R. PAPI MASHAMBA · MARKETING & DIGITAL TRANSFORMATION
The Potent Guy

R. PAPI MASHAMBA · JOHANNESBURG, SOUTH AFRICA

Strategy.
People.
Delivery.

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.

R. Papi Mashamba
THE POTENT GUYFrom strategic intent
to practical execution.
11Hospitality websites
Extraordinary portfolio
10Luxury properties
Content and marketing scope
13Shopping centres
Previous Broll portfolio
7Team members led
Previous Bonmas role
≈380Kcombined followers
27social profiles
16brands

Current hospitality portfolio + recently managed retail Facebook pages. November 2026. Audiences may overlap. See the breakdown

FEATURED PROGRAMME · EXTRAORDINARY

Tswelopele.
Moving forward,
together.

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.

Programme governanceStakeholder engagementChange adoption
10–18 NOV 2025

Initiate and align

A sponsor introduction, my initial framework and follow-up agenda establish the start of structured collaboration with a technical specialist.

02 DEC 2025

Set out governance and responsibilities

My EXCO introduction connects the commercial purpose, workstreams, programme responsibilities, Teams environment and document control.

11–12 DEC 2025

Monitor performance and feedback

I request campaign results, pipeline updates and feedback across the team. Reservations responds with conversion observations and practical improvements.

2026

Transition into operations

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 LinkedIn

SELECTED WORK

See what I make.
And what I make happen.

Websites. Campaigns. Connected systems. Open any image to see the work up close.

EXTRAORDINARY · DIGITAL EXPERIENCE

Make the destination
feel extraordinary.

I lead web direction and delivery across the hospitality portfolio, working with stakeholders and technical partners. The work connects brand, offers, enquiries and booking.

Extraordinary Careers PortalView full size
Careers Portal · creative direction, design and implementation

A career site with a sense of place.

Cinematic hospitality imagery, a clear invitation and a direct route to available roles.

Explore the live portal
Extraordinary corporate websiteView full size
Corporate website · management and delivery with design partners
Hamiltons branded Book NowView full size
Hamiltons · Book Now design and booking journey

CUSTOM WORDPRESS PLUGIN · EXCLUSIVE OFFERS

Make an offer.
Make it easy to act.

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.

Exclusive Offers — structured WordPress editorView full size
The publishing side · one place for offer dates, price, stay length and booking details.
Exclusive Offers — customer experienceView full size
The customer side · Kwafubesi’s live Exclusive Offers page.

ONE OFFER. CONNECTED STEPS.

Publish once.
Keep the context.

The same offer details support the website, booking link and enquiry journey.

Make the offer clear

Staff enter structured details and imagery. The plugin presents them in the property’s own visual style.

Carry the promotion forward

The booking link carries the promo code. Minimum-stay fields guide enquiry dates; expiry handling keeps ended offers clear.

Give sales useful context

The Bigin enquiry form receives offer and campaign context. Promotion events feed the existing analytics workflow.

Inside the plugin: connect the offer to bookingPHP

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

My contribution Product direction · customer journey design · custom development with AI tools · rollout and refinementExplore live offers

STRATEGIC REDESIGN · EXTRAORDINARY BOOK NOW

A familiar brand.
All the way to booking.

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

Clifftop Book Now before redesignView full size
Original mobile booking page.

AFTER 6 November 2026

Clifftop Book Now after redesignView full size
Live mobile booking page.

CLIFFTOP · SAME BOOKING PLATFORM

The destination’s identity carries through.

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.

Commercial objective

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

Let HR focus
on the next hire.

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.

Careers Studio — guided job editor in WordPressView full size
Live Careers Studio · editing the published Accounts Assistant role · 6 November 2026.
  1. 01RolePosition, property and responsibilities
  2. 02RequirementsSkills, qualifications and experience
  3. 03ApplicationsHow to apply and when the role closes
  4. 04PreviewReview the listing before publishing

A workflow staff can follow

Plain-language fields and step-by-step guidance turn job information into a consistent vacancy page.

Less manual formatting

One responsibility per line becomes a formatted list. Images come from the familiar WordPress Media Library.

Clearer vacancy information

Required fields and date validation support complete listings. Closing dates determine which roles remain in the open-jobs view.

Inside the plugin: validate the closing datePHP

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

My contribution Workflow design · creative direction · plugin development with AI tools · WordPress deliveryExplore the live Careers Portal

WORDPRESS · TOOLS WITH A PURPOSE

Every tool has a job.

I combine custom development with established plugins, assigning each a clear function in the publishing, discovery and enquiry journey.

Exclusive Offers

Our custom offer publishing and booking-handoff plugin. Built to connect campaign content with action.

Careers Studio

Our custom guided vacancy publisher. Built to make HR content consistent and easier to maintain.

