Questions I ask in week one
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Who actually buys this?
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Why you, and not your nearest competitor?
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Who are you not for?
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What's the budget?
Nobody has ever answered number four straight.
BRANDS I'VE WORKED ON
ISDIN · Oatly · Amazing Spaces · Häagen-Dazs · Weetabix · Old El Paso · Nature Valley · Pillsbury · Alpen · Thokoman Peanut Butter · Bon Dia Residences · Daily Fix · On the Go ·
Three reasons people call me
None of them is "we need more Instagram posts".
01
You're new here
Launching a product, or bringing a brand into a new territoty. You need a plan built for this market, not translated from the last one.
02
You've outgrown your story
The business moved on. The positioning didn't. Customers describe you better than your website does.
03
You want to start again
A clean sheet. No sacred cows. My favourite kind of brief, and the one most people are too scared to ask for.
The work, in numbers
Adjectives are cheap. These aren't.
AMAZING SPACES · PROPERTY & FILM LOCATIONS
10×
Paid traffic in four months. Same budget. Organic search doubled in five.
Repositioned the brand, rebuilt the site structure and rewrote the Google Ads account around what people actually searched for.
OLD EL PASO · GENERAL MILLS
4 yrs
Of double-digit volume growth. In a category that was shrinking.
Cut the SKUs that lost money, reset pricing and promotion, and moved the product near the store entrance. Then partnered with tequila. Obviously.
ON THE GO SNACKS · FMCG
3×
Business size in year one. Double-digit growth for the two years after.
Fewer products, better packaging, national listings, and till-point space secured without paying for it.
How it works
01
Find the real problem
It's rarely the one in the brief. We look at your customers, your numbers and your competitors until the actual question shows up.
02
Write a plan people can follow
It's rarely the one in the brief. We look at your customers, your numbers and your competitors until the actual question shows up.
03
Make it happen
With your team, or as your fractional CMO. I don't hand over a strategy and disappear before the hard part.
"Dale is one of those rare people who understands the balance between developing a succinct marketing strategy and ensuring perfect implementation of that strategy."
Richard Eskinazi, FutureVue
Twenty years in and still asking awkward questions.
I've run brands for General Mills and built smaller ones from nothing. FMCG, property, SaaS and hospitality. Big budgets, tiny budgets, and the occasional budget that was mostly optimism.
Business Science and Honours in Marketing from the University of Cape Town. Now based in Girona, working with UK and European clients.
I work in English, Spanish, Catalan and Afrikaans. The last one rarely comes up in board meetings.
Still here?
Gosh. Flattered! Here are some more nice things people said.
MARIKE GOOSEN · BOUNTY BRANDS
With a deep understanding of market trends, Dale develops highly effective campaigns and optimises strategies through data analysis, yielding measurable results. She exhibits a proactive mindset when faced with challenges, showcasing resilience and a steadfast commitment to achieving elevated standards in her work.
CANDICE DIXON · BRAND FACTOR
I am delighted to recommend Dale for their exceptional skills and expertise in marketing. I have the pleasure of working closely with Dale where she consistently demonstrates a deep understanding of marketing strategies and a strong ability to drive results.
CARMEN MAC CURRY · RIALTO
Dale's work ethic is truly commendable, and she consistently goes above and beyond to meet and exceed expectations. I can attest to her exceptional
leadership abilities, strategic mindset, resilience, and dedication to driving success. Dale has consistently demonstrated an unwavering commitment to achieving organizational objectives while fostering collaboration and innovation within cross-functional teams. She possesses strong communication skills, enabling her to effectively engage with stakeholders across diverse cultures and geographies. Beyond her professional capabilities, Dale exhibits the highest levels of integrity, professionalism, and dedication to her work. Her passion for excellence and willingness to go above and beyond have made her an invaluable asset to our organization.
RIAAN RAUTENBACH · VINIMARK
Dale is a powerhouse when it comes to brand and marketing management. Her expertise in crafting compelling brand narratives and executing effective marketing strategies is truly impressive.
What sets her apart is her ability to not only understand the consumer but to understand the shopper and how to influence them. She creates compelling commercial arguments, backed up with clear execution guidelines and support that delivers results for the brand and the customer.
Beyond her professional skills, Dale is a joy to work with. Her positive attitude, collaborative approach, creative problem-solving and the supportive environment she creates around her will make her an asset to any senior leadership team.