Available to hire
I’m Nikki Webb, a digital marketing consultant and analyst with 14+ years of experience building innovative, integrated digital media strategies grounded in research and audience insights. I’m analytical and detail-oriented, and I enjoy turning complex performance data into clear recommendations that help brands grow—whether through campaign planning, measurement, optimisation, or stronger digital and ATL integration.
I’ve led digital strategy and performance work across Africa, Europe, the Middle East, and Asia, working with global and well-known brands and across multiple channels including Google Ads, YouTube, Facebook/X/LinkedIn, programmatic, SEO, and content/discovery platforms. From creating KPI dashboards and attribution insights to supporting tagging and conversion optimisation testing, I bring a client-focused approach that balances strategy, execution, and measurable outcomes.
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Language
English
Fluent
Work Experience
Digital Media Consultant at Chase (ST contract based)
May 1, 2024 - December 1, 2024Worked on developing the new Media Central Chase platform and integrating it via APIs with Google and Facebook. Responsibilities included media consultation, training staff and clients, adding functionality based on use cases, testing platform updates, creating and updating wiki content, and conducting media research.
Digital Media Consultant (Media Consultant) at Chase (S.T contract based)
May 1, 2024 - December 31, 2024Worked on the development of the new Media Central Chase platform and its integration via APIs with Google and Facebook. Responsibilities included media consultation, training staff/clients, adding functionality based on use cases, testing platform updates, creating/updating Wiki content, and conducting media research.
Digital Media Consultant at Chase
May 1, 2024 - December 1, 2024Involved in developing the new Media Central Chase platform and integrating it with Google and Facebook via APIs; responsibilities included training staff and clients, adding functionality based on use cases, testing platform updates, creating Wiki content, and media research.
Senior Digital Analyst at Cheil SA / Samsung SA
November 1, 2023 - August 31, 2023Senior digital analytics role on Samsung’s e-commerce platform. Owned measurement strategy aligned to marketing/business objectives, built KPI dashboards, and produced weekly/monthly cross-channel performance reporting with actionable insights. Conducted conversion optimisation consultancies, benchmarking across online channels, analyzing user behavior and customer journeys, and supporting multi-channel attribution and ROI analysis. Also advised on tagging/tracking, troubleshot campaign performance, and proposed on-site and campaign optimization tests.
Senior Digital Analyst at Cheil SA / Samsung
November 1, 2022 - August 31, 2023Worked on Samsung’s e-commerce platform as a senior digital analyst with a strong focus on measurement, reporting, and conversion optimisation. Defined and implemented measurement strategies aligned to marketing and business goals, built KPI dashboards, and delivered weekly/monthly cross-channel performance reporting with actionable insights. Conducted conversion optimisation consultancies using analytics such as user behaviour, funnel analysis, multi-channel attribution, ROI analysis, and ad-hoc investigations. Provided consultancy on tagging/tracking improvements and troubleshot performance issues, proposing structured on-site and campaign-based optimisation tests.
Senior Digital Analyst at Cheil SA / Samsung (ST contract based)
November 1, 2022 - August 1, 2023Supported Samsung’s e-commerce platform by defining and implementing measurement strategies aligned to business objectives, and producing cross-channel KPI dashboards and weekly/monthly performance reports with actionable insights. Conducted conversion optimisation consultancies to improve efficiency of digital marketing and media strategies, including funnel analysis, customer journey insights, multi-channel attribution, ROI analysis, and ad-hoc analytics for troubleshooting performance. Also advised on campaign tagging and on-site tracking, developed reporting dashboards, and presented findings to Samsung in meetings and pitch contexts.
Senior Digital Analyst at Cheil SA / Samsung SA (S.T contract based)
November 1, 2022 - August 31, 2023Served as senior digital analyst for the Samsung e-commerce platform. Defined and implemented measurement strategies aligned to Samsung marketing/business objectives; produced KPI dashboards and delivered weekly/monthly cross-channel performance reports with actionable insights. Conducted conversion optimisation consultancies to improve the efficiency of Samsung’s digital marketing and media strategies, including funnel analysis, multi-channel attribution, ROI analysis, tagging/tracking consultancy, and on-site/campaign troubleshooting to propose structured optimisation tests.
