Libby Allen
Chief Operating Officer at Irvine Partners- Claim this Profile
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English Native or bilingual proficiency
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Afrikaans Full professional proficiency
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Bio
Karen Muller
Libby is a highly skilled and innovative strategic creative leader with a wealth of experience in content for brands, products, AI, and Edtech. Libby's ability to think outside the box and generate groundbreaking ideas sets her apart from her peers, making her an invaluable asset to any team. Libby consistently demonstrates her innovative approach to content creation, crafting compelling strategies that captivate audiences and drive exceptional results. Whether it's developing persuasive brand messaging or creating engaging AI-powered educational content, Libby's creativity knows no bounds. Moreover, Libby's deep understanding of the evolving digital landscape allows her to seamlessly integrate innovative concepts and technologies into her writing. Her forward-thinking mindset and ability to leverage emerging trends make her a true strategic creative leader. In addition to her own remarkable talents, Libby excels at managing writers. She fosters a collaborative environment that empowers her team, inspiring them to push the boundaries of their creativity. Libby sets clear expectations, provides constructive feedback, and delegates tasks effectively, ensuring projects are completed on time and to the highest standards. Libby's exceptional communication skills and ability to understand her writers' strengths enable her to assign tasks that align with their expertise, nurturing their professional growth. Her positive attitude, dedication, and collaborative nature make her a pleasure to work with. In conclusion, I highly recommend Libby Allen to any organisation seeking an innovative strategic creative leader who can elevate their brand, products, AI, or Edtech content. Libby's unique perspective, combined with her management skills, will undoubtedly drive success and propel any organisation to new heights.
Sarah Lustig
I have had the pleasure of working with Libby over the last 6 years in both the Ed Tech industry and more recently, at GVI, a social enterprise that runs high impact conservation and sustainable development programs. In her role at Lobster Ink as Creative Director, we worked together on numerous award-winning large scale Ed Tech projects for international clients. Libby inspired her team to deliver top quality creative outputs within the limitations of time and budget. She was always available to support her team and the project by providing guidance whenever needed and providing valuable and constructive feedback. In her role at GVI as Head of Brand Communications, we worked together on the middle management team where she led a large team of creatives and was also responsible for the stategising and implementation of hundreds of amazing creative projects. Libby is an expert in handling challenging team dynamics and navigating tricky circumstances with grace and empathy. I have learnt so much from her about team management and as a peer, I have always looked to her for advice and guidance. Her fierce dedication to her team is inspiring! Libby has the ability to juggle a million things at once, working calmly under pressure and staying on the pulse of all the latest trends. She was instrumental in spearheading and leveraging LLMOs to increase productivity within our team and worked tirelessly to guide the team into the new era of AI for a range of functions within our department. Always conscious about the humans behind the work, Libby ensured that every person on our team understood their role working with AI as a productivity aid rather than having AI replace them. Her passion for her work, her ability to understand operational requirements and the high standards to which she holds herself and her team have always ensured the best quality of work, delivered on time, on budget and to brief. It has truly been such an enriching experience working with Libby over the last few years and she would be a valuable asset to any company! She’s a unicorn!
Leani Jansen van Vuuren
Libby is not your ordinary manager. She is an inspirational leader who not only works hard to get exceptional work results but who genuinely cares for her team. Although we all worked remotely in different parts of the world, we felt close. Libby intentionally made sure we felt connected, encouraged and aligned. She was invested in all of us, and her guidance directly impacted our performance and personal growth. Libby is a top talent. She is a highly experienced communication and brand expert with a drive to constantly improve. She is progressive, on the pulse of the latest trends and has the skills to bring innovative and cutting-edge ideas to life. During her time at GVI, she helped strategise, manage and implement hundreds of creative projects seamlessly – from social media plans, video campaigns, newsletters, web pages, ad campaigns, style guides, paid ads, brand designs, SEO, blogs and crisis communication. Working under Libby’s guidance and mentorship has been some of the most fulfilling times in my career, and I highly recommend her.