Rank Math

Search titles, descriptions, structured data and sitemaps on the hospitality websites. Makes published content easier for search engines to understand.

Google Site Kit + GTM

Site Kit connects WordPress with Google reporting; GTM manages measurement tags. Supports informed marketing decisions.

WPBakery + Salient

Reusable page layouts and brand components on participating property websites. Supports consistent, maintainable presentation.

Bigin form integration

Connects website enquiries with the sales workflow and carries offer context. Gives follow-up a more useful starting point.

HOSPITALITY · SOCIAL LEADERSHIP

Grow the audience.
Keep the brand consistent.

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.

Mabula Facebook growth 2026View full size
Mabula · January–October 2026 · Meta Insights

Rounded totals shown by Meta. 2024 and 2025 are full years; 2026 covers ten months. These are new follows, not total followers.

InstagramMabula 23.7K followersClifftop 18.7K followersSelected Instagram examples · November 2026

MABULA · OCTOBER PAID CAMPAIGN

3,893

landing page views

52,632 people reached · R1,428.55 spend

Mabula October advertising resultsView full size
Meta Ads Manager · 1–31 October 2026

RETAIL · FACEBOOK CAMPAIGNS

Put local businesses
in front of their community.

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

71,897

people reached

R322.40 spend · September 2026

East Point native advertising resultsView full size
East Point Ads Manager · 1–30 September 2026
Comaro Facebook performance comparisonView full size
Comaro Crossing · Meta Facebook results · October 2026 versus October 2025

COMARO · OCTOBER 2026

175

new Facebook follows

24 in October 2025. A comparable month, one year apart.

See all five centres
My role Portfolio leadership · campaign planning · paid media · creative and team coordination

CREATIVE DIRECTION & DESIGN

Make them feel it.
Then make it clear.

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.

Best of Kruger campaign artworkView full size
Extraordinary · Best of Kruger campaign artwork
Extraordinary Annual Day invitationView full size
Extraordinary Annual Day 2026 · invitation design
Hayfields Heritage Day artworkView full size
Hayfields Mall · Heritage Day social creative

TRACKING · REVENUE · DECISION SUPPORT

Make the journey
measurable.

I implemented and refined tracking across the websites and booking journey. Published releases and live reports make performance visible to the team.

R373,994.59

Mabula revenue recorded in Google Analytics
October 2026 · all reported channels

Mabula October revenue reportingView full size
Google Analytics · October 2026 · revenue by channel
Clifftop live Google Tag Manager releaseView full size
Clifftop · version 7 is live · published 21 October 2026
Meta receiving booking-site eventsView full size
Meta Events Manager · processed browser events · October 2026
Mabula organic Google Search performanceView full size
Search Console reporting in GA4 · Mabula · October 2026

GOOGLE SEARCH · OCTOBER 2026

6,279

organic clicks

165,767 search impressions. Search Console connected to the reporting workflow.

WEBSITE-SOURCE NEW BOOKINGS

108 to 149

October 2025 to October 2026 · same ten properties

+38%

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.

Compare the actual eRes booking reportsOctober 2026 · website source · 10 properties
eRes October 2025 booking baselineView full size
October 2025 · comparable website-source baseline
eRes October website-source booking reportView full size
Bookings Summary by Property and Source · generated 6 November 2026

Connect marketing to the booking operation.

The 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

Start the programme.
Bring people with you.

I initiated the programme framework, coordinated stakeholders and supported change adoption through CRM routines, practical training and clear operating responsibilities.

Papi’s original Tswelopele framework emailView full size
11 November 2025 · my initial framework and proposed collaboration

Strategy that reaches the team.

I 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.

Stakeholder engagementChange adoptionOperational handover
Live Extraordinary enquiry workflowView full size
Bigin · qualification, proposal, negotiation and payment stages
See the shared training resourcesBigin · automation learning
CRM training resources shared with the teamView full size
Shared learning references · Bigin, Zapier and Zoho Flow
See the connected Meta account portfolioProperty accounts brought into a shared management view
Extraordinary Meta Business PortfolioView full size
Extraordinary · consolidated ad-account access in Meta Business Portfolio

I recovered account access and brought the property brands into one coordinated management portfolio.

PROGRAMME LEADERSHIP · PMI & SIX SIGMA

Turn strategy into
a way of working.

I apply PMI-informed programme management and Six Sigma continuous improvement to connect commercial objectives, people and delivery. Programme Tswelopele shows this in practice.

PMO disciplines in practice

Programme management office practices applied to a live transformation programme.

Strategic alignment & governance

Originated the framework and set out its commercial purpose, scope, responsibilities and EXCO communication.

See the original programme proposal

Workstream coordination

Connected marketing, websites, CRM and reservations delivery, coordinating operational teams and technical partners.

