Experience

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  Black Betty Design

  • Marketing Manager

    • 2021 - Present

    • Develop and execute innovative, data-driven marketing strategies to drive brand growth and achieve business objectives.• Drive end-to-end multi-channel campaigns throughout the customer life cycle.• Devise roll-out plans and provide creative direction for all advertising and public-facing commu...

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  Freelance Design Work

  • Freelance Designer

    • Mar 2019 - Present

    Freelance Design Work for Simply Home Styling:• Conduct comprehensive design research and mood creation, ensuring alignment with the brand's aesthetic and target audience.• Execute graphic design and layout improvements, including a rework of the logo and the Customer Intro document, enhancin...

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  Havvy

  • Cape Town, South Africa

  • Co-Founder & Creative Director

    • Sep 2016 - Present
    • Cape Town, South Africa

    Launched September 2017, Havvy is a lifestyle brand that represents the natural beauty and spirit of resort lifestyle.• Conceptualized and crafted the brand, resulting in the development of a comprehensive Brand Book that delineated core brand values and effectively targeted the desired customer ...

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  Woolworths Ltd. (South Africa)

  • South Africa
  • Retail
  • 700 & Above Employee

  • Lingerie Designer: JT One Brand

    • Aug 2010 - Nov 2015

    • Designed and oversaw various product categories within the Lingerie group, including Knickers, Shapewear, Camis, and Thermals. • Served as the designer for the contemporary brand JT One, covering underwear, sleepwear, loungewear, activewear, swimwear, towels, and accessories.• Spearheaded the growth of the JT One brand in South Africa.Notable Achievements:• Expansive Product Portfolio: Transformed the JT One brand from a limited offering of 2 SKUs (styles) to a robust selection of 200 per season/collection, showcasing versatility and design innovation.• Strategic Merchandising Impact: Pioneered the introduction of the 'panty table' concept in both JT One and core knickers departments, achieving remarkable sales success. During peak seasons, these tables, exclusively available in top category stores, averaged sales of 10,000 panties per week, enhancing brand profitability.• Exponential Sales Growth: Led a remarkable growth trajectory, elevating turnover/sales from 5 million to an impressive 160 million across three distinct categories - lingerie, sleepwear, and activewear. This exceptional expansion underscored strategic planning, consumer engagement, and market penetration.• Targeted Consumer Expansion: Successfully introduced a new customer segment— a younger, modern, and fashion-forward consumer— into Woolworths' business ecosystem, broadening the brand's appeal and capturing a fresh market demographic.• Retail Expansion and Market Presence: Spearheaded the opening of three stand-alone stores in key locations in Cape Town and Durban, amplifying the brand's physical presence and creating immersive shopping experiences for customers.• International Market Launch: Successfully launched the JT One brand in an international market through collaboration with David Jones in Australia in 2015, contributing to the brand's global recognition and market reach.

  • Design Assistant

    • Feb 2008 - Aug 2010

    • Provided versatile support across Lingerie, Womenswear, and Menswear departments, contributing to my growth as a designer.• Created, organized, and presented comprehensive seasonal design briefs.2009 - 2010: Menswear Design AssistantPortfolio of work: assisting design team with trend research and global retail trends. Trend included: colour, fabric, print and pattern, key shapes and silhouettes, new innovations and business opportunities. Create, organise and deliver seasonal design briefs to the business. General participation in buying workshops, quarterly reviews, supplier and technology workshops as well as departmental product days. Assisted with and maintained design critical path.2008 - 2009: Womanswear and Lingerie Design AssistantPortfolio of work: assisting design team with trend research and global retail trends. Trend included: colour, fabric, print and pattern, key shapes and silhouettes, new innovations and business opportunities. Create, organise and deliver seasonal design briefs to the business (i.e. management, buying department, marketing and visual merchandising team). Trained and assisted Trend manager with global / catwalk trend analysis which delivered into the business strategy.

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  Kids Inc Model Agency

  • Cape Town Area, South Africa

  • Booker / Agent

    • Jun 2001 - Dec 2002
    • Cape Town Area, South Africa