Karen Muller
Libby is a highly skilled and innovative strategic creative leader with a wealth of experience in content for brands, products, AI, and Edtech. Libby's ability to think outside the box and generate groundbreaking ideas sets her apart from her peers, making her an invaluable asset to any team. Libby consistently demonstrates her innovative approach to content creation, crafting compelling strategies that captivate audiences and drive exceptional results. Whether it's developing persuasive brand messaging or creating engaging AI-powered educational content, Libby's creativity knows no bounds. Moreover, Libby's deep understanding of the evolving digital landscape allows her to seamlessly integrate innovative concepts and technologies into her writing. Her forward-thinking mindset and ability to leverage emerging trends make her a true strategic creative leader. In addition to her own remarkable talents, Libby excels at managing writers. She fosters a collaborative environment that empowers her team, inspiring them to push the boundaries of their creativity. Libby sets clear expectations, provides constructive feedback, and delegates tasks effectively, ensuring projects are completed on time and to the highest standards. Libby's exceptional communication skills and ability to understand her writers' strengths enable her to assign tasks that align with their expertise, nurturing their professional growth. Her positive attitude, dedication, and collaborative nature make her a pleasure to work with. In conclusion, I highly recommend Libby Allen to any organisation seeking an innovative strategic creative leader who can elevate their brand, products, AI, or Edtech content. Libby's unique perspective, combined with her management skills, will undoubtedly drive success and propel any organisation to new heights.
Sarah Lustig
I have had the pleasure of working with Libby over the last 6 years in both the Ed Tech industry and more recently, at GVI, a social enterprise that runs high impact conservation and sustainable development programs. In her role at Lobster Ink as Creative Director, we worked together on numerous award-winning large scale Ed Tech projects for international clients. Libby inspired her team to deliver top quality creative outputs within the limitations of time and budget. She was always available to support her team and the project by providing guidance whenever needed and providing valuable and constructive feedback. In her role at GVI as Head of Brand Communications, we worked together on the middle management team where she led a large team of creatives and was also responsible for the stategising and implementation of hundreds of amazing creative projects. Libby is an expert in handling challenging team dynamics and navigating tricky circumstances with grace and empathy. I have learnt so much from her about team management and as a peer, I have always looked to her for advice and guidance. Her fierce dedication to her team is inspiring! Libby has the ability to juggle a million things at once, working calmly under pressure and staying on the pulse of all the latest trends. She was instrumental in spearheading and leveraging LLMOs to increase productivity within our team and worked tirelessly to guide the team into the new era of AI for a range of functions within our department. Always conscious about the humans behind the work, Libby ensured that every person on our team understood their role working with AI as a productivity aid rather than having AI replace them. Her passion for her work, her ability to understand operational requirements and the high standards to which she holds herself and her team have always ensured the best quality of work, delivered on time, on budget and to brief. It has truly been such an enriching experience working with Libby over the last few years and she would be a valuable asset to any company! She’s a unicorn!
Leani Jansen van Vuuren
Libby is not your ordinary manager. She is an inspirational leader who not only works hard to get exceptional work results but who genuinely cares for her team. Although we all worked remotely in different parts of the world, we felt close. Libby intentionally made sure we felt connected, encouraged and aligned. She was invested in all of us, and her guidance directly impacted our performance and personal growth. Libby is a top talent. She is a highly experienced communication and brand expert with a drive to constantly improve. She is progressive, on the pulse of the latest trends and has the skills to bring innovative and cutting-edge ideas to life. During her time at GVI, she helped strategise, manage and implement hundreds of creative projects seamlessly – from social media plans, video campaigns, newsletters, web pages, ad campaigns, style guides, paid ads, brand designs, SEO, blogs and crisis communication. Working under Libby’s guidance and mentorship has been some of the most fulfilling times in my career, and I highly recommend her.
