Daisy Masiangoako
Somerville
Summary
Experienced brand leader with over 16 years in Retail and FMCG, specializing in customer, brand, media strategy and portfolio management. Successfully led growth initiatives and managed seasonal campaigns, resulting in significant market impact. Strong analytical skills complemented by an MBA in Marketing, focusing on data-driven strategies and consumer insights. Proven ability to translate insights into scalable, profitable solutions.
Overview
21
21
years of professional experience
Work History
Senior Marketing Manager
Woolworths holdings
Cape Town
06.2015 - 10.2023
- Company Overview: Multinational retail company that owns the South African luxury department store chain Woolworths and the Australian retailer Country Road Group. Established in 1931.
- Led Integrated Paid Media Strategy Across Channels: Owned end-to-end marketing strategy and execution for multiple categories, managing TTL, ATL, Digital, App, and In-Store media to deliver full-funnel campaigns.
- Partnered with agencies and internal stakeholders to drive visibility, engagement, and conversion across all channels.
- Developed Customer Strategy and Collaborated with the Direct Marketing Team to develop customer strategies, including weekly mailers, customized vouchers, engaging lapsed customers, and rewarding VIPs with events and promotions.
- Created interactive platforms with 360-degree partners: Direct Marketing, Online, Media Agency, Creatives, Copywriters, Product Developers and Stylists.
- Drove Data-Led Campaign Optimization & Reporting: Presented regular performance reporting on KPIs and ROI to leadership, using analytics to guide real-time optimization.
Marketing Manager
Adcock Ingram
Johannesburg
02.2013 - 05.2015
- Company Overview: Adcock Ingram is a leading South African pharmaceutical company with a proud 130-year heritage.
- Led the development of brand advertising strategies and defined a 3–5-year strategic direction for key brands.
- Repositioned Panadol with a high-impact, award-nominated campaign across TV, Radio, Print, Digital and Outdoor.
- Media Strategy & Investment: Directed annual media planning and execution across traditional and digital platforms, optimizing media mix for reach, frequency, and ROI.
- Oversaw forecasting, financial planning, and campaign ROI analysis across key wellness categories.
- Initiated the repositioning of Citro-Soda Alkalizer and grew brand market share by 4% in 18 months.
Trade Marketing Manager
Times Media
Johannesburg
08.2010 - 11.2012
- Company Overview: NuMetro is the second largest cinema operator and home entertainment company in Southern Africa.
- Played a pivotal role in launching and executing strategies for blockbuster titles from global studios like Disney, Sony, Paramount, Warner Brothers, and various independent studios.
Global Brand Manager
Reckitt, Philips, Premier Foods
London
04.2007 - 04.2009
- Company Overview: Travelled and worked in a series of temporary and contract Marketing Manager positions for prominent global brands.
- Reckitt - Strategic Brand Alignment: Spearheaded the strategic alignment of innovation, concept creation, and brand plans across 16 of Reckitt's global power brands, including Veet, Clearasil, E45, Harpic, Woolite, Vanish, Strepsils, Lysol, Finish, Air Wick, Nurofen, and Gaviscon.
- Philips - Category Expansion: Successfully managed the extension of Philips Avent into the Baby Teething category, guiding the product from concept to market launch.
- Premier Foods UK - Brand Leadership: Played a pivotal role in maintaining and growing Premier Foods' position as the UK's fourth-largest brand, ensuring consistent brand messaging across all touchpoints.
Brand Manager
Tiger Brands Food and Beverage
Johannesburg
08.2005 - 11.2006
- Joined Tiger Brands and worked on the Chilled Processed Meats Category on Innovation and Brand Communication.
Assistant Brand Manager
Unilever
La Lucia Durban
03.2003 - 05.2005
- Joined the Unilever Management Trainee Program.
Education
Master of Business Administration (MBA) -
Hult International Business School
Boston, Massachusetts08.2024
Bachelor of Commerce Honors (BCom Hons) -
University of Kwa Zulu Natal
Durban, South Africa06.2010
Skills
- Strategy Development
- Consumer Behavior
- Media Planning
- Luxury Marketing
- Insight Mining
- Concept Writing
- Product Development
- Budgeting
- Forecasting
- Brand Planning
- Brand development
- Market research
- Customer experience
- Digital marketing
- Data analysis
- Customer acquisition management
- Retail marketing
Certification
- Microsoft Office
- SAP
- Data Visualization (using Tableau)
- Nielsen
Hobbies and Interests
- Culinary Diploma
- Wine Diploma
- Ultra Marathon Runner
Accomplishments
- CEO Award – Initiation of WCellar Loyalty Wine Club and Wine Store Concept.
- Chosen as a High-Performance Employee for IGDS (International Group of Department Stores) and represented Woolworths at the International Retail Summit in 2016.
Work Availability
monday
tuesday
wednesday
thursday
friday
saturday
sunday
morning
afternoon
evening
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Affiliations
- Hult International Business School Alumni
Work Preference
Work Type
Full TimeWork Location
HybridImportant To Me
Career advancementPersonal development programsCompany Culture401k matchStock Options / Equity / Profit SharingPaid time offTimeline
Senior Marketing Manager
Woolworths holdings
06.2015 - 10.2023
Marketing Manager
Adcock Ingram
02.2013 - 05.2015
Trade Marketing Manager
Times Media
08.2010 - 11.2012
Global Brand Manager
Reckitt, Philips, Premier Foods
04.2007 - 04.2009
Brand Manager
Tiger Brands Food and Beverage
08.2005 - 11.2006
Assistant Brand Manager
Unilever
03.2003 - 05.2005
Master of Business Administration (MBA) -
Hult International Business School
Bachelor of Commerce Honors (BCom Hons) -
University of Kwa Zulu Natal
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