Sign in

Marketing Social Media

Cape Town, Western Cape, South Africa
March 18, 2020

Contact this candidate


Joel Serman

** ****** **** **, **********, Cape Town, South Africa • +27-82-323-**** •;


** *****’ experience in sales and marketing management, market research and management of brands across a broad spectrum of industries

Currently the Sales and Marketing Director of the Strategic Group, a management consultancy specialising in marketing across the business-to-business and FMCG sectors

Currently the Marketing Director of The Research Collective, a dedicated marketing research company focussing on the corporate and non-profit sectors

Trustee of the Fair Cape Cares Foundation – a charity started in 2016 focussing on education for disadvantaged youth

Strong background in marketing research, market acquisition and development of routes to market in the corporate sectors

Clients across a range of industries from consumer to IT and industrial to retail brands

Professional accolades include:

National Marketing Director of the Year Award (2017)

National Business Awards for Marketing Excellence – top 5 in South Africa (2009 and 2012)

Shoprite Retail Supplier of the Year Award (2012)

Principal research member of product development team which won International Dairy Federation awards for producing two of the best dairy products in their category in the world (2011)

Principle research member of the product development team which won a category first prize at the Global Food Industry Awards (2012)

Graduated with a Postgraduate Diploma in Marketing from the University of Cape Town (equivalent to Bachelor’s degree (four years) from a Canadian university, as determined by World Education Services)

Submitted Master’s Dissertation 2020 – Expect to Graduate in April 2020


Marketing Director March 2009-present

The Strategic Group and The Research Collective

Development of research strategy to inform clients’ marketing strategies

Oversee research field work to ensure that data collected is accurate

Creation and development of clients’ marketing strategies

Execution of clients’ marketing and brand strategies

Planning and execution of clients’ communication campaigns to their target markets including social media communication

Co-ordinating the client’s marketing campaigns with other departments within their businesses

Creation and publication of all the client’s marketing material in line with marketing plans

Planning and implementing the client’s promotional campaigns in their distribution channels to increase sales

Developing a wide range of different marketing materials for clients

Research international trends and brands to inform the clients’ new product development strategies

Management of customer care departments to ensure that CRM strategy id=s effectively carried out

Management of clients’ digital marketing including search engine marketing, search engine optimisation and pay per click marketing

Developing potential strategic relationships for clients

Overseeing clients’ marketing budgets to ensure that marketing campaigns deliver positive ROI’s for the clients

Group Commercial Manager 2006-2009

Fair Cape Dairies

38 Lauda Rd, Killarney Gardens, Cape Town, 7441

Market Research, to test new product and packaging concepts as well as testing consumer perceptions around both the brand and the products

Marketing strategy conception and development

Execution on all aspects of the brand and marketing strategy

Conception and execution of the brand, sales, distribution, CRM, communication and product strategies

PR Strategy and execution including development of relationships with media owners

Negotiations with head offices of all major retail chains, e.g. Shoprite, PnP to develop Fair Cape Dairies’ distribution networks

Mentoring middle management into senior management roles

Overseeing of entire product supply chain to ensure that products reached the stores in the right quantities at the right times

In-store executions of marketing, product and sales strategies

New product and packaging development research and strategy to ensure that new, innovative products were launched into the correct markets at the optimal price points

Monthly reporting to the Board of Directors on the effectiveness of the various marketing initiatives and their return on investment


Master’s in Commerce (Dissertation submitted January 2020) 2020

University of South Africa

Focus on Differentiation in Commoditised Markets

Postgraduate Diploma in Marketing 2000

University of Cape Town, Cape Town, South Africa

Equivalent to a Bachelor’s degree (four years) from a Canadian University, as determined by World Education Services

Bachelor of Social Science 1997-1999

University of Cape Town, Cape Town, South Africa

Equivalent to a Bachelor’s degree (three years) from a Canadian University, as determined by World Education Services


• Available on request

Contact this candidate