Melissa Edem Email & Phone Number

Cape Town, Wc, Za

Cape Town Area, South Africa

• Strategy: Drive kids’ strategy and communication for Spur, Panarottis & John Dory’s brands across all marketing channels to grow the kids’ turnover for the brands. Manage photoshoots for updated lifestyle content for print and digital use. • National campaigns: Plan and execute national campaigns for the 2 brands. Briefing in POS material, & digital elements across social media & digital touch points. Internal communication and ensuring POS is delivered to all restaurants nationally for campaign launch. • Kids Premiums: Brief suppliers on kids’ premiums, conducting focus groups and briefing in promotional campaign to support the in-store offer. • Post campaign reports: Compile and circulate post campaign reports to internal and external supplier (where relevant) to communicate campaign results and learnings. • Budgets: Plan and manage the kids campaign budget to maximise ROI for the franchisees.• In-store activities: Reviewing and updating in-store kids touch points. Manage sourcing of lucky packet contents and creative executions. • Media: Conceptualize and brief in monthly kids print ads to drive kids’ strategy in relevant kids print media. • Social media: Plan and brief in social media content for always on to promote the brand pillars. Manage video shoots for kids’ social media content. • Events: Plan and liaise with PR agency to invite, and host events for loyalty members. Manage event communication and coordinate on-the-day activities with various suppliers. Manage post- campaign marketing i.t.o social media content on Youtube. • Play Area Décor: Research and implement new play area décor. • Loyalty: Grow kids acquisition with in-store and digital campaigns. Implement retention campaigns to achieve loyalty targets (birthday voucher redemption rates). Managing triggered communication for Spur & Panarottis.Previous roles: Spur Grill & Go Brand Manager: (Feb 2016 – Dec 2017Local store Brand Manager: Spur (May 2014 – Dec 2017)

Cape Town

•Manage the production of 3 issues of W magazine a year by closely working with the publishing house to take the magazine to print.Manage the posting of the magazine with a voucher to loyalty programme members.Draft the communications to stores for voucher campaigns.Maximise the potential of the Food business through the delivery of the Direct Marketing strategy (leveraging all available communication channels).•Working closely with the Research and Customer Insights team to identify, translate and interpret customer insights and trends into profitable Direct Marketing campaigns. •Manage an effective, targeted plan per customer segment to communicate the agreed promotional strategy.•Identify customer segments which present growth opportunities (cross-sell & up-sell).•Give input into, influence and provide support for Woolworths’ integrated marketing plans.•Implement the Direct Marketing strategy and communication plan across all channels •Analyse, prepare and provide feedback on the success of campaigns by delivering campaign reports.•Develop innovative campaigns that support the approved plan to acquire email addresses.•Integrate effectively with the Online and Social Media Brand managers to support the 360 plan.•Manage the Foods Direct Marketing activities in line with agreed operating budgets.•Deliver to the Integrated Plan.•Adherence to the critical path of campaigns to deliver campaign on time.•Delivery adhoc tactical campaigns to support the growth of food sales to the appropriate customer segments.•Ensure that Direct campaigns are compliant with the Consumer Protection Act.•Build relationships and work closely with internal and external stakeholders like SMS & email deployment house, mailhouse and printers, and publishing house.Process campaign costs on Oracle system and manage the campaign budget.

Johannesburg

•Managing integrated digital campaigns with the digital agency through the following channels; website updates, social media, online media.•Managing integrated Direct marketing campaigns with the agency through the following channels; SMS, MMS, call back tags (please call me), email, direct mail and outbound calls.•Ensuring that the digital strategy for products and Brand is in line with the ATL strategy. •Direct marketing campaign management focusing on the retention of customers with a particular focus on retention of prepaid and post paid customers to meet business requirements.•Manage all social media customer related queries to ensure customer centricity in the business.•Working closely with customer analytics to understand customer segmentation and thus enabling us to target campaigns effectively.•Basic understanding of proc SQL and SAS language.•Support internal stakeholders by implementing digital and direct marketing campaigns in order to achieve business targets, e.g. MTN Direct Online & Telesales•Support retail campaigns from a BTL perspective with specific focus on OEM sell through marketing plans, e.g. Nokia N9 campaign•Stakeholder involvement with Siebel campaign management project roll out.•Managing campaign budgets, payment of suppliers and invoicing.•Reporting on the effectiveness, and take up of direct marketing campaigns and ROI.

Bachelor Of Business Science, Marketing

Activities and Societies: 2007 – 2008:UCT Varsity Newspaper (UCT’s Official Student Newspaper) Operations Manager 2008: Member of UCT’s.

Bachelor Of Business Science, Marketing

Activities and Societies: Varsity - University newspaper InvestSoc Final year courses: Marketing Project 80% Marketing Honours 69%.

Education record