Lynn W Mason

LYNN MASON CV- - www.linkedin.com/in/lynnmason/ Centurion SUMMARY Dynamic marketing enthusiast with a proven track record of driving brand growth, revenue expansion, and customer engagement through innovative strategies and data-driven decisionmaking. Adept at leading cross-functional teams, optimising marketing spend, and elevating customer experiences. Passionate about leveraging technology, storytelling, and analytics to create impactful marketing strategies and campaigns that drive sustainable business growth. EXPERIENCE CHIEF MARKETING OFFICER ½ WETILITY ½ RENEWABLE ENERGY ½ MAY 2024 – MAR 2025 Merging innovation with strategy, I orchestrated a transformative brand and marketing narrative, shaping Wetility’s presence in the renewable energy landscape. (B2B, D2C, B2B2C) • Developed and executed high-impact marketing strategies that aligned with business objectives, fuelled revenue growth, and strengthened market positioning through precise customer segmentation and competitive intelligence. • Led brand strategy development and execution, ensuring consistent messaging, visual identity, and tone across channels to build brand equity and differentiation in the market. • Drove brand affinity through integrated campaigns, content marketing, influencer collaborations, and community engagement. • Led lead generation efforts across multiple channels, delivering consistent pipeline growth and aligning marketing-qualified leads with sales conversion targets. • Transformed marketing data into actionable insights, optimising campaign performance and measuring ROI. • Reduced Customer Acquisition Cost (CAC) by 32% in just 6 months through performance marketing by optimising lead generation strategies. • Implemented cutting-edge analytics tools and collaborated with finance to track revenue attribution with precision. • Grew organic social media followers by 30% on Facebook and 25% on LinkedIn in 6 months. • Partnered with finance, operations, and sales to streamline budgets, forecasting, and resource allocation. • Elevated customer experience by designing and executing seamless, customer-first journeys across all touchpoints, ensuring every interaction reinforced brand loyalty, satisfaction, and advocacy. • Built and nurtured relationships with investors, partners, agencies, and media, strengthening Wetility’s position as a leader in the renewable energy space. MARKETING MANAGER ½ EQUALS FIVE ½ OUTSOURCED MARKETING TEAMS ½ MAR 2024 – MAY 2024 I shaped success by seamlessly blending strategy, innovation, and execution, transforming marketing landscapes and elevating brand impact. (B2B) • Managed multi-client portfolios orchestrating tailored marketing strategies across five customers simultaneously in England, Germany and USA, ensuring alignment with business objectives and industry best practices. • Conducted in-depth market research and competitive analysis, translating insights into actionable strategies that positioned brands for market differentiation and accelerated growth. • • • • Spearheaded end-to-end brand and business marketing setups, crafting compelling brand narratives through website development, brochures, and corporate stationery, ensuring a strong market entry. Designed and executed high-impact lead generation campaigns, leveraging multi-channel marketing to attract, engage, and convert prospects into loyal customers. Curated and optimised investor presentations, crafting compelling narratives that showcased business potential, secured funding, and strengthened stakeholder confidence. Led strategic event management, driving seamless execution of brand activations, corporate engagements, and industry networking opportunities to enhance visibility and engagement. MARKETING MANAGER ½ PROKON SOFTWARE LIMITED ½ SOFTWARE ½ APR 2021 – DEC 2023 As the Architect of growth at Prokon Software Limited, I sculpted a narrative of success, merging innovation with strategy to transform their digital landscape. (B2B, B2B2C) • Modernised Prokon’s digital landscape, driving seamless customer experiences and elevating brand visibility through innovative marketing strategies on 5 continents (Africa, Asia, Europe, South America, Australasia/Oceania, EMEA). • Translated marketing data into insight that resonated with clarity and precision. Implemented automated dashboards and reports that didn't just reveal results, they revealed stories of quantifiable success, campaign ROI, program foresight, and effective recommendations. • Successfully planned and executed 3 annual global online launches with a 31% increase in social media engagement (LinkedIn, YouTube, and Facebook). • Spearheaded the consolidation of 10 websites into one, increasing website traffic by 18%. • Implemented lead generation initiatives that boosted leads by 40%. • Ensured brand consistency in all campaigns, delivering top-tier marketing materials while staying abreast of industry trends for strategic adjustments. • Cultivated and nurtured strong relationships with partners/resellers, driving revenue growth through joint marketing programs. • Managed marketing budgets, resource