I combine economics, consumer insight and hands-on marketing experience to connect creative ideas with commercial outcomes.
API'm a Marketing postgraduate at the University of Cape Town, with a background in Philosophy, Politics and Economics. My experience across retail, e-commerce and digital marketing has taught me to think about brands from both a creative and commercial perspective. I'm interested in what influences consumer decisions, how brands build meaningful connections and how strategy translates into business growth. I'm building my career across brand strategy, digital commerce and consumer marketing, with a particular interest in FMCG, retail and luxury.
Situation: Businesses needed stronger digital engagement and retail performance.
Action: I supported social media content, customer engagement and retail marketing initiatives.
Result: My work contributed to reported improvements of 50% in social engagement and 20% in-store conversions.
Situation: Spur needed a campaign concept that connected with younger consumers without losing its family identity.
Action: I helped develop a nostalgia-led IMC strategy, creative storytelling and campaign mockups.
Result: Our group produced an integrated campaign concept connecting consumer research, brand positioning and creative execution.
Situation: A merchandise planning internship introduced me to the commercial decisions behind retail.
Action: I worked with Excel-based forecasting and merchandise planning exercises.
Result: I developed practical knowledge of how demand, assortment planning and inventory influence retail performance.
UCT — PGDip Management (Marketing)
ONYX — Incoming Account Executive, Social Commerce
Truworths — Merchandise Planning Internship
Freelance Digital Marketing
Nosso — Sales, Content & E-commerce
UNISA — BA Philosophy, Politics and Economics (73%)
I'd love to connect about opportunities in brand strategy, digital commerce and marketing.