BA MARKETING COMMUNICATIONS - Strategic CommunicationsMarketing ManagementMarketing Communications

UNIVERSITY OF JOHANNESBURG
01.2012

Skills

Effective campaign planning and implementation

Project and marketing budget management

Stakeholder management (internal and external)

Using insights and data to create effective marketing strategies

Marketing Analytics

Accomplishments

  • Facilitating a workshop on Gender Equality in Nairobi for the Bill and Melinda Gates Foundation (2019)
  • Published 2 articles on Millward Brown BrandZ Top 30 most valuable South African brands 2018/19

References

Available on request

Timeline

Head of Marketing

Momentum Metropolitan Africa
06.2023 - Current

SENIOR MARKETING MANAGER

MMH: Exponential (LifeQ)
07.2022 - 06.2023

SENIOR BRAND MARKETING MANAGER

MOMENTUM BRAND
05.2020 - 07.2022

SENIOR LEAD STRATEGIST

THE HARDY BOYS
01.2019 - 05.2020

SENIOR STRATEGIC PLANNER

COLLECTIVE ID
12.2017 - 12.2018

SENIOR STRATEGIC PLANNER

FCB Johannesburg
01.2016 - 11.2017

STRATEGIC PLANNER

Ingram's Camphor Cream
09.2012 - 05.2016

DIGITAL MARKETING: CUSTOMER ENGAGEMENT, SOCIAL MEDIA, PLANNING & ANALYTICS - Digital And Social Media Strategic Planning

COLUMBIA BUSINESS SCHOOL

BA MARKETING COMMUNICATIONS - Strategic CommunicationsMarketing ManagementMarketing Communications

UNIVERSITY OF JOHANNESBURG

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Thobeka Duduzile Sibiya