allocation, and led the implementation of marketing automation tools for enhanced lead generation. • Collaborated with partners to create compelling content, ensuring consistent brand messaging and high-quality delivery across all initiatives. • Managed, cleaned, and consolidated Prokon’s prospect and customer databases and turned data into actionable insights that enabled targeted strategies to improve sales. • Implemented HubSpot and other cutting-edge tools, to manage improved lead generation and conversion. FOUNDER AND CEO ½ RUMOR HAS IT ½ MARKETING AGENCY ½ AUG 2017 – JUN 2021 Embarking on a transformative journey, I set up Rumor Has It as a marketing enabler for Small and Micro Enterprises (SMEs). Rumor Has It was set up to break down barriers for those SME’s without hefty budgets and access to traditional marketing agencies. I extended hands-on assistance to clients precisely when they needed it, fostering the growth of their businesses from strategy formulation to flawless execution. Success wasn't limited to one industry, the portfolio proudly featured a diverse array of companies that benefited from this collaborative journey toward business expansion. It was on the back of our success with Prokon in particular that led to them appointing me as their Marketing Manager in July 2021. Clients included: • Armandt Olivier Biokinetics • Envarto • Green Cube Landscaping • Marijke Clara Physiotherapy • Postnet Centurion • Prokon Software Consultants • • • • • Prokon Software Limited Roof Rats Solar Cluster The Barking Lot Dog Day Care Unusual Events and Promotions Key contributions • Engineered impactful marketing strategies, transforming visions into actionable plans for clients hungry for growth. • Offered a personal touch, providing hands-on assistance tailored to each client's needs, ensuring every facet of their business journey thrived. • From Armandt Olivier Biokinetics to The Barking Lot Dog Day Care, I seamlessly navigated diverse industries, applying my expertise across the spectrum. • Transformed limited budgets into marketing gold, maximising impact for each client without compromising on quality. • From strategy conception to execution, I played a pivotal role in propelling businesses forward. MARKETING MANAGER ½ INOXICO ½ INFORMATION SERVICES ½ FEB 2017 – AUG 2017 As Inoxico's Digital lead and marketing representative on EXCO, I grew their existing dormant clientele into an active and engaged user base that amplified their exposure through resource-light and compelling marketing tactics. (B2B) • Created and implemented a marketing infrastructure that seamlessly and efficiently harmonised all the company's sales products. • Streamlined and enforced corporate identity across the entire business landscape, ensuring a cohesive and captivating brand presence. • Embarked on a comprehensive data cleaning journey to maximise the efficiency of the entire business. • Developed, planned and executed a company marketing strategy. • Delved into the depths of market research, conducting interviews with existing clients to unravel buyer behaviour. Mapped buyer personas and journeys, optimising sales through hindsight, insight and foresight. • Planned and executed targeted C-suite customer events boosting leads by 16%. • Identified, drafted, and masterfully managed the production of all sales collateral, creating documents that underpinned and amplified the strategy. • Sourced, selected, and managed outsourced marketing service providers, ensuring a seamless integration with the company's marketing endeavours. • Maintained and optimised the company website, weaving an additional B2B product website that attracted new customers to our products. • Managed and curated all corporate digital and social media marketing channels and tools, into a captivating platform of content and engagement. MARKETING MANAGER ½ WORLDSVIEW TECHNOLOGIES ½ SOFTWARE ½ JAN 2013 – JAN 2017 WorldsView Technologies is the exclusive distributor for Autodesk in Africa. My role transcended conventional boundaries, transforming the relationship with our resellers, and customers. This meant nurturing leads for all resellers, to orchestrating their localised marketing campaigns across the African continent. (B2B, B2B2C) • Provided strategic direction for market research and analysis, navigating through the tomes of data to unearth undiscovered opportunities. • Aligned company branding for all WorldsView’s resellers and marketing activities through digital marketing, traditional marketing, and event management. • Managed the data integrity of multiple customers from the CRM system (Salesforce.com), ensuring information flowed seamlessly through the digital veins of the organisation. • Prepared and motivated for marketing budgets for the OEM (Autodesk), managing these budgets for all regions on the African continent, including assisting the resellers managing their budgets to ensure maximum impact. • Provided quarterly marketing briefings and collateral to Sales (WorldsView and resellers) for marketing campaigns and training, crafting materials that were more than information