Summary
Overview
Work History
Education
Skills
Certification
Software
Timeline
Generic
Tsholofelo Lolwane

Tsholofelo Lolwane

Insights Strategist
Johannesburg,GP

Summary

Data-driven Insights Strategist with 10+ years of experience turning consumer, cultural, and social data into actionable strategies for top brands. Proven expertise in social listening, digital research, audience behaviour, and trend forecasting. Adept at bridging analytics with storytelling to influence brand strategy, content development, and innovation. From tracking sentiment and spotting emerging trends to uncovering the why behind consumer behaviour, I bring a strategic and analytical lens to everything I do.

Overview

11
11
years of professional experience
10
10
Certifications

Work History

Category Trends Lead

Hoorah Digital
10.2024 - 02.2025
  • Led and mentored a team of 3 analysts to deliver trend and insights reports aligned with passion points and demand spaces.
  • Future-proofed brand strategies through cultural trend forecasting and consumer behaviour modeling.
  • Insight-led ideation across the alcoholic industry.

Category Trends Manager

Hoorah Digital
01.2024 - 09.2024
  • Delivered segmentation, category, and occasion-based insights.
  • Translated daily cultural signals into creative opportunities, informing content and campaign development.
  • Developed new uses for existing data to enhance strategic decision-making.

Consumer Insights Analyst

Hoorah Digital
08.2022 - 12.2023
  • Synthesized data across social, CRM, and web analytics to reveal trends and inform digital strategy.
  • Led social listening efforts and identified actionable insights that supported creative and product development.
  • Provided strategic input into campaigns based on audience data and behavioural patterns.

Social Data Analyst

Machine
03.2021 - 07.2022
  • Analyzed social and web performance metrics to inform strategic and tactical planning.
  • Built dashboards and reports, delivering key insights on audience engagement and campaign performance.

Social Data Analyst

McCann Johannesburg
01.2019 - 02.2021
  • Delivered competitor and performance insights via regular reports.
  • Used intelligence tools to track sentiment and brand visibility.

Social Media Analyst

GTB (Ford)
03.2018 - 12.2018
  • Monitored and reported on all digital and social touchpoints for Ford South Africa.

Media Analyst

Joe Public
03.2017 - 02.2018
  • Delivered media coverage and campaign performance analyses.
  • Provided social and competitor insights in support of client briefs.

Junior Media Analyst

MEC (Wavemaker)
03.2014 - 06.2016
  • Analyzed consumer behaviour and brand sentiment using social media data.
  • Produced detailed reports and participated in cross-functional strategic meetings.

Education

BA Hons - Communications

University of Johannesburg
04.2001 -

Bachelor of Arts - Media Studies

University Of Witwatersrand
04.2001 -

Skills

Consumer Insights & Behavioural Analysis

Certification

HubSpot Academy - Digital Marketing

Software

Brandwatch, Sprinklr, Meltwater, Quid, GWI, WGSN, Google Analytics, Meta Business Suite, Similarweb, Rival IQ, Looker Studio, Hootsuite

Timeline

Category Trends Lead

Hoorah Digital
10.2024 - 02.2025

Category Trends Manager

Hoorah Digital
01.2024 - 09.2024

Consumer Insights Analyst

Hoorah Digital
08.2022 - 12.2023

Social Data Analyst

Machine
03.2021 - 07.2022

Social Data Analyst

McCann Johannesburg
01.2019 - 02.2021

Social Media Analyst

GTB (Ford)
03.2018 - 12.2018

Media Analyst

Joe Public
03.2017 - 02.2018

Junior Media Analyst

MEC (Wavemaker)
03.2014 - 06.2016

BA Hons - Communications

University of Johannesburg
04.2001 -

Bachelor of Arts - Media Studies

University Of Witwatersrand
04.2001 -

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Tsholofelo LolwaneInsights Strategist