Lucia Lucia Martin

Martin 8 During Road

Harveston AH, Roodepoort
Communication &
081 547 3504
Marketing Specialist ms.lulu0085@gmail.com

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Skills Direct Marketing Communications Strategy | Digital Marketing Strategy
| Corporate Communications|
Excellent editorial and project
management skills, Leadership Skills,
Strong grasp of best communications
practice, understanding of marketing
elements (including traditional and
digital marketing such as SEO/Social
media etc.) and market research
methods, Exceptional communication
and writing skills,Commercial
awareness and natural creative

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Experience Multichoice Africa Holdings/ Operational Communications
Manager
1 June 2021 - 11 November 2022, Ferndale Randburg
19 April 2019 to 31 May 2021/ Operational Communications Supervisor
(Promoted to current Role)

Experienced Communications Operations Manager overseeing

communications activities, and keeping internal and external
stakeholders informed about company developments related to
Customer Value Management. This is a cross-functional role that
requires collaboration with the Marketing, Digital Design, and PR teams.
I am responsible for creating communications strategies to increase
customer awareness and customer retention. My key stakeholders are
33 markets in Africa that I provide Direct Communications support to.

I have a team of 3 Communications Specialists reporting to me. And my

overall function is to manage the productivity of the communications
team by delegating tasks, managing projects, implementing CRM,
Managing Communication Budget, Monthly reporting for exco and
Regional Heads. I am also responsible for ensuring proper flow of
information and that data integrity is maintained across all channels and
platforms, as well as supervising the development and distribution of
marketing collaterals and other promotional materials.

Responsibilities:

● Collaborate with various departments to develop and implement

marketing and communications strategies
● Implement real time collaboration tools for streamlining
communications with internal and external stakeholders
● Responsible for developing and implementing the most
appropriate Customer Journeys or course of action to meet
customer needs, whilst adhering to regulatory requirements
● Lead and manage the Digital and Customer Retention teams,
working with them to support and improve our customer journey
as well as transforming our products and services through the
use of new technology: Salesforce Marketing Cloud
● Identify and implement new opportunities throughout the
customer journey to deliver high performing, agile customer
interactions and touchpoints
● Understand the key interactions in the customer lifecycle and
drive relevant changes through the use of CRM strategies and
digital asset developments
● Grow customer engagement across channels, maximizing
opportunities across customer touchpoints
● Delegate tasks to the communications team, such as drafting
Communication Plans and creating weekly, monthly and
quarterly reports
● Managing external communication channels like SMS, Email,
WhatsApp, Social media platforms, Company websites and
Media relations, writing copy for company newsletters
● Create communication style guides and brand voice outlines for
all Direct Communications focusing on: “Who, What,
Where,Why, How and When”
● Consult with executive management to develop effective
communication procedures and policies for various situations or
crisis
 ● Coach and assist team members on improving communication
skill
● Support PR team to distribute social media content across
different channels and ensure consistent brand messaging
● Develop materials to educate Africa markets on communication
practices
● Perform communications research and monitor the progress of
various communications strategies:
○ Use research methods and data channels of customer
experience to understand issues and implement change
● Monitor and maintain operating efficiency including Internal
communication systems such as Decoder Messaging, reporting
dashboards and tools and external comms systems such as
“SMS” service providers across Africa
● Analyze and improve customer retention and repeat-custom
behaviors across key segments to inform marketing and business
decisions
● Lead and evolve the CRM strategy including customer
communications and automation (implementation of Salesforce
Marketing Cloud to all Major markets in Africa)

Key Projects:

● Led the implementation and adoption of New Communication

Strategy
● Led various case studies focused on channel mix mapping
● Led the implementation of Salesforce Marketing Cloud CRM:
Marketing Cloud as well as the design of Customer Journeys,
UAT and Adoption (Change management)
● Led the implementation of Enhanced Decoder Notification
● Led the design and development of Direct Communications
Reporting Dashboards
● Led the implementation of Communication Budgeting Tools
Marketing Specialist / Standard Bank Group · Contract
Feb 2017 - Apr 2019, 5 Simmons Street JHB

Brand and Marketing role supporting functions for Advertising and

Marketing Management for Client Solutions portfolio.
● Digital Media Planning and budgeting
● Content development and optimization, advertising, events
planning etc.)
● Liaise with external vendors to execute promotional events and
campaigns
● Conducting market research to find answers about consumer
requirements, habits and trends
● Brainstorming and developing ideas for creative marketing
campaigns
● Collaborate with marketing and other professionals to
coordinate brand awareness and marketing efforts
● Plan and execute initiatives to reach the target audience through
appropriate channels
● Assist in analyzing marketing data (campaign results, conversion
rates, traffic etc.) to help shape future marketing strategies
● Undertake individual tasks of a marketing plan as assigned

Dankocom / Internal Communications Specialist

Sep 2014 - Jan 2018

Internal communications assistant supporting the internal

communications and engagement manager in the effective delivery of
information and corporate communications to Dankocom staff.