for all the resellers. • • • • • • • • Sourced, selected, and managed outsourced marketing service providers both locally and internationally. Managed the operations of the outbound tele-marketing contact centre, orchestrating conversations that were more than calls – they were captivating dialogues. Generated leads through both above and below-the-line marketing initiatives, to build burgeoning pipelines for Sales (for both WorldsView and resellers) to convert. Led a marketing support team and 3 Marketing Managers in various regions across Africa. Championed 3 annual customer events of 250-500 attendees in South Africa with an average attendance increase of 25% per year. Duplicated the customer event in Kenya with a 90% attendance rate. Hosted quarterly and annual reseller lead generation initiatives that saw a 30% increase in conversation rates. Led a number of reseller events in Africa to achieve marketing and sales objectives. SENIOR COMMUNICATIONS MANAGER ½ THE DEPARTMENT OF TRADE AND INDUSTRY (DTI) ½ GOVERNMENT ½ DEC 2011 – DEC 2012 In my role as senior communication manager, I had the opportunity to focus on strategic planning, lead cross-functional teams, and boldly engage in talks with executives. • Actively managed the overall social media function of the dti, including activating the relevant platforms. • Drafted the 1st social media policy for the dti and had it signed off and implemented across the organisation. • Solely managed the Internal Communications Unit within the dti. • Planned and implemented first phase of a detailed four-year internal communication strategy. • Planned and executed a communication plan around the employee survey. • Implemented the newly drafted organisational values throughout the dti (centralised and decentralised). • Co-ordinated the process of producing a monthly newsletter (print and electronic). • Drafted and implemented an awareness campaign on the intranet. OPERATIONS AND LOGISTICS MANAGER ç ABSOLUTE HIRE ç EVENT EQUIPEMENT ½ APRIL 2011 – DECEMBER 2011 (ON AD HOC BASIS) • D2C • Uphold highest standard of service within the company. • Maintain key accounts through excellent client liaison. • Build and maintain good relationships with existing and new suppliers and customers. • Customer care • HR function: manage staff to ensure efficient stock control, customer service and logistics schedules. • Responsible for stock numbers, stock control and stock take. • Administrative function: fielding and replying to telephone calls and e-mails with a limited, but acceptable response time. • Responsible for generating all quotes and invoices. • Co-ordination of logistics schedules. • Financial function: manage and control all debtors and creditors. MARKETING AND COMMUNICATIONS MANAGER ç ILAB QUALITY ç SOFTWARE QUALITY ASSURANCE ½ APRIL 2010 – APRIL 2011 • Developing, executing and managing internal communications to promote an engaged, informed and motivated workforce aware of and in support of business objectives. • Building and maintaining an internal communications infrastructure, including the creation & maintenance for employee feedback. • Responsible for designing, populating and distributing an internal electronic newsletter bi- • • • • • • • • • • • • monthly. Conducting a full internal HR audit with respect to employee contracts and relevant documents, as well customer contracts. Responsible for updating all relevant HR information (Customer Health Dashboard – monthly, Employee Entry/Exit/Change List, HR system – Orange). Coordinating and approving the work of artists, photographers and printers; and monitors work in progress Internal communications e.g. coordinating special employee campaigns in support of building team spirit; assisting with preparation for quarterly staff meeting; creating internal newsletters copy writing & design/layout; etc. Coordinating and approving the work of artists, photographers and printers; and monitors work in progress. Internal communications e.g. coordinating special employee campaigns in support of building team spirit; assisting with preparation for quarterly staff meeting; creating internal newsletters copy writing & design/layout; etc. Organising all internal company events (e.g., company meetings, social club functions, year-end functions) Dissemination of information to internal stakeholders. Researching Social Media (specifically how to use it with a geographically dispersed staff compliment with limited access to social media sites) Responsible for sourcing and approving all corporate branded items and materials (business cards, laptop bags, shirts, pens, etc.). Organising and presenting induction sessions to new employees on a monthly basis. Formatting bid proposals and ensuring all documentation required for the bid proposal is presented in an attractive manner. JUNIOR LECTURER ç UNIVERSITY OF SOUTH AFRICA ç EDUCATION ½ AUGUST 2007 – JANUARY 2010 • Taking full responsibility as lecturer and module coordinator for several modules: Media Studies for the National Diploma Public Relations Management and Communication that is linked to several other courses