Michelle Gillie Barnes

CURRICULUM VITAE MICHELLE GILLIE-BARNES 2025 Overview of Michelle Gillie-Barnes My introduction to the working world was in the capacity of a PA with Toyota Marketing whom I left to join and the SABC (TV 1). Following what was to become my career path, I then entered the Advertising Industry with my first position as a PA at Hunt Lascaris, followed by Client Service roles for various agencies such as Ogilvy & Mather, Ammirati Puris Lintas (now Lowe Bull), Gavin Reddy Hawn and The Jupiter Drawing Room. I then joined a small agency called Ebony & Ivory where I was chiefly a copywriter, although I was also involved in creative conceptualisation, art direction, TV & radio production, print production, media strategy and client service. On leaving Ebony & Ivory I was self-employed as a freelance copywriter. Some of the projects I worked include the development of a corporate video for UNISA to educate potential students, together with strategy development, copywriting for newsletters, profiling of executives, annual report content development and editing, and conceptualisation for various through-the-line campaigns. I joined the SABC in June 2007, as Marketing Specialist / Media Strategist within the Radio Sales division. During the time I was employed at the SABC, I was exposed to the entire sales process (e.g. leads, conversion, forward selling, pipe-line etc). In addition, made the most of the position and the opportunities I was afforded, to become a media expert in both traditional and ambient media. I was very fortunate to have worked for a large corporate organisation which trained and equipped me with a great deal of time-; people management and presentation skills which I have found invaluable. In terms of competencies: whilst I have retained my core skills (i.e. writing, creativity and campaign conceptualisation), I have continued to upskill wherever possible. On leaving the Eastern Cape SABC in May 2014, I worked for United Stations within their Sponsorships and Promotions division. I subsequently joined Stratitude Digital and Design Agency as a contract Account Manager from September 2015 to end February 2016. Subsequently, I fulfilled a consultant position at Serengeti Golf & Wildlife Estate as Head of PR, Marketing and Communications. I absolutely loved the exposure to the world of golf, coupled with residential, conferencing and banqueting. I was able to bring many years of experience to bear in this incredible environment. My contract with Serengeti came to an end in June 2017, and I thereafter joined PR Worx as an Account Director and was fortunate to work on a variety of accounts. I left PR Worx in March 2018 to pursue the establishment of my own business, which operates under the name Write Brain. In June 2019 I joined Agility group as a communications manager. The group was comprised of Health Squared medical scheme, employee benefits solutions, gap & co-pay cover products, Knowledge Objects managed healthcare IT, Agility Rewards & Agility Rewards Platinum loyalty programmes, retirement and investment cover together with short-term insurance options. Since leaving Agility Channel I have freelanced for several clients such as ABJ Oncology, Red Alert Security, LMA Plus, Rennies BCD and King Price. I am currently employed as a Senior Account Manager at PR Worx. PERSONAL DETAILS NAME: Michelle Gillie-Barnes PHYSICAL ADDRESS: Northern View, Douglas Road, Douglasdale LANGUAGES: English & Afrikaans CONTACT: - EMAIL: - QUALIFICATIONS Capricorn High School 1988 Matric Birnam Business College January – July 1989 Specialised Business Diploma Executive Education April – July 1992 Public Relations Diploma IMD December 1994 IMM Diploma Vega Brand Communications School December 2004 Creativity & Innovation Diploma E-Marketing Professional April 2010 Doing Business Digitally: Competitive Strategy in the New Marketing Landscape Web / Design WordPress Wix Canva InDesign People Management Programme June 2012 – January 2013 Gordon Institute of Business SEO Certification January 2025 Hubspot COMPUTER LITERACY MS Suite, Everlytic Bulk Emailing System, Mailchimp, Telmar, Addynamix EMPLOYMENT HISTORY: Name of Company: PR Worx Period of Employment: January 2024 – Present Position Held: Senior Account Manager Responsibilities: Full account management function on Novartis, Hume International, Alvi Armani, IWMSA, Alumo Energy, EXCO and Hot FM. Some of my responsibilities are as follows: Creation and distribution of compelling media releases / thought leadership / opinion pieces Extensive media liaison to garner extensive, top-tier coverage / exposure Development of engaging social media content (including design) Development & implementation of strategic direction for several clients Development & implementation of ad hoc marketing activities Development of branding material, marketing collateral Content creation for several monthly newsletters Social Media content development & implementation Extensive crisis communications / reputation management Name of Company: Agility Channel (part of the Agility Group) Period of Employment: June 2019 – April 2021 Position Held: Communications Manager Responsibilities: Management of marketing assistant Contribution to strategy for the Agility group (which was comprised of Health Squared medical scheme, employee benefits offerings, gap & co-pay cover, Knowledge Objects managed healthcare IT, Agility Rewards & Agility Rewards Platinum loyalty programmes, retirement & investment cover & short-term insurance solutions) Developing proposals and tender documents for the group. Extensive development and implementation of all internal and external stakeholder communications. Management of / liaison with PR Agency. Media strategy development & implementation Media monitoring and reporting Internal and external relationships management. Website updates / maintenance. All social media content development & monitoring / management Management of activations and events. - Development of videos and