Bathabile Setshwaro

Marketing and Commercial professional with more than 10 years of FMCG experience across premium tobacco and alcoholic beverages. My career spans sales, promotions, trade marketing, CRM, eCommerce, customer marketing and brand management, giving me end to end experience in building brands from strategy through execution. Experienced in leading integrated campaigns, premium consumer activations, product launches, retailer engagement, agency management and cross functional collaboration.

Known for combining commercial thinking with creativity to deliver measurable business results.

Brand Executive - British American Tobacco

(2024-12 - 2026-01)

• Led integrated marketing campaigns across premium FMC brands from briefing through execution.
• Managed agencies, campaign governance, timelines, budgets and stakeholder alignment.
• Delivered the Peter Stuyvesant LEP campaign achieving 80% distribution and +18% consumer interaction within two weeks.
• Supported the national Dunhill Doubles launch through campaign development, content and activation planning.
• Executed premium activations including Durban July, Cotton Fest, Marble Circus and Back to the City.
• Developed retailer engagement initiatives including QR code advocacy tools and gamified field force experiences.
• Produced digital campaign assets in house, generating cost savings exceeding R100,000.

B2B Information Analyst - British American Tobacco

(2023-03 - 2024-11)

• Developed automated Power BI dashboards and reporting solutions.
• Analysed CRM and eCommerce data to deliver actionable commercial insights.
• Supported website relaunch activities including UAT testing, onboarding and training.
• Introduced AI chatbot functionality to improve customer engagement.

B2B Coordinator - British American Tobacco

(2022-03 - 2023-03)

• Managed B2B eCommerce campaigns, retailer communications and promotional activity.
• Executed customer marketing initiatives that increased B2B sales by 15%.
• Supported CRM implementation and continuous process improvement.

Trade Marketing Representative - British American Tobacco

(2021-09 - 2022-02)

• Executed trade marketing strategies across retail channels.
• Managed retailer relationships, promotional campaigns and POS execution.
• Recognised for delivering an award winning trade marketing campaign.

Regional Promotions Assistant - AB InBev (SAB)

(2019-06 - 2021-08)

• Planned and executed regional promotional campaigns within the alcoholic beverages industry.
• Managed activation logistics, POS materials, suppliers and promotional compliance above 95%.
• Supported campaign budgeting and commercial execution across multiple regions.

Customer Support Agent - AB InBev (SAB)

(2014-03 - 2019-05)

• Supported sales, promotions, distribution and customer service operations.
• Coordinated events, activations and stakeholder communication.
• Improved customer satisfaction through efficient issue resolution.

Sales Representative and Sales & Marketing Learnership Programme - AB InBev (SAB) & Gizmo Marketing

(2011 - 2014)

• Exceeded sales targets, launched new products and built strong customer relationships.

Bachelor of Commerce - Digital Marketing - MANCOSA

Diploma - Marketing Management

Higher Certificate - Economic and Management Sciences - UNISA

NQF Level 4 - Marketing - AB InBev Learning Academy