Ecommerce Venture Strategy & Product Architecture Lead at NOOKS (Wellness startup)

Designed the business and product architecture for a wellness subscription startup, shaping the subscription model, product ecosystem, and go-to-market direction ahead of launch and fundraising. Developed an integrated product/app/habit-system ecosystem connecting product experience, retention strategy, and long-term brand vision. Built the investment thesis and brand deck narrative for pre-launch fundraising.

Designed business and product architecture for an internal wellness startup under Premier Trading SA, shaping the subscription model, product ecosystem and go-to-market direction ahead of launch and fundraising. Developed an integrated product, app and habit-system concept connecting product experience, retention thinking and brand vision. Built the investment thesis and brand deck for pre-launch fundraising, translating the concept into a clear strategic and commercial story. Created a full product strategy map and, after one year of research, shifted the venture to a different product category following sourcing trips to China that clarified local market fit and showed the original gummies supplements concept was not the right launch direction.

Remotely conducted global beauty-tech and LED skincare research to identify gaps, opportunities, and scalable ecommerce strategies for premium and mass-market segments. Refined market product fit and updated strategy. Built product hierarchy, bundle strategy, offer architecture, and pricing models to support DTC ecommerce scalability and clearer value communication. Developed conversion-focused messaging, landing page structure, product page copy, and brand positioning aligned with online buying behavior and merchandising goals.

Lead at Premier Trading SA

Conducted beauty-tech & LED skincare research to identify gaps, opportunities and ecommerce paths for a pre-launch venture across premium and mass-market segments. Improved product category direction through product evaluation, pricing reviews and market-fit analysis, including visits to 3 factories in China before refining the local offer. Built product hierarchy, bundle strategy and offer architecture to support ecommerce growth and clearer customer value communication. Developed conversion-focused messaging, landing page structure, product page copy and brand positioning aligned with online buying behavior. Coordinated campaign and marketing execution details (timelines, delivery alignment), maintained digital storefronts, supported launches and managed online content without relying on developers. Supported merchandising and product presentation across digital channels; planned and executed launches and customer-facing marketing that built growth and brand momentum.

Creative Strategist & E-commerce Project Manager at Skin Led

Remote role focusing on brand strategy, ecommerce campaigns, and content production; built brand identity and online presence; led influencer collaborations; managed production partners, campaigns, and content calendars.

Sales Course Participant at Marc Attram London

Sales course participation and training.

Senior Leader - Commercial Distribution & Creative Strategy at Premier Trading SA

Imports, sales; B2B and B2C; procurement; branding and distribution; manages brokered deals for various products; develops online and wholesale channels; handles corporate gifts design and distribution.

Senior Leader, Imports & Sales (B2B/B2C) at SA Director – Imports, Sales (B2B/B2C)

Imports, sales, procurement, B2B & B2C solutions in merchandise and design and distribution; broker deals, online and wholesale deals, and distribution for Leather Brand Supreme Leather and other products; oversees website design, content creation, marketing strategies, branding guidelines, brand activations, procurement, and product design.

Procurement, Product Development & Supply Chain Lead at Premier Trading SA

Led end-to-end sourcing and product development across apparel, merchandise, electronics, packaging, and custom products for B2B clients. Built and managed relationships with 50 China-based suppliers, negotiating pricing, MOQs, timelines, and commercial terms. Supported merchandise program delivery through supplier coordination, production oversight, and 3PL logistics execution in China.

Production, Supplier & Launch Coordination at Premier Trading SA

Led product sourcing, product development and project coordination across apparel, merchandising, electronics, packaging and custom products for B2B clients and brand-led campaigns. Built and managed supplier relationships for negotiation on pricing, MOQs, timelines and commercial terms. Supported agency-style client projects through supplier coordination, production oversight, launch execution, ecommerce sales, marketing support and logistics in China. Managed product sales and marketing of off-price items across South African ecommerce marketplaces, handling brand positioning, deal pricing and overall sales performance. Coordinated additional projects including print-on-demand store products, market research for a local DJ earplug brand, Proton product merchandising presentations, ecommerce consulting for bases, and weekly essentials menswear store product sourcing, dropshipping product ideation and research. Completed sourcing trips to China for supplier discovery, product research

Integrated Project Manager / Brand Builder at Self-employed / Freelance

Integrated project management and brand-building services for ecommerce and international clients; coordinated designers, suppliers, photographers, and cross-border teams across SA, China and EU; oversaw product development, manufacturing, packaging, and QC workflows; produced brand identities and Shopify content; implemented AI-assisted creative workflows to improve efficiency.

Video & Photography at OMS School, Cape Town

Video and Photography course study and practice.

Creative Strategist & E-commerce Project Manager at Skin Led

Built brand identity, visual direction, and storytelling systems; led influencer marketing collaborations; designed graphics, content concepts, and seasonal creative guidelines; coordinated production partners and campaign timelines; structured content shoots, social content, and event concepts.

Led brand building, creative direction, and product development across two women’s wear brands. Shaped assortment strategy, product identity, and market positioning. Directed campaign shoots, visual storytelling, ecommerce presentation, and online merchandising to strengthen brand perception and customer engagement. Executed launches, collaborations, and cross-channel brand activations across fashion and consumer touchpoints.

Founder & Creative Director at Iconic Black, Isa Leo Pty.

Develop local South African fashion brands; manage stores and distribution for three brands online and in retail; oversee website design, content creation, marketing strategies, branding guidelines, brand activations, procurement, and product design.