Curriculum Vitae
Bronwyn Hounsom
2018
PERSONAL DETAILS
Address:Fourways area, Johannesburg
Telephone:083 -
Date of birth:8 September, 1974
Home language:English
Other language:Afrikaans
Nationality:South African
Marital status:Married
Computer literacy:Good
Driver’s license:Code 08
PROFESSIONAL PROFILE:
Bronwyn is a seasoned professional, passionate about the world of communications.
With over 21 years of experience across loyalty, marketing and advertising, she offers an holistic approach to problem solving with a healthy serving of creativity.
EMPLOYMENT HISTORY
JUNE 2018 TO DATE: HORIZON THEORY
Type of business:
Consultancy – Customer Experience
Position held:
Co-owner / Customer Experience Architect
Responsibilities:
Horizon Theory is a boutique customer experience consultancy. It was born out of the merger of 2 privately owned businesses, both specialising in aspects of customer experience. Services offered include: upskilling of organisational teams, diagnosis of the CX challenge, building a business case to assist with justification of the investment, research and insights development, customer experience strategy and design, and voice of the customer measurement. Additionally, through our network of best-in-breed partners, we manage the process of remediation to ensure alignment of the customer experience strategy.
MAY 2017 TO JUNE 2018: THE SWEET SPOT
Type of business:
Consultancy – loyalty and marketing
Position held:
Co-owner
Responsibilities:
The Sweet Spot is a South African based consultancy specialising in outsourced loyalty and marketing services.
As co-owner of the business, responsibilities include:
Business management
Financial management
Account recruitment
Account management
Strategy across marketing, loyalty and CRM
Project management
APRIL 2012 TO JULY 2016: EDCON
Type of business:
Retail
Position held:
Loyalty Executive
Responsibilities:
To leverage Thank U (Rewards Programme) as a powerful marketing tool that drives customer traffic and value, resulting in profitable incremental sales and additional revenue streams. This includes:
Brand strategy development
Customer value proposition
Brand campaign planning at group and chain level (ATL, BTL, Direct, Digital)
Corporate Identity management
Brand integrity management
Management of design and implementation of all customer facing materials
Supplier relationship management (Creative agencies, research partners, digital partners etc)
Stakeholder management
Chain marketing (Edgars, Jet, C NA, Boardmans, Red Square, Edgars Active, Jet Jetmart, Legit, International Brands
Business Intelligence
Operations
IT
E-commerce
Financial Services
Edcon Management Team
Channel development
ATL
In-store
Direct Marketing
Digital
Activations
Direct Marketing campaign management including directing Business Intelligence team around target audience selection, writing of copy, champion vs challenger approach to campaigns, budget management, learn and apply approach to all campaigns and reporting.
Digital strategy and platform design
Design and management of personalised offer process for online and Direct channels
Content management for website, Direct channels, mobile app and e-newsletter
Central loyalty budget management
Points budget management
Direct Marketing budget management
Revenue stream development and management:
Customer proposition development
Partner negotiations and contracts
On-boarding
Process development and system integration
Reporting on partnership initiatives
Overall reporting and measurement
Direct campaign measurement – test, learn and apply approach (Open To Buy, spend thresholds, cash vs account members, points as motivators, incremental sales, traffic lifts, sms copy)
Digital reporting – Google Analytics reporting on all Thank U platforms including sub brand revenue streams, e-commerce reporting and activity as motivators (e-newsletter, social platforms, and campaigns).
Digital newsletter measurement – direction of traffic and lifts, data enhancement, content and structure,e-commerce lifts.
Personalised offer measurement – activated vs shopped vs met threshold as measurement criteria.
On-going brand research (NPS, Brand Health Tracker)
Reporting on all partnership initiatives
Monitoring of data integrity
Some highlights / achievements
With over 12 million customers, Thank U is the country’s largest loyalty programme (since inception in February 2012)
Winner - Loyalty Cards Category in the TGI Icon Brands™ 2014/2015 survey
Top 3 – Sunday Times Top Brands – best loyalty programme (2015)
Training
Boston Consulting Group – Structured Problem Solving – 2014
Mike Atkin – Mini MBA in customer loyalty - 2014
SEPTEMBER 2011 TO APRIL 2012: HOUSE OF BRAVE, MARK GROUP
Type of business:
Advertising – start-up business
Position held:
Freelance Business Director (consultant)
Responsibilities:
Assistance in all Account Management responsibilities involved in a start-up agency:
Recruitment of staff
System and process development
New Client relationship development and on-going management
MAY 2009 TO SEPTEMBER 2011: OGILVY& MATHER JOHANNESBURG
Type of business:
Advertising
Position held:
Business Director
Responsibilities:
Head of a business unit at Ogilvy, inclusive of the following accounts:
SAB Castle (ATL, BTL and PR)
SAB Miller (BTL)
SAB Peroni (BTL)
SAB Corporate (ATL and BTL)
CTM (ATL)
Italtile
Fifa
Imperial (ATL, BTL, Digital and Events)
Siemens (ATL and BTL)
Essentially this entails management of a portfolio of brands and a team of people, including extensive knowledge of the Client’s business and the context in which it exists, profitability within the unit, development and maintenance of relationships and aiding in delivering on through the line marketing objectives within budget and on deadline.
Client Relationships
In conjunction with relevant resources, ensuring sound and meaningful relationships across levels of client interaction.
Representing the point of view of the agency with integrity and resolve.
