Strategic, results-driven marketing leader with 14+ years of progressive experience spanning brand strategy, digital transformation, and multi-market campaign management, including over 3 years operating at senior/enterprise level. Skilled at building cohesive brand architecture across diverse portfolios while respecting each brand’s distinct identity — currently managing campaign strategy and budgets for global brands including Nike, Longchamp, Ferragamo, and Lacoste alongside multiple enterprise accounts across the US, Canada, and Australia. Proven track record in digital and omnichannel leadership, go-to-market strategy, ROI-driven budget optimisation, and cross-functional collaboration with operations, merchant, and leadership teams. Energised by fast-paced, multi-brand environments and passionate about translating market insight into measurable growth.

Lieze L van der Merwe

Strategic, results-driven marketing leader with 14+ years of progressive experience spanning brand strategy, digital transformation, and multi-market campaign management, including over 3 years operating at senior/enterprise level. Skilled at building cohesive brand architecture across diverse portfolios while respecting each brand’s distinct identity — currently managing campaign strategy and budgets for global brands including Nike, Longchamp, Ferragamo, and Lacoste alongside multiple enterprise accounts across the US, Canada, and Australia. Proven track record in digital and omnichannel leadership, go-to-market strategy, ROI-driven budget optimisation, and cross-functional collaboration with operations, merchant, and leadership teams. Energised by fast-paced, multi-brand environments and passionate about translating market insight into measurable growth.

Available to hire

Strategic, results-driven marketing leader with 14+ years of progressive experience spanning brand strategy, digital transformation, and multi-market campaign management, including over 3 years operating at senior/enterprise level. Skilled at building cohesive brand architecture across diverse portfolios while respecting each brand’s distinct identity — currently managing campaign strategy and budgets for global brands including Nike, Longchamp, Ferragamo, and Lacoste alongside multiple enterprise accounts across the US, Canada, and Australia. Proven track record in digital and omnichannel leadership, go-to-market strategy, ROI-driven budget optimisation, and cross-functional collaboration with operations, merchant, and leadership teams. Energised by fast-paced, multi-brand environments and passionate about translating market insight into measurable growth.

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Experience Level

Expert
Expert
Expert
Expert
Expert
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
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Language

English
Fluent
Afrikaans
Fluent

Work Experience

Senior Strategist – Enterprise & B2B at Eyecarepro
August 1, 2022 - Present
Lead marketing strategy and campaign licensing for global enterprise brands (Nike, Longchamp, Ferragamo, Lacoste) while managing independent clients and 7 enterprise accounts across the US, Canada, and Australia. Spearheaded go-to-market strategy for Eyefinity’s EDMS service, growing the account base by 2,500, then expanded into VSP, adding a further 3,000 accounts. Directed digital migration and reconstruction of 66 websites for VSP Ventures to strengthen brand consistency and digital presence. Delivered budget optimisation and performance-measurement reporting, increasing ROI by 18%. Trained and mentored junior staff to strengthen cross-functional collaboration.
Project & Marketing Manager at Proactive Recruitment
February 1, 2022 - August 1, 2022
Launched a standalone recruitment division from concept to operation, managing the full project lifecycle and building a model for identifying and executing new growth opportunities. Partnered with sales and marketing teams to align go-to-market execution and ensure seamless product adoption. Developed marketing materials and messaging aligned to product and brand strategy.
Director of Marketing and Operations at Proactive Digital Concepts
August 1, 2018 - January 1, 2021
Spearheaded corporate rebranding initiatives, establishing cohesive brand identity and visual consistency across all platforms. Revamped website design and content strategy, increasing digital engagement. Introduced new processes and training programmes, improving customer satisfaction ratings by 25%. Achieved consistent revenue growth through strategic, diversified marketing campaigns.
Operations & Marketing Manager at CulinaryKraft
August 1, 2011 - July 1, 2018
Launched and managed an e-commerce operation end-to-end, overseeing sales, distribution, and customer experience. Increased brand visibility by 35% through targeted, data-informed advertising and promotional strategy. Strengthened customer loyalty and retention through personalised email campaigns and offers with an early focus on customer lifetime value. Managed marketing budgets to support high-impact campaigns.

Education

Certificate in Project Management at Stellenbosch University
January 1, 2019 - July 1, 2019
Certificate in Project Management at Stellenbosch University
January 1, 2019 - July 1, 2019
Certificate in Project Management at Stellenbosch University
January 1, 2019 - July 1, 2019
Certificate in Project Management at Stellenbosch University
January 1, 2019 - July 1, 2019

Qualifications

Google Analytics (GA4)
January 11, 2030 - July 16, 2026
Copywriting
January 11, 2030 - July 16, 2026
Search Engine Optimisation (SEO)
January 11, 2030 - July 16, 2026
AI Prompting & Tools (ChatGPT, DALL·E, Jasper, Midjourney)
January 11, 2030 - July 16, 2026
Google Analytics (GA4)
January 11, 2030 - July 16, 2026
Copywriting
January 11, 2030 - July 16, 2026
Search Engine Optimisation (SEO)
January 11, 2030 - July 16, 2026
Google Analytics (GA4)
January 11, 2030 - July 16, 2026
Copywriting
January 11, 2030 - July 16, 2026
Search Engine Optimisation (SEO)
January 11, 2030 - July 16, 2026
AI Prompting & Tools (ChatGPT, DALL·E, Jasper, Midjourney)
January 11, 2030 - July 16, 2026

Industry Experience

Retail, Healthcare, Professional Services, Media & Entertainment, Education, Telecommunications, Other, Consumer Goods