Karen Muller
Libby is a highly skilled and innovative strategic creative leader with a wealth of experience in content for brands, products, AI, and Edtech. Libby's ability to think outside the box and generate groundbreaking ideas sets her apart from her peers, making her an invaluable asset to any team. Libby consistently demonstrates her innovative approach to content creation, crafting compelling strategies that captivate audiences and drive exceptional results. Whether it's developing persuasive brand messaging or creating engaging AI-powered educational content, Libby's creativity knows no bounds. Moreover, Libby's deep understanding of the evolving digital landscape allows her to seamlessly integrate innovative concepts and technologies into her writing. Her forward-thinking mindset and ability to leverage emerging trends make her a true strategic creative leader. In addition to her own remarkable talents, Libby excels at managing writers. She fosters a collaborative environment that empowers her team, inspiring them to push the boundaries of their creativity. Libby sets clear expectations, provides constructive feedback, and delegates tasks effectively, ensuring projects are completed on time and to the highest standards. Libby's exceptional communication skills and ability to understand her writers' strengths enable her to assign tasks that align with their expertise, nurturing their professional growth. Her positive attitude, dedication, and collaborative nature make her a pleasure to work with. In conclusion, I highly recommend Libby Allen to any organisation seeking an innovative strategic creative leader who can elevate their brand, products, AI, or Edtech content. Libby's unique perspective, combined with her management skills, will undoubtedly drive success and propel any organisation to new heights.
Sarah Lustig
I have had the pleasure of working with Libby over the last 6 years in both the Ed Tech industry and more recently, at GVI, a social enterprise that runs high impact conservation and sustainable development programs. In her role at Lobster Ink as Creative Director, we worked together on numerous award-winning large scale Ed Tech projects for international clients. Libby inspired her team to deliver top quality creative outputs within the limitations of time and budget. She was always available to support her team and the project by providing guidance whenever needed and providing valuable and constructive feedback. In her role at GVI as Head of Brand Communications, we worked together on the middle management team where she led a large team of creatives and was also responsible for the stategising and implementation of hundreds of amazing creative projects. Libby is an expert in handling challenging team dynamics and navigating tricky circumstances with grace and empathy. I have learnt so much from her about team management and as a peer, I have always looked to her for advice and guidance. Her fierce dedication to her team is inspiring! Libby has the ability to juggle a million things at once, working calmly under pressure and staying on the pulse of all the latest trends. She was instrumental in spearheading and leveraging LLMOs to increase productivity within our team and worked tirelessly to guide the team into the new era of AI for a range of functions within our department. Always conscious about the humans behind the work, Libby ensured that every person on our team understood their role working with AI as a productivity aid rather than having AI replace them. Her passion for her work, her ability to understand operational requirements and the high standards to which she holds herself and her team have always ensured the best quality of work, delivered on time, on budget and to brief. It has truly been such an enriching experience working with Libby over the last few years and she would be a valuable asset to any company! She’s a unicorn!
Leani Jansen van Vuuren
Libby is not your ordinary manager. She is an inspirational leader who not only works hard to get exceptional work results but who genuinely cares for her team. Although we all worked remotely in different parts of the world, we felt close. Libby intentionally made sure we felt connected, encouraged and aligned. She was invested in all of us, and her guidance directly impacted our performance and personal growth. Libby is a top talent. She is a highly experienced communication and brand expert with a drive to constantly improve. She is progressive, on the pulse of the latest trends and has the skills to bring innovative and cutting-edge ideas to life. During her time at GVI, she helped strategise, manage and implement hundreds of creative projects seamlessly – from social media plans, video campaigns, newsletters, web pages, ad campaigns, style guides, paid ads, brand designs, SEO, blogs and crisis communication. Working under Libby’s guidance and mentorship has been some of the most fulfilling times in my career, and I highly recommend her.
Karen Muller
Libby is a highly skilled and innovative strategic creative leader with a wealth of experience in content for brands, products, AI, and Edtech. Libby's ability to think outside the box and generate groundbreaking ideas sets her apart from her peers, making her an invaluable asset to any team. Libby consistently demonstrates her innovative approach to content creation, crafting compelling strategies that captivate audiences and drive exceptional results. Whether it's developing persuasive brand messaging or creating engaging AI-powered educational content, Libby's creativity knows no bounds. Moreover, Libby's deep understanding of the evolving digital landscape allows her to seamlessly integrate innovative concepts and technologies into her writing. Her forward-thinking mindset and ability to leverage emerging trends make her a true strategic creative leader. In addition to her own remarkable talents, Libby excels at managing writers. She fosters a collaborative environment that empowers her team, inspiring them to push the boundaries of their creativity. Libby sets clear expectations, provides constructive feedback, and delegates tasks effectively, ensuring projects are completed on time and to the highest standards. Libby's exceptional communication skills and ability to understand her writers' strengths enable her to assign tasks that align with their expertise, nurturing their professional growth. Her positive attitude, dedication, and collaborative nature make her a pleasure to work with. In conclusion, I highly recommend Libby Allen to any organisation seeking an innovative strategic creative leader who can elevate their brand, products, AI, or Edtech content. Libby's unique perspective, combined with her management skills, will undoubtedly drive success and propel any organisation to new heights.