podcasts Through-the-line campaign conceptualization and roll-out Responsible for all branding and sales / marketing collateral Development & implementation of internal training manuals Development & implementation of several bulk email & SMS campaigns Development & production of IVR messaging Fundamental role in developing & implementing an internal and external change management / communications project. Reason for Leaving: My contract came to an end. Name of Company: Write Brain Period of Employment: March 2018 – May 2019 Position Held: Freelance Marketing Consultant / Copywriter Responsibilities: As a freelance consultant I provided marketing, strategy, copywriting, proofreading, editing, content creation, social media management and media consultancy services to several organisations. Reason for Leaving: To join Agility Channel as Communications Manager Name of Company: PR Worx Period of Employment: July 2017 – March 2018 Position Held: Account Director Responsibilities: Management and mentorship of three staff members Development and implementation of overall strategic direction for ISG (Innovative Solutions Group) Development and implementation of ad hoc marketing activities in identified regions Development of branding material & sales / marketing collateral Social media content development & implementation Development and distribution of press releases, thought leadership / opinion pieces Reputation management Management of all websites for the group Liaison with media Liaison and negotiation with various media for paid for advertising Name of Company: Serengeti Golf & Wildlife Estate Period of Employment: November 2016 – June 2017 (Contract Consultant Position) Position Held: Executive: PR, Marketing and Communications (HOD) Responsibilities: Full Management role including: New business development with a specific focus on golf membership, corporate golf days, banqueting and conferencing. Management and mentorship of marketing assistant Development of strategic direction for the estate, which included the golf club, banqueting & conferencing facilities, the in-house golf academy, residential property sales and Curro school Strategic direction, oversight and input on all social media platforms Development and direction of website overhaul Final stage management and launch of Golf Club App Development of weekly external newsletter including design & content. Management of Brand Ambassadors (6 in total) including establishment of ROI methodology on this initiative Event management with specific focus on golf championship tournaments, hosting of VIP guests at various events Development & implementation of new corporate identity Development & implementation of media strategy / and planning Media negotiations with media owners / houses Copywriting and content direction on all media platforms Extensive public relations / reputation management Engagements & interviewing of several golfing professionals Identification of new business opportunities on existing platforms Management of internal & external suppliers Management of all contractual obligations / SLA’s Budgetary and cost projection management Input at EXCO & general management level Reason for Leaving: The contract came to an end Name of Company: Write Brain (my own business) Responsibilities: Various freelance contracts including: Creation of media releases Content Creation Social Media management Copy editing / proof reading of various publications / articles Development of strategic and creative direction Reason for Leaving: To pursue full time employment Name of Company: Stratitude Period of Employment September 2015 –February 2016 Position held Account Manager Responsibilities: Development and implementation of campaign strategies Management of six large accounts Identification of new business opportunities with existing clients Management of internal and external suppliers (i.e. copy writers, creatives etc.) Management of all contractual obligations / SLA’s Management of bulk email / SMS campaigns Briefing of creative teams Management & development of web sites Proactive identification of campaign ideas & concepts Proactive identification of design and industry trends Development of status / monthly reports Financial coordination & management of clients and suppliers, including cost estimate generation and monthly billings Reason for Leaving: This was a six-month contract position that ended in February 2016. Name of Company: United Stations Period of Employment: May 2014 – December 2014 Position Held: Sponsorship & Promotions Executive Responsibilities: Liaison with stations (Kaya fm, Gagasi fm, OFM, Heart FM & Algoa fm) on promotions / opportunities for clients Pro-active creative suggestions to stations for promotions / competitions / campaigns Development and implementation of tailor-made promotions / campaigns on various stations for clients Making use of tools such as AMPS / RAMS / ADEX to proactive identify opportunities for both stations and clients Development of sales collateral for account executives Development of placement schedules for promo spots, live reads, power spots etc. Costing of campaigns Liaison with prospective clients on requirements and possible solutions Name of Company: SABC Limited Period Employed: June 2007 – June 2014 Position Held: Marketing Specialist / Media Strategist: Commercial Enterprises Responsibilities: Development and implementation of sales & marketing strategy for Eastern Cape region Marketing support for account executives in EC Development and presentation of tailor-made media solutions / proposals for prospective clients on how best to make use of SABC radio and television stations as well as online / mobile platforms to meet client objectives and budgets Client and competitor ad spend research and building of holistic strategies around this intelligence to grow clients’ business Extensive client presentations and media workshops based around clients’ specific needs or requirements Extensive involvement in development