Experience

Graduate School of Business - University of Cape Town

• South Africa
• Higher Education
• 100 - 200 Employee

• Examiner and Co-Course Convener for The Business of Wine

  • Jun 2022 - Present



Collectivantage

• South Africa
• Business Consulting and Services

• Creative Director

  • Apr 2020 - Present

  As the creative director, I play a pivotal role in shaping and overseeing the creative direction. My responsibilities encompass conceptualising and executing innovative strategies to enhance brand identity and market presence. With a keen eye for detail, I work collaboratively with teams to ensure cohesive and compelling storytelling through diverse media.Some projects I was involved with include:2023 | Co-creating the second edition of the Stellenbosch Terroir Toolkit, a project that involved extensive research and regional tastings to develop the regional identity and taste typicity of Stellenbosch varietals.Dec 2022 | Present: As the ghostwriter for Belthazar restaurant newsletters, I crafted engaging content to captivate readers to promote their wine offerings and increase restaurant bookings.Nov 2022 | Present: Ghostwriter for all Port2Port newsletters, a challenging task involving crafting five original weekly newsletters to keep audiences informed and engaged.Nov 2022 | Collaborating in developing the Stellenbosch Wine Routes Sommelier Bootcamp, an immersive programme designed to teach industry professionals the regional identity of Stellenbosch. Nov 2022 | Launching the Kaapzicht website, a project that I managed, wrote and curated the content for. Apr 2022 | Assisting in organising the StellWineRoutes & PortoProtocol lead environmental sustainability in Stellenbosch wines conversation webinar.2022 | Co-creating the first edition of Stellenbosch Terroir Toolkit, a project that involved extensive research on the history, terroir and varieties of Stellenbosch to develop an informative resource for wine enthusiasts.2021-2022 | Taking the lead in writing all the back labels for Kaapzicht’s wine and actively participating in the design process for their new label collection.2021 | Ghostwriting a piece for Stellenbosch Wine Routes, contributing valuable insights to promote the wine region's unique offerings. Show less

• Research and Management Consultant

  • Jun 2019 - Apr 2020

  As a Management Consultant at Collectivantage. I worked closely with clients to identify challenges, devise effective solutions, and implement strategies for growth and improvement. My analytical skills and industry knowledge allowed me to contribute valuable insights that empowered businesses to thrive in a competitive market.During this role, I successfully co-iInitiating the creation of the Grand Pinotage brand, including developing the brand identity and crafting all associated marketing collateral. Show less



Self Employed

• United States
• 700 & Above Employee

• Research Assistant to David Priilaid

  • Jan 2020 - Present

  During this time, I assisted Associate Professor David Priilaid in multiple projects, including the world’s largest winery database collection led by the Business School of Geneva, for which I was responsible for the South African component; a paper looking into the competitive factors of organic wines in the South Africa; a Pinot Noir price comparison study; and a Syrah price comparison study.

• Research Assistant to Jonathan Steyn

  • Jun 2019 - Present

  During this time, I assisted on two main research programmes. The first looked at old vine wines in South Africa, covering consumer neuro responses, and the value of old vine cues on a wine label. The second looks at premiumising strategies for the South African country brand, including radical status change.

• Freelance Wine Writer

  • May 2019 - Present

  May 2023 | Ghostwriting for CapensisJuly 2020 | Website Content for Pinot Noir Association, including a complete history of Pinot Noir in SAMay 2019. | Guest guidebook for Stonehaven guesthouse in Hemel-en-Aarde Valley



Port2Port.wine

• South Africa
• Retail
• 1 - 100 Employee

• Junior Editor, Account Manager, Quality Assessor, and Customer Service

  • Jun 2018 - Jun 2019



di Lusso Wine Estate

• Mudgee, New South Wales, Australia

• Vineyard Assistant

  • Jan 2018 - Mar 2018



Robinson & Sinclair

• South Africa
• Wine & Spirits
• 1 - 100 Employee

• Intern

  • Jul 2017 - Dec 2017