Sarah Lustig
I have had the pleasure of working with Libby over the last 6 years in both the Ed Tech industry and more recently, at GVI, a social enterprise that runs high impact conservation and sustainable development programs. In her role at Lobster Ink as Creative Director, we worked together on numerous award-winning large scale Ed Tech projects for international clients. Libby inspired her team to deliver top quality creative outputs within the limitations of time and budget. She was always available to support her team and the project by providing guidance whenever needed and providing valuable and constructive feedback. In her role at GVI as Head of Brand Communications, we worked together on the middle management team where she led a large team of creatives and was also responsible for the stategising and implementation of hundreds of amazing creative projects. Libby is an expert in handling challenging team dynamics and navigating tricky circumstances with grace and empathy. I have learnt so much from her about team management and as a peer, I have always looked to her for advice and guidance. Her fierce dedication to her team is inspiring! Libby has the ability to juggle a million things at once, working calmly under pressure and staying on the pulse of all the latest trends. She was instrumental in spearheading and leveraging LLMOs to increase productivity within our team and worked tirelessly to guide the team into the new era of AI for a range of functions within our department. Always conscious about the humans behind the work, Libby ensured that every person on our team understood their role working with AI as a productivity aid rather than having AI replace them. Her passion for her work, her ability to understand operational requirements and the high standards to which she holds herself and her team have always ensured the best quality of work, delivered on time, on budget and to brief. It has truly been such an enriching experience working with Libby over the last few years and she would be a valuable asset to any company! She’s a unicorn!
Leani Jansen van Vuuren
Libby is not your ordinary manager. She is an inspirational leader who not only works hard to get exceptional work results but who genuinely cares for her team. Although we all worked remotely in different parts of the world, we felt close. Libby intentionally made sure we felt connected, encouraged and aligned. She was invested in all of us, and her guidance directly impacted our performance and personal growth. Libby is a top talent. She is a highly experienced communication and brand expert with a drive to constantly improve. She is progressive, on the pulse of the latest trends and has the skills to bring innovative and cutting-edge ideas to life. During her time at GVI, she helped strategise, manage and implement hundreds of creative projects seamlessly – from social media plans, video campaigns, newsletters, web pages, ad campaigns, style guides, paid ads, brand designs, SEO, blogs and crisis communication. Working under Libby’s guidance and mentorship has been some of the most fulfilling times in my career, and I highly recommend her.
