Kelly Hendricks

Strategic and creative Marketing Manager with a strong track record in building brands,leading campaigns, and managing end-to-end marketing functions across diverse industries. Skilled in developing impactful strategies, managing multi-channel communications, overseeing design and production, and driving meaningful audience engagement. Known for delivering high-quality work under pressure, leading cross functional teams, and bringing ideas to life with precision and purpose.

Strategic Marketing Development & Execution
Developed and implemented annual marketing strategies in line with company objectives
across a diverse shopping centre portfolio.
Compiled and managed marketing budgets, ensuring alignment with strategic objectives and
optimal allocation of resources.
Led the daily execution of the marketing strategy, delivering consistent, results-driven
campaigns.
Managed the internal marketing team and outsourced service providers to deliver on all
marketing deliverables and deadlines.
Oversaw the full creative and production process for brand, centre-wide, and campaignspecific content.
Brand & Design Oversight
Acted as primary brand custodian for each shopping centre, ensuring consistent visual
identity and messaging across all platforms.
Played a key role in the conceptualization and design of new shopping centre logos and
sub-brands, ensuring each design aligned with the centre’s personality, audience, and future
positioning.
Produced various visual assets including digital content, signage artwork, flyers, brochures,
business cards, centre directories, and campaign branding.
Led rebranding initiatives for several centres, overseeing everything from creative direction
to final implementation across physical and digital platforms.
Maintained a centralised system for storing and registering all brand assets and marketing
materials.
Events, Promotions & Campaign Management
Conceptualized and delivered high-impact promotions and events tailored to each centre’s
demographic and strategic goals.
Ensured events contributed to increased foot traffic, extended dwell time, and improved
retailer turnover.
Secured event sponsorships and value partnerships to maximise campaign ROI.
Delivered end-to-end event support including conceptual design, artwork, décor direction,
supplier sourcing and onsite roll-out.
Digital & Social Media Management
Developed and executed digital marketing strategies that integrated social media, websites,
influencer partnerships and email marketing.
Managed content calendars, engagement strategies and reporting across Instagram,
Facebook, LinkedIn.
Oversaw the continuous improvement and management of centre websites including user
experience, layout and SEO.
Corporate Social Investment (CSI) & Tenant Engagement
Developed and rolled out CSI strategies aligned with marketing objectives, focusing on
authentic community involvement.
Managed partnerships and initiatives that built goodwill and long-term brand loyalty.
Implemented structured tenant marketing support including store launch campaigns, incentre advertising, and service audits.
Conducted regular retail partner meetings to ensure alignment and encourage co-branded
initiatives.
Reporting, Administration & Leadership
Held formal monthly marketing meetings with property teams and distributed detailed
minutes.
Compiled comprehensive monthly reports covering campaign performance, spend tracking
and footfall insights.
Maintained a complete archive of marketing materials, contracts, artwork and campaign documentation. 

Sales and Marketing 

Responsible for planning, producing, and supervising the execution of communications and
marketing plan activities such as promotions, collateral materials, and media.
Create materials to deliver the company's messages to the media and the public.
Rresearching trends, creating experiences online.
Develop a monthly social media content calendar, manage and improve all visuals on
platforms.
Improve performance in key areas including reach, engagement, conversion and advocacy.
Develop relevant and engaging content that can be used across different platforms (Our
own Website, OTA's , Facebook, Instagram as well as ensuring our agents and operators
have all updated images and content).
The development of creative marketing collateral.
Suggest innovative and creative content ideas to help grow the brand.
Develop and manage content for the website.
Updating of all online platforms (Our own Website, OTA's , Facebook, Instagram as well as
ensuring our agents and operators) with regards to images and content and ensuring they
are all up to date.
Maintain a consistent look and feel throughout the website and ensure that the website
reflects thebrand values.
Track and report on all social media and website metrics.
Manage all email and signatures for new and current staff including the rotating bann
Create all adverts and posts.
Selling The Hyde Hotel and its products to various market segments focusing primarily on
accommodation, conferencing and social media and to ensure that the Hotels business and
sales plans are executed.
Researching and ensuring that the hotel's client portfolio includes an even mix with a
strategic approach to ensure the growth from each pre-determined market segment.
To be the face of the company.
Develop and maintain a database.
Undertake to predetermine levels, direct telesales and sales calls (face to face) to potential
and established clients.
Attend Trade Shows, Exhibitions and attend all marketing and sales meetings, conferences,
and any other meeting which will provide input as requested by the GM.
Host cocktail events, lunches and other events to draw interest.
Ensuring you have good product knowledge of The Hyde and some of the othern properties
within the portfolio of Lion Roars.
Send and record all Rack Rates, STO rates sent to agents and tour operators
Conduct site visits with agents and tour operators.
I had to foster relationships with a variety of companies like Lion Roars, Go 2 Africa, Rhino
Safaris, Wilderness safaris, Travel Smart Crew, Jenman Safaris, Giltedge, Go Vacations,
Fairfield Tours and Albatross to name a few.
Other Information
2012 - Durban INDABA – Sales / Marketing Representative
2013 - Industry Golf Day - Sales / Marketing Representative
2013 - Durban INDABA - Sales / Marketing Representative
2015 – Durban INDABA – Sales / Marketing Representative
2015 – World Travel Market - Sales / Marketing Representative
2016 – World Travel Market - Sales / Marketing Representative
2022 - World Travel Market - Sales / Marketing Representative
2022 - Durban INDABA - Sales / Marketing Representative