Lana
Gerber Mouton
Online Marketing Specialist
Profile
I am a passionate Digital Marketing Specialist with
over 5 years’ experience in the exciting world of
Google Ads, social media and content marketing
across various industries including both B2B and B2C
organisations.
I consider digital marketing strategy my greatest
strength, in addition to my ability to see the bigger
picture and inter-connectedness of all marketing
channels (both online and offline). Another strength is
my ability to identify gaps in the market and areas for
experimenting with new platforms, features, and
marketing approaches.
Details--
Skills
Google Ads
Employment History
Head of Digital Marketing
at WeBuyCars
Social Media Management
Jun 2019 – Present
Centurion
Google Analytics
During June 2019 I was promoted From Online
Marketing Specialist to Head of Digital Marketing at
WeBuyCars (automotive leader in South Africa).
As Head of Digital Marketing, I am responsible for all
online
marketing
strategy,
implementation,
optimisation and reporting on platforms including
(but not limited to):
• Google Ads and YouTube, Facebook,
Instagram and Twitter.
• Management of marketing team, including
design lead, videographer and community
manager in order to ensure a streamlined
digital marketing strategy across all digital
platforms.
• Weekly reporting to the Executive Committee
and quarterly preparation of board reports.
• I assist in conceptualising and execution of
various offline marketing campaigns including
print, broadcast and outdoor media.
Marketing Strategy
Google Tag Management
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Google
Analytics
setup
and
measurement, Google Tag Manager
setup and management, Google My
Business page management.
I work closely with our SEO consultant
on SEO strategy and implementation.
I also collaborate with our UX
consultants and am involved in user
testing to improve our customer
experience online.
I am considered as the catalyst of digital
marketing transformation in our company.
Employment History
Online Marketing Specialist at WeBuyCars
Oct 2018 - Jun 2019; Centurion
Key Responsibilities Include:
Google Ads Account Manager
• Solely responsible for managing, monitoring, reporting on and continuously optimizing Google
Ads account including but not limited to Google Search, Display and YouTube Advertising.
• Google Analytics setup and measurement.
• Google Tag Manager setup and management.
• Google My Business page management.
Social Media Advertising and Content Management
• Management of Facebook advertising account, strategies, and measurement.
• Responsible for creating and posting content on social media platforms including Facebook,
Twitter, YouTube, and Instagram.
• Working closely with creative team on the strategic design of social media creatives and video
production.
Search Engine Optimization
• Working closely with SEO consultant on SEO strategy.
• Responsible for working with web developer and ensuring SEO strategy is implemented on the
website, including but not limited to website content.
• Managing content/articles on the website.
• A/B Testing with Google Optimize various landing pages to work towards improving the
conversion rate on the website.
Senior Google Ads Account Manager, Team Leader
and Head of YouTube Advertising at Net Age
Jul 2015 - Sep 2018
Johannesburg
Key Responsibilities Include:
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Keyword research and campaign spend estimates for prospective clients to show potential
performance of online marketing campaigns.
Management of over 30 Google Ads accounts in numerous industries, using a variety of
channels including Google Search, Display, Remarketing, YouTube and Google Shopping
campaigns.
Building online marketing strategies for clients based on their objectives, KPl's and budgets.
Campaign optimization including consistent monitoring of campaign budgets, search term
analysis to determine relevancy of campaign keywords, ad split testing, and conversion
optimization.
Participating in client briefs and meetings to determine marketing objectives and aligning online
marketing strategy to achieve these objectives.
Employment History
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In-depth monthly reporting to clients on campaign performance and progress, consistent review
of strategies and adjustment of strategies focused on campaign Return on Investment and Key
Performance Indicators, as well as industry and seasonal trends.
Identification and analysis on online trends using platforms such as Google Trends and
Socialbakers.
Consistently building relationships with and liaising with clients (across various industries) to
ensure that marketing objectives and expectations are met.
Making website recommendations to clients to improve their conversion rate.
Monitoring and reporting with Google Analytics.
Regularly attended Google workshops and advanced training sessions to keep up to date with
the latest products and trends in the online marketing landscape.
YouTube Channel Setup and Management including subscriber engagement, correspondence
and monitoring, design of creatives including channel art and video thumbnails, etc.
