Melanie Anders

I am a passionate marketer and brand builder, ready to bring a wealth of experience to enhance brand growth and customer engagement.

I have more than 30 years of classical marketing experience across a wide range of industries including FMCG (personal care, food), OTC, appliances, coatings and hospitality. I hold a B.Comm (Honours Marketing Management) and am currently enrolled at Wits University undertaking my Masters in Commerce (by research).

I have acquired marketing skills in the hospitality industry, working as the brand manager for Tsogo Sun hotels.

I contracted Tiger Brand for 7 years in their homecare, personal care, culinary, snacks and treats, cereals, beverages and baby categories.

While lecturing IMM marketing subjects for both Damelin and Varsity College, I have owned the marketing consultancy, The Marketing Manuscript.

I am a strong creative and strategic thinker, self-motivator and team player with exceptional organizational skills. I am hard-working, trust-worthy and diligent. I can add value to a brand team and demonstrate strong communication and analytical skills. I perform well under pressure.

My maturity allows me to display leadership, focus, objectivity and emotional intelligence. I am assertive, detail oriented and ethical. I have strong planning and organizational skills and enjoy mentoring younger colleagues.

3.1 Organisation: TSOGO SUN

June 2024 – March 2025

Brand Portfolio – Hotels

Led brand strategy and implementation of marketing campaigns across 17 premier hotel properties, including Montecasino, Gold Reef City, Silverstar, Emerald, and Suncoast. Spearheaded the development and execution of corporate and individual brand strategies, the Hotels Brand Blueprint, and integrated marketing and PR initiatives to enhance market positioning and brand equity. Managed and implemented corporate identity relaunch, directed digital and Meta advertising campaigns, customer communication platforms, and trade marketing programmes that strengthened partnerships, elevated customer engagement, and drove revenue growth.

3.2 Organisation: TIGER BRANDS

May 2023 (Contract position) to December 2023– Beverages

Brand Portfolio: OROS and Hall’s Squashes and Dairy Fruit Blends

Managed the OROS and Hall’s brand portfolios, driving growth and innovation across key beverage categories. Led the development and execution of annual brand strategies (F23–F24), including the successful launch of OROS Tetra and large-scale national sampling and digital marketing campaigns. Championed market analysis, forecasting, and pricing optimisation leveraging Circana insights to inform strategic decision-making.

Directed packaging and product innovation initiatives (including RTD cap and recipe reformulation) while fostering cross-functional collaboration across production, research, and commercial teams to enhance brand performance and equity.

3.3 Organisation: TIGER BRANDS

January to April 2023 (Contract position) - Home Care

Brand Portfolio: Managed the Jeyes and Airoma homecare portfolios, ensuring brand consistency, regulatory compliance, and market competitiveness.

• Jeyes: Managed end-to-end brand management, including GHS compliance across all SKUs, digital communication strategy, and execution of Easter, radio, and influencer campaigns to drive consumer engagement and brand visibility. Oversaw key packaging transformation and cost-optimisation projects, including the 50ml and 125ml pack reconfigurations and homecare savings initiatives, while maintaining strong financial discipline through budget governance and performance tracking.
• Airoma: Led digital brand communications and managed strategic product innovation projects, including the Precision Value Actuator and Fragrance Alternatives initiatives, enhancing product performance, efficiency, and customer appeal.

3.4 Organisation: TIGER BRANDS

March 2022 (Contract position) to December 2022 – Baby Category

Brand Portfolio – Purity & Medicines

Managed the Purity food and toiletries portfolio (jars, pouches, cereals, toiletries) and medicines portfolio (Telament, Vidaylin, Antipeol, Phipp’s Milk of Magnesium, Muthi Wenyoni), driving growth, innovation, and market performance.