Senior Digital Analyst at Cheil SA / Samsung SA
November 1, 2022 - August 1, 2023Defined and implemented measurement strategies aligned with Samsung marketing objectives; produced KPI dashboards and weekly/monthly cross-channel performance reports; conducted conversion optimization consultancies; educated clients on digital measurement and performance optimization.
Digital Strategist / Data Specialist (Freelance)
October 1, 2021 - October 31, 2022Freelance work across brands and agencies providing digital marketing plans and strategies, dashboard development and analysis, reporting insights, and analytics audits. Supported multiple clients including Lexus, Automark, DGB (all products), American Eagle UAE, Veet, Jik, Vanish, Durex, Iwisa, Snowflake, and more—delivering data-driven recommendations and improved reporting/decision-making.
Freelance Digital Strategist / Data Specialist
October 1, 2021 - October 1, 2022Freelance work across multiple brands and agencies providing digital marketing plans and strategies, dashboard development and analysis, reporting insights, and data analysis/analytics audits. Brands included Lexus, Automark, DGB, American Eagle UAE, Veet, Jik, Vanish, Durex, Iwisa, Snowflake and others.
Digital Strategist / Data Specialist at Freelance
October 1, 2021 - October 1, 2022Provided digital marketing plans, dashboard development and analytics audits for brands across Lexus, Automark, DGB, American Eagle UAE, Veet, Jik, Vanish, Durex, Iwisa, Snowflake, and more.
Digital Strategist at Medology
July 1, 2019 - September 30, 2021Led digital strategy development and client inspiration at South Africa’s largest independent media agency. Developed detailed omni-channel digital strategies, oversaw digital media campaigns with strategic alignment and reporting insights, and contributed to targeting/competitor analysis and new client acquisition. Supported performance optimisation and consistency of tactics, assets, content, and messaging across channels. As an Analyst/Insights Specialist, assisted ATL/digital teams with data interpretation, developed client dashboards and calculator tools, and created internal performance projection tools to support planning.
Digital Strategist / Ideas & Client Inspiration Lead at Medology
July 1, 2019 - September 1, 2021Developed and produced omni-channel digital strategies, oversaw digital media campaigns for strategic alignment and reporting insights, and contributed to client analysis (targeting, competitors) and acquisition strategy. Provided strategic advisory services and optimization recommendations focused on performance, customer experience, and consistency of tactics, assets, content, and messaging. As an analyst/insights specialist, supported ATL and digital teams with data interpretation, developed dashboards and internal projection tools.
Digital Strategist (Ideas & Client Inspiration Lead); Analyst / Insights Specialist at Mediology
July 1, 2019 - September 1, 2021Developed omni-channel digital strategies and oversaw digital media campaigns for strategic alignment and reporting insights. Supported client analysis (targeting and competitors), new client acquisition strategy, and internal/external strategic advisory. Also contributed to conversion/performance improvement through optimisation of tactics, assets, content and messaging across channels. As Analyst/Insights Specialist, assisted ATL and digital teams with interpreting performance data, built dashboards and client calculators, and created internal performance projection tools.
Digital Strategist / Ideas & Client Inspiration Lead at Mediology
July 1, 2019 - September 30, 2021Omni-channel digital strategy development and strategic advisory across all digital channels and disciplines. Oversaw digital media campaigns for strategic alignment and reporting insights; performed client analysis (targeting and competitor). Supported new client acquisition and internal/external advisory. Worked closely with cross-divisional teams on consistent tactics, assets, content and messaging, and supported optimization of digital performance and customer experiences. Also supported dashboard/calculator tool development and performance projection tools.
Digital Strategist (and Analyst/Insights Specialist) at Medio logy
July 1, 2019 - September 30, 2021Built omni-channel, data-led digital strategies and provided client inspiration for impactful brand stories that drive performance and ROI. Led digital strategy development and campaign oversight, including targeting/competitor analysis and internal/external strategic advisory. As Analyst/Insights Specialist, supported digital and ATL teams with data interpretation, developed client dashboards and calculator tools, and built internal performance projection tools to support planning.