of client media & marketing strategies and driving these via the SABC platforms (i.e. radio, television, mobile and digital platforms) to ensure maximum exposure and benefits Development of innovative sales packages to maximise opportunities for account executives and optimise revenue Tracking of global and national media trends and dissemination of this information to team Developing market intelligence to assist AE’s and clients using TGI, Telmar and ADEX Updating of RAMS figures / information & distribution clients and staff Updating of cost per thousand data to guide and assist AE’s Updating of AMPS information to guide and assist AE’s Organisation of extensive trade marketing activities Organisation and co-ordination of all client-based events Supervision, training and mentoring of marketing assistant & sales assistant Tracking of competitor offerings / promotions / discounts Responsible for all branding & corporate gifts Development of printed sales kits / collateral for AE’s Development of monthly external and internal newsletters Management of marketing budget Provision of weekly training to AE’s on the Extensive liaison with clients’ WRT broad marketing information and intelligence, creative input on campaigns, Writing of pilot scripts and liaison with RAP Studios (internal production facility) on production of radio ads Liaison with all 18 SABC stations and dissemination of station information to clients & AE’s Arrangement of outside broadcasts for clients Extensive liaison and networking with local business Chambers to leverage opportunities for sales team Project management on several national initiatives Input to management on pricing models (e.g. regional rates; unsold inventory) Daily sales tracking to pro-actively assess where assistance may be required Monthly reports for management Reason for Leaving: To join United Stations Name of Company: Period Employed: Position Held: Ebony & Ivory Advertising & Promotions April 2004 – January 2006 Copywriter / Head of Radio & TV Production / Client Service Responsibilities: Whilst the core competencies surrounding my functions are as listed above, my additional responsibilities included: Print production Traffic of all jobs in and out of studio Development and implementation of several brand & media strategies Creation of compelling copy (long- and short-form) Radio & TV production Liaison with recording studios, animation houses, directors Extensive client engagement Proofreading and sub-editing Compilation of contact and status reports Budget control Reason for Leaving: To establish my own freelance business, (Write Brain) which successfully ran for fifteen months. Name of Company: The Jupiter Drawing Room, Cape Town Period Employed: July 2000 – March 2001 Position Held: Account Manager Responsibilities: Extensive daily client liaison Accountable for ASA issues on behalf of clients Development and implementation of strategies Presentation of creative concepts to my client portfolio Development of briefs Management of budgets Ensuring all creative work adhered to strategy Compilation of Contact & status reports Liaison with media Monitoring competitive activity and ad spend Management of junior account executive To get married and subsequently to have my son. Reason for Leaving: Name of Company: Gavin Reddy Hawn Period Employed: February 2000 – June 2000 (Freelance Position) Position Held: Account Manager Clients: MTN Africa MTN Art Institute Responsibilities: Extensive client liaison Development of creative briefs Presentation of concepts to clients Ensuring all creative work adhered to strategy Compilation of contact & status reports Liaison with media department Monitoring of competitor activity and ad spend Reason for Leaving: To join The Jupiter Drawing Room. Name of Company: Ammirati Puris Lintas (now Lowe Bull) Period Employed: October 1998 – December 1999 Position Held: Account Executive Responsibilities: Extensive client liaison Input on strategy & objectives Monitoring of competitor activity Monitoring of all research results (AC Nielsens) Development of creative briefs Management of radio recordings & television shoots. Development of various ad-hoc promotions Presentation of creative work to clients Ensuring all creative work adhered to strategy Compilation of contact & status reports Reason for leaving: To pursue a better opportunity. Name of Company: Admark Recruitment Advertising Period Employed: February 1997 – October 1997 Position Held: Traffic Co-ordinator Responsibilities: Limited client liaison Allocation of job numbers for new jobs entering studio Proof reading of all copy Ensuring all copy was DTP ready Ensuring all jobs met CI and client-specific layout criteria Liaison with media to book advertising space Development of status reports Adherence to deadlines Reason for leaving: Retrenched Name of Company: O & M RSTM Period Employed: November 1995 – December 1996 Position Held: Account Executive Responsibilities: Limited client liaison Monitoring of competitor activity Development of creative briefs Development of various ad-hoc promotions Presentation of creative concepts to clients Compilation of contact and status reports Name of Company: Hunt Lascaris TBWA Period Employed: March – October 1995 Position Held: PA to Account Director Responsibilities: Limited client liaison Monitoring of competitor activity Typing of all briefs & contact reports Involvement in pitching for new accounts Diary Management General administrative duties Name of Company: SABC Period Employed: January 1992 – February 1995 Position Held: PA to Consumer & Media Relations Manager Responsibilities: Typing of all reports and correspondence Liaison with press regarding new programming Liaison with public regarding programming queries Involvement with advertising agencies with specific reference to promotions/competitions on various channels Television production Coordination of launch events for new / upcoming programmes / series releases Diary Management General secretarial duties.