as well. • Taking full responsibility as lecturer and module coordinator for a Public Relations Portfolio course, which includes a practical component - the planning, implementation and evaluation of an actual Public Relations campaign. • Presenting live satellite broadcasting classes in all three above mentioned courses. • Writing of tutorial letters, assignments, feedback letters, exam papers and translating these. • Academic administration, i.e. marking of assignments and exam papers, as well as consulting and assisting with student enquiries, and guiding them to achieve the learning outcomes of the relevant modules. • Assisting with the marking of assignments and exam papers, and student enquiries of other modules. • Moderator for a certificate course (Online Public Relations). • Administrative duties as determined by the Chair of the Department. • Serving on Social Committee, Marketing Committee and 40 year celebration/African Colloquium Committee - Voluntarily. • External examiner for a 3rd year Communication Management module at the University of Pretoria. JUNIOR LECTURER ç UNIVERSITY OF PRETORIA ç EDUCATION ½ FEBRUARY 2006 – DECEMBER 2006 • Acting as module coordinator and taking full responsibility for Communication Management and Marketing Management modules, as well as lecturing Afrikaans and English classes (each class consisting from between 100-500 students at any one time). • • • • Providing students with an in depth theoretical and a practical understanding of Business Communication Skills and Distribution Management Research for communication-related articles and collation of information regarding the Communication Management and Marketing Management course Academic administration, i.e. creating PowerPoint presentations, etc., drawing up of test and exam papers and marking, assessing practical projects, consulting and assisting students, and guiding them to achieve the learning outcomes of the relevant modules. Liaison with parents and other stakeholders. JUNIOR COMMUNICATION CONSULTANT ç TALK2US ç COMMUNICATION CONSULTANCY ½ SEPTEMBER 2005 – FEBRUARY 2006 • Interfacing with clients to obtain a brief. • Match proposed communication plans to the client’s brief and selling concepts, costs and timelines. • Situational research. • Development, implementation and management of communication plans to meet client needs. • Development of project plans and budgets. • Development of presentation material, i.e. structure, content, presentation thereof (typically PowerPoint). • Client Relationship Management. • Performance Reporting. ASSISTANT LECTURER ç UNIVERSITY OF PRETORIA ç EDUCATION ½FEBRUARY 2005 – SEPTEMBER 2005 • Lecturing Communication Management students twice a week (both Afrikaans and English classes and each class consisting from between 100-250 students at any one time). • Research for communication-related articles and collation of information regarding the third year Communication Management course. • Provision of Communication Management tutorship and assistance to students. • Administrative work for lecturers and academic administration, i.e. marking of tests, exams, weekly case studies and projects. STUDENT CONSULTANT ç POPUP, SAB BREWERIES, NEPAD, TFMC ç FEBRUARY 2004 – DECEMBER 2005 • POPUP: Drafted and executed a communication plan and strategy. • SAB Breweries: Drafted a detailed Corporate Social Investment initiative proposal • NEPAD (New Partnership for Africa’s Development): Developed a PR programme for NEPAD • TFMC (Total Facilities Management Company): Drafted a communication and crisis communication plan LANGUAGES Native: English and Afrikaans EDUCATION BCom Honours Communication Management (Cum Laude) | University of Pretoria |- BCom Business Management | University of Pretoria | 2002 – 2004 Grade 12 ç Hoërskool Birchleigh ç- CERTIFICATION HubSpot Inbound Marketing Certification | HubSpot | 2016, 2022 Digital Marketing Diploma (Distinction) | Shaw Academy | 2016 Social Media Marketing Diploma (Distinction) | Shaw Academy | 2016 Autodesk Marketing Certification | Autodesk University | 2014 Advanced Short Course in Outcomes-based Assessment in Higher Education, Open and Distance Learning | UNISA | 2009 CORE COMPETENCIES Brand Strategy and Positioning Digital and Performance Marketing Lead Generation and Sales Alignment Customer Experience Data-Driven Decision Making Stakeholder and Investor Relations Team Leadership and Development Market Research and Competitive Analysis Omni-Channel Campaign Management Revenue and Growth Strategies TECHNICAL SKILLS Marketing Automation (HubSpot, Marketo, Pardot, Leadformix) CRM Systems (Fresh Sales, Salesforce, Pipe Drive) SEO, SEM and PPC (Google Ads, Meta Ads, TikTok Ads, LinkedIn Ads) Social Media and Influencer Marketing (Meta/Facebook, Instagram, TikTok, LinkedIn, YouTube, Twitter) Email Marketing and Customer Retention (Mail Chimp, Vertical Response) Content Marketing and Copywriting Data Analytics and Reporting (Google Analytics, Tableau, Looker Studio, Hot Jar, Microsoft Clarity) GALLUP’S CLIFTON STRENGTH FINDER Adaptability Achiever Activator Competition Ideation