My career journey over the last decade has been both unexpected and fascinating. Ten years ago, I couldn’t have envisaged doing what I do now for a living, as most of it hadn’t even come into being yet!
2009 – I left my job in book publishing for a career in the new field of digital publishing. During my time at a leading South African publishing house, I was responsible for commissioning titles; budget, project and people management; sub and copy editing; attending to legal obligations; and managing brand, marketing communications and publicity, including website and the newly emerging social media channels, TV, radio, print media and events. I was intimately involved in the launch of a new trade books imprint, particularly in developing a unique, relevant brand identity and an intensive brand awareness campaign at imprint level, as well as promotion at title level.
2010 – I joined a niche web development and publishing company, which afforded me a hands-on opportunity to combine my knack for writing with the new field of search engine optimisation. I worked in a super studio with a bunch of talented creatives, where I tackled long-form SEO articles and blog writing; short-form and micro-copy; content and social media strategies; content curation; copy editing; script writing; commissioning; analytics and reporting; market research; PPC; SEO and SMO. During this time, I also contributed as a freelance writer to some of South Africa’s leading glossy magazines, including The O Magazine (Oprah) and FAIRLADY, and was privileged to earn several cover features.
2016 – I spent the next 18 months as the senior digital marketing specialist at a digital marketing agency.Surviving in a fast-paced, pressured environment was made easier by the wonderful creative crew with whom I worked. Together, we tackled web development, eCommerce and digital marketing campaigns for diverse customers – from retail to industry, from solopreneurs to national brands, and B2B to B2C – all of which gave me valuable hands-on experience across a range of platforms, projects and people!
2017 – Next, I landed a marketing and media management gig at an energy company. Here, I bootstrapped an entire inbound marketing strategy via hands-on full-stack marketing, and co-ordinating a small team of marketing specialists and outside service providers. Before me, there was no established corporate identity or brand, no optimised website, no tracking, no social media, no inbound lead generation, no lead qualification, no press and no PR! Today, business comes to the company through fully optimised web and social channels, and the organisation is poised to take advantage of a fully mapped customer journey to acquire new clients and increase client retention.
2021 – After the pandemic pandemonium of 2020, it was time for a change of energy! Back to agency life for me, as I took up a position as senior strategist at an award-winning agency specialising in digital marketing solutions for SMEs. Here, I’m responsible for creating effective digital marketing strategies to grow clients’ brands and businesses, and in contributing to agency growth by driving client retention. Looking forward to bashing out some big picture thinking and getting those game plans going in a creative, enabling space!
I’m a bit of nerd, with a flair for book learning!
I’m crazy about digital marketing – certifiable, in fact!
I work according to a simple premise – to conduct myself in a manner befitting of a certified inbound/digital marketing professional. To this end, I do not make use of black hat marketing tactics nor unethical business practices that would call my craft into disrepute or question my personal integrity.
I’m passionate and principled, and work for the best interests of the brand, the project and its people – the only way to achieve true, long-term marketing success – through delivering honest, creative, responsible marketing solutions.
As a deep-thinking strategic marketer, I draw on both my analytical and creative sides to craft strategies and tactical plans that work – drawing from research, data analysis, experience and a healthy dose of creative intuition.
As a tactical full-stack marketer, I leverage layers of the digital marketing stack and co-ordinate resources to facilitate acquisition (helping draw people in), consideration (helping them weigh up a brand, product or service offering) and conversion (prompting them to take an action, like signing up to a newsletter, sending an enquiry or ordering a product).
Disruptive outbound techniques have gone the way of the Dodo – extinct! We’re living in the age of the customer, and the organisations which will see success are the ones that put the customer at the centre of everything that they do.
Interested in shifting to customer-centricity? I can help!
Those pesky unsolicited marketing calls from unknown numbers – that’s interruptive marketing and it’s not cool. Thankfully, there are better ways to get people’s attention – through using the digital marketing stack.
Don’t know your social media from your search engine? I’ll show you how!
The age of the consumer heralded the end of the broadcast era. With consumers spending increasing amounts of time online, it follows that digital marketing channels are where you need to be.
Content personalisation is where it’s at – let’s get your brand online!
There’s only one thing in life worse than being talked about, and that is not being talked about at all, said writer Oscar Wilde. All good and well, but it does require careful management.
Ready to take your online brand to the next level? Let’s enhance that brand chatter!
Arabella Koopman, Publisher
Robin Malan, Author and Chairperson, IBBY SA
Anna Rich, Senior Editor: FAIRLADY Magazine
Rozena Maart, Fiction Author
Louise Sanders, Limelight Websites
Werner Van Dyk, Creative Natives
George de Bruin, Medihelp Medical Scheme
Gloria Marsay, Psychologist, Author and Career Consultant
Get excited about the marketing game? ME TOO!
I’m interested in exchanging ideas with bold, creative peeps. Let’s Talk…