Work Experience

09/2024 – PRESENT: BETWAY GROUP
London, England
Betway Group is the premier online sports book with a global footprint holding licenses throughout Europe, the Americas and Africa, offering first-class sports betting, casino entertainment and social sports products in a safe, secure, fair and responsible environment.: https://supergroup.com/companies/betway-group/

Head of Social Products

  • Lead the global Social Products portfolio’s strategy, operations and marketing to develop and deliver optimally-relevant solutions for the diverse Betway markets around the world

  • Continually enhance Betway Scores specifically, as the flagship product in the portfolio, to deliver the best global sports scores and gamification platform in the market

03/2020 – 08/2024: RQC GROUP
London, England
RQC Group is an industry-leading financial compliance consultancy with offices in London and New York, specialising in FCA, SEC and CFTC/NFA Compliance Consulting, Regulatory Hosting and e-Learning: www.rqcgroup.com

Marketing Director

  • Group strategic brand positioning

  • Digital marketing strategy and implementation

  • Addressable market expansion

Challenges and Results:
Being a focused cross-border boutique consultancy, the company had needed to increase gravitas in order to compete with established global competitors. Working with the C-suite and specialist external agencies, I have led the implementation of a full company rebrand supported by a targeted marcomms strategy to deliver increased brand credibility and access to new market verticals, that has positively shifted all marketing metrics throughout the funnel, delivering notable bottom-line increase in Group revenue.

10/2018 – 02/2020: EXEMPLAR EDUCATION - role facilitated emigration
London, England
Exemplar Education is the UK’s largest provider of quality, affordable, supplementary online maths and English education from Year 1 to GCSE: www.exemplar-education.com

Head of Marketing

  • Strategic brand positioning

  • Reputation management (online and offline)

Challanges and Results:
The company was experiencing high levels of negative press which was leading to reduced engagement and revenues. I was invited to join the Board to help re-define its reputation. After instigating a thorough examination of the issues, including quantitative and qualitative research, working with the senior management team and specialist external agencies, I implemented an effective reputation-management brand communication strategy to redefine the narrative and restore credibility. All associated marketing metrics improved by significant double digits, delivering a 20% increase in Group revenue in a single fiscal, which had been experiencing a steady decline.

12/2012 – 10/2018: CELL C
Johannesburg, South Africa
The equivalent of the UK’s ‘Three’, Cell C is the 3rd largest Mobile Network Operator in South Africa with more than 16 million subscribers and an annual marketing budget circa £17m, with a Brand Value in excess of £800m, making it the 16th most valuable brand in the country: www.cellc.co.za

Head of Marketing

  • Strategic brand positioning

  • Sponsorship negotiations and leveraging

  • Product and Content marketing

  • Diverse people management

  • P&L management (budget circa £17m)

Challanges and Results:
As the third-largest MNO in the market with lingering negative brand sentiment resulting from historical network coverage issues, I worked with the C-suite and external full-service global agencies to reposition the brand as a credible competitor by conceptualising and implementing innovative product solutions supported by effective award-winning omni-channel Brand and Product marketing campaigns. Informed by segmented qualitative and quantitative consumer insights, this strategy delivered brand credibility which doubled consumer brand consideration and delivered a NPS of 54, establishing Cell C as the 16th most valuable brand in the country across all sectors with a brand value in excess of £800m.

References

 

02/2008 – 11/2012: PERNOD RICARD
Cape Town, South Africa
Pernod Ricard is the world no. 2 in the wines and spirits industry, including a prestigious portfolio of internationally recognised brands, of which 19 are counted amongst the global top 100 wine and spirits brands: www.pernod-ricard.com

Marketing Manager – Scotch Whisky portfolio

  • Strategic brand positioning and product marketing (Chivas Regal, Ballantines, Clan Campbell, 100 Pipers and Prince Charlie)

  • ATL, BTL, digital & media agency management

  • P&L management (budget circa £4m)

Challenges and Results:
Responsible for the Scotch whisky portfolio of brands including Group Global Icon brand Chivas that was battling to gain ground in-market against its key competitor, I implemented a research campaign to understand the market dynamics, identifying significant disparity between the global brand collateral and the actual in-market audience. Working with the C-suite, we motivated to the Global Brand Principle and the Group to reposition the brand in-market through a more relevant omni-channel marcomms strategy that was aligned with the Global brand positioning. Recognised with the Pernod Ricard European Premier Marketing Award (the first ever by an African market by the Group) and a Finalist in the Pernod Ricard Global Marketing Grand Prix Award, this repositioning campaign resulted in a volume increase of >270% in a single fiscal.

References

 

01/2004 – 01/2008: KICK OFF MAGAZINE
Cape Town, South Africa
Media24-owned Kick Off magazine and website is the largest print and digital football media platform in Africa: www.media24.com/magazines/kick-off

National Advertising Manager

  • Media Sales

  • Conceptualisation and implementation of innovative national media initiatives

  • Client-service (Agencies and Clients)

  • Diverse people management

Challenges and Results:
The largest online and print football title in the market in terms of readership reach and frequency, and media cost-efficiency, the brand was battling to attract media spend due to a lack of understanding of the value of the audience in terms of their purchasing-power and brand loyalty by the decision-makers at clients and media agencies. By conceptualising an innovative media-sales strategy and using both qualitative and quantitative consumer insights, I lead the media sales team to inform and educate the market as to the value of the consumer, resulting in turning the business from a £320,000 loss to a £50,000 profit in a single fiscal and consistently grew profitability year-on-year thereafter.

Reference

 

11/2000 – 12/2003: MEGAPRO MARKETING
Cape Town, South Africa
Megapro Marketing is the leading Commercial Sports Marketing Agency in South Africa: www.megapro.co.za

Account Manager: South African Rugby Commercial Account

  • Sponsorship rights packaging and sales (£4m Account)

  • Sponsor identification

  • Client service: South African Rugby Union and sponsors

Challenges and Results:
Leading the commercial sponsorship account for the South African Rugby Union at a pivotal time as the industry approached the second wave of professionalism with the Rights Holder experiencing a fragmented and fractured commercial structure that was diluting their brand equity, I lead the team that restructured the South African professional Rugby Union landscape across all event-based and performance-based brands. By integrating self-leveraging media assets within a more formulaic commercial landscape, we delivered mutually-beneficial value for both the Rights Holder and the sponsors.

Reference

 

09/1999 – 10/2000: SPUR CORPORATION LTD (SPUR STEAK RANCHES)
Cape Town, South Africa
Spur Steak Ranches is the leading family sit-down restaurant franchise business in South Africa: www.spur.co.za

Brand Manager

  • Strategic brand positioning

  • Creative, media and PR agency management

  • Sponsorship negotiations and leveraging

Reference