• Masterbrand: Developed and executed the “Feeding Journey” overarching communications strategy, encompassing programmatic TV, radio, in-store POS, and digital channels. Directed F23 brand planning, budget management, market analysis and demand forecasting (iRi data), and all digital communications. Commissioned media and research briefs, liaised with expert panels, and led national Baby City / Mama Magic events, ensuring continuous brand health monitoring and performance optimization.
• Jars: Managed a 54-SKU portfolio, leading product development, packaging upgrades, and the creation of the “In With Taste; Out With Tricks” TVC, achieving top-tier performance metrics (Awareness 99, Power 98, Persuasion 82, Meaning 98, Difference 88, Salience 96). Oversaw OOH and digital campaigns, pricing and range optimisation studies, and the development of new variants including Vanilla Custard & Prune and Mild Chicken & Butternut Curry.
• Pouches & Baby Cereals: Managed packaging updates across 22 SKUs and the launch of new product lines (Prune combinations, ACE Baby Cereal, Purity Jungle Baby Oats, Just Add Water/Milk cereals). Led cross-functional teams in research, packaging, and go-to-market execution, while implementing pricing and range optimisation initiatives.
• Toiletries: Oversaw range optimisation, packaging upgrades, and product reformulations, including PVC to PET bottle changeovers and fragrance updates across the Goodnight range. Managed clinic sampling programmes to enhance consumer engagement.
• Medicines: Provided portfolio oversight, ensuring brand consistency, innovation alignment, and market competitiveness across Telament, Vidaylin, Antipeol, Phipp’s Milk of Magnesium, and Muthi Wenyoni.

3.5 Organisation: TIGER BRANDS

November 2021 to March 2022 (Contract position) – Beverages

Brand Portfolio: Managed All Gold Tomato Juice, Monis Sparkling Grape Juice, Hall’s, Brookes Crush, and Super-Concentrates (Esto, Sweeto, Sixo), driving growth, innovation, and market performance across premium and value segments.

• Brand Strategy & Management: Wrote F23 brand plans, customer and operations briefings, distribution analysis, budget oversight, digital communications, and monthly market performance reporting (iRi data). Led forecasting, demand planning, and brand health analysis across all portfolios.
• All Gold & Monis: Managed consumer research, co-op digital campaigns, and COGS/margin optimisation initiatives to improve profitability and efficiency. Oversaw sampling and promotional activations.
• Brookes Crush: In conjunction with the sales team, developed route-to-market strategies and led 5L innovation initiatives.
• Super-Concentrates: Managed project and campaign management, new listing opportunities, label artwork, and cost optimisation initiatives, including the launch of the “Business-in-a-Bucket” campaign.
• Hall’s: Developed F22, CBI and brand blueprint, managed BTL support plans, and led formulation and packaging re-engineering projects to enhance product performance.

3.6 Organisation: TIGER BRANDS

December 2018 to July 2019 (Contract position) – Cereals and Sorghum drinks

Brand Portfolio – Jungle

Managed the Jungle brand, driving growth, innovation, and long-term brand sustainability. Developed and executed brand plans, including the launch of Jungle Plus and associated sampling activations (event, in-store, in-pack). Led packaging architecture redesign and sustainable packaging initiatives, aligned with the 100-year brand strategy.

Directed trade and consumer promotions, marketing collateral, and full digital communications strategy across Facebook, Instagram, and Twitter. Oversaw financial planning, forecasting, and cost improvement strategies, ensuring profitability and operational efficiency. Managed marketing budgets, liaised with external partners (agencies, digital, and packaging suppliers), and prepared media, advertising, research, and R&D briefs, including monthly brand performance reports.

3.7 Organisation: TIGER BRANDS

April 2018 to September 2018 (Contract position) – Snacks & Treats

Brand Portfolio – Beacon

Managed the Beacon confectionery portfolio, including Smoothies, Allsorts, Wilson’s, Toff-o-Luxe, Fizz Pop, Lovely Lollies, and Mint Imperials, driving innovation, growth, and market differentiation. Developed and executed brand plans and trade & consumer promotional strategies, leveraging marketing intelligence and research to identify growth opportunities. Oversaw new product development from concept through launch, including innovations such as Smoothies Mentholyptus, Allsorts Chocolate Flavoured, Wilson’s XXX mini rolls, and Toff-o-Luxe Mint.

