Thabo
Mokoena
A results driven Senior Marketing Manager with over 10 years of experience building brands, driving customer acquisition, and leading high performing teams across South Africa.
Key Achievements
Measurable results delivered across a decade of hands on marketing work.
Portfolio Highlights
A selection of campaigns and projects that demonstrate strategic thinking and practical execution.
Horizon Retail — Summer Refresh Campaign
A full 360-degree national retail campaign spanning digital, in-store, and outdoor media. Developed the campaign concept, managed the creative agency brief, and oversaw media placement across three provinces. The campaign drove a 28 percent increase in foot traffic during the promotional period.
Apex Financial Services — SEO and Content Overhaul
Conducted a full website audit and developed a 12-month SEO and content strategy that repositioned Apex as a thought leader in personal finance. Produced a content calendar, managed a team of freelance writers, and tracked performance monthly. Organic traffic grew by 60 percent within 18 months.
Savannah Hospitality — Coastal Lodge Launch
Developed the full brand identity and launch marketing strategy for a new boutique coastal lodge in KwaZulu-Natal. This included naming, visual guidelines, a press launch event, and a social media launch campaign that generated over 500 bookings enquiries in the first month.
Career History
A decade of building brands and leading teams across South Africa.
Freelance Senior Marketing Consultant
- Partnering with a diverse portfolio of South African businesses across retail, hospitality, and professional services to develop and execute comprehensive marketing strategies tailored to each client's goals.
- Managing end to end digital campaigns including paid social media advertising, Google Ads, SEO optimisation, and email marketing, consistently delivering measurable improvements in lead generation and brand awareness.
- Building internal marketing systems and content planning workflows that allow clients to manage their own marketing with confidence, reducing dependency on external agencies.
- Producing brand identity work including naming, visual guidelines, and messaging frameworks for three start up businesses in the Gauteng region.
- Consulting on Google Business Profile optimisation, resulting in an average 45 percent increase in local search visibility for clients within the first three months.
Marketing Manager
- Led a team of five marketing professionals across digital, creative, and public relations functions, fostering a collaborative culture focused on performance and accountability.
- Developed and managed an annual marketing budget of R4.2 million, allocating resources strategically across channels to maximise return on investment and reduce wasteful spend.
- Spearheaded a full digital transformation project that migrated the brand from traditional media to a digital-first approach, resulting in a 40 percent increase in online sales within 18 months.
- Launched three national retail campaigns, coordinating with store managers, external creative agencies, and media buyers across Gauteng, the Western Cape, and KwaZulu-Natal.
- Introduced a monthly marketing performance dashboard that gave senior leadership real-time visibility into campaign results, improving strategic decision-making across the business.
Digital Marketing Lead
- Managed end to end digital marketing campaigns across LinkedIn, Facebook, Google Search, and display networks, targeting both retail and business banking audiences.
- Developed and executed a comprehensive SEO strategy that increased organic website traffic by 60 percent over 18 months, significantly reducing the company's reliance on paid advertising.
- Collaborated with external creative agencies to produce high quality video content, infographics, and thought leadership articles that positioned Apex as a trusted voice in the South African financial services sector.
- Implemented a marketing automation system using HubSpot that streamlined lead nurturing processes and improved the sales team's conversion rate by 22 percent.
- Managed the company's social media presence across four platforms, growing the combined following from 8 000 to over 35 000 engaged followers within two years.
Brand Coordinator
- Assisted in the development of brand identity and promotional materials for two new hotel launches in the KwaZulu-Natal region, working closely with the design team and hotel management.
- Coordinated media events, press launches, and public relations activities that generated significant editorial coverage in national travel and lifestyle publications.
- Monitored and managed the brand's social media platforms, growing the Instagram following by 120 percent in 12 months through consistent, on-brand content and community engagement.
- Produced monthly marketing reports tracking campaign performance, social media growth, and media coverage, presenting findings to the regional marketing director.
- Supported the rollout of a guest loyalty programme, developing the communication strategy and all customer-facing marketing materials.
Marketing Assistant
- Supported a team of senior marketing professionals across multiple client accounts spanning retail, FMCG, and non-profit sectors, gaining broad exposure to different industries and marketing approaches.
- Conducted market research and competitor analysis, compiling detailed reports that informed campaign strategy and client presentations.
- Drafted copy for email newsletters, social media posts, and promotional flyers, developing a strong foundation in marketing communication and brand voice.
- Assisted in the organisation and logistics of client workshops, product launches, and promotional activations, managing supplier relationships and event timelines.
- Maintained the agency's content calendar and social media scheduling tools, ensuring consistent and timely publishing across all client accounts.
Skills and Expertise
Core competencies built over a decade of hands on marketing work.
Education
Bachelor of Commerce in Marketing Management
References
Available on request. Contact details provided below.
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