SAMANTHA FULLER

Brand Management

• Enhanced the development and management of marketing campaigns across print, broadcast (radio/TV), online platforms and grassroots events to ensure products and services meet customer's expectations and build credibility of LASCO GOLD brand;
• Facilitated planning, development and implementation of marketing strategies that help improve customer base and revenue goals;
• Spearheaded LASCO GOLD "Simplify Your Life" campaign, which targeted remittance customers and increased Visa Direct transactions within the first three months;
• Monitored portfolio/brand expenditures and financial performance against budgetary targets on an ongoing basis;
• Measure, analyze and report performance of campaign activities, conduct tests to ensure consistent campaign performance and assess against goals (ROI and KPIs);
• Leveraged data-driven insights and customer feedback to continuously refine marketing strategies for optimal results;
• Communicate with key stakeholders via status update meetings where I listen, gather feedback and ensure all team members were on the same page for ongoing and upcoming projects;
• Support Marketing Manager in ensuring that agreed objectives and outputs are delivered through integrated campaigns;
• Establish effective relationships with key stakeholders both internally and externally for increased collaboration opportunities;
• Oversee execution of promotional campaigns on Digital and other electronic medium including Social media and Mobile SMS;
• Identify and recommend opportunities for revenue growth by conducting market research and evaluating trends;
• Advise and support any corporate partner activities, including in-store and online and ensure a joined-up approach to messaging, sharing audience insights and relevance to LASCO GOLD's strategic goals;
• Provide essential feedback to Marketing team by analyzing campaign reports, budgets, and other pertinent data, thereby providing key insights and observations;
• Collaborated with Media and PR teams to ensure an integrated approach to marketing campaigns;
• Co-ordinate and consult with cross functional internal and external stakeholders as required.

Annual Report:

• Spearheaded the production of LFSL's Annual Report in 2023, which received the top award at the JSE Best Practices Awards for that category;
• Collaborate with internal departments to gather relevant content for annual report production;
• Develop creative concepts, themes, and branding elements that align with LFSL's corporate identity and messaging;
• Coordinate with creative agency to craft book design, visual layout and other aesthetic elements;
• Copywriting of Marketing and CSR reports;
• Led the drafting and review process for written sections, ensuring accuracy, clarity, etc.
• Review design proofs and provide feedback to ensure the final production meets quality standards and reflects the desired look and feel;
• Proofread and edit copy to ensure accuracy, clarity, and professionalism; while checking for grammar and spelling errors, consistency in tone and messaging, and adherence to brand guidelines.

• Create marketing plans to push product and services, working with all Departments for its execution strategy;
• Develop and create marketing materials to generate sales leads: print and electronic by working in close liaison with all departments re: products, promotions, placements, and distribution throughout LFSL network;
• Design and launch internal email marketing campaigns by planning and delivering product education materials;
• Develop marcom campaigns to assist in implementation of new products through LFSL product line;
• Create and deliver company Annual Report, marketing briefs, press releases, media relations content, case studies, white papers, executive bios, corporate newsletter content, social media content, and speaking proposals by way of copywriting, copy editing, proofread and or copy edit;
• Identify, develop and execute communications strategy for key media contacts and customer references;
• Implement new ideas and methods that contribute to LFSL's goals;
• Assist with identifying needs for improved office procedures;
• Keep up to date on new and on-going initiatives and industry trends and liaise with other departments to ensure that appropriate messages are conveyed to key audiences;
• Coordinate scheduling and logistics;
• Work with advertisers for timely and useable ad submissions, to achieve frequent, timely and positive media coverage across all available media;
• Represent LASCO Financial Services Group at company and sponsored events;
• Organize event marketing, coordinate conference, trade shows, and press interviews;
• Worked alongside manager and other business units to determine event budget and manage expenses to that budget.

• Liaise with media agency to formulate and schedule media placements for all radio, tv and print ads for LASCO Money and LASCO Microfinance;
• Formulate and send SMS blasts among LASCO Money customer databases;
• Introduce new products, stimulate usage, communicate updates and other marketing activities within the LASCO Group;
• Liaise with Digital Marketing Exec to produce social media content, formulate key words and messages for Google search ads and any update company website;
• Prepare product briefs for select marketing campaigns, produce mockups and work along-side graphic artists to design marketing point-of-sale materials;
• Supported the execution of LASCO Microfinance marketing campaigns and other activities;
• Collaborated with marketing manager to produce LFSL's Annual Report;
• Communicate with PR agency regarding LFSL's media exposure and press releases;
• Help create and update FAQs for new/existing products;
• Managed Brand Executive portfolio and oversaw the production and installation of outdoor remittance signs (MoneyGram/Ria Money Transfer) and lollipop signs island-wide;
• Oversaw the removal of all external branding from locations no longer affiliated with LASCO Money and LASCO Microfinance;
• Manage LASCO Money CSR projects: Annual CSEC Scholarship programme and other Child-Month related projects;
• Formulate messaging for promotions, ad campaigns, media placement and other graphic;
• Help prepare yearly marketing budget and monitor all marketing spend, marketing promotional and point of sale material;
• Help prepare yearly marketing budget and monitor all marketing spend;
• Prepare marketing KPI reports and maintain marketing risk register.

• Accounting - Track administrative, sales and marketing expenses, prepare weekly expenditure report and submit to Accounts team;
• Procurement - Communicate with vendors, request quotations and prepare purchase requisitions;
• Administrative - Prepare internal order requests, schedule meetings among various departments/divisions; book hotel reservations for sales teams;
• Customer Service - Answer inbound calls and respond to customer inquiries, re-direct calls as appropriate and note adequate messages when required; greet, assist and direct visitors.