Projects & Campaigns

BMW Group South Africa • 2022

Pioneered a market-first programmatic campaign leveraging first-party IDs in response to Google's 3rd party cookie deprecation.

• ✓27% reduction in Cost Per Mille (CPM)
• ✓43% increase in campaign scale
• ✓Positioned BMW SA as a cookieless-ready benchmark market

BMW Group South Africa • 2020

Led the digital transformation that made BMW SA the first BMW market to sell cars online with a 100% customer-centric approach.

• ✓70% month-on-month conversion increase
• ✓BMW C3 Leading Change Award for Best Digital Transformation 2020
• ✓Set benchmark for the C3 region

BMW Group South Africa • 2019-2024

Designed a bottom-up commercial demand model translating annual sales targets into channel-level acquisition forecasts.

• ✓Revenue attribution from impressions to vehicle sales
• ✓Managed always-on campaigns across 50+ models simultaneously
• ✓Orchestrated 9+ digital channels per model as an integrated, always-on ecosystem

MTN Group • 2024-2025

Led the marketing launch of MTN Ads - MTN's new digital advertising platform enabling brands to reach MTN's massive subscriber base across African markets through targeted mobile advertising.

• ✓Successfully launched ads.mtn.com to market
• ✓Positioned MTN as a competitive player in the digital advertising space
• ✓Opened new revenue streams through subscriber-based ad targeting

MTN Group • 2025-2026

Created and executed the comprehensive go-to-market launch plan for MTN One TV - MTN's PWA streaming platform featuring MTN Originals. Designed a multi-phase strategy covering internal employee advocacy (MTN One TV Week with cinema screenings), digital-first engagement, and nationwide roadshow activations across 4 operating countries. Internal launch achieved 83% engagement (vs 10% target), 454 bookings, and 125 structured feedback responses.

• ✓5-day internal campus takeover with cinema screenings and product demos
• ✓Portable "Roadshow-in-a-Box" concept for scalable nationwide activations
• ✓Market-specific activation strategies for Nigeria, South Africa, Ghana, and Zambia
• ✓Defined measurement framework with KPIs from awareness to conversion

MTN Group • 2024-Present

Architected a comprehensive Customer Value Management framework for OTT entertainment products (Showmax, Disney+, MTN One TV) and CRBT - covering acquisition, retention, and revenue growth with omnichannel campaign flows.

• ✓Structured Get-Keep-Grow lifecycle strategies for each OTT product
• ✓Full-funnel measurement from impressions to paying subscribers
• ✓Omnichannel approach spanning SMS, paid digital, CVM, S&D, and partner channels
• ✓Customer journey maps with drop-off management and retargeting workflows

MTN Group • 2024

Pioneered the use of AI/ML lookalike audience modelling for Showmax campaigns, collaborating with MTN's central analytics team and testing Ayoba as a performance marketing agency partner to expand reach beyond traditional CVM segments.

• ✓First AI/ML-driven targeting test for MTN digital services marketing
• ✓Validated channel expansion methodology using agency partnerships
• ✓Generated actionable insights on digital services marketing gaps
• ✓Created a replicable framework for future AI-driven campaign targeting

MTN Group • 2024

Developed a detailed activation and retention strategy for Disney+ within the MTN ecosystem, including customer segment definitions, offer structures, multi-step CVM use cases, and barrier-to-entry analysis to improve conversion from free trials to paying subscribers.

• ✓Customer journey use cases from recharge reward through to paying subscriber
• ✓Segment-specific offer strategies (budget-conscious, families, postpaid, premium)
• ✓Barrier-to-entry analysis identifying friction points in the subscription funnel
• ✓Multi-step CVM workflows with targeted messaging at each lifecycle stage

MTN Group • 2025

Designed a cross-market Marketing Assessment Framework evaluating 13 capability areas across four pillars - Strategic Alignment, Performance Analytics, Customer Value Management, and Team Capabilities. Created to benchmark digital marketing maturity across operating companies.

• ✓13 assessment areas with "What Good Looks Like" benchmarks
• ✓Four strategic pillars covering end-to-end marketing capability
• ✓Scalable framework applicable across diverse market environments
• ✓Introduced NBX and Flytxt CVM technology integration roadmaps

MTN Group • 2025

Developed a strategic SEO/SEM approach for MTN Play South Africa to maximise discoverability and drive acquisition, structured as a three-phase roadmap covering discovery and audit, strategy development, and continuous optimisation.

• ✓Three-phase roadmap: Discovery, Strategy Development, and Optimisation
• ✓Dual-pillar approach combining organic SEO and targeted Google Ads (SEM)
• ✓Measurement framework with Share of Voice and CPA tracking
• ✓Aligned search strategy with MTN Play's content verticals (games, music, sports)