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#BrandManagerMonth: Cheryl Singleton from Britehouse

2 Mar 2016

It's Brand Manager Month here at Bizcommunity, where we profile the people behind your favourite brands. Cheryl Singleton is the general manager/group marketing at Britehouse.

1. Explain your specific brand management strategy

Singleton:

Align to the group’s key business objectives

Ensure that all of the divisions not only align to their individual KBOs but also to the group’s KBOs and ultimately to Dimension Data’s KBOs.

Build brand consistency across all of our platforms

Social media and PR

Manage marketing budget

Carefully considering any market spend to ensure that we maximise the ROI

Comprehensive PR

Project success stories/thought leadership articles/case studies

Digital marketing

Ensuring that all of our campaigns/initiatives maximise our brand exposure and sales lead generation

2. What do you see currently as the main challenges and or opportunities for your brand sector

Singleton: Challenges
Building brand engagement after the consolidation of the group companies (internally and externally)

Opportunities
Aligning to Dimension Data and utilising their global footprint. Assist in taking the lead in substantial or transformational innovation. Injecting energy and involvement into the brand.

3. What is the brand marketing budget split across ATL, BTL, digital, content marketing etc?

Singleton: Currently probably about 50%/50%.
ATL – covers PR (paid and unpaid)
BTL – digital banners and automated marketing campaigns
TTL - Events

4. What do you love most about your brand?

Singleton: Vibrant, humanising, identified affiliation, belief, fulfilment, sharing.

5. What do you love most about the South African consumer?

Singleton: They are brand and quality conscious, they look for the latest trends and increased innovation, exposure and competitiveness.

6. What are your own personal favourite brands?

Singleton: Guess, Fossil, Woolworths, Louis Vuitton, Mercedes Benz, BMW, Coca-Cola, L'Oréal, Raymond Weil, Zara, Estee Lauder, Apple.

About Beverley Klein

Beverley Klein is the editor of the Marketing Media South Africa section on Bizcommunity.com. With a background in journalism and historical studies, she's dived into the world of industry news, curating content, writing and interviewing thought leaders. She's often spotted in a forest on the weekend and rarely seen without a camera. Follow @BevCPT.