Marketing and Brand Professional

SUMMARY

EXPERIENCE

GISELLE ESAU

021-******* 082-******* *******.****@*****.***

With over 12 years of extensive experience in fashion, media, and travel marketing notable achievements include becoming the youngest Market executive at Africa's premier tourist attraction. Strengths include creative problem-solving, strategic planning, and expert client relationship management. Has led brand marketing teams for two of South Africa's largest online retailers, and demonstrates proficiency in above- the-line marketing, comprehensive campaign management, and project oversight. As a pioneer in influencer marketing in South Africa, I launched some of the first influencer campaigns in the retail space in the country in 2015. A background in online marketing, PR, social media strategy, copywriting, brand development, and partnership cultivation enables thriving in diverse marketing environments. Also voted a TOP200 Young South African in 2021 by the Mail and Guardian for outstanding work in tourism and marketing.

11/2022 to 06/2024 Brand and Marketing Lead

ExperienceFirst - USA

Enhanced target market reach through tactical social media advertising. Evaluated market research outcomes for improved advertising strategy. Used data to build strategies for targeting specific markets and consumer demographics.

Assisted businesses with setting up marketing policies and programmes for consistent growth.

Created customer awareness of goods, services and special promotions with creative advertising strategies.

Collaborated with marketing and communications teams on standardisation, design and production of marketing materials. Led staff and external agencies to develop products and promotions, analyse sales, manage trade shows, purchase media, provide creative services and conduct PR.

Prepared detailed marketing forecasts on as quarterly basis. Supported executive leadership by continuously identifying opportunities for new marketing campaigns.

Generated new business by developing special projects for existing and prospective customers.

Identified, developed and evaluated marketing strategies based on knowledge of company objectives and market trends. Maximised outreach by implementing marketing strategies to grow customer base.

Implemented marketing plans for new product launches, working closely with product team to meet key milestones and deadlines. Conceptualised engaging, targeted social media and digital marketing content for social platforms.

Assessed campaigns and other marketing activities to identify successes and areas for improvement.

Investigated competitors and demographics to compare and evaluate best marketing techniques.

Oversaw department budget to develop cost-effective measures for marketing initiatives.

Developed and implemented holistic campaign strategies to gain leads. Selected advertising sites and media channels to measure compatibility with brand.

Engaged in department meetings to brainstorm new ideas for upcoming projects.

Aided management in interviewing, hiring and training marketing staff members to adhere and maintain brand vision.

Formulated and submitted performance and progress reports to update management with developments.

06/2018 to Current Founder

The Mighty and The Mercy Marketing Agency - Cape Town Marketing, Brand and Talent agency.IG @themightyandthemercy www.themightyandthemercy.com

Representing top South African talent as apartnership manager linked to all influencer deals and campaign management.

An organic ecosystem of talent representation linked to agency-related campaigns for brands at uniquely tailored levels.

Services offered include : PR, Social Media content creation, Brand Management

Active presence within industry through regular networking, marketing and promotional activities.

03/2020 to 10/2022 Head of Marketing & Communications Table Mountain Aerial Cableway Company

Identified, developed and evaluated marketing strategies based on knowledge of company objectives and market trends. Created sales strategies to promote advertising offerings and motivate larger deals.

Organised successful campaigns for rebranding and positioning. Established procedures for project rollout and implementation. Created strategic plans to capture new business and better serve clients. Championed consistent messaging in line with brand values and personality.

Refined internal communications for improved efficiency. Developed communication and public relations strategies based on company principles.

Advised on issues regarding public image to form beneficial public opinion. Recruited, vetted and hired qualified staff for team. Oversaw social media marketing, adapting content based on follower engagement and conversion rates.

Oversaw implementation of marketing strategies, reporting results using Excel and Google Analytics.

Prepared and analysed monthly marketing budgets to maximise ROI. Maximised outreach by implementing marketing strategies to grow customer base.

