Liane Mulder has over 15 years of experience in marketing and brand management. She has held positions at several large retailers in South Africa and Africa, including Shoprite/Checkers Group, PEPkor Africa, and Cape Union Mart. Some of her key achievements include launching loyalty programs and financial products, establishing marketing strategies across multiple countries, and creating visual merchandising divisions.

1. LIANE MULDER
Personal Details
Address: Cape Town
Languages: English, Afrikaans, basic German
Contact details: Mobile 0790 850 277
E-mail: lianemulder79@gmail.com
KeyAchievements
 Project lead: Checkers Little Shop loyaltycampaign
 Brand andMarketingcustodian responsible for establishing and/or growing the PEPbrandin 7 AfricanCountries
– Angola, Zambia, Nigeria, Mozambique, Zimbabwe, Malawi, Uganda.
 MarketingManager PEPandPEPKOR Africa
 Launchedthe KnowYour Customer CustomerInsights Programme. Resulting inin-depthknowledge of South
African and 5 Africancountrieslow income customer.
 Responsible for the marketing andcommunicationlaunchof the industryfirst PEPplus debit card and mobile
wallet to the under-banked low-income SouthAfricanmarket.
 Project managed the designprocess and marketing/ sales of 13 luxuryhandmade product ranges, fromconcept
to sale focusing onthe localand international home ware/decor industry.
 Manageddesignanddevelopment of an e-commerce website with 2000 product catalogue.
 Project managed the innovation, design, execution andlaunchof industry-first jewellery packaging and trade
marketing accessories for De Beers launching inChina, India, JapanandHong Kong markets.
 Created and implementedcompanyfirst VisualMerchandisingdivisionfor Cape Union Mart and Island
Companies (Cayman Island) introducing and rolled out Visual strategy and seasonalcampaigns- significantly
increasingconsumer awarenessandfootfallthroughconsistency.
Employment History
November 2015 – present
Shoprite/ Checkers Group
 The Shoprite Group ofCompanies, Africa's largest food retailer, operates 1751 corporate and360 franchise
outlets in15 countries across Africa and the IndianOcean Islands, andreportedturnover of R113.694 billion for
the year endedJune 2015.
Marketing Manager: Strategic Projects
 Project lead:Checkers Little Shop loyaltycampaign
 Assist withmarketing strategyfor all Groupbanners
 Shoprite, Checkers, Checkers Hyper, Usave, Africa, Complementarybrands
 Strategic projects andresearch
 Business development groupmarketing proposals: 3rd partyloyaltyprograms
 Responsible for allGroupcollaborative/ supplier marketing initiatives andsuccessful execution
 Customer science - incollaboration withDunnhumbyinsights
August 2014 – November 2015
PEPKOR Africa
 276 Stores across Angola, Zambia, Nigeria, Mozambique, Zimbabwe, Malawi, Uganda.
Senior Marketing Manager: PEPkor Africa.
 Responsible for the PEPKOR Africa marketing strategy- Clothing, Footwear, Home, FMCG, Cellular andFinancial
Services reporting intothe ManagingDirector.
 Initiate and Manage customer andcountryresearchtranslatinginsights intomarketing and media strategy.
 Product and promotional plans across 7 countries in3 languages – English, Pidgin and Portuguese.
 Commercialise airtime and cellular partner relationships for 5 countries.
 Research, explore andimplement cost effective channelmarketing opportunities for eachindividual service/
product and relevant to the market.
September 2013 - July 2014
PEP, Cape Town, South Africa www.pepstores.com
 1500 Stores acrossSouthAfrica, Botswana, Namibia, LesothoandSwaziland.
Marketing Manager: Financial Services
 Responsible for the marketing strategyandpromotional roll out for PEPFinancial Services portfolio.

