Belinda Craig
Coimbra,Portugal
Summary
Results-driven Marketing Manager with 10+ years of experience in Pharma, FMCG, and Consumer Healthcare. Expertise in omnichannel marketing, data-driven strategy, and project execution to drive business growth. Proven ability to lead cross-functional teams, optimise market performance, and execute high-impact brand campaigns.
Overview
11
11
years of professional experience
4
4
years of post-secondary education
Work history
Sales & Marketing Strategist
Self-employed
2023.08 - 2025.03
- Providing consultancy services on omnichannel marketing and sales strategies for global brands
- Leading projects that focus on optimising market performance through innovative pricing strategies, data-driven insights, and omnichannel capability development
- Coordinate internal resources and third parties / vendors for the flawless execution of projects
- Ensure that all digital projects are delivered on time, within scope and budget
Trade Marketing Manager
Tiger Brands Africa
Johannesburg, South Africa
2022.05 - 2023.07
- Led the development of omnichannel trade marketing strategies that boosted sales volume and profitability across various consumer segments
- Developed POS materials and in-store promotions tailored to shopper insights and market trends by channel
- Merge Category, Shopper and Customer Insights to unlock immediate growth opportunities
- Understanding Shopper trends and leveraging Insights to the benefit of all stakeholders
- Effective Management of the trade marketing budget
- Developing POP solutions that align the Strategies of sales & marketing to the Trade and Shopper profile
- Manage trade shows
Customer Marketing Manager
GSK Consumer Healthcare
Johannesburg, South Africa
2019.02 - 2022.04
- Managed customer marketing initiatives across multiple channels, focusing on driving category profitability and marketing efficiency
- Collaborated with cross-functional teams to align omnichannel strategies with sales and financial goals
- Understanding shopper trends and leveraging Insights to the benefit of all stakeholders
- Actively interfaced with the Sales department to determine and plan level of resources required to fully develop all changes of distribution and obtain input into marketing plans
- POS development and process management
- Effectively managed of the trade marketing budget
National Key Account Manager
GSK Consumer Healthcare
Johannesburg, South Africa
2015.08 - 2019.01
- Managed key retail accounts, ensuring seamless execution of omnichannel marketing strategies
- Focused on optimizing product mix, pricing, and promotions to align with company growth targets
- National Account Manager Award 2017: turned around a declining account, resulting in 11% sales growth and increased profitability
Sales Capability Manager
GSK Consumer Healthcare
Johannesburg, South Africa
2014.05 - 2015.07
- Led national sales training programs, enhancing team effectiveness through skill development and cross-functional collaboration.
- Designed and executed training initiatives aligned with EMEA Sales Capability Framework, strengthening sales competencies.
- Audited sales team performance through field assessments, providing targeted coaching for continuous improvement.
- Managed training budgets efficiently while ensuring high-impact development programs.
Education
B.Sc. Dietetics (Honours) - undefined
University of the Free State
2000.01 - 2003.01
Management Advancement Program (MAP) -
University of the Witwatersrand Business School
2016.02 - 2016.12
Content Marketing - SEO, Social Media Management
Digital School of Marketing
Johannesburg 2023.06 - 2024.01
Skills
- P&L Management & Budgeting
- Content Marketing
- Project Management & Execution
- Data Analytics
- Strategic Thinking
- Revenue Growth Analysis
- Team Leadership & Development
- Market & Shopper Insights
- Cross-Functional Collaboration
- Negotiation & Stakeholder Engagement
- Creative Problem-Solving
- Budget Management
Languages
English
Native
Dutch
Advanced
References
References available upon request.
Timeline
Sales & Marketing Strategist
Self-employed
2023.08 - 2025.03
Content Marketing - SEO, Social Media Management
Digital School of Marketing
2023.06 - 2024.01
Trade Marketing Manager
Tiger Brands Africa
2022.05 - 2023.07
Customer Marketing Manager
GSK Consumer Healthcare
2019.02 - 2022.04
Management Advancement Program (MAP) -
University of the Witwatersrand Business School
2016.02 - 2016.12
National Key Account Manager
GSK Consumer Healthcare
2015.08 - 2019.01
Sales Capability Manager
GSK Consumer Healthcare
2014.05 - 2015.07
B.Sc. Dietetics (Honours) - undefined
University of the Free State
2000.01 - 2003.01