Work Experience

Lead - CRO & UX (EMEA)

October 2019 - February 2025

Established hub in EMEA, serving 9 markets.
Led a team of designers, developers, quality assurance and conversion analysts
Design and developed omnichannel creatives at scale for display and social media
Spearheaded digital/user experience solutions for web, mobile apps, landing pages
Provided business development support for end-markets to grow revenue
Conducted UX Research utilising a variety of methodologies, including GA4 analysis, heuristic walkthroughs, to inform data-driven design decisions
User experience design including wireframes and prototypes
Developed and launched digital experiences, CMS, and e-commerce websites, enabling clients to increase efficiency and sales
Orchestrated A/B Testing and on-page personalisation to optimise conversion rates
Collaborated on speed optimisation and website accessibility
Led UX initiatives focused on sustainability, helping clients reduce their carbon footprint

Achievements

CRO leadership – successfully led a program to achieve Google Conversion Optimisation Enterprise certification in 10 markets, increasing CRO gross profit by over 100%.
Digital Maturity Innovation – Custom platform for L’Oreal driving success in 14 markets
Award-winning campaign – company award for a technology display media
campaign that resulted in a 6% CPA improvement
Workflow optimisation – streamlined workflows resulting in an optimal 27.5%
cost-to-market.

Collaborative partnerships

Successfully collaborated with global brands such as L’Oréal, Crocs, Zalando, Carrefour, Wizz Air, Qatar Airlines.

May 2020 - October 2022

Creative Operations Lead - EMEA

Established and led a creative hub in EMEA, serving 9 markets.
Managed a team of designers, developers, quality assurance and conversion analysts
Design and developed omnichannel creatives at scale for display and social media
Directed full life-cycle of website projects from research, design, developmentto conversion optimisation and personalisation
Cross-discipline collaboration with Brand, Strategy, Media, Analytics and SEO teams.

Achievements

Award-winning campaign – company award for a technology display media
campaign that resulted in a 6% CPA improvement
Workflow optimisation – streamlined workflows resulting in an optimal 27.5%
cost-to-market.

Collaborative partnerships

Successfully collaborated with brands such as Carrefour, Wizz Air, Qatar Airlines.

June 2016 - June 2019

Lead - AdX, DX & UX (South Africa)

Established a team specialising in digital media assets, with a focus on Google
Marketing Platform (GMP) and Facebook/Instagram.
Oversaw all aspects of the creative team serving Sub-Saharan-Africa
Developed creative strategy of integrated digital marketing campaigns
Crafted dynamic paid-media creatives (static and motion)
Provided training and enablement to agencies on dynamic creative of marketing platforms (GMP)
Directed website projects, including scope definition, design, development, analytics, SEO, CRO, and integration, ensuring seamless user experiences and optimal performance.

Achievements

Award-winning campaign – recognised with a Bookmark award for social media innovation, demonstrating creativity and effectiveness.
Creative efficiency – streamlined creative processes for Hyundai, reducing turnaround time for creative assets from 2 weeks to 48 hours, significantly
improving efficiency.
Conversion optimisation – Achieved over 100% improvement in mobile
conversion rates.

Collaborative partnerships

Successfully collaborated with leading brands in Sub-Saharan Africa, including Hyundai Motors, Sanlam (Financial Services), INIT International University and Honoris United Universities (Educational)

June 2012 - June 2016

Head of Digital (Medium Enterprise)

Established and led a 7-person team focused on creative-driven digital marketing, delivering innovative solutions to clients.
Directed website development projects, creating high-quality websites using
WordPress and custom platforms to meet client needs and enhance user experience.
Developed and implemented effective SEO strategies, including keyword
research, on-page optimization, and link building, to improve website visibility and drive organic traffic.
Launched and managed successful social media marketing campaigns across various platforms, engaging target audiences and driving conversions.
Successfully led the team in delivering exceptional digital marketing solutions, contributing to the company’s growth and success.

June 2009 - June 2013

Head of Design

Managed design teams responsible for digital marketing initiatives for small and medium-sized enterprises (SMEs).
Provided creative oversight, ensuring that creative deliverables met digital marketing objectives and aligned with client goals.
Led UI/UX design efforts, creating user-friendly interfaces for internal systems and company websites that enhanced user experience and engagement.
Provided overall creative leadership, guiding the design team and ensuring consistency and quality across projects.
Conceptualised and implemented a WordPress multisite network, enabling rapid and efficient website development for multiple clients.

Work Experience

Lead - CRO & UX (EMEA)

Creative Operations Lead - EMEA

Lead - AdX, DX & UX (South Africa)

Head of Digital (Medium Enterprise)

Head of Design

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