Short-Form Video advertisement production for the use of TrueView In-Stream and Video
Discovery campaigns.
YouTube Advertising.
Content writing for website optimization.
Google Ads Intern at Net Age
Jan 2015 - Jun 2015; Johannesburg
Key Responsibilities Included:
Managing multiple Google Ads accounts, relevant tasks included:
• Conducting spend estimates, keyword research, display network placement research and
market research.
• Setting up Google Ads accounts and campaigns including but not limited to Google Search,
Display, Remarketing and YouTube.
• Managing client Google Ads accounts, including but not limited to managing client budgets,
Google Ads strategies, client liaison and support, optimizing Google Ads campaigns based on
performance and KPl's.
• Google Analytics performance measurement and analysis
• Monthly reporting and meeting with clients
• Assisting with social media management
Part Time Marketing Consultant at IDTX
Aug 2014- Jan 2015; Pretoria
Key Responsibilities:
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Designed marketing campaign for the launch of new software products, MLOMS Medico-Legal
Office Management System and MLRRS Medico-Legal Report Writing System.
Employment History
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Created informative video advertisement (infomercial) for the launch of these products in order
to create awareness among consumers in the Medico-Legal industry of the need for and benefits
of software offered by IDTX.
Script writing, video editing, voice-over recording and creative execution of marketing strategy.
Assisted in product launch and direct marketing at the Industrial Psycho-Legal Conference hosted by Schoombee, Wessels & Associates.
Assistant Store Manager at Pro Studio Music
Dec 2012 -Apr 2014; Pretoria
Key Responsibilities:
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Responsible for management of day-to-day administration.
Arranged innovative in-store and window displays strategically to attract customers.
Participated in designing monthly promotions and email newsletters.
Responsible for order processing activities.
Conducted Sales and assisted customers with advice and expertise relating to products.
Serviced and repaired string instruments.
Handled customer queries and complaints.
Trained and managed two sales assistants.
Conceptualized, designed, and initiated customer loyalty program (Classic Rewards Program)
Responsible for direct marketing in the form of promotions and sales at events such as the
annual IEB regional conferences.
Worked with various clients ensuring quality customer service and satisfaction by providing
personal service and placing specialized orders.
Created database of current and potential large contract clients.
Conducted customer visits to determine their needs and understand their business requirements.
Online Shop
Identified opportunity to expand business into online (E-commerce) environment.
Conceptualized and initiated online store (www.prostudioshop.co.za).
Conducted research and feasibility study to determine consumer interest in ordering and
purchasing products online.
Created, regularly updated and managed database of products on offer on the online store.
Ensured that brand and corporate identity were integrated through both the online and physical
store platforms to create consistent brand image and corporate identity.
Managed queries and orders from online shop and ensured quick and efficient customer
service.
Event Management
Assisted in organizing the product launch of the Roland V-Grand Piano in association with the
Atterbury Theatre and Roland South Africa.
Organised performers for the event and managed guest list.
Employment History
Part-Time Administrative and Marketing
Assistant at Tjokker Playground Equipment
Jan 2007 - Dec 2009
Pretoria
Key Responsibilities Included:
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Administrative organisation.
Assisting with sales.
Contacting debtors.
Direct marketing in the form of promotions at events such as the Pretoria Show.
Designed brochures.
Assisted with promotional activities including expos and competitions to increase brand
exposure.
Education
References
University of Pretoria
BCom Marketing Management
Alexia Kristopher-Koen
HOD: Marketing Department
WeBuyCars
Jan 2011 – Dec 2014; Pretoria
Modules included but not limited to:
• Business Management
• Brand Management
• Strategic Marketing Management
• Consumer Behavior
• E-commerce
• Communication Management
• Accounting
• Business Law
• Statistics
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Caitlin Wagenaar
Head of Google Ads Department
NetAge-
Matthew Jackson
Head of Digital Marketing
BPD Advertising
Wonderboom High School
National Senior Certificate
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Jun 2007 - Dec 2009; Pretoria
Subjects:
• Afrikaans
• English (Second Language)
• Life Orietation
• Mathematics
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Accounting
Music (Piano)
Music (Violin)
Maggy Viljoen
Former Senior Designer
WeBuyCars-