Senior Digital Strategist at Mediology
July 1, 2019 - September 1, 2021Led omni-channel digital strategies, oversaw digital campaigns, conducted client analysis and targeting, and developed data dashboards and internal performance tools; advised on new client acquisition and cross-divisional collaboration.
Digital Strategist at Traffic Digital (Dubai based)
June 1, 2018 - June 1, 2019Owned strategy development and optimization for display, social and PPC channels across GCC and Africa markets. Managed prospecting and retargeting display, paid social, and emerging media campaigns, and used performance analysis to reallocate budgets and recommend upsells. Partnered with creative teams on ad copy, graphics, video, and landing pages; developed testing and learning agendas (A/B and multivariate) and tracked impacts. Led technical implementation support for tracking/tagging, gathered multi-source data for account reporting, and collaborated across departments to deliver analytics deliverables.
Digital Strategist at Traffic Digital
June 1, 2018 - June 30, 2019Developed and optimized display, paid social, PPC and retargeting strategies across GCC and Africa markets. Owned day-to-day campaign success through performance analysis, budget shifting, and recommendations for improvements. Partnered with creative teams on ad/landing page development, structured A/B and multivariate testing agendas, supported reporting/analytics deliverables, and managed technical implementations to ensure proper tracking/tagging.
Digital Strategist at Traffic Digital (Dubai)
June 1, 2018 - June 1, 2019Strategist responsible for data-driven media strategies across GCC and Africa; oversaw display, social and PPC campaigns; optimized budgets and tested creative assets; partnered with creative teams; setup tracking and reporting.
Lead Digital Media Strategist at UM Worldwide (IPG Mediabrands / McCann Worldgroup partner)
September 1, 2016 - June 30, 2018Developed and oversaw strategic digital plans and execution for initiatives across Global and South African platforms. Worked with clients to align strategy with business goals using research and performance learnings; collaborated with development and creative/ATL planning teams to define scope and approach. Managed planning and buying process, day-to-day campaign oversight, and KPI/objective reporting. Evaluated vendor proposals and shared landscape insights, competitor reports, and digital trends with clients and internally, contributing to new business pitches.
Lead Digital Media Strategist at UM Worldwide (IPG Mediabrands)
September 1, 2016 - June 1, 2018Led digital media strategy and tactical execution for multiple initiatives, inspiring digital creativity across global and South African platforms. Worked with clients to ensure strategy alignment to business goals, defined scope with development/creative/ATL planners using research and insights, and presented comprehensive integrated digital media strategies. Managed planning and buying processes, day-to-day execution, and reporting against KPIs; evaluated vendor proposals and provided recommendations; produced digital landscape data and competitor/market insights; supported new business pitches and client brand workshops.
Lead Digital Media Strategist at UM World / IPG Mediabrands (UM - global media network)
September 1, 2016 - June 1, 2018Led integrated digital media strategy and tactical execution for various initiatives across global and South African digital platforms. Worked with clients to align strategy to business objectives, collaborated with development/creative/ATL planners and client service teams, presented comprehensive integrated strategies, managed planning and buying processes, monitored daily execution and KPI performance, evaluated vendor proposals, and provided digital landscape/target market/competitor insights and thought-leadership. Supported new business pitches with recommendations based on client needs and digital trends.
Lead Digital Media Strategist at UM World wide (IPG Mediabrands)
September 1, 2016 - June 30, 2018Led integrated digital media strategy development and tactical execution for initiatives across global and South African digital platforms. Ensured strategy alignment with business goals through client engagement and collaboration with development, creative, and service teams. Managed planning and buying processes, day-to-day running, vendor proposal evaluation, benchmarking, and delivered competitor/digital landscape insights. Supported new business pitches with data-driven recommendations.
Lead Digital Media Strategist at UM Worldwide
September 1, 2016 - June 1, 2018Led digital media strategy for global and South African platforms; collaborated with client teams to deliver integrated digital plans; provided training and thought leadership on digital; managed measurement and optimization; contributed to quarterly reviews.
