Initiate and align
A sponsor introduction, my initial framework and follow-up agenda establish the start of structured collaboration with a technical specialist.
R. PAPI MASHAMBA · JOHANNESBURG, SOUTH AFRICA
Marketing, growth & digital transformation.
I turn limited resources into working systems, capable teams and measurable delivery.
I initiate programmes, align stakeholders and carry strategy through to delivery. I build operating capability that the team can sustain—across retail portfolios, hospitality and agency work. With the right mandate, support and scale, I can take that contribution further.

Current hospitality portfolio + recently managed retail Facebook pages. November 2026. Audiences may overlap. See the breakdown
FEATURED PROGRAMME · EXTRAORDINARY
A live, connected operating system across Marketing, Reservations, Sales, CRM and the guest journey.
I originated the transformation framework, set out programme scope and responsibilities, and coordinated stakeholders across delivery workstreams. I communicated the operating structure to EXCO and supported the transition into everyday operations. The systems are live; my focus is now performance monitoring, team capability and continuous improvement.
A sponsor introduction, my initial framework and follow-up agenda establish the start of structured collaboration with a technical specialist.
My EXCO introduction connects the commercial purpose, workstreams, programme responsibilities, Teams environment and document control.
I request campaign results, pipeline updates and feedback across the team. Reservations responds with conversion observations and practical improvements.
Live CRM workflows, published tracking, the Exclusive Offers plugin and WhatsApp catalogue support everyday work. Training and operating responsibilities allow the team to continue beyond my direct involvement.
RECOMMENDED BY PEOPLE I’VE WORKED WITH
Read all six recommendations on LinkedInSELECTED WORK
Websites. Campaigns. Connected systems. Open any image to see the work up close.
EXTRAORDINARY · DIGITAL EXPERIENCE
I lead web direction and delivery across the hospitality portfolio, working with stakeholders and technical partners. The work connects brand, offers, enquiries and booking.
View full sizeCinematic hospitality imagery, a clear invitation and a direct route to available roles.
Explore the live portal
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View full sizeCUSTOM WORDPRESS PLUGIN · EXCLUSIVE OFFERS
I led the creation and continued improvement of our Exclusive Offers plugin, connecting offer publishing, direct booking and sales enquiries. The objective: turn campaign interest into a clearer path to a booking.
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View full sizeONE OFFER. CONNECTED STEPS.
The same offer details support the website, booking link and enquiry journey.
Staff enter structured details and imagery. The plugin presents them in the property’s own visual style.
The booking link carries the promo code. Minimum-stay fields guide enquiry dates; expiry handling keeps ended offers clear.
The Bigin enquiry form receives offer and campaign context. Promotion events feed the existing analytics workflow.
This helper combines the property’s booking destination with the offer’s promotion code. The underlying URL builder preserves existing search details.
function es_get_booking_url( $post_id ) {
return es_add_promo_to_booking_url( es_get_booking_base_url( $post_id ), es_get_promo_code( $post_id ) );
}Selected source: extra-special.php
STRATEGIC REDESIGN · EXTRAORDINARY BOOK NOW
I redesigned the customer-facing experience on the existing booking platform: property-specific branding, clearer hierarchy and mobile layouts. The aim was to reduce friction between the marketing website and the booking decision.
BEFORE 16 October 2026
View full sizeAFTER 6 November 2026
View full sizeCLIFFTOP · SAME BOOKING PLATFORM
The generic blue navigation gives way to Clifftop’s warm palette, distinctive typography and property imagery. Stay details sit in a clearly grouped search panel.
I directed the design and implementation, refining the interface around how guests browse and choose a stay.
Help more interested guests move confidently towards a direct booking.
Actual captures of the same property at a 390-pixel browser width. Dates and carousel images reflect each capture.
CUSTOM WORDPRESS PLUGIN · CAREERS STUDIO
I created a guided publishing workspace for HR and administrators. The objective was to make loading a vacancy straightforward, with less cognitive overload and less dependence on WordPress layout skills.
View full sizePlain-language fields and step-by-step guidance turn job information into a consistent vacancy page.
One responsibility per line becomes a formatted list. Images come from the familiar WordPress Media Library.
Required fields and date validation support complete listings. Closing dates determine which roles remain in the open-jobs view.