Elevating the client’s perception of the agency from an advertising supplier to a valued business partner.
People Management
Ensuring staffing levels match the need of the client, within the constraints of the budget.In liaison with various department heads, ensuring the team is adequately skilled/trained to deliver ahead of client expectations.
Ensure efficient utilization of all resources.
Conduct annual performance appraisals.
Strategic and Creative Solutions
Originating and delivering, in conjunction with appropriate agency resources, strategic solutions based on a combination of the business scenario, consumer rights and a thorough understanding of the total communication mix.
Within the specific context of the FMCG brands within my portfolio, maintaining a thorough understanding of the different classes of trade within which the brand is distributed and at which the brand communicates with the consumer, in order to ensure the development of relevant and compelling communication solutions.
Ensuring all agency briefings will yield relevant and original solutions efficiently.
Creative
Striving for excellent levels of creative work through the line including above-the-line, below-the-line (promotions, activations and trade POS), online and public relations.
Developing a strong partnership with the Creative Director based on a shared commitment to effective solutions.
Facilitating first time selling and timeous executions of creative and media solutions.
Financial Responsibility
Ensuring that the total communications budget is deployed across what is agreed to be the best mix of communication disciplines to deliver the best business solution.
Total bottom line profitability.
Annual budgeting and contribution towards the preparation of the Business Plan in conjunction with the Client.
Delivery against the Business Plan during the fiscal year.
Organic growth and identification of out of scope opportunities that could lead to additional revenue for the company
MAY 2008 TO MAY 2009: IRELAND DAVENPORT
Type of business:
Advertising
Position held:
Business Director
Responsibilities:
Primary Manager of the ATL and BTL BMW advertising account within Ireland Davenport managing a team of 3 people and coordination of Heads of Department within the agency.
FEBRUARY 2004 TO MAY 2008: OGILVY& MATHER JOHANNESBURG
Type of business:
Advertising
Position held:
Business Director
Responsibilities:
Primary Manager of a business unit at Ogilvy inclusive of the following accounts:
South African Breweries - Amstel (ATL and BTL)
South African Breweries - Miller (ATL and BTL)
South African Breweries - Peroni (BTL)
AVI Bakers (ATL and BTL)
AVI Willards (ATL and BTL)
AVI Pyotts (ATL and BTL)
Position held:
Group Account Director
Responsibilities:
Member of a business unit at Ogilvy inclusive of the following accounts:
South African Breweries - Amstel
South African Breweries - Miller
South African Breweries - Peroni
GlaxoSmithKline – Grand-Pa, Eno, Jordan, Tums
Appletiser
Position held:
Account Director
Responsibilities:
Member of a business unit at Ogilvy inclusive of the following accounts:
Motorola
GlaxoSmithKline – Grand-Pa, Eno, Jordan, Tums
Kraft Foods (Tang, Tobelorone)
Kyknet
JULY 2000 TO FEBRUARY 2004: J WALTER THOMPSON JOHANNESBURG
Type of business:
Advertising
Position held:
Account Manager and Account Director
Responsibilities:
Member of the agency business unit responsible for the following accounts:
Ford Motor Company Corporate advertising (ATL and Trade)
All individual Ford brands
Ford Dealer Network advertising
Volvo Corporate advertising
All individual Volvo brands
Volvo Dealer Network advertising
APRIL 1999 to JULY 2000: SAATCHI & SAATCHI
Type of business:
Advertising
Position held:
Account Manager
Responsibilities:
Member of the agency business unit responsible for the following accounts:
Procter and Gamble Oil of Olay (ATL)
Procter and Gamble Old Spice (ATL)
Procter and Gamble Ariel washing powder (ATL)
Samsung Cellular (ATL)
NCP Yeast (ATL and guerrilla tactics)
MAY 1997 to APRIL 1999: TOOL COMMUNICATIONS
Type of business:
Advertising
Position held:
Account Developer
Responsibilities:
Member of the Healthcare division at Tool inclusive of the following accounts:
Selsun shampoo
Murine eye drops
ViDaylin vitamins
Citro-Soda
Diovan (Cardiovascular treatment)
Muse (Treatment for erectile dysfunction)
Lifescan (Treatment for diabetes)
Netcare Hospitals
Glaxo Respiratory Range
Other accounts:
Clientele Life (Insurance)
Red Cross
Playtex
Greenwhich Group (Financial services)
OCTOBER TO DECEMBER 1996: BLGK
Type of business:
Advertising
Position held:
Internship
Responsibilities:
Member of the agency team with intern responsibilities on the following account:
ABSA
TERTIARY EDUCATION
1996: AAA SCHOOL OF ADVERTISING
Qualification:
Post Graduate in Advertising and Marketing.
Specialisation:
Client Service
1993 TO 1996: RANDSE AFRIKAANSE UNIVERSITEIT (RAU)
Qualification:
BA Communications and Industrial Psychology
Subjects covered:
Communications (Major)
Industrial Psychology (Major)
Advertising
Public Relations
Statistics
English
Media Law
Ethics
Logics
SECONDARY EDUCATION
1988 to 1992: WENDYWOOD HIGH SCHOOL
Qualification:
Matric
Subjects:
English
Afrikaans
Maths
Science
Biology
History
REFERENCES
Dr Anthony Graham
Previously General Manager at Edcon
United Kingdom -Reference attached
Kristina Owen
Head of Strategy, COMO
United Kingdom
https://uk.linkedin.com/in/kristina-owen-