Senior Digital Media Strategist at Base2 (Wunderman Group)
March 1, 2015 - March 31, 2016Oversaw strategic planning, execution, and optimization of all digital media for Barclays across 12 African countries. Coordinated integrated consumer journey planning with PR, social, ATL and direct marketing partners. Provided training and thought leadership to clients and internal teams, managed execution and optimization against KPIs, produced actionable client reporting by channel, supported budget monitoring/reforecasting, and contributed to revenue/cost efficiency through improved execution and programs.
Senior Digital Media Strategist at Base2 Digital
March 1, 2015 - March 1, 2016Oversaw digital media strategy for Barclays across 12 African countries; evaluated vendors, coordinated with partner agencies for integrated campaigns; produced digital landscape data and pitch materials; mentored teams; supported new business.
Performance Media & Account Manager at National Positions South Africa (NP) / Isobar contract
September 1, 2013 - March 31, 2015Planned, negotiated, bought, tracked, and optimised digital campaigns across platforms including Facebook, Google, Outbrain, AdRoll, Sizmek, and third-party publishers for NP and Isobar clients. Managed e-commerce campaigns for Estee Lauder, Clinique, and MAC. Grew revenue by bringing social media advertising in-house. Led PPC optimisation (keyword generation, ad copy writing, A/B testing, bid management) to improve ROI. Provided strategic involvement in technical SEO solutions and content marketing across owned properties, including usability, keyword research, content gaps, and content management methods. Analysed analytics and tracking data to produce conversion optimisation recommendations and supported new Outbrain business acquisition via content amplification strategies.
Performance Media & Account Manager at National Positions SA (and contracted to Isobar)
September 1, 2013 - March 1, 2015Planned, negotiated, bought, tracked, and optimized digital media campaigns across Facebook, Google, Outbrain, AdRoll, Sizmek and third-party publishers. Managed ecommerce campaigns for Estee Lauder, Clinique and MAC, and grew in-house social media advertising service capabilities. Led daily PPC optimisation including keyword generation, ad copy, A/B testing and bid management. Played a strategic role in technical SEO and content marketing solutions across owned properties (site optimization, usability best practices, keyword research, content gaps and navigation/flow improvements). Performed analytics and conversion optimization recommendations, and supported new Outbrain business acquisition through content amplification aligned to prospective client campaigns.
Performance Media & Account Manager at National Positions South Africa (NP) / Isobar (contract)
September 1, 2013 - March 1, 2015Planned, negotiated, bought, tracked and optimised digital media campaigns across Facebook, Google, Outbrain, AdRoll, Sizmek and 3rd-party publishers for NP and Isobar clients. Managed e-commerce campaigns for Estee Lauder, Clinique and MAC. Grew revenue by bringing social media advertising in-house. Managed PPC day-to-day (keyword generation, ad copy, A/B testing, bid management) to improve ROI. Led projects involving technical SEO and content marketing across owned properties, including website optimisation/usability, site navigation/flow, keyword research and content gap identification. Analysed analytics and tracking data for conversion optimisation recommendations and supported Outbrain business acquisition via content amplification strategies.
Performance Media & Account Manager at National Positions South Africa (and Isobar contract)
September 1, 2013 - March 31, 2015Planned, negotiated, bought, tracked and optimized digital media campaigns across multiple platforms including Facebook, Google, Outbrain, AdRoll, Sizmek and third-party publishers. Managed e-commerce campaigns for Estee Lauder, Clinique and MAC. Implemented and managed social media advertising in-house, and led PPC optimization including keyword/ad copy/A-B testing and bid management. Led technical SEO projects and content marketing solutions across owned properties, including site optimization, navigation and keyword research. Performed analytics and conversion optimization recommendations based on tracking data, and supported acquisition of new Outbrain business through content amplification strategies.
Performance Media & Account Manager at National Positions South Africa (and previously Isobar)
September 1, 2013 - March 31, 2015Planned, negotiated, bought, tracked, and optimized digital campaigns across platforms including Facebook, Google, Outbrain, AdRoll, Sizmek and third-party publishers. Managed e-commerce campaigns for Estee Lauder, Clinique and MAC. Grew service offering by implementing in-house social media advertising. Managed PPC optimization (keyword generation, ad copy, A/B testing, bid management), led technical SEO solutions and content marketing strategy for owned properties, and produced conversion optimisation recommendations based on analytics and tracking data. Supported new Outbrain business acquisition through content amplification strategies.