Created and implemented brand blueprints, marketing collateral, and digital communications strategy, managing all digital platforms. Oversaw financial planning, forecasting, and budget management, and conducted brand health analysis to optimize portfolio performance. Managed supplier and agency partnerships, media, advertising, and R&D briefs, and executed key experiential campaigns including the “Candy Carnival” in-store activation.

3.8 Organisation: TIGER BRANDS

July 2017 to October 2017 (Contract position) - Culinary

Brand Portfolio – Crosse and Blackwell Mayonnaise and Mrs. Ball’s Chutney

• Cross and Blackwell Mayonnaise

Led the launch of Crosse & Blackwell Creamy Mayonnaise, overseeing end-to-end brand strategy, TVC development, packaging change across 27 SKUs, and in-store sampling in 300 stores. Directed digital communications, managed the marketing budget, and prepared monthly brand performance commentary.

• Mrs. Ball’s Chutney

Directed through-the-line campaigns to enhance brand health, including “Pop-Up Whats-Inside” activations and digital platform management. Collaborated with sales teams on quarterly activity planning, managed marketing budgets, and provided monthly performance reporting.

3.9 Organisation: TIGER BRANDS

September 2016 to June 2017 (Contract position) – Personal Care

Brand Portfolio –Lemon Lite, No Hair and Eulactol

Managed the Lemon Lite face care, No Hair depilatory, and Eulactol foot care portfolios, driving brand growth, digital engagement, and profitability. Directed digital platform management and content strategy, ensuring seamless execution of integrated marketing plans. Led campaign development and activations, including in-store programs and co-op initiatives with PEP, Clicks, and Dischem, maximizing asset monetization and brand visibility.

Developed and implemented brand identity and CI for No Hair, including pack renovations and communication strategies to reinforce mother brand equity. Oversaw product launches, marketing programs, and innovation pipelines from concept to execution, including the Lemon Lite Everyday Essentials range. Conducted brand audits, market analysis, and monthly performance reporting, using Nielsen data and financial metrics to inform strategy.

Managed budget, marketing investment, and cost-improvement initiatives, ensuring optimal ROI, gross margin, and EBIT contributions. Formulated pricing, distribution, and competitive strategies, expanding channels and reinforcing market leadership while ensuring compliance with marketing SOPs.

3.10 Organisation: Kansai Plascon

March 2012 – October 2014:

Worked as a consultant to Kansai Plascon from August 2008 to February 2012

Senior brand manager position held: March 2012 to October 2014

Provided leadership for a diverse portfolio of brands, including Nuroof Cool, Kitchens & Bathrooms, Professional Range, One Coat, Woodcare, Polvin, Polycell, Terraco Skimming, Aerolak, and Paramount Paint, driving long-term growth, brand equity, and profitability. Oversaw full business-unit operations, leveraging deep consumer insights, market research, and trend analysis to identify growth opportunities and develop strategic initiatives across product categories. Directed brand strategy, positioning, and communications, including PR, social media management, and national launch events, ensuring alignment with brand identity and long-term objectives.

Led pricing strategy, promotional campaigns, and new product development, while managing marketing budgets, rationalising SKUs, and optimizing product offerings. Strategically repositioned the Woodcare range (Restore and Renovate). Built strong industry partnerships and collaborated cross-functionally to translate consumer needs into actionable business strategies, consistently delivering sales, profit, and brand performance objectives.

3.11 Organisation: The Marketing Manuscript

September 2000 – February 2012

Member – The Marketing Manuscript CC

Provided strategic leadership and consultancy across marketing, advertising, and communications for major clients, including Plascon, Pharmacia, and Novartis/Sandoz. Delivered full-service solutions, encompassing strategic and marketing planning, brand and corporate identity development, creative concept ideation, sales literature, catalogues, websites, and advertising campaigns. Directed sales promotions, media planning and investment strategies, public relations, and event management, including corporate social responsibility initiatives.

Recognised for excellence with the Sandoz Service Excellence Award (2006), reflecting consistent delivery of high-impact marketing outcomes and business growth.