2.  Project managed the transition ofFinancial Servicesfrom groupproduct brandto a sub brandwithin the PEP
stable.
 Researchand developa measurable roll out plan for the launchof PEPplus debit card andmobile wallet.
 Generate marketinginput for the financialservices value offering to the PEPsim card.
 USSD andfeature phone marketing/ communication proficient.
 Managedresearch resultinginproduct development of saving products, retail funeral policyofferings andother
product/ service development.
July 2012 – August 2013
PEP, Cape Town, South Africa www.pepstores.com
Marketing Manager: Financial Services and Customer Insight Programme
 Championedthe KnowYour Customer internal researchcampaign, communicating Lower Income Market and
Customer insights to centraloffice staff
 Managingthe marketing strategyfor all financial services products and product launches;including money
transfers, instore billpayments, funeral cover, and personal loans.
 MarketingManager- PEPclubloyaltyclubcard.
 Manage and assist indevelopment ofdigital/ social media strategiesfor PEP.
 CSI project manager.
March 2010 - June 2012
Indalo Project, Cape Town, South Africa www.indaloproject.co.za
 Start-up marketinganddesign NPO initiative, aimed at upliftingSouth Africancraft andcreating sustainable jobs.
 Business Trust fundedproject, 11 projects selectednationwide. R3 Milliongrant, R3 Million in kindbudget.
Brand and Sales Manager
 Project managed collaborationbetweenestablisheddesigners and grassroots craft organisations.
 Responsible for successful product launchfor 13 ranges withinlocal andinternational markets.
 Research, developandmanage creationof online e-commerce platform integratedwith Fedex for local and
international delivery.
 Sales, PR/marketing, pricingand packaging strategydevelopment andexecution.
 Stock management andcontrol. Supplychainmanagement.
 Representedproject at Local andInternational Trade Exhibitions.
September 2009 – December 2009
3 Blue Dots Technology LTD, London UK www.3bd.uk.com :Sales Manager
May 2008 - August 2009
Forevermark De Beers London, UK www.forevermark.com
 Forevermark premium start-up diamond brandwithin the De Beers familyof companies.
 Q4 2008/2009 Launch markets China, Hong Kong, India,Japan.
Trade Marketing/Visual Merchandising Manager
 Project managed design, material sourcing and successful executionof luxuryretail andtrade packaging, print
material andaccessories in time for launch.
 Launchedindustry-first packfinish.
 Market and industryneeds research.
 Sourcing andestablishing relationships withtrustedAsiansuppliers;as agencyrecommended suppliers proved
sub-standard.
 Factoryvisits inHong Kong for qualitycontrol, inline inspections andapproval.
January - December 2007
Island Companies Ltd, Cayman Islands www.islandcompaniesltd.com
 Grand Cayman’s largest DutyandTax free luxuryretailer
 RetailingLuxurybrands withinthe Caribbean, annual turnover of $62 million
 16 high endJewelleryandWatchstores, 11 souvenir, Liquor, Cigars, Fragrance, Designer Sunglasses, Ancient
Coins and Artefact stores.
Visual Merchandising Manager
 ManagedVisual budget of $ 100 000+ for 16 Jewellerystores.
 Establishing andcreatingcompany first visual merchandisingdepartment.
 Created and implementedmonthlyguidelines and policies for Jewellery, Fragrance andSouvenir stores.

3.  CustomisedandcommunicatedGlobal BrandInstructions to store environments.
 Responsible for visual merchandisingtraining.
Dec 2003 - Dec 2006
Cape Union Mart, Cape Town South Africa www.capeunionmart.co.za
 South Africa’s largest Outdoor adventure clothing andequipment retailer.
Visual Merchandising Coordinator
 Created and implementedcompanyfirst VisualMerchandisingdivisionwith centralised annual andmonthly
visual strategies across all brands andstand-alone stores.
 ManagedandtrainedVMteam of 8 managers with60 in-store visualrepresentatives.
 Establishedcompanyfirst communicationandmonthlyguidelines across the functional teams andall areas of the
business, alongside Buying, Merchandising andRetailManagement teams.
Marketing Coordinator
▪ Participatedinabove andbelowthe line strategydevelopment andexecution.
January 2002 – December 2002
Ukhamba Communications, Johannesburg, South Africa: Event Manager
January 2000 – December 2001
Vleis, Rys enAartappels – Saartjie Botha, Marthinus Basson: Stage andProductionManager
Education/Qualifications
 2006 Cape PeninsulaUniversity, Cape Town, SouthAfrica.
Diploma in FinancialConcepts
 2003 The Red and Yellow Brand School, Cape Town,South Africa.
AdvancedDiploma:Marketing, Advertising Communications Management
•Final year assessment:Top Ten of class.
 1999 - 2001 Universityof Stellenbosch, SouthAfrica.
Bachelor’s Degree inDrama:Stage and ProductionManagement
•Top Student:1999, 2000
System Skills
 Advanced:Word, Excel, Power Point Internet Explorer, Outlook, SAP(basic)
 Basic:PhotoEditor, Freehand9, Photoshop
Interests and Personal Achievements
 Old Mutual HalfMarathon2006
 Mount Kilimanjaro2005
 Machu Picchu2008
 2005-2006 Radish Catering -part-owned andmanagedReady-Made-Meal online order anddelivery
company.(Part Time commitment)
 2012- Present Linger:Owner of SouthAfrica handmade crockery, stationery, jewelleryranges
References
 PEPAfrica:
Charl Cronje
 Forevermark/De Beers
KellyGrainger (+44) 020 7430 3635
 IslandCompanies Ltd
Nicola Platt (+345) 945 5800
 Cape Union Mart
Evan Torrance (+27) 021 464 5800