A simple quality check prevents impossible calendar dates from being saved as vacancy deadlines.
if ($fields['closing_date'] !== '') { $close = new DateTimeImmutable($fields['closing_date'] . ' 23:59:59', wp_timezone()); $data['validThrough']=$close->setTimezone(new DateTimeZone('UTC'))->format('c'); }
return apply_filters('ecs_jobposting_data', $data, $post, $fields);
}
function ecs_jobposting_description($fields) {
$paragraphs=array();
foreach(array('summary'=>'','responsibilities'=>'Key responsibilities','qualifications'=>'Qualifications','experience'=>'Experience','skills'=>'Skills and attributes','systems'=>'Systems and tools','conditions'=>'Working conditions','eligibility'=>'Work eligibility','benefits'=>'Benefits','equity'=>'Employment equity','shortlist_notice'=>'Please note') as $key=>$label) {
$value=trim((string)($fields[$key]??'')); if($value==='')continue;
$lines=array_values(array_filter(array_map('trim',preg_split('/\r\n|\r|\n/',$value)),function($line){return $line!=='';}));
if($key==='summary') { foreach($lines as $line)$paragraphs[]='<p>'.esc_html($line).'</p>'; continue; }
$paragraphs[]='<p><strong>'.esc_html($label).'</strong></p><ul>'.implode('',array_map(function($line){return '<li>'.esc_html(preg_replace('/^\s*[-•]\s*/u','',$line)).'</li>';},$lines)).'</ul>';
}Selected source: includes/studio.php
WORDPRESS · TOOLS WITH A PURPOSE
I combine custom development with established plugins, assigning each a clear function in the publishing, discovery and enquiry journey.
Our custom offer publishing and booking-handoff plugin. Built to connect campaign content with action.
Our custom guided vacancy publisher. Built to make HR content consistent and easier to maintain.
Search titles, descriptions, structured data and sitemaps on the hospitality websites. Makes published content easier for search engines to understand.
Site Kit connects WordPress with Google reporting; GTM manages measurement tags. Supports informed marketing decisions.
Reusable page layouts and brand components on participating property websites. Supports consistent, maintainable presentation.
Connects website enquiries with the sales workflow and carries offer context. Gives follow-up a more useful starting point.
HOSPITALITY · SOCIAL LEADERSHIP
I managed Extraordinary’s social media through my first year, then continued quality oversight and coached Olerato as the team grew. Mabula shows the progression.
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View full sizeRounded totals shown by Meta. 2024 and 2025 are full years; 2026 covers ten months. These are new follows, not total followers.
MABULA · OCTOBER PAID CAMPAIGN
3,89352,632 people reached · R1,428.55 spend
View full sizeRETAIL · FACEBOOK CAMPAIGNS
I lead centre marketing, coordinate tenant promotions and turn store content into Facebook campaigns. This is work from East Point and Comaro Crossing.
EAST POINT · KAPPA AD
71,897R322.40 spend · September 2026
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View full sizeCOMARO · OCTOBER 2026
17524 in October 2025. A comparable month, one year apart.
See all five centresCREATIVE DIRECTION & DESIGN
My creative direction is cinematic and iconic: imagery earns attention, typography sets the tone, and the message stays clear. Here is the work across hospitality and retail.
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View full sizeIMBALI · CAMPAIGN DELIVERY
I coordinated campaign delivery and reporting alongside the creative work.
View full sizeTRACKING · REVENUE · DECISION SUPPORT
I implemented and refined tracking across the websites and booking journey. Published releases and live reports make performance visible to the team.
Mabula revenue recorded in Google Analytics
October 2026 · all reported channels
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View full sizeGOOGLE SEARCH · OCTOBER 2026
6,279165,767 search impressions. Search Console connected to the reporting workflow.
WEBSITE-SOURCE NEW BOOKINGS
108 to 149October 2025 to October 2026 · same ten properties
new bookings year on year
eRes recorded 48 cancellations in October 2025 and 79 in October 2026. Net booking activity increased from 60 to 70. These are business results during the programme, not a measure of its sole contribution.
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View full sizeThe source report shows website bookings and cancellations by property. I use eRes reporting alongside analytics and CRM to understand the customer journey.
Tax-inclusive booking values include holds and waitlists, rather than cash receipts. eRes and Google Analytics use different measurement methods.
PROGRAMME TSWELOPELE · PEOPLE & OPERATIONS
I initiated the programme framework, coordinated stakeholders and supported change adoption through CRM routines, practical training and clear operating responsibilities.
View full sizeI train reservations staff and managers in the CRM, and coach Olerato in Meta Ads and Google Analytics.
Nonnie now works full-time in the CRM. Kamo works with WhatsApp Business, agent assistance and catalogue management.
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View full sizeI recovered account access and brought the property brands into one coordinated management portfolio.