3.12 Organisation: Damelin Management School (Benoni & Randburg) & Varsity College (Randburg)

1998 to 2005

Marketing lecturer

Delivered strategic marketing education and thought leadership to undergraduate students, teaching core subjects including Sales & Marketing Management, Marketing Communications, Principles of Marketing, Marketing Research, and Consumer & Buyer Behaviour (IMM-aligned curriculum). Developed and implemented curriculum content, facilitated learning, and mentored students to achieve academic excellence. Demonstrated cross-institutional expertise, contributing to program quality and relevance across multiple campuses.

3.13 Organisation: Whirlpool South Africa

August 1998 – August 2000

Group Product Manager

Portfolio: Whirlpool and KIC

Provided strategic leadership across the appliance portfolio, driving growth, profitability, and market relevance. Identified industry trends and market opportunities, sourcing innovative products internationally and collaborating with factories to develop new offerings. Directed brand strategy, product positioning, and communications for KIC and Whirlpool, overseeing trade and consumer promotions, pricing, and volume mix planning.

Monitored brand performance, market share, and profitability per model, implementing corrective actions to optimize margins. Developed and executed annual strategic marketing plans, forecasts, and managed promotional and advertising expenditure to ensure sustained commercial performance.

3.14 Organisation: Enterprise Foods (Pty) Ltd

July 1997 - July 1998

Senior Product Manager – Deli & Catering Portfolio

Managed the portfolio for key brands, including Enterprise Deli Select, Franke Farm, Franki Continental, Herti, Renown Deli (launched Feb 1998), and Cater Select. Implemented product strategy, development, and communications across deli and catering market segments, collaborating closely with R&D to drive innovation. Managed trade relationships, including strategic partnership with Woolworths, and oversaw consumer and trade promotions, monitoring performance against sales and profit objectives.

Delivered market intelligence insights, identified growth opportunities, and cultivated talent by mentoring a trainee, ensuring capability development within the team.

3.15 Organisation: Ciba – Geigy Self- Medication

May 1994 – July 1996

Position Held: Product Manager

Product Portfolio – Black Forest Herbal Tea, Reg-u-letts, Bismarex, Modural Classic, Acutrim, Zymaflour

Managed brands across the product lifecycle, driving new product development, launches, and brand growth. Implemented marketing strategy, annual brand plans, and advertising campaigns, collaborating closely with agencies and internal stakeholders to ensure alignment with commercial objectives. Managed regulatory, legal, trademark, and patent considerations for product introductions, while monitoring market trends, competitive dynamics, and consumer insights to inform strategy.

Oversaw promotions, POS materials, sales forecasting, pricing, and financial performance, ensuring targets for volume, value, profitability, and ROI were consistently achieved across the portfolio.

3.16 Organisation: Premier Pharmaceuticals (Pty) Ltd. (now trading as Adcock Ingrams Consumer Division)

Marketing Trainee (1991–1992) & Junior Product Manager (1992–1994)

Product Portfolio: Mousson foam bath and body lotion, Dry Idea and Right Guard deodorants, No Hair, Aloha foam bath, Silkience hair range, Pandora pet jelly, and Elizabeth Anne’s baby range.

Managed a diverse personal care and consumer goods portfolio, including product launches, line extensions, and relaunches, overseeing budgeting, pricing, packaging, and promotional plans. Conducted market research, sales forecasting, and advertising campaign development, ensuring alignment with commercial objectives and driving growth across multiple product categories.

• Master of Commerce (By Research) – Marketing Management, University of the Witwatersrand (In progress 2nd year)
• Advanced Marketing Research Statistics – University of the Witwatersrand
• Honours in BCom – Marketing Management, University of South Africa, 1993–1995 | Distinctions in Advanced Marketing Research & Advanced Promotions Management
• BCom – Business Economics (Marketing) & Commercial Law, University of the Witwatersrand, 1987–1990
• Diploma in Management Studies, MANCOSA / Buckinghamshire Chilterns University College (UK), 1998–1999 | Distinction in Marketing Management.
• Certificate in Digital Marketing Strategy, Varsity College Sandton, 2013 | Full Distinction (93%)