Business insights by
Big Biz Experience: Fair Cape Dairies; Woolworths; Tiger Brands; Bitzer
Small Biz Experience: Tuna Marine & Orlichem Chemicals
'Marketing Director of the Year' 2017
Joels specialities lie in B2B and FMCG marketing, as well as marketing research. He doesn’t believe in the model of marketing which throws money at “brand building”, hoping that somehow sales will emerge on the other end – that is the domain of global brands with money they can afford to throw away.
He believes that marketing must create leads, cash flow and sales in the short term whilst building a sustainable brand in the medium and long term – and that all efforts should be measurable. Measurable return on investment is the only way to justify any marketing spend.
Joel is currently writing his Masters Thesis on Brand Differentiation Within a Commoditised Market, he has twice been acknowledged as one of the leading strategic planners in the B2B and FMCG arenas in SA and was The Marketing Centre South Africa 2017 Marketing Director of the Year.
Fair Cape
Texies Fish Stores
Bitzer
GreatSoft
CISA
Joel and Daniel Serman won The Marketing Centre's 'Marketing Directors of the Year Award' in 2018, for their consistent and outstanding strategic marketing performance and client service.
Business insights by Joel Serman