My journey in leadership began early, during my school days, where I was appointed as the Head Boy of my hostel—a role that taught me the foundations of responsibility and team management. This experience set the stage for my transition into military service, where I earned the office rank of 2nd Lieutenant, refining my leadership skills under high-pressure situations. Since then, I’ve naturally gravitated towards leadership and management roles across various industries, despite not actively seeking them out. My focus has always been on honing my practice expertise, but this dedication has consistently placed me in positions where guiding teams became a natural extension of my work.
I am an empathetic leader who believes in leading by example and, often, from behind the scenes—empowering my teams while ensuring they feel supported and protected. My approach is rooted in understanding and nurturing individual strengths, with a strong emphasis on trust and collaboration. Additionally, my formal training in coaching and mentoring allows me to guide others in their personal and professional growth, creating environments where people can thrive both individually and collectively.
ROLE HISTORY
2018 - 2024
• Sr. Director, Creative and Brand
• Sr. Director, Creative and Digital Marketing
• Director, Creative and Digital Marketing
• Digital Marketing Manager
• Sr. Director, Creative and Digital Marketing
• Director, Creative and Digital Marketing
• Digital Marketing Manager
TOP RESPONSIBILITIES AND ACHIEVEMENTS
• Lead a team of 10 designers made up of in-house designers, video editors and web developers and freelancers.
• Managed the implementation of Monday.com for marketing operations to enable better collaboration, especially during the COVID-19 pandemic.
• Lead the creative part of the global rebrand with agency and then implemented the new brand across all touchpoints.
• Directed all major campaigns and events from research, to brief to development.
• Set up the function of campaign management, including the coaching of an intern into the role of campaign manager and setting up workflows in Monday.com to deliver campaigns. We achieved an industry leading velocity of four capmaigns a week, compared to competitors that average four campaigns a month.
• In response to COVID-19 and canceling of events, in particular Google Cloud Summit, leade a pivot campaign called #CloudQuarters, winning SADA first marketing award of the ANA Reggies Gold Award for best CRM Loyalty campaign.
• Stood up global design operations in SADA's growing global foot print, opening four markets. Using tools like Monday.com, Figma, and Adobe Creative Suite.
• Managed annual reviews and personal development for creative team members.
2017 - 2018
• Managing Director
As the Managing Director for a major, multi-million dollar project to redesign and reposition one of Los Angeles' most renowned hospitals, I oversee the strategic and creative aspects. Brought in to salvage a struggling initiative, I successfully got the project on track and achieved set goals.
TOP RESPONSIBILITIES AND ACHIEVEMENTS
• Project Leadership and Oversight
• Strategic Direction
• Creative Leadership
• Crisis Management and Problem Solving
• Team Management and Collaboration
2016 - 2017
• Team Leader: Digital & Social Media Strategy
As the Team Leader for Digital & Social Media Strategy at a leading healthcare and pharmaceutical Public Relations company, my role focused on two primary objectives: establishing a digital and social media team for the West Coast office, and providing strategic support for clients on digital and social media tactics.
TOP RESPONSIBILITIES AND ACHIEVEMENTS
• Established Digital and Social Media Team for the West Coast
• Strategic Support for Clients
1996 - 1998
• Branch Manager
In South Africa I worked for Africa's largest computer software and hardware retailer - Incredible Connection. I started out as a sales assistant in a franchise store, later becoming a branch manager with the franchise itself.
TOP RESPONSIBILITIES AND ACHIEVEMENTS
• Opened up a superstore in a new market from an acquisition with a staff of 25. At the time of acquisition, it was a small outlet. As branch manager, helped source the new location, hire the staff, and set up the store.
1992
• Second Lieutenant (Mechnized Infantry)
After graduating from high school, I joined the army - which was still compulsory for a year. I decided to do a leadership course in the mechanised infantry for the first 6 months, and achieved a 2nd Lieutenant rank.
TOP RESPONSIBILITIES AND ACHIEVEMENTS
• Platoon commander of 40 troops, deployed locally to support South African leadership change.