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Digital Marketing Manager
Digital Marketing Manager
1st Feb 2024 - 11th Oct 2024
Full Time
'The all-in-one solution to My Butchers Block's marketing, branding, design, and communication needs.'
Taking a beloved South African brand and sharpening its edge in the digital space, I handled everything from marketing strategy and content creation to website development and influencer partnerships. With a hands-on approach, I built campaigns, optimised the website, grew social media engagement, and managed all digital assets - ensuring the brand reached the right people in the right way. Whether crafting content, refining user experience, or executing marketing strategies, my role was about making My Butchers Block a household name in premium wooden kitchenware and accessories.
01/ TASKS AND RESPONSIBILITIES
Strategy
Strategy
Created and executed holistic marketing strategies, covering digital, content, social, and paid media.
Developed targeted campaigns and messaging to engage specific audience segments.
Built and refined paid media strategies.
Planned and executed seasonal and trend-based campaigns, keeping the brand relevant and engaging.
Reporting
& Analytics
Reporting
& Analytics
Created monthly social media and website reports, highlighting campaign impact and points of growth.
Harnessed insights to make improvements to campaigns and the brand in general.
PR &
Outreach
PR &
Outreach
Managed influencer collaborations, ensuring brand-aligned partnerships.
Oversaw the MasterChef sponsorship, driving visibility and credibility.
Secured magazine features, sponsorships, and competition placements, targeting key audience groups.
Developed and maintained media relationships, increasing brand exposure.
Content Management & Content Creation
Content Management & Content Creation
Planned, created, and scheduled all content across platforms.
Designed multipurpose content, ensuring assets were optimised for social media, website, and paid ads.
Wrote and edited blog content, aligning with product launches and seasonal trends.
Created newsletter campaigns, ensuring direct engagement with customers.
Designed graphics for social media, website, and advertising, maintaining a consistent brand look and feel.
Managed all copywriting, including blogs, social media captions, and SEO-optimised website content.
Social Media Management
Social Media Management
Grew Instagram organically from 5,800 to 6,600 followers, increasing engagement and reach.
Handled all community management, responding to comments, messages, and engagement.
Created and executed paid media campaigns, ensuring optimised reach and conversions.
Maintained consistent brand messaging and storytelling across all platforms.
Take a glimpse at their Instagram feed below.
Instagram Feed
Instagram Feed
Instagram Content
Instagram Content
Website Development & Management
Website Development & Management
Designed and managed the Shopify-based website, ensuring optimal user experience.
Built and maintained wireframes and website structure for better audience retention.
Performed monthly reports and site audits, adjusting based on insights.
Implemented SEO best practices, including optimising product descriptions and improving site rankings.
Managed plugin updates, error fixes, and performance enhancements.
Ensured all content worked seamlessly across the website, social media, and paid media campaigns.
CMS & Product Management
CMS & Product Management
Managed the presentation of products across online platforms and stockists.
Maintained stock numbers and updated descriptions, imagery, and features to improve conversion.
Optimised product listings for enhanced searchability and engagement.
Videography
Videography
Produced and edited all video and photo content, from social media to product listings.
Shot high-quality lifestyle and product images, enhancing brand appeal.
Ensured quick turnaround on video and photo edits for real-time marketing needs.
Copywriting
Copywriting
Updated all website copy
Created all blogs and articles
Updated saved replies and messages across the brand
Photography
Photography
Produced and edited all video and photo content, from social media to product listings.
Shot high-quality lifestyle and product images, enhancing brand appeal.
Ensured quick turnaround on video and photo edits for real-time marketing needs.
02/ WINS & HIGHLIGHTS
Growing Instagram account organically from 5.6k followers to 6.5k followers
Growing an active audience on social media platforms, leading to increased average engagement.
Revamped the website and updated all SEO improving search positions and authority in the cooking and dining spheres.
Increased average monthly traffic to the website - leading to increased sales/conversions.
Created internal workflow structures, SOPs
Created templates for nearly everything - admin, planning and scheduling, content, documents, email newsletters, email signatures. Setting up the marketing department for success.
Updated and optimised all images of My Butchers Block products online
Worked hand-in-hand with MasterChef South Africa team 2024.
Practice product photography and videography
Spearheaded a full digital transformation, refining brand identity and online presence.
Increased social media engagement and grew following organically.
Established successful influencer partnerships, enhancing brand credibility and reach.
Launched multiple campaigns that drove sales and engagement, reinforcing brand trust.
Optimised SEO and website user experience, improving search rankings and conversions.
03/ WHAT I LEARNT
Don't just be a people pleaser and say YES - set realistic expectations for yourself and others. Rather under promise and over deliver.
How to align marketing strategies with product-driven businesses for maximum impact.
The importance of visual storytelling, ensuring brand consistency across multiple platforms.
How to leverage SEO, website design, and content to improve online discoverability.
The power of authentic community engagement, building a loyal and interactive audience.
My Work
My Work
Want to see what else I've done? Click here
Contact Me
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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