Johan de Wet

Senior Marketing Manager with 20+ years of experience building high-growth brands across financial services, retail, and consumer goods. A proven challenger-brand thinker who combines strategic vision with hands-on execution. Scaling a banking app from zero to 1 million users at Shoprite and delivering consistent double-digit product growth at PSG Financial Services.

MBA-qualified, with expertise in mass-market and digital-led growth, managing multimillion-rand budgets, high-performing teams, and complex agency relationships. Known for turning strategy into measurable commercial outcomes and creating meaningful connections between brands and the people they serve.

Marketing Consultant at Independent (2026-02 – Present)

Providing strategic marketing counsel to clients during a planned career transition, focusing on brand positioning, growth strategy, and go-to-market advisory.

Senior Marketing Manager at PSG Financial Services (2023-10 – 2026-01)

Led marketing for PSG Wealth and Insure distribution across the Western division, supporting over 950 advisers across 300 offices. Served as a strategic partner to the CMO, driving brand visibility, adviser engagement, and revenue growth.

• Revenue growth: Delivered 12%+ year-on-year growth in Retirement Annuity and Tax-Free Savings Account sales through targeted campaign strategies.
• Budget management: Managed a R50 million marketing budget, reducing costs by 10% while maintaining full campaign effectiveness.
• Campaign reach: Spearheaded full through-the-line campaigns across TV, radio, outdoor, print, and digital channels; generating measurable national brand reach and driving adviser pipeline activity.
• Team leadership: Directly led a team of seven marketing professionals, aligning performance with organisational goals and fostering a high-output culture.
• Adviser engagement: Drove national roadshows to present strategic marketing plans to advisers, significantly improving engagement and buy-in.
• B2B marketing support: Served as a full-service marketing partner to 950+ independent financial adviser practices across 300 offices — delivering end-to-end support spanning brand identity, signage, digital presence, social media, client communications, and local-market campaigns to help advisers grow their businesses.
• Operational efficiency: Streamlined internal processes, reducing project turnaround times by 15% and improving cross-functional collaboration.

National Brand Manager – Financial Services at Shoprite Group of Companies (2019-09 – 2023-09)

Led marketing for the full Financial Services portfolio across Shoprite, Checkers, and Usave — including mobile banking, insurance, payments, cellular, and e-wallet services — managing a R40 million budget.

• Landmark fintech launch: Grew the Shoprite Money Market Account app from zero to over 1 million users within the first 18 months; one of the fastest consumer banking app adoptions in South African retail history, outpacing comparable launches by established banks at the time.
• Brand awareness: Directed integrated campaigns for the Money Market Account, increasing product awareness by 15% across all three retail brands.
• Product adoption growth: Developed cross-platform marketing strategies that contributed to sustained year-on-year growth in Financial Services product uptake.
• Team and agency leadership: Built and led a high-performing team, fostering strong collaboration across agencies, suppliers, and internal stakeholders.

National Marketing Manager at Old Mutual Finance (2011-02 – 2019-08)

Led marketing strategy and execution for 400 retail branches, covering product marketing, advertising, and branch-level communications with a focus on revenue growth and operational efficiency.

• Revenue growth: Achieved over 20% revenue growth in transactional banking through strategic marketing campaigns and product positioning.
• Product launch: Led the design, development, and go-to-market launch of the Old Mutual Money Account — a low-cost retail banking product that acquired tens of thousands of new accounts in its first year of operation.
• National campaign: Rolled out an above-the-line campaign across all 400 branches, significantly boosting brand visibility, foot traffic, and product enquiries.
• Operational savings: Streamlined branch marketing distribution processes, achieving meaningful cost savings through process improvement.
• People development: Mentored and developed a team of five marketing consultants.

Group Account Director at Network BBDO (2008-05 – 2011-01)

Managed the Distell and Capitec Bank portfolios, overseeing brand strategy, campaign execution, and a combined budget of R50 million across five accounts.

• Capitec Bank: Directed brand and campaign strategy for Capitec during a pivotal growth phase, contributing to the challenger positioning and customer acquisition narrative that helped define the bank's identity. Grew the Capitec account revenue by 35% through innovative, commercially effective work.
• Market share growth: Achieved 12% year-on-year market share growth for Hunters Dry via targeted advertising.
• Campaign volume: Delivered 20+ successful campaigns annually, leading a team of eight account managers and three account executives.
• Client retention: Maintained a high client retention rate through consistent delivery of impactful, commercially effective work.
• Financial efficiency: Achieved over 10% financial efficiency gains across the combined account portfolio.

Account Director at Ogilvy (2007 – 2008)

Account Manager at Zoom Retail Advertising (2006 – 2006)

Account Executive at TBSP (2003 – 2005)

Master of Business Administration in MBA – University of Stellenbosch (2022 – 2023)

International Elective Module – HHL Graduate School of Management, Leipzig (2023-06)

Customer Experience Management – University of Pretoria (2016)

Higher Diploma in Brand Management – AAA School of Advertising (2003)

B Com in Marketing Management – University of Stellenbosch (1999 – 2002)