Case Studies

Jaguar Land Rover South Africa & Sub‑Saharan Africa (Mar 2023 – Present)

Role: Digital Marketing Specialist

Challenge: Align multi‑market dealer and brand objectives across paid media and owned digital channels.

Strategy: Cross‑channel framework for Google, META and YouTube; standardised GA4/GTM tagging; streamlined retailer guidance.

Execution: Always‑on + launch campaigns; site UX improvements; reporting cadences for leadership.

META ROAS +28%Google Ads CPA −22%Site traffic +35% YoY

Philips Personal Health (France & Nordics) (Feb 2021 – Jan 2022)

Role: Google 360/SEA 360 Campaign Manager

Challenge: Manage multilingual campaigns across FR, Nordics and Benelux with centralised measurement.

Strategy: SEA 360 structures, audience layering, locale testing; unified dashboards.

Execution: Bids/budgets, creative rotations, feed optimisation.

CTR +18%CPC −15%ROAS 4.1

CambriLearn (Online Homeschooling) (Dec 2019 – Jan 2021)

Role: Senior Digital Marketing Manager

Challenge: Drive enrolments with limited budgets while integrating Salesforce and analytics.

Strategy: Funnels on Google & META, GA/CRM integrations, Mailchimp nurture.

Execution: Executive reporting, landing tests, creative iteration.

Lead→Enrolment +42%CPL −30%Leads 200 → 500+/mo

Mindshare (Mazda, SAGE, Sanofi, Lufthansa) (Jul 2019 – Nov 2019)

Role: Senior Biddable Specialist

Challenge: Activate performance across Google Ads, DV360, Facebook/Instagram, Twitter.

Strategy: Full‑funnel planning, frequency controls, consolidated reporting.

Execution: Setup, pacing, optimisation; weekly insights.

DV360 CTR +25%CPM −18%Google Ads ROAS 3.8

iClick Marketing (Dis‑Chem, Tsogo Sun & SMEs) (2017 – 2019)

Role: Digital Campaign Manager → Senior Digital Campaign Manager

Challenge: Scale paid media for retail & hospitality efficiently.

Strategy: Audience segmentation, creative testing, RTB bookings; media schedules.

Execution: Daily optimisation, reporting, stakeholder coordination.

Dis‑Chem CPA −20%Tsogo Sun bookings +15%

MTN – MyMTN App Download Campaign (5‑month campaign)

Role: Performance Lead

Challenge: Drive MyMTN app downloads across devices while keeping CPD ≤ R30.

Strategy: First‑to‑market Google UAC; smartphone targeting on Search, Display, YouTube, in‑app.

Execution: Multi‑platform UAC structure, creative variants, budget pacing; continuous optimisation.

33,000,000+ impressions323,000 clicks49,735 downloadsCPD R14.69 (50% below benchmark)

Dis‑Chem – Beauty Fair Promotion (Sep–Oct 2017)

Role: Performance Lead

Challenge: Demonstrate digital’s effectiveness to drive sales & ROI across online and in‑store channels.

Strategy: Google Search, Shopping, Display, Mobile Display, Location Ads, Facebook Paid Ads.

Execution: Multi‑channel mix targeting high‑intent audiences; conversion‑focused placements.

Impressions 5.9MClicks 56,000+Revenue R700K+ (e‑commerce)ROI 280%

Dis‑Chem – Baby Savings Promotion (Mar–Apr 2019)

Role: Performance Lead

Challenge: Drive awareness and conversions for Baby Savings across online and in‑store channels.

Strategy: Google Search, Display, Shopping, Location Ads targeting parents; responsive display.

Execution: Keywords, mobile location banners, product‑level shopping ads.

773K+ display impressions / 5,842 clicks (CPC R2.59)240K+ shopping impressions / 3,754 clicks (CPC R9.36)1,198 online salesRevenue R552,878.01ROI 164%

Dis‑Chem – Low Price Savings Promotion (Apr–May 2019)

Role: Performance Lead

Challenge: Promote low‑price deals online & in‑store, driving conversions & footfall.

Strategy: Google Search & Shopping focused on high‑intent keywords & top products.

Execution: Optimised CPC bidding & product targeting.

Search: 240K+ impressions / 32,392 clicks (CTR 13.5%, CPC R1.27)Shopping: 314K+ impressions / 6,024 clicks (CTR 1.91%, CPC R7.02)Online Sales 468 + 6Revenue R184,747.43 + R5,306.02Top product: Oral‑B Pro 2000 (R9,497.74)