LETTER OF MOTIVATION
Who am I?
When I was eighteen years old I fractured three vertebrae in my spine - essentially: I broke my back…
This happened whilst body-surfing off the west coast of Ballito, just north of Durban in South Africa, where I grew up.
During my months of recovery, I immersed myself in what was still known as the World Wide Web; and it was during this time - months spent lying on my back - that I discovered my passion for new media and communications.
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Despite this setback, I managed to rehabilitate myself within 18 months, and eventually went on to captain my province’s U21 indoor football team at the national championship (we came second on penalties).
Having happened almost 20 years ago this life-changing experience is what has projected me forward and taught me me to push my limits, both physically and professionally. This energy continues to push me out of my comfort zone, eventually leading me to Amsterdam and, in turn, I completely fell in love with the city and its liberal culture.
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Over the last decade-and-a-half, I gained unique above-the-line experience in the field of digital, web, mobile and social media and content marketing communications with companies such as The Student Hotel (aka The Social Hub); and working for Under Armour, Hilton & Pepsico brands at LikeFriends, a boutique creative digital content agency based in Amsterdam; and a range of various Unilever brands at Gorilla Creative Media (an award-winning South African digital agency) - that was deemed one of the “Top 40 Social Agencies in the World” by R3 Worldwide.
Before this career path opened up, I also gained a basis in below-the-line strategic, marketing and operations management experience, in-store, as well as at provincial branches, and the head office, of a local South African hybrid medical-retail franchise while completing my BCOM in Marketing and Management through the University of South Africa.
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Nearly 10 years ago, I was challenged again by another serious sporting injury: tearing my PCL (ligament in my knee). This was another wake-up call for me: Life is too short to not follow the exact path that you see for yourself.
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I’ve since become a father; and so, I decided there's no time to wait, or settle for less, but to actively and openly practice what I preach to my son. I’ve also gotten to the point where I confidently realise what I’m capable of, and what I want in life irrespective of what I have to go through to get it.
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Therefore, I’ve spent the last 5 years running my own company: importing Authentic Artisanal African Spirits such as Leonista 100% Karoo Agave Spirits from South Africa to Europe; as well as representing and selling a range of South African spirit brands from South Africa's number one selling botanical spirit, Six Dogs Gins, to introducing Europe to Cape Brandy through Copper Republic's Zula XO & VSOP, whilst working on developing various African agave spirits. It is my ultimate goal to establish a Denomination of Origin for Karoo Agave Spirits - and hopefully learn to enjoy myself along the way.
While on this journey, I've focused my efforts on business operations, conversion, and procedural efficiency. That is why my current intention is to concentrate all my time and energy on utilising all of my life experience to ensure that what is being executed is effective, efficient, and critically worthwhile - in the context of the company ethos and goals.
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I'm aware this is a long journey in which to partake, and in so doing, I’m also always open to new challenges if they can help me get there, and eventually make this dream a reality. If you have a challenge for me please don't hesitate to get in touch.
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I want to do excellent, innovative, industry-changing work, so if you’re looking for someone to do as much work for you as possible, without any real thought, then I’m not the guy you’re looking for... but if you want someone who truly cares about the work they’re doing, and the company and people with whom they work, then I truly look forward to hearing from you.
CURRICULUM VITAE
FREELANCE DIGITAL CREATIVE STRATEGIST
Dec 2014 – Present
Creative, strategic, digital and social media marketing (across-the-line) with expertise in branding, digital strategy, creative content, photography, copywriting, social media, web analytics and reporting.
Experience in Google Suite, Web CMS (Wordpress/Kentico), and various SM platforms: LinkedIn, Facebook, Twitter, Instagram, Pinterest, Google+, Tumblr, Snapchat and more…
AUTHENTIC ARTISANAL AFRICAN SPIRITS
April 2019 - Present
| Responsibilities |
Owner, partner, agency, and distributor of award-winning Authentic Artisanal African Spirits. From our shore. To your door. Straight out of Africa.
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AAA Spirits is the exclusive importer of Leonista - a 100% Agave Spirit - from the Karoo region in South Africa.
Offering the world's first, proudly South African, award-winning, 100% Karoo Agave spirits.
Organically grown and sustainably harvested, our internationally recognised, award-winning spirits, are designed to be sipped, rather than shot, and are made for those who are conscious of what they consume, and demand something of higher quality.
Our 100% Karoo agave spirits are proudly bottled at 43% ABV, and when treated with respect, have energy-giving properties, and a less harmful effect on the body.
