Profile of Jason

Jason Brand Leader
10 years experience 0 projects worked Johannesburg
R500.00 /hr R0 earned
Brand MarketingBrand StrategyContent MarketingCopywritingDigital MarketingMarketing ConsultingMarketing StrategySales and Marketing - GeneralSMM - Social Media MarketingSocial Media Strategy & Support

Dynamic sports marketing professional with 9 years’ experience and a proven track record in driving business objectives and commercial growth via digital media strategy & cross-functional brand-building.

Led, managed, coached and inspired multiple teams of functional experts to deliver a host of best-in-class marketing campaigns for the biggest sports brand, sports rights holder and sporting goods retailer in the world across Europe, Middle East and Africa.

Recently delivered 2 world-class international tournaments in the UAE as Head of Digital on the LOC for the award-winning, most successful-ever FIFA Club World Cup and the most engaged-ever edition of the AFC Asian Cup – the largest sporting event in Middle East history.

Currently back in South Africa, making solar power sexy as Co-Founder & CMO of Lumos Energy.

Nike Africa Brand Employee of the Year 2014. 

Work History (0)

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Work Experience

  • Brand Marketing & Events Consultant

    Decathlon

    06/2020 - 10/2020

    In-house consultant hired to observe, assess and analyse the brand strength and awareness of the world’s biggest sporting goods retailer in South Africa, as well as the efficiency of the internal communications department, structure, processes, output and execution. Worked with the CEO to conceptualise, formulate and implement a new brand vision, brand strategy, brand organisation, brand directive, media strategy, commercial tiering system, digital transformation infrastructure, membership proposal and sports marketing & sponsorship approach that will enable the company to meet its long-term business objectives and deliver on its commitment to consumers; making sport accessible for all South Africans.

    KEY RESULTS
    – Conducted a comprehensive SWOT analysis, market research & insights investigation around the existing structure
    – Built the company’s Brand Vision 2.0. which centres around a new brand identity & strategy to reach long-term goals
    – Executed an in-depth website audit for decathlon.co.za to improve the existing offering and build a vision for a new platform in 2021
    – Carried out a complete overhaul of digital & social media marketing, content creation and the overall online ecosystem strategy
    – Conceptualised an innovative, alternative sports marketing & sponsorship model to authenticate product and inject Decathlon into the heart and soul of SA sport

  • Brand Communications Director

    Decathlon

    10/2020 - 02/2021

    Directed a massive data drive and research investigation to understand, map and position the Decathlon brand’s place in the local market. Secured unprecedented budget & IP and built a Communications team to carry out the new brand strategy with a strong focus on flagship retail, digital storytelling, membership and CRM infrastructure.

    KEY RESULTS
    – Implemented a new, tiered seasonal commercial direction which contributed to a +36.2% turnover progression in 2020 despite Covid19 lockdowns
    – Hero product innovation storytelling helped command a more premium price point with a margin rate increase from 26.1% to 27.5% in 2020
    – Digital brand & business overhaul accelerated e-commerce business growth to +238% in 2020
    – Improved NPS (net promoter score) by +10 bps in under 6 months & increased customer intent to revisit
    – Increased national brand awareness by +2% in under 6 months

  • Co-Founder & CMO

    Lumos Energy

    04/2019 - Now

    A renewable energy start-up dedicated to providing clean, affordable, full-service solar power solutions to Southern African households. In charge of making solar power sexy – building the brand from the ground up, leading all communications, marketing, advertising, lead generation, company growth & administration. Responsible for departmental ROI & profitability.

    KEY RESULTS
    – Conceptualised the development & production of brand identity, creative direction and operating infrastructure from scratch
    – Launched a sustainable digital presence, lead generation engine, marketing strategy & PR plan in a new industry which resulted in the company doubling its turnover in 2020 at a growth rate of +109%
    – Built a profitable bootstrapped business with an annualised departmental ROI of over 1000% to date

Certification

  • Introduction to Renewable Energy

    Solar Energy International (SEI)

    08/2019 - 08/2019

    RE:100

  • Fundamentals of Digital Marketing

    Google

    04/2020 - 04/2020

    Q9X ST2 HFW

  • SAFA Level 2 Football Referee

    South African Football Association

    04/2013 - 04/2013

    0244

Education

  • Matric Certificate

    Fourways High School

    01/2004 - 12/2008

    Activities and Societies: English – 92% Afrikaans – 84% Mathematics – 71% Life Orientation – 75% Geography – 89% History – 83% Life Sciences – 86% • Academic Honours, 2008 • Academic Full Colours, 2008 • History Subject Prize 2007 & 2008 • Citation for Ambassador to Fourways High School 2008 • Certificate of Merit for Fourways High School 2004, 06, 07

  • BA Journalism, Sports Communication

    University of Johannesburg

    01/2009 - 12/2011

    • Majors: Journalism, Communication, Philosophy • Minors: English, Political Science • Graduated with 7 distinctions • Philosophy Top Achiever Award 2011 • Political Science Class Representative 2009 • Obtained a 75% bursary from Dean of Humanities • Graduated Top of the Class in Philosophy due to high involvement in the subject matter and a strong mastery of the skills involved (critical thinking, logical evaluation, conceptual analysis)