Elevate Growth Solutions partners with ambitious businesses to deliver transformative brand and marketing solutions. We specialize in creating strategies that drive measurable growth, strengthen brand equity, and elevate market presence.Key Responsibilities: - Designing and executing bold brand strategies tailored to disrupt and lead markets. - Delivering tailored marketing plans that align with business objectives and customer needs. - Mentoring and empowering marketing teams to deliver creative, high-impact campaigns. - Providing agile, expert consulting services for unique business challenges.Visit www.elevategrowth.uk for more details.

IG Group is a FTSE250 fintech specializing in derivatives trading and investing for retail customers. I lead a team of brand experts in the strategy, development, execution, management and measurement of the Group's global brands. Accomplishments:• The two primary brands have met the defined brand targets for key KPIs, with the most recent measurement showing growth of 5% YoY in the UK and US.• Consolidated a disparate IG brand that was operating fragmentedly in 17 countries into a unified, global brand, increasing the brand’s performance whilst creating significant cost efficiencies. This included the development of a new brand positioning and identity suitable for global application, successfully deployed in multiple languages across all touch points across the globe.• Developed and executed a global brand campaign localized to 17 countries in 22 languages scoring 74% for salience, 78% in understanding and 65% for consideration.• Started the transformation of the IG brand from a functional brand to an experience-led one, giving us greater differentiation and growth opportunities in our markets. • Evolved the IG Group brand into our investor, employer and ESG brand, working in consultation with stakeholders to develop our Employee Value Proposition• Established the Brand Health Framework, which goes beyond traditional brand tracking, helping us identify bottle necks and areas for improvement along the customer journey.As a member of the Senior Marketing Leadership Team, my extended responsibilities includes:• Jointly setting the strategic marketing initiatives for global marketing, aligning the Groups plans with the regions.• Determining the operating models to support the smooth execution of branding and marketing• Improve the efficiency and effectiveness of Group Marketing via initiatives including, training, creative excellence development and the adoption of AI powered solutions.• Create an engaged, positive and empowered culture in marketing.

McCann Worldgroup (IPG) is a global agency providing best-in-class strategic and creative services, to help their clients’ brands play a meaningful role in people’s lives. I assumed overall responsibility for the strategic development of the global Nestle brands: Nesquik, Buitoni, Coffee Mate and NesQino (Chinese market) - all valued over $1b.Accomplishments:• Developed and successfully got the client onboard with a revolutionary new brand and communications strategy for Nesquik, which reinvigorated an old brand for the modern world that ceased the YoY decline in revenue. • Developed a new strategy for Coffee Mate which capitalized on “inflection points” in the market’s behaviour to best introduce them to the brand – resulting in a more focused marketing and communications strategy that led to higher returns on the marketing investment.• Built strong, trusted relationships with the Nestle clients across the globe, with the agency relationship reviews being one of the highest of all partners.• Manage and grow a team of strategists in their careers and competency in branding and communications.

As the Head of Strategy at DDB, I was responsible for managing and growing a team of strategists, and taking overall accountability for the strategic function in the agency. My team and I were responsible for developing brand strategies, digital strategies, integrated strategies and traditional communications strategies for our clients. At DDB, I gained extensive experience working with international brands including Unilever (Knorr, Royco, Lipton, Aromat, Walls/Ola), Emirates Airlines, McDonalds, Philip Morris International (Chesterfield), Honda, Huawei and Pizza Hut. In particular, my involvement with Knorr was quite significant, being tasked with reworking the global brand strategy to suit the African market without compromising the essence of the brand. Another achievement of which I am proud was the development of a new brand and communications strategy for Telkom, the largest telecommunications provider in SA. The new campaign reversed the steady decline in revenue and market share for the brand, growing top line revenue by 20% over 3 years and their customer base by 17% over the same period.Accomplishments• During my time at DDB, the agency was consistently in the top 5 agencies in the country by industry ranking.• The agency was the most awarded agency for marketing effectiveness for the 5 years of my tenure.• Successfully landed numerous large clients via RFP submissions and pitches, with the agency reaching record revenue growth in 2015 and 2016.

As the Director of Strategy at Havas, I headed up the strategy department and took overall responsibility for the strategic work developed for our clients in SA and in key African markets. Here I developed various types of strategies for clients, including brand, integrated communications and ATL strategies for the agency’s clients. I also gained an incredible amount of experience working with international, household brands, including Reckitt Benckiser (Vanish, Veet, Finish, Dettol, Nurofen, Mortein, Durex, Air Wick, Gaviscon, Harpic and Strepsils), Citroen, Peugeot, Volvo, Dulux, South African Airways and Kenya Power. While at Havas, I was part of the Executive Team and had a key role in New Business Development, in which we doubled the agency's size in just over a year, as a result of a string of successful pitches.

Terranova is a boutique agency offering business and marketing consulting, and corporate communications and advertising services - primarily in the B2B space.I served as the Strategy Director and was responsible for working with our clients in developing and fine-tuning their business and marketing strategies, and then converting them into advertising and communication strategies. After some time, Terranova decided to establish a small research arm, which I headed up too. During my 7 years at Terranova, I helped a start-up logistics company grow into the market leader within 5 years, and cross borders into Europe and the Middle East. I also developed the Board Barometer; a tool designed to analyse the composition of boards of listed companies and their levels of corporate governance. We found that the greater the Board Barometer score, the better the financial performance of the company – and used this methodology and information to help a fund management company develop an investment fund that outperformed the market index.

Famous Brand is a listed, leading QSR (Quick Service Restaurant) company operating on a franchise model.During my time at Famous Brands, I was responsible for the full marketing mix, forecasting and budget management for two brands - Church's Chicken and FishAways.A key highlight of my time there was the restrategising and redesign of the FishAways brand, which resulted in some of the stores doubling their revenue within 3 months.

Osiris Trading is the world's largest online casino group that pioneered the way forward for the industry shortly after their launch, exclusively targeting the UK, European and US markets.I was appointed as the marketing and promotions manager for the group, which included the concept, design, implementation and operation of a global, multi-brand loyalty programme and various player promotions, as well as promotions in support of player retention and acquisition campaigns.

I joined Peermont Resorts - an international hotel, casino and entertainment company - as the Group Winners Circle Manager, but shortly took on the role of the Marketing Services Manager when the incumbent resigned. My key responsibility was the design, launch and administration of a cross-platform CRM and loyalty programme for the hotel group, supported by a team of staff. I was also asked to be part of a task team to devise and implement a turn-around strategy for a struggling resort within the group, which we successfully completed within 5 months.

I joined ABSA (i.e. Barclays) as the Marketing Manager of the Affluent Segment in Retail Banking and was part of the team that undertook the massive rebranding project that resulted in the formation of ABSA – the largest bank in South Africa. A project of this magnitude is a once-in-a-lifetime opportunity and benefited me immensely in gaining experience in branding strategy and implementation.

I began my career at Standard Bank in their marketing department as the Project Leader of Electronic Banking; tasked with creating campaigns aimed at changing their customers’ banking behaviour in favour of electronic and remote transactional channels.