RAFIQ OMAR
11 Olivine Road,
Rondebosch East, 7780
Cape Town, South Africa
Mobile: (+27) 827869389
Email: rafiqo@mweb.co.za
PROFILE
Dynamic, results-driven marketing executive delivering sound and effective marketing
solutions. Versatile professional with experience across a spectrum of high profile industries.
Strong, collaborative leader and manager with an established record of business growth
fueled by strategic thinking, firm client partnership and strong team and intra-departmental
relationships and a drive for success.
SUMMARY OF SKILLS

Strong communication and interpersonal skills, as well as solid analytical reasoning
and quantitative ability

Ability to think strategically, exceptional problem solver and exercise good judgment
in making decisions

Excellent project and process management skills

Strong attention to detail

Bondless energy, capable of adopting a number of roles simultaneously, swift and
agile

Ability to absorb and adapt to new ideas and perspectives

Superb mentor, inspirational leader that inspires employees to maintain peak
performance and productivity levels while simultaneously maintaining high morale
across the board

Accustomed to working independently or in a group environment with people from
diverse cultural and socio-economic backgrounds

Extensive knowledge and experience in both above and below the line including
agency process and operation

Fully computer literate (MS Word, Excel, Outlook, Power Point, Lotus Notes, Chase)

Industries serviced: Financial; Insurance; Energy / Petrochemical; Automotive;
FMCG; Government; Media / Entertainment; Fashion, Education; Retail; Tourism; IT
EMPLOYMENT EXPERIENCE
OASIS ASSET MANAGEMENT
SOUTH AFRICA
Marketing Manager
October 2008 – 2009
Main Achievements
 Developed marketing and brand communications to support the business objectives
for South Africa, Dublin and Dubai markets
 Analysis of key target market for broader campaign development; formulated and
executed marketing and pr strategy
 Advised and ensured consistency of corporate branding across all marketing and
advertising materials, including website content management
 Developed and prepared internal and external brand communication materials for all
business units
 Monitored competitor environment as well as market activities and translated into
appropriate actions
 Prepared the annual marketing calendar and budgets
 Reviewed and implemented media campaigns and sponsorship opportunities
 Implemented mobile integration campaigns
 Provided weekly and monthly reporting on marketing department status and
recommendation
 Managed marketing staff and relationship with outside agencies, oversee execution
of all initiatives, prioritize and manage projects to timelines, budgets and resources
TEAM YOUNG & RUBICAM
DUBAI, UAE
Regional Account Director
July 2008 – July 2008
Main Achievements
 To setup the Land Rover regional account management and co-ordination for the
Middle East and North Africa regions in accordance with global brand guidelines
YOUNG & RUBICAM
SOUTH AFRICA
Regional Account Director
January 2006 – June 2008
Main Achievements
 Managed the Chevron account according to global and regional brand
implementations. The client’s family of brands included Chevron, Caltex and Texaco
which hold independent market positions within the Africa Europe and Pakistan (AEP)
region, for example Caltex in South Africa and Texaco in Nigeria
 Actively participated in the execution of global and regional strategy and policy
formulation
 Directed and implemented the development of all regional brand communication
Caltex, Starmart and Texaco brands
 Prepared scope of work and reconciliation for each market and negotiated terms of
agreements with Chevron global and regional procurement managers
 Manage clients extranet to facilitate global approvals and sharing of work
 Ensured alignment of all creative work according to global creative guidelines
 Gathered consumer and competitive market insights for strategic input at marketing
planning sessions
 Contributed and approved all media strategies in line with regional brand objectives
 Directed the development and coordinated the Caltex with Techron launch campaign
for South Africa and Pakistan
 Mentored and provided on-going support to the account and creative teams across
the region

Leverage learning and best practices across the region and improved client
relationship which resulted in increased business for the agency
OMARADVERTISING
SOUTH AFRICA
Managing Director
August 1999 – December 2005
Main Achievements
 Founded own agency, and actively pursued new business
 Structured and negotiated terms of agreements with clients
 Forecasted annual billings/income and cash flow management
 Facilitated problem solving, managed client relationships and monitored the health of
the client's business within the agency to deliver client profitability
 Provided clients with strategic input and drafting brand communication for effective
business to business and business to consumer marketing
 Developed and implemented brand communication campaigns for various clients
 Developed quality control, studio systems and client protocols in addition to extensive
team training and mentoring employees
 Planned, scheduled and co-ordinated strategies and production
 Directed the development of interactive and direct marketing campaigns
 Brief creative teams and coordinated the designs of corporate identity and full
implementation thereof for numerous clients
 Initiated and developed a niche targeted marketing strategy for Master Currency
 Developed and implemented a unique internal communication platform for Metrorail
 Clients: Metrorail; Lion of Africa Insurance Limited; Futuregrowth Asset Management
(division of First Rand Group); Master Currency Foreign Exchange; Eskom; Alhami
Noodles; Wesgro; Spice Mecca
OGILVY & MATHER
SOUTH AFRICA
Account Manager
November 1998 – July 1999
Main Achievements
 Management of account/client and prepared annual media budget spend
 Involved in the strategic and conceptualising of ATL and BTL campaigns
 Plan, scheduled and co-ordinated all creative communication and production for
television, radio, print out of home and on-line
 Advised on new retail store opening campaigns for Ackermans
 Clients serviced: Volkswagen of South Africa, Jungle Oats, Langeberg Foods, Spur
and Ackermans
Account Executive
January 1998 – October 1998
Main Achievements
 Managed all aspects of day to day account management
 Client managed: Old Mutual Corporate, Old Mutual Direct and Polo Clothing
Senior Producer
January 1988 – December 1997
Main Achievements
 Employed as assistant audio visual producer, and later promoted to senior producer.
It was my responsibility to provide and create the best environment in which to
produce the best possible television productions by ensuring the creative team had
the right resource to deliver within the client’s time frame and budget
 Prepared and drafted budgets, production estimates and reconciliation thereof
 Supervised shoot and edits, radio recordings and internet brand campaigns
 Clients serviced: Old Mutual, Volkswagen of South Africa, Audi of South Africa,
Langeberg Foods, Tiger Brands, Willards, Adcock Ingram, CapeTalk 567 Radio,
Ackermans, I&J Frozen Foods, Spur Restaurant and Shell
OTHER ACHIEVEMENTS



Marketing Manager and founder member of the Jive 10km Big Walk, the biggest
10km community big walk in Southern Africa
Project Director for the Black Management Forum (BMF) Annual National Manager of
the Year Awards
Media co-ordinator, Cape Town Olympic Bid Company 2004
PERSONAL INFORMATION
Identity number:
6806025254081
Nationality:
South African
Gender:
Male
Marital status:
Married
Health:
Excellent
Home language:
English
Other language
Afrikaans
Drivers license:
Yes
EDUCATION / TRAINING

National Senior Certificate – College of Cape Town

AAA School of Advertising and Marketing – Boston City Campus

IMM - International Marketing Management

Account Management Training – Ogilvy In house Training

Y&R Africa - 3DTM Market Segmentation Planning Workshop

Y&R San Francisco - Chevron Global Strategic Brand Planning Workshop