About Me

I’ve worked in big corporations for more than 10 years as well as in smaller startups and the small business sector. I’ve done a great deal of technical project management which has helped me realise that ideas are useless unless they can be translated into tangible results in the most cost effective manner. My sales experience has helped me realise that it’s essential to focus on commercial results and success metrics and not just on delivery.

From e-commerce to content to media, from big corporations to smaller businesses to startups, I’ve been privileged to be exposed to various diverse scenarios giving me insight to tackle a range of business challenges in the digital space.

My Story

My career started when I graduated from the University of Cape Town with a Business Science degree in marketing and economics, at a time when email addresses were 3 lines long and we still used phone booths to make calls. I was always passionate about marketing, channelling this into the establishment of the University’s first Marketing Society and tutoring students in Marketing

.Opportunity took me abroad to The Netherlands where I landed up at KLM Royal Dutch Airlines. At the age of 23, I was convinced that people should and would be booking plane tickets online, so I set out (with youth on my side) to convince the board of my convictions. 5 years later, e-commerce was an acceptable sales channel. What a ride!

eWebI decided to leave the safe confines of the big corporate world. I decided to ride the bubble and joined RecipeWeb to merge my passion for cooking with passion for digital marketing. I learned about content syndication and branded content.

Mr TrafficThen it was time for my own venture at MisterTraffic. I started getting my “consulting” toes wet in the establishment of my own company with partners. Clients like Heineken, Heinz, Bols and Schiphol Airport helped us win awards and deliver great work in our time. Then 9/11 happened, marketing budgets were frozen, and we decided to end on a high and close shop.

MicrosoftMicrosoft then approached me about a consultative business development role which allowed me to embark on a 5 year career in international sales and brought me to London.

JaffeI then started JaffeBlend and the additional role as mother. The last four years have involved working for old employers and new clients as well as the new role of mom to two beautiful girls.

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