● Work with Communications Manager to prepare Develop strong

and effective working relationships both inside and outside of
the programmes to ensure communications fit the dual direction
of the programme communications on behalf of programmes to
be published through our existing platforms
● Develop and deliver new communications channels and
engagement interactions where required to ensure successful
delivery of programme messages to the targeted audiences.
● Work with the Communications & Engagement team to ensure
an integrated employee communications and engagement plan
across the business
● Attend the Communications Champion meetings to identify
opportunities, coordinate local communication logistics and
maintain best communications practice
Acting as the communications point of contact for directorates with
requirements for communications support, developing digital options
where appropriate,my duties included:

● Produce internal programme communications including blogs,

vlogs, social media updates and digital content
● Event coordination as and when required.
● Intranet / web editor supporting the wider team to ensure
intranet pages remain up to date
● Support video / film rollouts with regard to storytelling and
training
● Providing content for existing corporate communication
channels.

Main Working Relationships:

● The Communications and Engagement team

● The relevant directorates that require communications support
● The Leadership Development team
● Communications & Change leads at local level who will plan and
roll out local activity

Call Force Outsourcing/ Account Manager

Jul 2012 - Aug 2014

Client Relationship Management:

● Engaging with the client management team to ensure effective

operational management
● Ensure implementation & maintenance of Service Level
Agreements and Standard Operating Procedures.
● Identify trends and analyze the needs of the client to propose
operational interventions

Recruitment:
● Liaise with the recruitment team, ensuring full understanding of
the profile for new recruits
● Assist with coordination of recruitment process
● Keep the client and recruitment team informed of process
● Schedule interviews
● Manage attrition
● Completion of all documentation relating to candidate
placement
Operational Management
● Monitor attendance and adherence to schedule.
● Investigate incidents.
● Monitor quality of training/quality/coaching and related
material.
● Performance Management as per KPIs and Targets.
● Collect weekly & monthly documentation (e.g. Collection of
timesheets).
● Ensure compliance with dress code and code of conduct.
 ● 24 HR problem resolution client/agent
● IR management manage misconduct and incapacity
processes
● Manage credit control respect of billings to clients.

HR / Payroll Administration

● Management of all associated staffing administration.

● Submit payroll and leave queries, follow through on queries.
● HR administration - ensure attendance registers updated and
submitted as per payroll deadlines.
● Medical Aid admin and leave reports.
● Attend client meetings and provide reports.
● Complete all required daily, weekly and monthly reports

Cell C/ Retentions Team Leader

Mar 2006 - Jun 2014

2006 to 2011 Employed as RetentionAssist with coordination of recruitment
processAssist with coordination of recruitment process Agent and promoted to
Team Leader in 2011

● Establish a high performing sales and retention (growth) team

● Actively lead, coach and develop the growth team to optimum
performance levels to achieve targets in line with Cell C
Objectives
● Provide input to the setting of performance metrics for the team
● Maintain quality standards for service delivery through
identifying trends and planning for future needs.
● Identify training needs and working with our Enablement team
to deliver best practice training
● Improve customer experience and Customer retention. Inform
and monitor attendance and
● Scheduling of training both formal and informal to ensure
required service levels are maintained consistently
● Enabling an environment of continuous improvement, including
emergency staffing and leave coverage
● Create and maintain a high-quality work environment so team
members are motivated to perform at their highest level
● Monitor and manage activity from multiple channels to ensure
all customer contact is responded to in a timely manner without
compromising customer satisfaction.
● Resolve escalated Customer issues in accordance with Cell C’s
Customer Promise, policies and procedures
● Monitor and manage activity from multiple channels to ensure
all customer contact is responded to in a timely manner without
compromising customer satisfaction
● Review and manage all Customer contact across all channels to
identify issues, gaps and highlight impact and solutions to resolve
● Establish key relationships and work closely with the Customer
Experience leadership team, understand key activities
(marketing, campaigns etc)
 ● Analyze and report performance data and make
recommendations for performance improvements
● Perform regular performance appraisals for Retentions Agents
and develop growth and achievement plans that support
individuals in their ongoing development aligned with Cell C
objectives

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Education Henley Business School / Higher Certificate
Completion Date - Aug 2022
NQF 5 higher certificate programme especially crafted to enhance skills
required for the efficient management of others, qualification
underpinned by a systems thinking framework.