Experience
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Irvine Partners
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United Kingdom
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Public Relations and Communications Services
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1 - 100 Employee
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Chief Operating Officer
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Sep 2023 - Present
At Irvine Partners, I blend my experience in creative and workflows to optimise our daily business operations. My goal - and genuine passion - is to motivate our team to align with our organisational objectives, fostering a culture of entrepreneurship and collaboration. With an emphasis on talent development, I oversee recruitment and mentorship, shaping a workforce that embodies our founder's vision. Guided by strategic insight and working closely with management, I establish policies that reinforce our company's ethos and elevate our performance. I'm dedicated to expanding IP's horizons, building on the success of this really special organisation. Show less
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GVI
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United Kingdom
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Conservation Programs
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100 - 200 Employee
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Head of Brand Communications
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Jul 2021 - Jul 2023
For GVI, I played a pivotal role in shaping the identities and narratives of the GVI People and GVI Planet brands across a multichannel space. With a focus on ethical practices in selling sustainable-travel products, I steered a team through a complex marketing environment, upholding strict ethics while engaging customers throughout the funnel. It was a joy to lead the rollout of brand and product positioning while working on gaining operational efficiencies – particularly via generative AI – in this role. My work included: - Market research - Brand positioning - Product positioning - Lead generation - Campaign concepts - Influencer marketing - Website landing pages and blogs for SEO - AI integrations for comms and operations - Video - Email marketing - Social media - Search and display advertising Show less
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Lobster Ink
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Netherlands
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E-Learning Providers
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100 - 200 Employee
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Creative Director
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Apr 2019 - Jul 2021
As a Creative Director for Lobster Ink, I assumed a pinnacle role within the creative management team. I co-led a multidisciplinary team of scriptwriters, instructional designers, and production and post-production teams. Together, we created a range of high-quality online learning experiences, harnessing diverse media formats to deliver immersive educational experiences. We served industry-leading clients such as McDonald’s, Marriott International, Hilton Hotels & Resorts, Dubai College of Tourism, the Culinary Institute of America and more, creating both branded and white-labelled products.I also had the opportunity to work directly in Lobster Ink’s operations, building my own creative team as well as assembling project teams on projects. Alongside a Program Manager and Post-production Supervisor, I implemented and iterated workflows, put structure to creative processes that had been inefficient – like brainstorming processes – with my approach being led by design thinking principles.- Nominated as one of Ecolab's Leaders Who Make an Impact, 2020- Sat on Lobster Ink's Employment Equity Committee, 2020/2021 Show less
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Associate Creative Director
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Sep 2018 - Mar 2019
In this role, I focused on guiding multidisciplinary creative teams as they produced interactive learning solutions for Lobster Ink’s clients. My team specialised in concept design, scriptwriting, and directing, and they consulted with Lobster's film and post teams. My clients included Marriott International, Hilton Hotels & Resorts, Mandarin Oriental Hotel Group, Waitrose & Partners, Dubai College of Tourism, Anheuser-Busch InBev, InterContinental Hotels Group, and PricewaterhouseCoopers.
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Head of Scriptwriting
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Dec 2015 - Sep 2018
In my first role at Lobster Ink, I was responsible for a large team of in-house and freelance scriptwriters. I primarily managed the scriptwriters' interpretation of information from clients and subject matter experts, and subsequent production of creative concepts and scripts. I assessed the quality of production outputs, developed the company's writing style guide, and strategised to address capacity and process challenges.
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Self-Employed
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Real Estate
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1 - 100 Employee
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Freelance Writer and Editor: woman&home SA, Essentials SA and Marie Claire SA
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Apr 2015 - Sep 2018
Freelance writing and editing (woman&home SA, Marie Claire SA, Essentials SA): features, fashion, wellness, and food and beverage; trend reporting across spheres; scriptwriting; research and academic texts. Freelance writing and editing (woman&home SA, Marie Claire SA, Essentials SA): features, fashion, wellness, and food and beverage; trend reporting across spheres; scriptwriting; research and academic texts.
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Associated Media Publishing
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South Africa
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Book and Periodical Publishing
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1 - 100 Employee
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Contributing Features Editor: Marie Claire SA
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Apr 2017 - Jun 2017
Contributions to the magazine's editorial strategy, cross-platform publishing and live event tie-ins; co-directed editorial flow and feature selection for print issues; managed freelance and in-house writers; assumed a deputy- and copy editor role, working directly with top publishing stakeholders. Contributions to the magazine's editorial strategy, cross-platform publishing and live event tie-ins; co-directed editorial flow and feature selection for print issues; managed freelance and in-house writers; assumed a deputy- and copy editor role, working directly with top publishing stakeholders.
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Boston Media House
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South Africa
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Media Production
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1 - 100 Employee
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Lecturer: Media Studies, Identity Politics, and Globalisation
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Apr 2015 - Jan 2016
Lectured full- and part-time learners at degree and diploma levels. With a focus on critical theory in media studies, media and identity in postcolonial Africa, media and globalisation and marketing, I also co-developed the curriculum for the school's first course in digital media convergence. Lectured full- and part-time learners at degree and diploma levels. With a focus on critical theory in media studies, media and identity in postcolonial Africa, media and globalisation and marketing, I also co-developed the curriculum for the school's first course in digital media convergence.
