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Rosa McLaren


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Philanthropist (Bronze)
Tomorrow's Leader Nominee 2013
Tomorrow's Leader Nominee 2014
Tomorrow's Leader Nominee 2015

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Rosa McLaren

Digital Marketing Enthusiast

Currently resides in: KwaZulu-Natal, South Africa

Born in Bloemfontein South Africa

Highly passionate, motivated and knowledgeable professional who is a digital & traditional marketing enthusiast.

I can bring real life experience leading a team in delivering actionable solutions in the form of traditional marketing, digital marketing, B2B lead generation, overall campaign effectiveness, customer analytics and segmentation. I am competitive in my approach to acquire business, and can handle complex situations from both a strategic and a tactical perspective. I have experience in establishing in-house creative teams to cut down agency costs to maximise the marketing budget.

I have extensive experience of over 10 years in various sectors and have excellent management skills including client relationships, account management, lead generation, negotiating, resolving disputes and critical thinking. With my skill set and proven track record, I can be a valuable addition to your company. My relevant qualifications include my Diploma in Marketing Management as well as a Degree in Psychology.

Contact details

O: 0333957400

M: 0634074362

Business Address

Pin Oak Ave, Hilton, South Africa, 3245

Professional details

Current Position(s)

General Manager: Marketing | Marketing | Barloworld Transport
Hilton, South Africa | October 2015 - present

Transportation and Logistics

Build, maintain, safe guard and re-affirm Barloworld Transport’s brand positioning, creating demand within target markets and lead to revenue generation in the organisation.

Previous Position(s)

Senior Marketing Officer | Marketing | Coega Development Corporation
Port Elizabeth, South Africa | 2012 - September 2015

Government, Public Administration and Defence

Providing strategic and operational support to the Marketing and Communications Manager, and to further implement internal and external marketing and brand communications, sponsorships, product development, research, CSI, and corporate positioning plans.

Group Marketing Manager | KFML Holdings
2005 - 2012

Consumer Goods, Fashion and Retail

• Social Media – Strategic Direction, Implementation and Results driven with a team of 5
• Advertising and Legislation - Managing briefs from stores to proof, to delivery by agency
• In-Store Signage - With Operations to assess and deliver via graphics from agency
• National Marketing Fund – Full Management of National Spend, in full liaison with CEO and Financial Director
• Regional Marketing Fund – Supportive Management Role to all the regions with assistance on how to spend their % contributions together with Head Office contribution
• National Promotions and Advertising - Full management from supplier deals to national launch - all elements with Management & agency
• National Sponsorships - Full management from screening potentials to executing decided opportunities. Managing the Spec-Savers Ironman and Spec-Savers Ironman 70.3 Sponsorships
• New Store Openings and Conversions - Advise on Marketing & Advertising and/or promotional activities
• Outdoor Branding - Create and execute designs, ordering process and stock maintenance
• Public Relations Consultants – Managing Consultants in Kwazulu Natal, Western Cape, Eastern Cape and Free State to represent the brand and align the brand with Regional exposure and sponsorships
• Social Responsibility Programs Regional - Assist regions in advisory capacity on choice and execution of same
• Social Responsibility Programs National - from screening potentials to executing on decided opportunities. Overseeing the Kids Right to Good Sight and Spekboom Planting Initiatives
• Public Websites - Full management and instruction to IT & other divisions on maintenance and development of the site. Live Online Customer Communication with team of 4 monitoring and responding to consumers. Daily Deals increasing customer interaction.
• Supplier Negotiations – Negotiate partner deals for brands
• Trade Mark Management – Liaising with Spoor & Fisher to create and maintain ALL Trade Marks for KFML Holdings

Account Manager | Clover Eastern Cape
2003 - 2005

Consumer Goods, Fashion and Retail

* Managing 48 store accounts in Port Elizabeth, Kirkwood, Addo respectively
* Main accounts
- 711
- OK Foods
- Clicks
- Friendly Grocer
* Controlling Promotions at Store level
* Maintaining consistent growth in stores vs. previous year
* Managing 8 Merchandisers
* Assisting the B2B system with SPAR
* Implementing Planograms at store level
* Ensuring that new and existing lines are on shelf at any given time

Promotions Controller | SPAR Eastern Cape
2001 - 2003

Consumer Goods, Fashion and Retail

* Control budget for Special Promotions
* Overseeing Special Promotions
* Compiling Monthly Promotion Schedules - SUPERSPAR
* Business Against Crime Sponsorship

Retail Operations Admin & Functions Controller | SPAR Eastern Cape
1999 - 2001

Consumer Goods, Fashion and Retail

* Managing Statistical Reports.
* Assistant to Sales Manager
* Managing the Business Against Crime sponsorship
* Public Relations - Consumers Association & public events.
* Functions Coordinator
* Managing Customer Complaints

Student | South African Army Women’s College
1992 - 1992

Government, Public Administration and Defence

Voluntary Military Training for personal development consisting of:
Basic Training (3 months)
Leadership Phase (6 months)
Specialist Phase (2 months)

Educational history


Vredenburg High School, Vredenburg, South Africa (1991)



Pietermaritzburg, South Africa | January 2014 - December 2016

BA(HEALTH SC & SOC.SERVICES) - Applied Psychology for Professional Contexts


2000 - 2000

Diploma - Marketing

Tygerberg College

1993 - 1995

Diploma - Marketing/Marketing Management, General



Clover Best Account Manager Eastern Cape | 2004

SPAR Think Retail Award | 2002

Top 40 Under 40 | 2011

Acknowledged as a Top 40 Corporate Climber by Nelson Mandela Bay Business Chamber

Regional Business Achievers Awards | 2008

Winner of the Regional Business Achievers Awards Corporate Category

Shortlist and nomination

Nominee National Business Achievers Awards | 2009

Competitive Accomplishments

Full Honorary Colours | Badminton | 1991

Other Achievements

Strategic Management | 2008

Certificate in Strategic Management from Nelson Mandela Business School



Business Women's Association

Member, 2008 - present


Business Women's Association

Judge for Regional Business Achievers Awards, 2009 - September 2015

Business Women's Association

Mentor on the Virtual Board, 2009 - September 2015

Mentor for business women

Project Nelson Mandela Bay

Task Team Member, January 2013 - 2015

Task team to generate ideas to keep Port Elizabeth busy 12 months of the year with events to attract tourism and keep locals entertained

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