Mohamood - Brand Marketer - South Africa

Mubeen Mohamood

South Africa


Brand Marketer

  • Full time
  • Part time
  • One time
  • Contract
  • Temp

Work History

Sales Manager (current), Brand Marketing Exec (2009 - 2011), Research Exec (2007 - 2008),

British American Tobacco

From December 2007

I am currently the area sales manager managing a team of 7. We ensure are products are available and visible in all outlets within our universe. Thus far at BAT, I have had one research role and 2 different brand roles.
The one brand role was for the biggest cigarette brand in South Africa, Peter Stuyvesant (January 2009 – June 2010). My current (and second) brand role is for both Rothmans (Premium-Pricing) and our Low-Priced Brands such as Princeton (Jul 2010 - current)
Both Brand Marketing Exec roles reports to a Senior Brand Manager. As a Brand Marketing Exec, I assist in developing and completing Company plans i.e. Strategic and Operational Brand Plans.
I plan and manage various projects/campaigns including Budget Management, and Reporting (for both local and global audiences).
Planning and managing a campaign requires me to liaise with various departments across the organization to ensure that the activity runs smoothly.
To a limited extent, I am able to apply my ‘natural big picture’ ability by providing input into the long term strategic planning for brands managed locally such as Peter Stuyvesant and Princeton (a Low-Price brand).
Research Role (Dec2007 - Dec 2008):
As a Research Exec, I had to manage and implement research projects in AME region. I had to manage consumer, pricing, product and trade related research projects to develop valuable insights for the brand/trade teams. I had to ensure that research agencies develop appropriate, cost effective and high quality work for BAT.

Forward Slash

Forward Slash

August 2006 - November 2007

Online Brand Marketing role (Aug 2006 - Jan 2007), Online Research Role (May 2007 – Nov 2007)
These purely online marketing related roles were in the intensely competitive online gambling industry focused on international markets (mainly US and EU). The research role comprised of both primary (Survey Creation, Online Metrics, Online Testing, Usability, etc) and secondary research (Nielsen’s Netratings, Hitwise, etc.) to provide market intelligence to the marketing teams. I also had to identify research training gaps and propose research training or workshops.

The Marketing Role was specifically aimed at acquiring and converting visitors to our poker websites. I had to create and implement website-related strategies achieved by briefing web developers/copywriters. I designed additional media plans for the European market and Rest of World (excluding U.S.A.). I assisted with design and implementation of e-mail campaigns. I had to ensure that I was in constant communication with other departments to ensure synergy and alignment amongst departments trying to acquire new players (such as our Affiliate Department, Lead Generation Department/SEM). I had to create, evaluate and approve existing online conversion strategies to ensure we using all avenues to attract new players.
All changes to the websites required me to brief our Creative, Media, Copywriting and HTML departments about various advertising/messaging requirements to achieve my objectives. Additionally, I assessed and made recommendations about offline marketing options (direct mail, event sponsorships, and promotional items).

Marketing Manager / Entrepreneur

Reforge Systems

September 2002 - July 2006

I joined a fledgling start-up, as a minority shareholder (about 6months after it was created) to create the new business development plan and overall marketing strategy for this business. It included tactics to attract new business opportunities, manage client relationships and brand management, all with a very limited budget. I started those first few months by canvassing/cold calling to establish an initial client base and ten years later, Reforge is still around.
I generated sales for contract and ad hoc support services
which meant that I negotiated all contracts for these few years. I designed all company branding and controlled above- and below-the-line advertising (albeit with an extremely limited budget). Along with the MD, I built all the processes to track activities such as the process to track support hours, the quotation and invoicing process, Quality Check process with clients, etc. I also completed Tender applications and personally managed all contract (SLA) client relationships. Additionally, I monitored all ad hoc client relationships to find opportunities for additional services/contracts and to ensure that they remained happy with the level of service received so that they would continue to use us on an ad hoc basis. I managed all software and website development projects for clients. I also handled Supplier relations with respect to payments and service queries.

Qualifications & Certifications

Leadership Development Programme

Gordon Institute of Business Science


Abbott's College

B. Comm


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