Operations & Growth Leader | Scaling Consumer & Multi-Site Businesses | Eye-Stock SA
April 2021 – Present
Established and scaled a new market segment within the independent optical space, building a strong regional footprint within 20 months through a direct sales and consignment model.
- Scaled the market segment from initial launch to consistent revenue within 20 months, establishing a scalable commercial foundation.
- Scaled and managed a multi-region client portfolio across 40–50 locations, improving revenue consistency and driving customer retention across the network.
- Built and managed an international supply chain, sourcing directly from China and overseeing importation, logistics, and inventory planning to ensure consistent stock availability and support revenue growth.
- Led end-to-end operations across supply chain, distribution, and laboratory functions, improving delivery efficiency and reducing turnaround times.
- Drove product positioning, pricing strategy, and customer experience to strengthen market positioning and support sales growth.
- Developed a commercially sustainable and scalable business model within a niche category.
- Operated in a hands-on leadership capacity within a growing business, balancing strategic direction with execution across sales, operations, and customer delivery.
- Introduced structure and processes across sales, operations, and inventory management to support scalable growth.
BUSINESS CONSULTANT / SALESFORCE LEAD | Essilor SA
February 2016 – March 2021
- Built regional market presence from zero to 90+ active doors across the Western Cape, Garden Route, Eastern Cape, and Mauritius.
- Consistently exceeded sales targets (120%+), achieving 131% total growth and maintaining 20%+ year-on-year revenue increase.
- Acquired and scaled a key multi-practice group from inception to 15+ locations, contributing ~25% portfolio growth.
- Managed a high-value client portfolio, building long-term relationships and strong brand loyalty.
- Leveraged Salesforce CRM to enhance pipeline visibility, optimise sales strategy, and strengthen competitive positioning.
Key Achievements:
- Multiple national sales awards (2017–2020), including Newcomer of the Year, Sales Consultant of the Year and Best Account Growth.
- Grew a single account into a R10M portfolio.
ADDITIONAL PROFESSIONAL EXPERIENCE
OPTICAL DISPENSER / LAB MANAGER | Van Wyk Optometrist
January 2010 – January 2016
- Managed daily laboratory operations, ensuring high-quality output and efficient workflow.
- Oversaw procurement of local and international stock, aligning product offering with market trends and customer demand.
- Supported in-store sales growth through strong client relationships and customer experience.
- Implemented targeted email and mobile marketing initiatives to drive repeat business and retention.
DIGITAL MARKETING & GROWTH SUPPORT
DIGITAL MARKETING & SEO CONSULTANT (Part-Time) | Various Brands
August 2014 – March 2020
- Supported brand growth through SEO, PPC, and digital campaign strategies across multiple SME brands.
- Managed Google Ads and SEO initiatives to drive visibility and customer acquisition.
- Analysed performance using Google Analytics to optimise campaigns and improve conversion rates.
- Developed content and social media strategies to strengthen brand positioning and engagement.
