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Candidate Details

Name :

Karen Welgemoed
Qualification :
Brand / Marketing Manager
Industry :
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Candidate ID:
This candidate has been hired.

Brand / Marketing Manager

About our Client

Innovative Marketing & Brand Management professional with a proven track record in driving strategic marketing initiatives for leading local and international brands. Excel in developing and executing successful strategies that are closely aligned with business objectives and ability to create compelling campaigns by leveraging in-depth understanding of market dynamics and consumer behaviour. Entrepreneurial spirit coupled with strong analytical skills and a creative mindset to tackle multiple challenges with a fresh perspective. Natural leader and mentor with an outgoing personality, the confidence to express opinions fluently, and ability to work effectively alone or as part of a multiple stakeholder group.


Silver Assegai Award, Direct Marketing Association

Award Nomination (Imagine Gateway - Gateway Theatre of Shopping) International Council of Shopping Centres Grand Prix Footprint Award (Overall winner - Gateway Theatre of Shopping)

Gold Footprint Award Winner x 4 (Gateway Theatre of Shopping)

Silver Footprint Awards x 3 (Gateway Theatre of Shopping)

Marketing Manager of the Year Primedia Lifestyle (Gateway Theatre of Shopping)

Key Competencies

  • Brand management and developing high-Impact campaigns
  • Driving engagement & growth through digital platforms
  • Using data to report metrics, assess performance and implement improvements
  • Project management
  • IT skills: Microsoft Office suite
  • Strategic planning to drive both awareness and sales and ensure effective use of marketing budgets through the year
  • Social media management including copywriting, design, and implementing advertising campaigns across Facebook, Instagram, Twitter, LinkedIn and TikTok to ensure greater brand awareness and effective budgetary spend

Professional Experience

Social Media Manager

Digital Marketing Agency

  • Plan and prepare social media plans (Facebook, Instagram & TikTok) to align with company objectives and report to both local and global head office
  • Plan social media content to align with the social media guardrails (as set out by client) and write copy
  • Make suggestions of requirements for artwork or source influencer / user-generated content
  • Post content to various pages (via Sprout Social)
  • Report post achievements and recommend changes
  • Liaise with other agencies (media, PR & influencer management) to ensure cohesive strategy for brands

Marketing Director

Communications and Marketing Agency

  • Delivered strategic marketing management, brand management, social media strategies and management, public relations and events, mainly in the retail and hospitality sectors
  • Developed annual marketing plans, and prepared and managed budgets
  • Planned social media calendar and developed artwork
  • Planned and executed events, compiled public relations articles and liaised with relevant media

Marketing Manager

  • Collaborated with design agencies to develop comprehensive design briefings, covering marketing, F&B, spa, golf facilities, and FOH, ensuring cohesive brand representation across all touch points
  • Managed public relations activities, including media relations and brand ambassador programs, to enhance brand reputation and secure valuable media coverage
  • Provided art direction for impactful photoshoots, ensuring the Resort's visual assets aligned with the brand image and supported marketing initiatives.
  • Acted as the key point of contact for international partners and suppliers, managing marketing activities, website updates, and loyalty programs to strengthen collaborations and enhance market presence
  • Prepared and delivered comprehensive marketing strategy and presented at management meetings showcasing results, insights, and future plans
  • Managed and developed budgets and played an integral role in developing the annual budget for the upcoming fiscal year, aligning resources with strategic objectives

Brand Manager

  • Formulated and executed effective marketing plans to increase footfall, drive business growth, and achieve measurable results
  • Facilitated and managed relationships with external suppliers, including Media, Public Relations, Digital Marketing, and Design, ensuring effective collaborations and optimal results
  • Developed comprehensive digital marketing strategies across multiple platforms, including website, Facebook, Twitter, and Instagram, to enhance brand presence, engage target audiences, and drive online growth
  • Implemented award-winning digital strategies, expanding the brand's digital footprint and establishing online prowess, resulting in remarkable growth exceeding 54% year-on-year
  • Created and implemented a customer relationship management (CRM) strategy for effective communication with target audiences, fostering customer loyalty and enhancing customer experience
  • Developed creative and strategic communication platforms for print and radio, generating concepts, drafting scripts, and recording high-quality content to effectively engage with target audiences
  • Maintained brand-consistent and effective park signage and branding to enhance brand recognition, customer experience, and drive cohesive brand messaging
  • Managed an annual marketing budget of R15 million to optimise return on investment (ROI), ensuring effective allocation and measurement of resources
  • Led and managed a team of 8 personnel, fostering a collaborative environment, and overseeing the successful execution of marketing initiatives
  • Established strategic partnerships with like-minded brands to drive business growth, increase brand visibility, and enhance market presence


Bachelor of Commerce (Politics, Philosophy & Economics)

Post-Graduate Diploma in Marketing Management

The Ultimate Facebook Ads & Facebook Marketing Guide

IIDE - The Digital School on Udemy


▪ Drive initiatives with the brands I work for, and in the last 5 years I have been involved in building a library for a school through a book donation drive, and providing sporting equipment for 5 local schools

▪ Enjoy running and spending time in game reserves to help my children learn about birds and animals


Technical Skills

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