Molatelo Ramothwala
Johannesburg
Summary
Dynamic marketing and communications specialist with over 16 years of experience in strategic brand management, stakeholder engagement, and digital marketing across public and private sectors. Expertise in developing and executing multi-channel campaigns that align messaging with organisational objectives to drive measurable results. Proven track record in content strategy, digital analytics, and project management, successfully managing government-aligned campaigns while achieving significant audience growth across various platforms. Highly skilled in campaign planning, brand compliance, and stakeholder liaison, complemented by postgraduate qualifications in Communications, Marketing, and Journalism.
Overview
17
17
years of professional experience
Work History
Specialist: Social Media and Copywriting
The Small Enterprise Development and Finance Agency (Sedfa)
03.2023 - Current
- Custodian of Sedfa's online platforms: YouTube, Facebook, Twitter, Instagram, LinkedIn and TikTok.
- Working closely with events, branding, graphics, internal comms and audiovisual teams, I am responsible for planning, organising, generating and publishing content for social media platforms.
- Working closely with a service provider, currently working on improving the usability, design and content of Sedfa's new website.
- Mentorship: Equipping interns with skills in copywriting, mobile video editing, content planning, coordination, and online placement, enabling them to contribute effectively to digital campaigns and enhance audience engagement.
- Write, edit and proofread social media copy, press releases, advisory notes, scripts, brochures and other various forms of communication.
- Social Media Management: Content ideation, research, writing, planning, and uploading/sharing.
- Content Production Coordination: Liaising with experts from various units of the business and developing mini campaigns based on their needs.
- Videography: Planning, shooting and editing content on mobile.
- Providing detailed analytics reports on various social media metrics: reach, follower growth, video views, impressions, engagement, etc.
- Drove substantial audience expansion across all platforms, achieving a 24.4% overall follower growth from March 2023 to March 2025.
- Spearheaded exceptional growth on YouTube (+117%) and Instagram (+96.6%) while securing 31,821 new followers on Facebook — the highest absolute increase.
- Elevated LinkedIn presence with a 55% growth rate, successfully launched a TikTok presence (2,183 followers), and maintained steady growth on Twitter despite platform challenges.
Digital Marketing Lead
Bassline
04.2021 - 04.2023
- Developed and executed Bassline's digital media marketing strategies, driving a 43% increase in social media followers and boosting overall engagement across Facebook, Instagram, and Twitter.
- Managed content ideation and production to ensure high-quality, on-brand posts, including coordinating graphics, photography, and video teams to meet campaign KPIs.
- Led successful paid media campaigns on Facebook and Instagram, optimizing for reach and conversions through the strategic use of Ads Manager.
- Enhanced audience engagement through live event coverage, capturing and sharing dynamic content in real-time, contributing to higher real-time interactions and visibility.
- Streamlined email marketing efforts by designing and distributing newsletters via MailChimp, increasing open and click-through rates.
- Produced detailed performance reports using Facebook Insights, Ads Manager, Twitter Analytics, Sprout Social, and Kontentino, providing actionable insights that improved future campaign strategies.
- Praised for my professionalism and expertise in digital media, as noted by Creative Director Paige Holmes, who highly recommended my work.
Digital Project Coordinator (Freelance)
Don’t Look Down Convergence Agency
04.2019 - 09.2020
- I worked on various projects and was based mostly in Lagos, Nigeria, during this period.
- Big Brother Naija S5 Senior: Digital Editorial Lead Managed multi-platform content (website, Facebook, Instagram, Twitter, YouTube), achieving over 9 million page views with a 6.14% bounce rate, outperforming the previous season despite COVID-19 challenges.
- Implemented editorial systems like the ‘Season Bible,’ optimizing team efficiency and ensuring seamless sponsor integration and high-quality content delivery.
- Led content ideation and production, generating engaging material and repurposing content to maximize reach and audience engagement.
- Maintained top-tier editorial quality through rigorous style guides, proofreading, and SEO optimization, enhancing content visibility and audience retention.
- Utilized analytics tools (Google Data Studio, Facebook Insights, Twitter Analytics) to drive data-informed decisions, improving overall content performance and engagement metrics.
- Senior: Digital Content Lead for March 2020 7th edition of The Africa Magic Viewer's Choice Awards (AMVCAs).
- Served as the on-ground Content Coordinator and primary stakeholder liaison for Ultimate Love, ensuring seamless intercountry collaboration between Nigeria and South Africa, which enhanced operational efficiency.
- Independently managed key decisions related to team scheduling, resource allocation, and strategic execution, driving successful outcomes under high-pressure conditions.
- Orchestrated and optimized social media engagement for the AMVCAs, increasing total votes to over 250,000 in an 8-week voting period—surpassing results from previous 12-week editions.
