Paul Tilly Email & Phone Number

Cape Town

♣ As Client Service Director at Y&R on the Pick n Pay business one of my main KPAs was to grow and establish the Smart Shopper brand. ♣ Since launch, Smart Shopper has been voted for four consecutive years by the Sunday Times Top Brands as the Best Loyalty Programme in South AfricaThe business case for launching Smart Shopper was based on acquisition of 3 million customers within the first 12 months. This target was reached within a mere 7 weeks. After six months a total of 4 million unique swipes had been recorded. ♣ A value and a lifestyle segmentation model has been developed enabling us to have a one on one dialogue with Pick n Pay customers, to retain, to shift and lift their spend. As a result, customers who have engaged with the programme and switched their points, spend more than their historical average transaction value and are spending in higher margin categories…and more items in their basket.♣ In conjunction with our client, we successfully piloted and launched key smart shopper partner programmes with Discovery Vitality, Momentum Multiply, BP and Pick n Pay Express Fuel Rewards, Ratanga Junction, Ster Kinekor, and Spur Restaurants.

Cape Town

Regional Client Service Director responsible for the Chevron (known as Caltex in SA) account in South Africa, Middle East & Pakistan.♣ I was brought in by Yossi Schwartz, Chairman of Y&R South Africa in 2010 to address a challenge they had with the local client of one of their global brands, Chevron, and was able to rebuild the trust and build confidence in the new team that Y&R could deliver upon Caltex’s mandate in Southern Africa and Pakistan. ♣ During my tenure we delivered a new brand strategy and a new brandline that was subsequently used in other Chevron territories around the world. ♣ Y&R SA became the first global Y&R agency to produce a brand TVC for Chevron/Caltex outside of the USA which again, they adopted for use in other territories

Johannesburg Area, South Africa

Brand Strategy & ManagementPick n Pay’s is South Africa’s largest supermarket chain and I was first employed as a consultant and then appointed Marketing Manager. The brand's re-launch after 40 years had to be evolved and revitalized with care to contemporize it’s appeal and provoke positive reconsideration from their core, high value LSM 8-10 customers. I worked with London-based brand experts, Landor Associates to guide us in redefining what made Pick n Pay special and different. ♣ Brand Driver Platform – Shareholders, board directors, senior and middle management participated in an a organic and extended processes – of which I was a part – to define the essence of Pick n Pay’s brand and to distil it into a Brand Driver Platform to form the basis of all future strategic directions for campaigns, promotions and visual identity roll-outs. ♣ Brand Architecture: A key insight from qualitative and quantitative customer research was that the plethora of formats, services, events and private label products had to be refined into a clear, uncluttered customer proposition under the mother brand. ♣ Brandmark & Brandline & Visual Identity: My role formed part of the broader management team in assessing and finalising the visual identity options presented by Landor to us and their application across a wide spectrum of applications and customer touch points and then playing a brand guardianship role in ensuring and approving all brand level, trade marketing, private label packaging executions, corporate collateral, customer magazine and litho & online catalogues, event signage, online, email newsletter and in store media executions were in line with our new guidelines.♣ Custom Publication: Fresh Living the Pick n Pay customer magazine was launched at the time of our brand re-launch in Nov 2007. I was part of a two person team who guided and monitored editorial content through editorial synopses meetings to ensure its alignment with our integrated marketing calendar.

Johannesburg Area, South Africa

The Equality Project was funded by; inter alia, The Ford Foundation, Atlantic Philanthropies, The Global Fund for Women, Global Christian Ministries, the National State Lotteries, The EEC Foundation for Human Rights, and the Astraea Foundation. Our areas of activity include challenging all forms of discrimination on the basis of sexual orientation; ensuring access to justice; building a fair and equal society and advocating for social justice for all; policy and legal reform, strategic and impact litigation.Within this mandate my role was to develop a marketing communication strategy which supported these programmatic activities of the organisation. The broad objectives included influencing the legislative processes to secure full recognition of the right to equality; and challenging discrimination on the basis of sexual orientation and gender identity through litigation, lobbying, advocacy, public education and political mobilization.The intervention programmes I designed based on quantative and qualitive research data involved working with affiliated organisations sharing Equality’s vision of a just and equitable society for all.These strategies included:• Facilitating regional developmental workshops for journalists to educate them as to role the gender sector plays with the broader human rights sector; developing workshops.• Researching, writing, commissioning, editing and disseminating communiqués, opinion pieces, editorial, news releases.• Media monitoring: surveying the broadcast, print, and on-line media and responding accordingly. Providing analysis to inform public education programmes and further communication.• Networking with partner organisations in establishing a cohesive national communication strategy with the objective to strength the organised LGTBI sector to maximize their response to LGBTI needs through partnership, collective use of resources, and drawing upon the strengths of participating organisations.

Johannesburg Area, South Africa

♣ I was mandated by the Board of The Lesbian & Gay Equality Project to run the 2005 Johannesburg Pride Heritage Week which was described by Mail & Guardian and Mambaonline as “one of the best organised, most well-attended, most representative and successful to date"

Harare, Zimbabwe

Graphic Image was a small-sized agency in Harare, Zimbabwe, of which I was a director with a 20 per cent shareholding.I was the founding working partner and guided the company from its embryonic stages as a design studio into a fully-fledged accredited advertising and public relations firm. The majority shareholders evaluated my performance based on my abilities to grow our revenue base. My responsibilities inter alia were to formulate and implement policies and procedures; direct the strategic planning and client service functions and provide input as far as the creative process was concerned. Identifying and managing personnel was an intrinsic part of this process as well as contributing to the administrative functions of the company. The ethos behind Graphic Image was that it was an integrated marketing communications agency, We believed that the main disciplines of the marketing mix should be integrated and handled by one company, rather than spread across a number of service providers. As such we had had the experience and abilities to offer advertising, PR, event management, marketing research, exhibition design and related skills. Some clients used our services for the whole spectrum of disciplines; others used us for selected ones.We were appointed by Text 100, a global IT public relations firm registered on the London Stock Exchange, to be their Zimbabwean representative and to manage the Microsoft (MS) account. My role in this was primarily to manage the event design and launches of MS Office and MS Windows 98, 2000, Server, and their Software Piracy Campaign with the Business Software Alliance. It also comprised strategic PR campaign and media planning, buying and placement of internationally implemented advertising campaigns.Graphic Image had a range of blue chip clients including • Dunlop Zimbabwe, • Microsoft Corporation, • Nandos, • Barclays Merchant Bank, • Fleming Martin Securities, • First Mutual Life, • Sheraton Harare, • Wimpy

Harare, Zimbabwe

Cambridge A Levels

Cambridge O Levels