Developed pricing strategies with sales department to remain competitive, aligning with budget and target market trends.

Implemented marketing plans for new product launches, working closely with product team to meet key milestones and deadlines. Conceptualised engaging, targeted social media and digital marketing content for social platforms.

Worked with digital marketing team to develop holistic offline and online campaigns designed for growth.

Created and submitted press releases media outlets ahead of product launches, securing widespread coverage.

11/2018 to Current Brand Director

Zando.co.za - Cape Town, South Africa

Growing awareness of the Zando brand in key markets. Lead on the complete Brand repositioning strategy for 2020 to redefine the Zando brand across all channels while ensuring the brand remains in tact for current customers.

Build out clear parameters of how the Zando brand should be represented for 2020.

Support and work with adjacent marketing teams to ensure that all areas of their strategy and initiatives work together.

Working with paid media and digital teams for an effective channel plan, to amplify the reach of campaigns and speak to a targeted audience. Promote our service and propositions, which drive differentiation from for customers including mobile, app or any new USPs, customer loyalty programme.

Support the company growth plans through increased brand marketing activities: both acquiring new customers and remaining relevant and exciting to existing customers.

Creation and implementation of campaign media briefs. Work with our HOM to leverage effective partnerships that can support the Zando brand.

Head of Social Media Strategy for the brand, to effectively grow the Zando brand across social media platforms with the Social Media Manager. Working with Performance and Engagement Marketing to co-manage the marketing Roadmap

Lead on all seasonal brand campaigns.

Work with Performance Marketing / digital team to plan marketing budgets to best deliver against growth plans.

Manage Zando Media and Public Relations strategy.

Lead on the studio update of look and feel for 2020. 05/2018 to 10/2018 Head of Brand Marketing

Spree.co.za - Cape Town

Growing awareness of the Spree brand in key markets. Build out clear parameters of how the Spree brand should be represented. Support and work with adjacent marketing teams to ensure that all areas of their strategy work together.

Working with paid media and digital teams for an effective channel plan, to amplify the reach of campaigns and speak to a targeted audience. Promote Spree service and propositions, which drive differentiation from for customers including mobile, app or any new USPs, customer loyalty programme.

Support the company growth plans through increased brand marketing activities: both acquiring new customers and remaining relevant and exciting to existing customers.

Creation and implementation of campaign media briefs. Work with our HOM to leverage effective partnerships that can support the Spree brand. Head of Social Media Strategy for the brand, to effectively grow the Spree brand across social media platforms with the Social Media Manager. Working with Performance and Engagement Marketing to co-manage the marketing Roadmap

Lead on all seasonal brand campaigns.

Work with Performance Marketing / digital team to plan marketing budgets to best deliver against growth plans.

08/2015 to 05/2018 Senior Channel Manager : Brands and Collaborations Spree.co.za - Cape Town, South Africa

Key Account Manager of all Supplier Brand Marketing on Spree, the lead on all TOP 25 brand strategies.

Head the Influencer Marketing programme on Spree leading various new Influencer tactics launched in South Africa.

Head of all external brand collaborations including brands like Travelstart SA, JC Le Roux and VISA.

Project Manager on all of Influencer or brand collaborations, end to end management including overseeing all marketing channels, budget, execution of the campaigns and overview campaign analysis. In addition: Television production, managing a R65million TV media spend. 09/2014 to 08/2015 Brand Manager

Spree.co.za - Cape Town, South Africa

Channel owner - Social Media, Partners and Affiliates and Supplier marketing.

Launch and oversee Spree Ambassador campaign

Social Media - Implementation of the new social media strategy Oversee all the social media platforms including Facebook,Twitter, Google Plus,Instagram.

Conceptualising all social media campaigns.

Manage social media budget.

Partners/Affiliates - create and implement new partners strategy Running all Media24 magazine partners and affiliates campaigns linked closely to Spree marketing objectives including offline activities and events. Actively seek new partners to come on-board with Spree. Conceptualising all campaigns to run in alignment with magazine calendar Managing all product placement across media platforms for all partner magazines/affiliates.