Performance Media & Account Manager at National Positions South Africa
September 1, 2013 - March 1, 2015Planned, negotiated, bought, tracked, and optimized digital media campaigns across Facebook, Google, Outbrain, AdRoll, Sizmek; managed e-commerce campaigns for Estee Lauder, Clinique and MAC; led internal optimization and client reporting.
Client Services, Media Buyer & Production Manager (Online/Digital Campaign Management) at Alcorn Rayner Mundell Advertising (ARM Advertising)
July 1, 2012 - September 30, 2013Delivered through-the-line agency services including media planning/buying across online and traditional channels, production management, client service liaison, and overall account/invoicing coordination. Developed and managed online marketing campaigns to drive awareness, engagement, and website traffic; managed Google AdWords and Analytics accounts; and maintained website content via CMS. Supported relationships with clients and outsourced vendors and ensured work was delivered on time and within budget.
Client Services, Media Buyer, and Production Manager at Alcorn Rayner Mundell Advertising (ARM Advertising & Design)
July 1, 2012 - September 1, 2013Ensured through-the-line agency delivery was on time and within budget while exceeding customer expectations. Handled media planning and buying across print, online, TV, PR, radio, outdoor, email and social; managed production briefs and supplier quotes; acted as primary liaison between agency, client and outsourced vendors. Managed general studio and accounts coordination including invoicing and online/digital campaign management with Google AdWords and Analytics accounts and CMS updates.
Client Services, Media Buyer, and Production Manager (Online/Digital Campaign Management) at Alcorn Rayner Mundell Advertising
July 1, 2012 - September 30, 2013Delivered through-the-line agency responsibilities: media planning/buying across channels, production management, and client liaison. Managed Google AdWords and Analytics accounts, updated website content via CMS, and developed/managed online campaigns to drive awareness, engagement and traffic.
Client Services, Media Buyer, and Production Manager (Advertising & Design) at Alcorn Rayner Mundell Advertising
July 1, 2012 - September 30, 2013Delivered through-the-line agency work on time and within budget. Managed media planning and buying across multiple channels and produced supplier/client quotes. Coordinated studio production briefs and vendor relationships. Served as liaison between client, agency and outsourced vendors, supported invoicing and account coordination, and managed online/digital campaigns including Google AdWords and Analytics account management plus website CMS updates.
Client Services, Media Buyer & Production Manager at Alcorn Rayner Mundell Advertising
July 1, 2012 - September 1, 2013Ensured delivery of ATL and online campaigns; managed media planning/buying across channels; produced briefs, quotes and production; served as primary liaison with clients and vendors; oversaw online/digital campaigns.
Education
Google AdWords Certification (Search, Display & Analytics) at Google Skillshop
January 11, 2030 - January 9, 2026Facebook Blueprint – Planning & Strategy at Facebook Blueprint
January 11, 2030 - January 9, 2026FAIS Accreditation at Insurance Institute of South Africa
January 11, 2030 - January 1, 2010Matric with University Exemption at High School
January 11, 2030 - January 9, 2026Qualifications
Google AdWords Certification
January 11, 2030 - January 9, 2026Facebook Blueprint – Planning & Strategy
January 11, 2030 - January 9, 2026FAIS Accreditation
January 11, 2030 - January 1, 2010Google AdWords (Search, Video, Display and Analytics certified)
January 11, 2030 - August 4, 2026Facebook Blueprint – Planning & Strategy
January 11, 2030 - August 4, 2026FAIS Accreditation, Insurance Institute of South Africa
January 1, 2010 - August 4, 2026Google AdWords (Search, Video, Display and Analytics certified)
January 11, 2030 - August 31, 2026Facebook Blueprint – Planning & Strategy
January 11, 2030 - August 31, 2026FAIS Accreditation, Insurance Institute of South Africa
January 1, 2010 - August 31, 2026Industry Experience
Media & Entertainment, Software & Internet, Professional Services, Retail, Travel & Hospitality
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
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