Karin Nel

Results-driven marketing manager with +13 years of experience building brands and driving market growth across the beverage industry in the GCC and South Africa. Skilled in crafting data-led marketing strategies that increase brand equity , boost sales , and drive consumer engagement. Experienced in leveraging AI tools to enhance digital marketing performance, optimize campaigns and deliver targeted, scalable solutions and campaigns.

Strong background in brand development, strategy, campaign execution, and cross-functional leadership.

1. Lead marketing strategy, brand positioning, and execution for volume driving beer brands across the GCC.
2. Developing and implementing integrated brand campaigns , trade programs, and activations to drive visibility, engagement, and commercial performance.
3. Oversee new product introductions and portfolio optimization, using consumer insights (Kantar BGS, Polaris, IPSOS) and market trends to guide messaging and product development.
4. Manage budgets and resource allocation to maximize ROI, support strategic goals, and ensure efficient campaign execution.
5. Build and maintain strong relationships with stakeholders, trade partners, vendors, and cross-functional teams to support brand and sales objectives
6. Mentor local teams on marketing best practices enhancing capability, consistency, and on-ground execution.
7. Monitor and evaluate campaign performance to ensure brand consistency, refine messaging, and improve customer engagement.

Mastering Digital Marketing in an AI world - London Business School

Bachelors in Business Administration (BBQ-NQF 7) Stenden University of Applied Sciences

BCom International Hospitality Management (NQF 6) - Stenden University of Applied Sciences