Awaken the Lion Within
Choose 100% Karoo Agave
Drink With Respect
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| Results |
WEBMASTER @ THE STUDENT HOTEL (AMS)
March 2017 - August 2018 (18 months)
| Responsibilities |
Integrate the brand's main digital platforms to create a seamless, cross-platform user experience and drive online sales, improve the online presence and visibility of The Student Hotel's brands and products.
Platform Management
• Day to Day (content) management and improvement of online platforms: (mobile) websites, student portals, online booking platforms (IBEs) and future platforms - increasing conversion on all platforms
• Setup & maintain measurement & analytics of online platforms: Google Analytics, Adwords, Webmaster Suite/Tools
• Analyse online and marketing data; and create website performance reporting for online presence
• SEO optimisation - including location specific SEO (incl. Google Maps)
Coordination & Project Management
• Coordinate with in-house parties (designers, copywriters, project managers, product managers, IT)
• Day to day contact with second and third-party agencies (IT, web development, online marketing, translation agencies, metasearch advertising, SEO/SEA agencies)
• Assist in platform development projects. Current focus: internationalisation of The Student Hotel platforms and multilingual implementation (website, booking platforms, email marketing platforms)
• Support TSH product managers with their digital needs
Marketing, Brand & Sales
• (Sales and Brand) Campaign Management: paid and unpaid. Eg. Google Adwords search campaigns, banner ads, pre-roll video ads, Facebook ads.
• Online promotion and integration of new TSH propositions
• Manage traffic of content between TSH locations
• Optimize CRM and Email Marketing
Web Development / Programming
• Development of campaign landing pages, events, new propositions on the platforms
• Internal development and day to day maintenance of the TSH platforms
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| Results |
TheStudentHotel.com, TheCommonsRestaurant.com, TSHCollab.com, BazaarofIdeas.com
CONTENT LEAD - LIKEFRIENDS (AMS)
June 2015 - October 2016
| Responsibilities |
• Creative, strategy and branding
• Creative direction of digital content
• Campaign development and Media Planning implementation
• Tracking and reporting on analytics and campaign performance
• Optimisation, distribution and publication of online content
• Project Management
| Results |
AZ Alkmaar Kit Launch, AC-Hotels.com, Moxy-Hotels.com
SOCIAL MEDIA MANAGER - GORILLA CM (DUR)
Jul 2014 – Nov 2014
| Agency |
Gorilla Creative Media (South Africa)
| Responsibilities |
• Consultation with Brand Management on the development of digital marketing strategies
• Management and Delegation of workload amongst community managers
| Results |
R3 Top 5 Social Media Agencies In the World
SENIOR COMMUNITY MANAGER - GORILLA CM (DUR)
Jan 2013 – Nov 2014
| Agency |
Gorilla Creative Media (South Africa)
| Responsibilities |
• Leadership, training and management of Community
Management Team
• Independent research of new industry developments regarding
Social Media tools, processes and best practice
• Continuation of Community Management duties described below
| Results |
COMMUNITY MANAGER - GORILLA CM (DUR)
Jan 2013 – Nov 2014
| Agency |
Gorilla Creative Media (South Africa)
| Responsibilities |
Community Management
• Managing up to FIVE different brand communities.
• Pro-actively and reactively engaging with fans, followers and subscribers effectively and efficiently.
• Escalating Brand Queries appropriately, in a quick, calm and courteous manner.
• Enhance and Amplify Content with quality fan engagement on Brand Content.
• Pro-actively looking and listening across relevant brand platforms for engagement opportunities.
Content Creation
• Copy Writing and Visual Direction for all created content (including pro-active and adhoc content).
• Short-form and long-form Copy Writing for other platforms (Eg, Blog Posts, Facebook Statuses, Tweets, Instagram and Pinterest Descriptions, Web Banners, Google Adwords, Advertorial, etc…).
• Image selection and photo creation and management for Social Media Platforms.
Content Publishing
• Publishing, propagating and optimising online content.
Reporting
• Reviewing and accessing content and apply and share conclusions.
• Contributing to Social Media reporting.
• Feed back insights on fan base and target market.
• Competitor Tracking.
| Results |
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REFERENCES
"I highly recommend Drew for any position that requires innovation, organisation, analysis and creativity, or any combination of those traits. He has them all."
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Worked together at
Jul 2014 - Nov 2014
"I’ve gotten to know [Andrew] as an extremely bright mind, who combines a meticulous understanding of what’s happening in digital media with a very broad interest in general. This makes him a strong partner when answers to complicated questions need to be found."
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"I worked with Andrew at The Student Hotel, I very much enjoyed working with him as he was always busy making sure key features were prioritised on the company websites. Andrew was also very well liked and showed integrity throughout."
Programme Manager
rakesh.parmar@thestudenthotel.com
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