Tarene Jansen

Kastelo is a fintech on a mission to provoke financial inclusion. They are disruptors in the
financial industry who unlock untapped and premium financial opportunities to everyday users.

Strategic Brand & Content Orchestration: Spearheaded the integrated brand strategy,
doubling brand visibility and increasing organic traffic by 65% through SEO-driven content
management.
Cross-Functional Product Leadership: Collaborated directly with the CTO on app
development, UX, and website projects; dotted-line leadership over UI/UX designers to ensure
brand-aligned client journeys.
Performance & Social Strategy: E the Social Media Marketing strategy and collaborated
directly with the Google Paid team on ad campaigns, contributing to 30% of new user sign-ups
in 2024.
AI Integration & Efficiency: Directed AI-competent workflows to scale content production
and project management while upholding brand authenticity and emotional resonance.
Lifecycle & Systems Design: Engineered a full-funnel client journey system that optimized
user onboarding and retention, leading to a 45% increase in customer interaction and
engagement.
Executive Positioning: Oversaw the CEO’s personal brand development through strategic
positioning, social media strategy, and high-impact thought leadership content.
Team & Agency Management: Oversee a team of marketing professionals and multimedia
designers, alongside three external agencies, to maximize creative output and workflow
efficiency.
Strategic Compliance & Ops: Partnered with Legal, Operations, and Finance teams to
ensure all audience-first campaigns remained data-informed and fully compliant.
Revenue-Focused Marketing: Aligning brand initiatives directly with user acquisition and
bottom-line growth.
Product Development & Launch Leadership: Worked together with the CEO, COO and CTO,
leading cross-functional teams to bring new mobile apps and product lines to market.
Rewards & Loyalty Strategy: Conceptualized and launched the Kastelo Rewards Program to
drive app usage and enhance long-term client loyalty.
Paid Media Advertising & Performance: Direct oversight of performance marketing,
including direct collaboration with paid social media marketing, Google Ads teams and
strategic budget management.
Creative Direction (Design & Copy): Led internal design and copy teams, maintaining direct
involvement in crafting brand messaging and high-impact storytelling.
Market Research & Persona Development: Identifying target demographics and creating
detailed personas to drive personalised marketing.

Master Power Technologies provides critical power and modular data centre solutions across
Africa. My role also extended to marketing for its sister company, Digital Parks Africa—a cutting-
edge, carrier-neutral modular data centre based in Johannesburg.

Reported directly to the CEO and directed all marketing efforts across both brands in the
power and data centre sectors across the African continent.
Built multi-year strategic and digital marketing plans, including lead generation strategies,
aligned with business goals and industry trends. Increase web traffic by implementing
AdWords, SEO strategies and analysing performance through Google Analytics.
Directed full-scale website redesign projects, overseeing UX/UI, copywriting, and development
teams from brief to launch. Lead application development design briefs and design approvals.
Managed CRM implementation (HubSpot), improving lead tracking, campaign automation,
and customer segmentation.
Planned and carried out 9+ large-scale events, product launches, and exhibitions for up to
1, 000 guests, delivering measurable ROI.
Produced all branded content, including corporate videos, photography, and press materials,
to strengthen brand positioning. Oversaw internal creative teams and agency partners,
ensuring brand consistency and high-quality execution across all channels.
Coordinate with the sales and strategic management teams to develop effective business
strategies that reflect brand attributes and personality. Executed the integrated
communications plan for selected business units based on their objectives.

Alistair Group is the preferred logistics provider for the vast majority of the Oil & Gas and
Mining-related support services in South and Eastern Africa.

Executed marketing initiatives across multiple African markets to boost brand visibility and
positioning.
Supported multi-million-dollar contract bids by preparing tender documents, proposals, and
pitch materials.
Enhanced and expanded targeted content strategies for social media and email marketing,
significantly improving engagement and reach.
Oversaw events, including expos and corporate activations, enhancing client and employee
engagement.
Oversaw visual brand assets—managing designers, photographers, and vendors to maintain
a consistent, high-impact identity.
Managed website redesign efforts and drove ongoing content development for digital
platforms.
Introduced client satisfaction surveys and streamlined CRM practices improving relationship
management and retention.

• Develop marketing strategies and customer service strategies.
• Oversee Graphic Designer and Sales Representatives.
• Implement Corporate Identity Manuals and manage all marketing administration, stationery and corporate gifting.
• Implement marketing trends and industry innovations.
• Plan company promotional exhibitions and create company presentations.
• Implement and manage internal competitions.
• Manage and update company websites, newsletters social media pages and analytics.
• Assist in lead generation.

• Develop marketing, communication and sales plans.
• Marketing of scheduled medicines to veterinarians directly.
• Design and maintain company website (www.wildpharm.co.za)
• Design and manage mobile app.
• Design and manage marketing material, corporate gifts and advertisements.
• Responsible for branding, corporate identity and product packaging.
• Responsible for company corporate and educational videos.
• Drafting and maintaining marketing budget.
• Plan and attend conferences and exhibitions (locally and internationally).
• Liaising with international clients (e.g. Kenya, Zambia, Singapore, France, Poland,
Sweden, Switzerland, India, United Arab Emirates) and maintaining client databases.
• Involved in writing company policies and procedures and ensure compliance.
• Oversee company market researchers.

▪ Worked as a jewellery specialist in the retail division.
▪ Responsible for various promotional activities.
▪ Liaise with clients from various countries.
▪ Cycle counts, inventory management and receiving weekly stock.
▪ Planning for and meeting weekly targets.
▪ Loss prevention.

▪ Retail sales and assistance to customers
▪ Hosting of promotion/marketing events
▪ Daily cash up and month-end procedures.
▪ Shop maintenance, stock orders and stock take.
▪ Implemented marketing plan and consulted on rebranding strategies.