See the connected offer journey

Change adoption & handover

Trained staff and managers, supported new working routines and established responsibilities for ongoing operations.

See the team and CRM work

SIX SIGMA · BUSINESS PROCESS IMPROVEMENT

Improve the process.
Sustain the result.

How I apply DMAIC to the existing booking and enquiry journey. Each stage connects to work you can inspect.

  1. Define

    Clarify the customer need

    Make the route from campaign interest to booking or sales assistance easier to follow.

    Programme purpose
  2. Measure

    Make performance visible

    Use booking, revenue, enquiry and campaign reports to establish baselines and track benefits.

    Booking and revenue reports
  3. Analyse

    Find the friction

    Review the website-to-booking handoff, mobile layouts and how offer details reach sales.

    Before-and-after comparison
  4. Improve

    Redesign the workflow

    Refine Book Now and Exclusive Offers; carry promotion and enquiry context into the next step.

    Live plugin and source code
  5. Control

    Keep the gains in use

    Combine ongoing reporting, structured publishing fields, staff training and operating responsibilities.

    Training and operational ownership

NEW CAPABILITY DESIGN

Design for the people doing the work.

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 workflow

Commercial focus Direct bookings · reliable sales follow-up · sustainable team capability

Frameworks: PMI programme management · ASQ DMAIC

GENESIS · MY AGENTIC AI PROJECT

Every idea.
Connected.

I am building an AI working environment around how I deliver projects: connected knowledge, reusable skills and tools, with a visual 3D Brain.

Genesis 3D knowledge workspaceView full size
Genesis · connected knowledge and project workflows

Keep context.

Connect project knowledge and decisions to keep work moving.

Put tools to work.

Use Codex, Hermes and connected tools for web delivery, marketing research and repeatable workflows.

Stay in control.

Bring research, planning and delivery into a consistent project workflow.

My role Product vision · project governance · workflow design · hands-on implementation with AI tools

INGWAVUMA SHOPPING CENTRE · RELAUNCH

Coordinate the occasion.
Tell its story.

I helped coordinate the relaunch and edited its four-minute event film, bringing stakeholder speeches, the opening and community activity into one story.

Ingwavuma Shopping Centre · four-minute event filmCoordination · editing · colour · audio

EXPERIENCE & FOUNDATION

Commercial breadth.
Practical depth.

Agency ownership, portfolio management and cross-functional transformation build on a career spanning marketing, public relations and training.

Extraordinary Resorts

January 2024 - Present · Full-time

Digital Marketing Executive

Lead hospitality marketing and Programme Tswelopele across strategy, CRM, the booking journey, measurement and reservations enablement.

Potent Digital Marketing

January 2023 - Present · Part-time

Owner and Marketing Director

Own the agency and lead marketing strategy, client relationships, creative production, selected websites and events.

Broll Property Group

August 2021 - January 2023 · Full-time

Digital Marketing Manager

Managed digital marketing across 13 shopping centres: strategy, budgets, customer communication and portfolio coordination.

Bonmas Consulting

May 2019 - July 2021

Digital Marketing Manager

Led a seven-person marketing and sales team, connecting campaigns, CRM, lead generation, websites and events.

Freelance

January 2016 - October 2020 · Part-time

Freelance Digital Marketer

Delivered independent digital marketing and creative work alongside other career commitments.

Scientology Pretoria

January 2016 - April 2019 · Full-time

Public Relations Executive

Developed public relations and communication experience.

Credico

August 2015 - October 2015 · Full-time

Training Manager

Built an early foundation in training and team development.

ACADEMIC FOUNDATION

BA, Cum Laude

Communication Science & Economics
University of South Africa · Completed 2026

CONTINUING DEVELOPMENT

Process, people and projects

Six Sigma Yellow Belt. Green Belt and CAPM preparation training. Honours studies in progress.

Explore my working toolkit

Tools support the work: strategy, customer journeys, reliable delivery and informed decisions.

CRM, automation and websites

Zoho Bigin · HubSpot CRM · n8n · WordPress · HTML · CSS · PHP · JavaScript · Bootstrap · Apache · Notepad++ · FileZilla / FTP

Marketing, analytics and hospitality

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

Design and post-production

Adobe Creative Cloud / Adobe Creative Suite · Adobe Premiere Pro · DaVinci Resolve · Filmora · GIMP · Canva · Google Web Designer · Inkscape · FL Studio

Collaboration and customer assistance

Microsoft Teams · Microsoft 365 · WhatsApp Business · WhatsApp Business Agent · Catalogue management

LET’S DISCUSS YOUR NEXT CHAPTER

Bring strategy
into action.

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 PDF
papi.mashamba@gmail.com+27 66 295 0062

Johannesburg, South Africa

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