- Launched the AMVCA Best Dressed Award campaign, pioneering a social voting model that boosted real-time audience interaction and engagement.
Digital Project Manager on Big Brother Naija S4
Don’t Look Down Convergence Agency
04.2019 - 09.2020
- Led the full digital service delivery for Big Brother Naija S4, managing content for Africa Magic and DStv’s online platforms, resulting in a 3700% increase in active MyDStv and GOtv app users.
- Established new systems and processes in a previously unstructured environment, creating a foundation for efficient 24/7 publishing operations.
- Collaborated with insights teams and paid media agencies to continuously analyze campaign performance, ensuring optimal ROI and alignment with key objectives.
- Managed and mentored a 13-member team, setting performance goals and KPIs while coordinating with local recruitment to build a skilled, high-performing unit.
- Developed comprehensive training resources (style guides, CMS publishing protocols) to maintain editorial standards and streamline content production.
- Facilitated cross-functional stakeholder collaboration, advising on strategic content decisions and ensuring alignment across business units while upholding brand integrity.
- Oversaw budget and financial controls in multiple currencies, ensuring cost-effective operations and adherence to financial targets.
- Authored SOPs and critical documentation, enhancing project efficiency and clarity, and contributed to content design collaboration with creatives.
- Recognized for exceptional performance, earning a bonus for impactful results and exemplary delivery in a high-stakes environment.
Online content manager, Google Digital Skills Trainer, Radio Host (Freelance)
Various
11.2017 - 12.2018
- Produced and marketed engaging online content for clients like Miss Africa Calabar, Sizwe Medical Aid Fund, and Orchid Medical, driving brand visibility through strategic digital campaigns.
- Managed paid media campaigns on Facebook, Instagram, and Twitter, achieving high engagement and reach through targeted ad strategies and influencer partnerships.
- Created impactful content across multiple platforms, including websites, blogs, radio scripts, speeches, and social media, enhancing audience engagement and brand messaging.
- Led Google Digital Skills training for over 250 small business owners in rural Limpopo, empowering them with essential digital marketing skills and earning recognition as the program's keynote influencer.
- Hosted and produced engaging radio shows on Energy FM, delivering content that attracted and retained a weekend audience for three four-hour long segments.
Digital: Online Content Writer & Projects Coordinator
Don’t Look Down Convergence Agency
08.2014 - 10.2017
- Led cross-functional content teams (video editors, graphic designers, writers) for high-profile projects like Idols South Africa S13, The Voice Nigeria S1, and the Channel O Music Video Awards, driving successful online campaigns.
- Managed content strategy for Mzansi Magic, Channel O, and Vuzu Amp platforms, resulting in substantial KPI improvements, including increased reach, engagement, and web traffic.
- Enhanced digital performance, with Channel O achieving record traffic during the 2014 awards, leading to M-Net's adoption of structured publishing schedules and integrated digital media planning.
- Curated and published high-impact content using advanced CMS and reporting tools (Fanpage Karma, Onlypult), ensuring consistent, data-driven content delivery across platforms.
Communications Manager
Life Media and Communications
12.2012 - 07.2014
- Optimized website user experience by collaborating with the developer on content structure and site architecture, enhancing reader engagement and navigation.
- Managed content production for print and digital platforms, driving audience growth through well-researched and engaging articles shared across Facebook and Twitter.
- Improved content quality by sourcing and overseeing freelance contributions, ensuring consistency and alignment with brand standards.
- Implemented a successful PR strategy, securing first-ever brand collaborations with Sasko and Exclusive Books and gaining media coverage from major outlets like The Star, e-TV, and Metro FM.
- Expanded magazine reach by efficiently distributing hard copies to key partners and community organizations nationwide, increasing visibility and readership.
Lead Researcher
Rapid Blue Productions
04.2012 - 08.2012
- Facilitated seamless communication between contributors and key stakeholders (content director, producer, DOP), ensuring alignment and efficient content delivery.
- Provided comprehensive research packs that enhanced decision-making for storyline treatment and character development, contributing to compelling television content.
- Sourced and coordinated expert contributors, enriching the show’s quality and ensuring relevance to audience expectations.
- Managed and streamlined audience interactions, efficiently resolving queries and maintaining high engagement levels.
- Achieved a 100%-episode acceptance rate from SABC, with research-driven content praised for its impact and quality.
Assistant Producer and Reporter (Intern)
CNBC Africa
05.2011 - 10.2011
- Enhanced show quality by delivering in-depth research and scripts, ensuring engaging and well-prepared content that resonated with viewers.
- Optimized production workflow through effective planning and guest coordination, contributing to smooth and impactful broadcasts.
- Surpassed content KPIs by producing five packaged stories, exceeding expectations and adding value with compelling features on topics like Superbikes and renewable energy.