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Caxton Magazines
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Online Audio and Video Media
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Features Editor: woman&home SA
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Sep 2013 - May 2015
As an editor on the top-selling South African magazine in its sector at the time, I honed my storytelling skills, crafted personal connections between the title and its highly-specific market. I led a team of in-house and freelance writers, orchestrated the commission, production and flow of feature content, wrote big-hitter cover stories and cover lines that stood out on the racks, and consulted on flatplans and photoshoots. I also managed the travel and books portfolios, and the ordering and localisation of international texts, ensuring all feature content fit seamlessly into each publication’s unique voice and style. Show less
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DStv Online
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Technology, Information and Internet
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1 - 100 Employee
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Web Editor: DStv Online
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Jun 2012 - Sep 2013
Feature writing and content marketing for DStv.com. I edited the M-Net Movies website, created and monitored all programme-related content for DStv’s social media platforms, and managed the movies and music portfolios. Feature writing and content marketing for DStv.com. I edited the M-Net Movies website, created and monitored all programme-related content for DStv’s social media platforms, and managed the movies and music portfolios.
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Newsclip Media Monitoring
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South Africa
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Media Production
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1 - 100 Employee
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Deputy Editor: COUP Magazine
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Jan 2012 - May 2012
Managed editorial planning and team of in-house writers; edited and managed online content; wrote and edited features, film, book and theatre reviews - until magazine's closure. Managed editorial planning and team of in-house writers; edited and managed online content; wrote and edited features, film, book and theatre reviews - until magazine's closure.
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Independent Performing Arts Professional - Directing and Scriptwriting
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Jan 2005 - Feb 2012
Director, writer and performer: theatre, film and performance poetry. Award-winning spoken word and theatre performance pieces, educational workshops and master classes for students and theatre professionals. Director, writer and performer: theatre, film and performance poetry. Award-winning spoken word and theatre performance pieces, educational workshops and master classes for students and theatre professionals.
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Essential English
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Education Administration Programs
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1 - 100 Employee
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Teacher
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Jun 2011 - Dec 2011
English language teaching to foreigners: children to adults, elementary to advanced levels and conversational classes. English language teaching to foreigners: children to adults, elementary to advanced levels and conversational classes.
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Mahala Magazine
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Thailand
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Media Production
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1 - 100 Employee
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Writer
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2009 - Feb 2011
Wrote features, film and theatre reviews. Wrote features, film and theatre reviews.
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loveLife
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South Africa
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Non-profit Organizations
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300 - 400 Employee
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National Manager: Arts and Culture
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Jul 2010 - Dec 2010
Establishment of arts and culture programmes in 18 youth centres around the country under the programme title, 'Cultcha Factory'. Identity and opportunity development for youth through music production and lyricism, performance, creative writing and fine art. Establishment of arts and culture programmes in 18 youth centres around the country under the programme title, 'Cultcha Factory'. Identity and opportunity development for youth through music production and lyricism, performance, creative writing and fine art.
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Afrodisiac Magazine
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South Africa
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Writer
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Jan 2007 - Jan 2008
Wrote features and editorials. Wrote features and editorials.
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University of KwaZulu-Natal
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South Africa
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Higher Education
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700 & Above Employee
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Educator: Drama and Performance Studies
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2005 - 2008
Drama and English studies educator. Drama and English studies educator.
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Independent Institute of Education
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South Africa
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Education Administration Programs
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100 - 200 Employee
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Editor
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Jan 2006 - Jul 2006
Copy editing of manuals, textbooks and examinations. Copy editing of manuals, textbooks and examinations.
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Education
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2006 - 2008
University of KwaZulu-Natal
Master's Degree, English (Creative Writing) -
2002 - 2005
University of KwaZulu-Natal
BA Hons (Cum Laude), English and Media; Drama and Performance Studies -
2011 - 2011
Inscape Design College Rosebank
InDesign Level 2, InDesign; Adobe Suite -
2011 - 2011
International House Johannesburg
CELTA, ESL teaching -
1997 - 2001
Kloof High School
High School
Community