Henley Business School / Advanced Certificate

Completion Date - July 2023 (current studies)

The ACMP is accredited by the CHE at a NQF level 6 qualification and is

designed to equip with skills and knowledge to become an effective
manager, with ability to identify organizational problems and ascertain
opportunities to design and implement appropriate management
solutions and actions.

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Awards/Accomplishments Promoted to Operational Communications Manager during my tenure at
Multichoice
Promoted to Team Leader during my tenure at Cell C
My Marketing and Communications journey to date

From a Direct Communications perspective, myself together with three Communications Specialists that report to me, are
responsible for improving our customer comms processes, the below was our focal point:

● Strategizing Marketing Campaigns and Go to Media Plans

● Overseeing Digital Media planning and Ideal Customer Avatar Creation
● Developing & Improving Customer Journeys, Pain Point Identification, Brand Positioning and Value
entrenchment (to improve Join, Watch, Pay, Help and Deepen)
● Created a direct comms schedule that incorporates all planned comms
● Analysis of Payment reminder scripts and trends to assess their effectiveness via Customer Engagement
● Weekly engagements with markets to provide an update on all outstanding queries
● Improved real time monitoring that provided accurate identification of issues which enabled proactive
intervention
Marketing and Communications Contact Strategy Development Experience over the past 17 yrs:
Customer Segmentation
Consent Management
Call to Action Management (CTA)
Data Integrity & Measurement
Social Media Customer reach & research
Inhouse Apps & Comms Platform
Management
Backend improvements to the messaging
process
Ability and experience with determining target audience,
e.g. age, gender, income levels, products, consumer
behavior (personas) to allow for personalized messaging
and relevancy.
Ability and experience on the execution of projects related
customer consent management, where customers provide
their explicit permission which platforms they prefer to be
contacted on, the frequency of contact, and the method of
contact, Timing & Consistency
Ability and experience on the execution CTA messaging,
ensuring that the three major call out points for
calls-to-action are adhered to:
(1) Immediately GRAB customer ATTENTION;
(2) Provide OFFER with a clearly outlined value
(3) Pitch & opt customer INTO a campaign;
Data Integrity Management b y way of regular validation of
customer information to ensure effective campaign ex (e.g.
contact details). Improve contact rate (reducing overall
SMS costs). Reduction in failed or undelivered messages.
Measurement of Open Rate, Bounce Rate, Churn Rate
(Opt-out).
Testing and validation of different sending days, times
and content with customers to gauge platform
effectiveness.
Identifying optimal Customer Engagement opportunities
via Social Media Platforms
Engaging Customers on Viewing Content via Social Media
and inhouse Apps
Managing and overseeing all communication platforms
within Direct Communications including SMS, Email,
Voice, Decoder Messaging, Inhouse App Messaging,
WhatsApp
Engaged with Vodacom, MTN and Airtel to unpack
reasons for “unknown error /
undefined” failures and took steps to address these.
Continuing rate reduction, cost negotiations during
contract renewals
Copywriting Experience

Manage all marketing copywriting for 13 major
market in Africa + rest of Africa smaller markets
clients
Aligned copy strategy across all marketing channels
Developed copy for websites and blogs
Wrote advertising copy for print ads and radio spots
Collaborated with graphic designers to write and
produce digital ads
Ensured all timelines were met throughout the content
production, editing, and delivery process

Content Specialist Develop long-term content strategy + SEO-driven

supporting content
Optimize website pages for proper SEO
Analyze website information architecture
Develop brand strategy + guidelines
Email marketing campaigns
Social media copywriting

Reporting:

Reporting Tools worked on Hootsuite

Meltwater
Sprout
Google Analytics
Facebook Insights

Reporting Metrics experience Brand Awareness

Increasing Customer Engagement and reach
Increased Sales
Improving Brand Reputation
Brand differentiation and consistency
Cost savings

Research Skills Target Audience Analysis

Customer Journey Development or Improvement
Competitor Analysis
Determining Brand Value
Unique Selling Point Propositioning

Multi - Channel Engagement experience Email and web analytics

Marketing automation
Social Media Marketing
Customer life cycle marketing