Supplier Marketing - implement and launch new supplier marketing campaigns.

Strategy Head of all brand promotions which run on Spree leveraging off other channels - socials/experiential/ magazine.

05/2013 to 04/2014 Pr and Media Co-ordinator :

AFRICA INTERNET ACCELERATOR - Cape Town, South Africa Responsible for all official communication of AIA to the press. Media buying across all three verticals -radio,newspapers and magazines. Building strong relationships with media ; from offline media to online bloggers and media sites - fashion, baby, furniture and tech. ACCOMPLISHMENTS

Headed up all the social media platforms including Facebook, Pinterest, Twitter, Google Plus.

Online Editor of the Style36 Blog.

Managing all product placement across all media platforms for all three verticals - Editorial and Stills pages/ TV styling. Co-ordinating and conceptualising all offline campaigns and activations including: TV insert production/script-writing/promotions Special projects include: Glambition with Jo-ann Strauss, Expresso Morning Show, Habits and Style36 collaboration Fashion week 'Runway to Realtime',Baba Indaba Cyber Monday and Valentine's Day offline activation 2014. 04/2012 to 03/2013 Fashion and Social Media Assistant 36Boutiques - Cape Town, South Africa

Managing the all social media platforms including Facebook,Pinterest, Twitter and Tumblr.

Fashion writer for the 36Boutique blog which incorporates product from the 36Boutiques site with the latest celebrity and runway trends. Product placement across all media platforms, writing all beauty copy for 36Mag.

Writing and styling How-tos for external online publications ; Women 24.com 12/2010 to 03/2012 Beauty Assistant

ELLE MAGAZINE - Cape Town, South Africa

In the office- Organising of beauty products, sourcing product. Researching and profiling products for the beauty pages. Styling and writing beauty pages.

Admin work, invoices, organisation of beauty shoots. Assistant styling.

On shoots- steaming clothes, dressing models, providing an extra set of hands to help carry, clean or run around when needed. Liaising with model agencies, writing the beauty blog and attending launches on ELLE's behalf.

2013 First ever "Shop the Ramp" campaign in South Africa. Items made immediately available online for purchase from items seen on the SA Fashion week runway.

2016 Creating and Heading up the Influencer Marketing Programme at Spree.co.za

2017 Spree EventVideo Music Launch for Spree Brand Ambassador hosted by Spree, R80 000 spent with R1,5million worth of PR and media coverage. 2017 Spree Shop the Shoot A first for E-commerce in South Africa.On set with Spree Influencers, where items are immediately shoppable from the music video set, shoppable via social media platforms

2018 Launch of The Mighty and The Mercy Signing international Client; Sunglass Hut and working closely with brands like Jo Malone London, WWF South Africa, Haig South Africa.Representing 20 top fashion, music and beauty clients in South Africa within first 6 months of launch.

2021 Voted a TOP200 Young South African by the Mail and Guardian for outstanding work in Tourism and Marketing.

EDUCATION AND TRAINING

LANGUAGES

REFERENCES

SKILLS

2008 Bachelor of Arts: Humanities

University of Cape Town - Cape Town, South Africa

EnglishMedia and writingPolitical Science

English 1st Language

Afrikaans 2nd Language

Karen ************@******.**.za0827820524

Kim HawkinsFormer Head of Brand Marketing at

********@*****.**.za0723855708 Gill BowenMD

ShooShoosgill@shooshoos.com0798913128 Remo AbbondandoloFormer General Manager Travelstart Middle ****************@*****.*** Brand Marketing

Customer Relations

PR and Media Relations

Social Media marketing and strategy

Conceptual Thinking

Critical Skills/ Problemin Solving

Above the Line Advertising

Experiential experience

Media buying

Project Management

Event Management

Influencer Marketing strategy

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