Consultant at Derlon Textiles (2025-01 – Present)
Consulting assignment supporting ZA's sole manufacturer and supplier of acrylic yarn through complex post-closure financial, legal and regulatory matters, focused on unlocking restricted funds, coordinating specialist stakeholders and resolving legacy banking and Reserve Bank issues.
- Helped release a bank guarantee of just under R25M held by local government after an industrial plant closure, using lawyers and contacts to liaise with legal representatives and banks to resolve a four-year issue within seven months.
- Support an ongoing finance restructuring matter linked to foreign shareholder loans, Reserve Bank requirements and legal movement of funds abroad, with potential local cost saving of around R30M if resolved.
Marketing Consultant at Rain (Pty) Ltd (2024-08 – 2024-10)
Returned to Rain (Pty) Ltd on a three-month digital advertising consulting contract, diagnosing campaign performance issues after Google platform reconfiguration and loss of approximately six years of historical campaign data.
- Re-engaged previous Google account managers and regional heads to retrace changes and retune campaigns after sales reportedly halved, supporting a gradual recovery towards previous baseline levels over three months.
- Diagnosed campaign performance issues after Google platform settings were reconfigured with years of historical data lost, reviewing campaign setups and logs against previous structures, controls and performance standards.
Head of Consumer Operations at Rain (Pty) Ltd (2022-02 – 2024-03)
- Owned operational and commercial performance for a recurring subscription revenue stream exceeding R260M per month, covering a base size of ~550K fixed subscribers and a maturity collection rate of over 92%.
- Ensured acquisition and retention targets were met through efficient performance marketing and detailed cohort behaviour analysis, reducing churn by 10% through targeted retention remedies for different customer groups.
- Developed targeted discount, promotional and pricing interventions across customer segments, balancing acquisition and retention impact against margin loss and break-even considerations.
- Introduced real-time dashboards and 90%+ accurate forecasting across a direct-to-consumer subscription model, tracking hourly performance against seasonality, public holidays, weekdays, week-of-month and hour-of-day trends.
- Used granular forecasting to spot anomalies, including system issues, advertising problems, Google outages, bots, fake payments or fraud, with 90%+ accuracy validated during a potential telco acquisition.
- Prepared and presented quarterly board-level reporting, covering all numerical statistics from the consumer department.
- Led Head of Consumer Operations remit, reporting to the Chief Consumer Officer and managing over 40 people across in-house logistics, advertising and marketing, collections and sales.
- Partnered with sales, operations and product teams to enhance customer experience and optimise revenue retention, creating an in-house logistics team across South Africa to transform router fulfilment into a fully managed delivery, setup, and optimisation service.
Head of Sales at Rain (Pty) Ltd (2021-03 – 2022-01)
Consistently achieved 23K+ new home internet subscriptions per month, generating +R13M in new recurring revenue across all channels. Led Head of Sales remit at Rain, focused on maximising customer acquisition and managing around 80 people across call centre, digital leads and advertising.
- Consistently achieved 23K+ new home internet subscriptions p.m., generating +R13M in new recurring revenue across all channels.
- Used localised geo-targeting and market data to identify underserved areas to prioritise potential markets within Rain's coverage zones with limited competitor presence.
- Informed network rollout decisions by identifying new uncovered target areas, linking unmet demand to coverage gaps, and assessing OPEX viability for market expansion.
- Led deep market research and competitor analysis across product offerings, perceived value, market opportunity and untapped demand to inform sales strategies, promotional planning and launches, alongside pricing decisions and elasticity.
- Implemented operational sales dashboards across all channels, enabling real-time performance tracking and corrective action.
- Continuously optimised campaigns, media-buying strategy, advertising placement, buying approach and campaign timing whilst coordinating sales initiatives with product and marketing to align with national campaigns.
- Led Head of Sales remit at rain, focused on maximising customer acquisition and managing around 80 people across call centre, digital leads and advertising, covering areas like incentive structures, data-driven agent pay, customer quality and anti-gaming controls.
- Optimised channel strategies and sales training inputs across direct-to-consumer funnels, reviewing call audits, quality-control findings and selected customer calls to improve conversion and retention.
Head of Advertising at Rain (Pty) Ltd (2020-01 – 2021-02)
- Scaled monthly advertising budget from R1.5M to R30M per month across all creative, production and media buying as the company launched into more physical geographical locations and grew from four products to seven.
- Built and reviewed numerous advertising attribution models to improve spend allocation, maximise ROI and campaign efficiency, reducing cost of acquisition to one month of subscription revenue as the primary acquisition performance measure.
- Built Rain's in-house advertising team to eliminate agency reliance and improve cost efficiency, moving all media booking and digital platform controls internal to improve agility, testing and optimisation.
Product & Business Development at Rain (Pty) Ltd (2018-10 – 2019-12)
- Opened TakeAlot as a sales channel by architecting South Africa's first digital RICA platform to enable remote SIM activation, increasing sales by more than 40% and making Rain a top-selling product for over two years.
- Led commercial negotiations with various service and hardware suppliers to ensure legal compliance and sustainable scalability, whilst defining product roadmaps to align with channel expansion, infrastructure rollout and usage.
Strategy Consultant at IBM South Africa (2015-01 – 2018-03)
Advised insurers, banks, asset managers and telecom teams on digital transformation, process optimisation and operating-model design at a major technology hub, conducting requirements analysis and solutioning to support change, technology adoption, efficiency, alignment and scalability.
