Africa Wrestling Alliance

Marketing & Brand Manager

1st September 2024 - ongoing

Part-time / Freelance

'Working my (for a lack of a better word) ass off to take a family passion to new heights using every way I know how and applying all skillsets in my toolbox.'

AWA isn’t just a wrestling promotion - it’s a legacy, and I’ve been at the forefront of evolving it into a modern, engaging brand. My role has been a blend of strategy, marketing, content creation, and production - building the brand from the inside out while keeping the in-ring action as electrifying as ever.

From redefining AWA’s digital presence to spearheading business growth, event production, and live broadcasts, I’ve worn multiple hats to ensure the product reaches and resonates with the audience. Every promo, every storyline, every show - t all ties back to crafting an immersive experience that keeps fans invested and coming back for more.

01/ TASKS AND RESPONSIBILITIES

Strategy

Developed and executed business strategies to drive AWA’s growth.
Designed marketing strategies spanning digital, social, content, and paid media.
Crafted social media strategies that's building engagement and growing our audience.
Created content marketing strategies, ensuring storytelling aligns with brand goals.

Live
Broadcasting

Operate ring-side cameras
Create all motion graphics for broadcasts
Script MC and announcer dialogue, ensuring smooth event flow.
Structure the sequence of events for each live show.
Plan fight cards, balancing storytelling, athletic performance, and audience appeal.

Business Development

Built formal documentation and operational structures, creating a professional framework.
Developed centralised storage and workspaces for AWA using Google Suite.
Established sponsorship and partnership proposals to secure key opportunities.
Created internal systems for workflow efficiency, streamlining operations.

PR &
Outreach

Established relationships with popular wrestling fans and influencers, boosting visibility.
Secured media coverage in newspapers, radio shows, and online platforms.
Organised interviews and press releases, increasing brand awareness.
Developed outreach initiatives, strengthening AWA’s industry presence.

Brand Development & Management

Spearheaded a complete digital transformation, positioning AWA for the future.
Developed visual and writing style guides, ensuring brand consistency across all platforms.
Created the AWA Brand Bible, outlining the brand’s identity, tone, and communication strategy.
Initiated collaborations and partnerships, expanding AWA’s reach and influence.
Maintained brand integrity across marketing, sponsorships, and event presentations.

Brand Styling Example | Official AWA Poster - Revyv

Production & Planning

Plan & execute live productions, from pre-show prep to post-show editing. All alongside an amazing team.
Create all artwork and assets for shows, and in-show graphics
Film matches, promos, and behind-the-scenes content alongside the production crew.
Edit event footage, ensuring high-quality post-production content.
Coordinate with talent, ensuring promos and storylines align with production needs.

Watch our latest show!

Event Planning & Management

Organise & structure fight cards, ensuring compelling matchups.
Manage venue logistics, including layout, vendor coordination, and audience flow.
Write event scripts, covering everything from announcer dialogue to match sequences.
Coordinating with sponsors and partners, ensuring brand integration during events.

Website Design & Management

Designing AWA’s new website on WordPress, creating a streamlined user experience.
The new design facilitates approaching sponsors and partners, enhancing revenue opportunities and growth
Including a means for aspiring wrestlers to sign-up for upcoming tryouts - a better system to manage the influx of requests.

Marketing Management

Led digital marketing efforts, ensuring AWA’s presence is strong across all platforms.
Built community engagement strategies, interacting with fans and driving discussions.
Managed public relations and outreach, positioning AWA as a powerhouse in the local scene.
Designed and executed promotional campaigns for events, merchandise, and brand awareness.

Social Media Management,
Content Creation &
Content Management

Managed all AWA social media accounts, growing engagement and following.
Scheduled and executed content plans, ensuring consistent brand messaging.
Engaged with fans through comments, messages, and interactive content.
Monitored analytics and performance, adjusting strategies for optimal reach.
Produced social media content, including graphics, images, and promotional material.
Shot and edited official photos and videos for marketing and storytelling.
Designed event posters, banners, and venue artwork, ensuring a strong visual presence.
Created merchandise designs, aligning with AWA’s brand identity.
Developed all promotional video content, from hype packages to teaser trailers.

Take a glimpse at their Instagram feed below.

Instagram Feed

Instagram Content

Next Event Carousel

Videography

Essentially capturing all video-related content.

Photography

I shoot and edit all AWA related photo content.

02/ WINS & HIGHLIGHTS

Growing a brand I truly love. It's a big part of mine and my family's life. An exciting journey to be a part of. Found my fit after all these years.
Working with professional production teams, bringing live broadcasts of AWA to South Africa and the world.
Successfully rebranded AWA’s entire digital presence, modernizing its look and feel.
Increased social media engagement and follower growth through optimized strategies.
Improved live production quality, bringing AWA events closer to a professional wrestling standard.
Strengthened brand partnerships and collaborations, increasing industry recognition.
Launched AWA’s website overhaul, enhancing accessibility and fan experience.

03/ WHAT I LEARNT

trying to grow a passion project to the idea you have in mind is an immense task. Will never seem to be as good as you want the outcome to be. Always remember that progress is progress. Sometimes, take a look back before staring ahead. Acknowledge and be proud of progress. It makes the journey ahead more exciting.
Find a work/life balance. It's vital. Passion projects can take up all your physical and mental time if you allow it.
The importance of balancing business growth with brand authenticity.
How to optimize live broadcasts for better audience engagement.
The nuances of sports entertainment marketing, tailoring content to hardcore and casual fans.
How to work under high-pressure, fast-paced environments, especially during live events.
The importance of continuous innovation, ensuring AWA stays ahead of the curve.

My Work

Want to see what else I've done? Click here

Contact Me

Like what you saw and need some assistance? Let's get in touch!

Cell: +27 72 891 8142

Email: daniankoen.marketing@gmail.com

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