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During 2017 and 2018, I worked as Lead Strategist and Account Director on the Spur MBT League account. My duties included:


  • Receiving RFP, developing pitch, pitching and winning client

  • Receiving and interpreting new client briefs

  • Developing and managing the implementation of communication strategies across all social media and PR campaigns

  • Attending and hosting client meetings, workshops, training, reporting and briefing sessions

  • Leading internal briefing and brainstorming sessions with creative and client service teams

  • Creative direction of content production

  • Researching relevant case studies, current trends, competitor analysis and industry innovations

  • Working with management and creative teams to ensure successful implementation of strategies and deliverables across all campaigns and platforms

  • Analysis of and reporting on campaigns and platforms based on KPI’s and objectives

  • Developing, managing and overseeing budgets and costing models





The SPUR Schools MTB League is comprised of 493 participating schools with over 10 500 entries taking place over 46 regional events across 9 provinces. It is currently the biggest high school cycling programme in the world and the largest feeder system for Mountain biking in South Africa. 




The key communication objective for SPUR is to raise awareness around mountain biking and the Spur MTB League, while increasing brand awareness around the SPUR brand among main target audiences. My involvement, in a freelance capacity, includes the following:

  • Receiving the brief, conceptualising, tailoring and pitching campaign strategy and creative approach and in the end, winning the business

  • Developing and implementing PR, social media, brand and content strategies

  • Conceptualising, producing and directing campaign videos

  • Curation and creative direction of look & feel and all relevant design elements

  • Social media content development (copywriting and design)

  • Social media implementation, community management, paid campaigns, tracking and reporting 




  • During 2017, the PR campaign generated consistent editorial results across sports titles, newspapers, broadcast and online, with an estimate total reach of 88.4 million.

  • The social media channels (Facebook, Instagram and Twitter) saw an increase in community size and engagement of 450% and an overall reach of 1.2 million.


Visit the Spur MTB League on Facebook, Instagram and Twitter for more info.

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