PROGRAMME LEADERSHIP · PMI & SIX SIGMA
I apply PMI-informed programme management and Six Sigma continuous improvement to connect commercial objectives, people and delivery. Programme Tswelopele shows this in practice.
Programme management office practices applied to a live transformation programme.
Originated the framework and set out its commercial purpose, scope, responsibilities and EXCO communication.
See the original programme proposalConnected marketing, websites, CRM and reservations delivery, coordinating operational teams and technical partners.
See the connected offer journeyTrained staff and managers, supported new working routines and established responsibilities for ongoing operations.
See the team and CRM workSIX SIGMA · BUSINESS PROCESS IMPROVEMENT
How I apply DMAIC to the existing booking and enquiry journey. Each stage connects to work you can inspect.
Make the route from campaign interest to booking or sales assistance easier to follow.
Programme purposeUse booking, revenue, enquiry and campaign reports to establish baselines and track benefits.
Booking and revenue reportsReview the website-to-booking handoff, mobile layouts and how offer details reach sales.
Before-and-after comparisonRefine Book Now and Exclusive Offers; carry promotion and enquiry context into the next step.
Live plugin and source codeCombine ongoing reporting, structured publishing fields, staff training and operating responsibilities.
Training and operational ownershipNEW CAPABILITY DESIGN
Careers Studio turns HR’s publishing needs into guided fields, validation and previews. I defined the workflow and delivered the custom tool; its public job pages show the output.
See the HR workflowCommercial focus Direct bookings · reliable sales follow-up · sustainable team capability
Frameworks: PMI programme management · ASQ DMAIC
GENESIS · MY AGENTIC AI PROJECT
I am building an AI working environment around how I deliver projects: connected knowledge, reusable skills and tools, with a visual 3D Brain.
View full sizeConnect project knowledge and decisions to keep work moving.
Use Codex, Hermes and connected tools for web delivery, marketing research and repeatable workflows.
Bring research, planning and delivery into a consistent project workflow.
INGWAVUMA SHOPPING CENTRE · RELAUNCH
I helped coordinate the relaunch and edited its four-minute event film, bringing stakeholder speeches, the opening and community activity into one story.
EXPERIENCE & FOUNDATION
Agency ownership, portfolio management and cross-functional transformation build on a career spanning marketing, public relations and training.
January 2024 - Present · Full-time
Digital Marketing Executive
Lead hospitality marketing and Programme Tswelopele across strategy, CRM, the booking journey, measurement and reservations enablement.
January 2023 - Present · Part-time
Owner and Marketing Director
Own the agency and lead marketing strategy, client relationships, creative production, selected websites and events.
August 2021 - January 2023 · Full-time
Digital Marketing Manager
Managed digital marketing across 13 shopping centres: strategy, budgets, customer communication and portfolio coordination.
May 2019 - July 2021
Digital Marketing Manager
Led a seven-person marketing and sales team, connecting campaigns, CRM, lead generation, websites and events.
January 2016 - October 2020 · Part-time
Freelance Digital Marketer
Delivered independent digital marketing and creative work alongside other career commitments.
January 2016 - April 2019 · Full-time
Public Relations Executive
Developed public relations and communication experience.
August 2015 - October 2015 · Full-time
Training Manager
Built an early foundation in training and team development.
ACADEMIC FOUNDATION
Communication Science & Economics
University of South Africa · Completed 2026
CONTINUING DEVELOPMENT
Six Sigma Yellow Belt. Green Belt and CAPM preparation training. Honours studies in progress.
Tools support the work: strategy, customer journeys, reliable delivery and informed decisions.
Zoho Bigin · HubSpot CRM · n8n · WordPress · HTML · CSS · PHP · JavaScript · Bootstrap · Apache · Notepad++ · FileZilla / FTP
Meta / Facebook Ads · Google Ads · Google Analytics / GA4 · Google Tag Manager · Google Business Profile · Facebook · Instagram · YouTube · SmartMall · eRes · Profitroom · NebulaCRS · The Hotels Network · Google Search Console · Bing Webmaster Tools · Rank Math · Google Site Kit
Adobe Creative Cloud / Adobe Creative Suite · Adobe Premiere Pro · DaVinci Resolve · Filmora · GIMP · Canva · Google Web Designer · Inkscape · FL Studio
Microsoft Teams · Microsoft 365 · WhatsApp Business · WhatsApp Business Agent · Catalogue management
LET’S DISCUSS YOUR NEXT CHAPTER
I’m seeking senior responsibility across marketing, growth, marketing operations and digital transformation—with scope to lead people, programmes and commercial decisions.
Download full CV PDFJohannesburg, South Africa