- Strengthened editorial output with meticulous monitoring of local and international business news, providing timely and relevant content that kept the audience informed.
PR Account Executive
Africa Moon Communications
05.2008 - 07.2009
- Developed and maintained a comprehensive media database, streamlining media outreach and campaign effectiveness.
- Streamlined reporting processes by creating efficient templates for reconciliation statements and research reports.
- Provided timely and accurate administrative support to the team, ensuring smooth operation.
- Cultivated strong relationships with key clients and media contacts, fostering long-lasting partnerships.
- Developed and executed effective communication strategies, including press releases and media pitches.
- Successfully managed and delivered a variety of events, including fashion shows, product launches, and national day celebrations.
- Rapidly advanced from intern to Account Executive, demonstrating strong performance and leadership skills.
- Played a crucial role in the decision-making process, contributing to the strategic direction of the team.
Education
SHORT LEARNING PROGRAMME - VIDEO PRODUCTION
Oakfields College
07-2025
CERTIFICATE - AGILE PROJECT MANAGEMENT
Get Smarter, University of Cape Town’s Online Academy
06-2025
META-CERTIFIED CREATIVE STRATEGY PROFESSIONAL - Digital Media
Meta Blueprint
Online01-2025
NYUKELA PUBLIC SERVICE SMS PRE-ENTRY PROGRAMME -
The National School of Government
Online03-2024
THE FUNDAMENTALS OF DIGITAL MARKETING -
Google Digital Workshop
Online05-2018
CERTIFICATE COURSE - CONTENT MARKETING
Amity Future Academy
Online04-2020
Certificate in Digital Marketing - Digital Marketing
Get Smarter Via UCT
Online09-2015
POST GRADUATE DIPLOMA - MARKETING MANAGEMENT
IMM Graduate School of Marketing
12.2015
POST GRADUATE DIPLOMA - JOURNALISM AND MEDIA STUDIES
Rhodes University
12.2011
HONOURS - CORPORATE COMMUNICATIONS
University of Johannesburg
12.2009
BACHELOR OF ARTS - CORPORATE COMMUNICATIONS
University of Johannesburg
12.2008
Skills
- Strategic communication planning and execution
- Internal and external stakeholder engagement and management
- Executive speechwriting, message development, and content alignment
- Media relations and public image management
- Copy editing and quality assurance for corporate publications
- Performance tracking and digital analytics interpretation
- Project coordination across communications and editorial teams
- Corporate content management and multi-platform publishing
- Deadline-driven execution with attention to compliance and governance
- Budget management and service provider liaison
- Internal communication strategy development and rollout
- Proficiency in publishing tools, CMS platforms, and digital storytelling
Timeline
Specialist: Social Media and Copywriting
The Small Enterprise Development and Finance Agency (Sedfa)
03.2023 - Current
Digital Marketing Lead
Bassline
04.2021 - 04.2023
Digital Project Coordinator (Freelance)
Don’t Look Down Convergence Agency
04.2019 - 09.2020
Digital Project Manager on Big Brother Naija S4
Don’t Look Down Convergence Agency
04.2019 - 09.2020
Online content manager, Google Digital Skills Trainer, Radio Host (Freelance)
Various
11.2017 - 12.2018
Digital: Online Content Writer & Projects Coordinator
Don’t Look Down Convergence Agency
08.2014 - 10.2017
Communications Manager
Life Media and Communications
12.2012 - 07.2014
Lead Researcher
Rapid Blue Productions
04.2012 - 08.2012
Assistant Producer and Reporter (Intern)
CNBC Africa
05.2011 - 10.2011
PR Account Executive
Africa Moon Communications
05.2008 - 07.2009
POST GRADUATE DIPLOMA - MARKETING MANAGEMENT
IMM Graduate School of Marketing
POST GRADUATE DIPLOMA - JOURNALISM AND MEDIA STUDIES
Rhodes University
HONOURS - CORPORATE COMMUNICATIONS
University of Johannesburg
BACHELOR OF ARTS - CORPORATE COMMUNICATIONS
University of Johannesburg
SHORT LEARNING PROGRAMME - VIDEO PRODUCTION
Oakfields College
CERTIFICATE - AGILE PROJECT MANAGEMENT
Get Smarter, University of Cape Town’s Online Academy
META-CERTIFIED CREATIVE STRATEGY PROFESSIONAL - Digital Media
Meta Blueprint
NYUKELA PUBLIC SERVICE SMS PRE-ENTRY PROGRAMME -
The National School of Government
THE FUNDAMENTALS OF DIGITAL MARKETING -
Google Digital Workshop
CERTIFICATE COURSE - CONTENT MARKETING
Amity Future Academy
Certificate in Digital Marketing - Digital Marketing
Get Smarter Via UCT