Daniel Serman
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Daniel Serman

Role: Fractional Marketing Manager
Region: Western Cape

Turning Marketing into Sales – Strategic Execution That Drives Revenue 


How I Can Help Your Business Grow 
My Expertise: 

  • Aligning Sales & Marketing for Revenue Growth 
  • B2B Marketing & Lead Generation 
  • Brand Positioning & Market Share Expansion 
  • Digital Marketing (SEO, Email, Social Media, Performance Ads) 
  • Sales Funnel Optimization & Conversion Strategy 
  • Research-Driven Strategy & Implementation 
  • Cause-Related Marketing & Award-Winning Campaigns 
  • Customer & Competitor Insights for Market Differentiation 
  • Go-To-Market (GTM) Strategies & New Market Penetration 


My Competitive Edge 
From Strategy to Sales – Making Marketing a Revenue Generator 

 

About Me 
I don’t believe in marketing for marketing’s sake—marketing should drive sales, full stop. My strength lies in bridging the gap between sales and marketing, ensuring that every campaign, lead generation initiative, and brand positioning effort translates into real commercial impact. 

Over the years, I’ve developed a methodical, research-driven approach to marketing, ensuring that strategies aren’t just innovative, but also actionable and results-focused. I thrive on aligning brand positioning, digital campaigns, and sales enablement to create a cohesive, revenue-generating machine. 

At Bitzer, I implemented a B2B marketing and sales strategy that redefined how the company interacted with clients, leading to an 85% increase in sales. This wasn’t just about running digital ads—it was about understanding the full buyer journey, optimizing each touchpoint, and ensuring marketing efforts directly converted into sales. 

At CISA, I took a data-driven approach to brand visibility and lead generation, increasing brand reach by 350% while cutting acquisition costs by 77%. But more importantly, sales in the segments I oversaw jumped by 84%, proving that digital marketing isn’t just about impressions—it’s about revenue. 

At Umbro SA, I led a brand repositioning strategy to sharpen its competitive edge, increasing market penetration and driving 40% YoY growth. This strategic transformation didn’t just boost sales; it solidified Umbro as a serious player in its market. 

Navigating complex industries has been a core part of my career. In marine and industrial markets, I helped Tuna Marine grow regional market share by 36.7% and national share by 30.5%, by integrating marketing directly into the sales cycle, identifying decision-making bottlenecks, and creating marketing-led interventions that influenced purchasing behavior. 

Beyond traditional sales-driven marketing, I’ve led award-winning cause-related marketing at Fair Cape Dairies, where an integrated strategy influenced everything from procurement decisions to brand messaging and product development. This wasn’t just a campaign—it was a full-scale shift in company positioning, proving how marketing can shape a business from the ground up. 

I specialize in turning marketing into a business growth engine. Whether launching new market strategies, building data-backed lead generation programs, or repositioning brands for greater commercial success, I focus on measurable, sustainable growth that contributes to the bottom line. 

 

Fun Facts

  • I love playing soccer but my body doesn’t love it back—the injuries are piling up, and I’m slowly accepting that my prime might be behind me.

  • Dad of boys—which means a house full of chaos, footballs flying, and plenty of laughs.
  • Jewish and proud—family, tradition, and community are at the heart of everything I do.
  • Hair today, gone tomorrow—embracing the bald life one strand at a time!

 

Connect on LinkedIn

Experience


Fair Cape Dairies
We currently run a cause related market strategy which has won a number of local and International awards. The strategy pulls through all of the clients communication and now is so crucial and vital that it has impacted all of their procurement decisions as well as created a new direction for the company and the type of product they put onto shelves

Crown National

Research into critical elements of their national offering and competitor analysis ensured that the realignment of certain key business units increased their efficiencies and output to grow their market share in these areas. Key brands also grew up to 41% through this process.

CISA

Brand reach increases by over 350% and CPM decreased by 77% through a tailored and segmented digital strategy. Sales in segments overseen increased by 84%.
Research Collective

Through our research vehicle we have run a number of qualitative and quantitative research programs which allow the client to make far better and more informed strategic business decisions about their marketing and communication to the absolute accurate target audience. Part of our philosophy is to always conduct some amount of research to underpin the marketing strategies and activities we oversee. Our latest project has assisted a 32 year old Community news publication plot their new strategy for the next 10 years.


Bitzer
Our development and implementation of a Business to Business sales and marketing strategy has redefined the way they interact with clients and end users. Our interventions have been acknowledged as being the driver of the new marketing focus of their entire organisation – sales have increased by 85% in the segments we have been involved in.
Interactive Sport
Through a networking marketing campaign I was able to grow a start-up brand from its inception to a National and Continental Industry leader. Peaking at in excess of 1000 clients I was able to tap into a gap in the market and ensure that our offering fulfilled a void with a huge need. I am ensured that during the growth phase the company focused on diversification of their products and counter acted seasons fluctuations with their wide range of offerings

Umbro SA
During my time working with the brand I oversaw a number of changes in the positioning of the product within the market to allow the company to fill gaps which existed. The marketing activities allowed the company to work hand in hand with its strengths to fight for market share. I helped achieve an annual growth of 40% year on year and was appointed as a director of the business

Tuna Marine
Our strategic sales and marketing intervention increased total market share by 36.7% regionally and 30.5% nationally at a time when the sector was experiencing a downturn. Our in depth investigation into the full sales cycle ensured that we could impact the process at the desired points ensuring great success

 

Business insights
by Daniel Serman

Article
8 May 2020

How the Coronavirus is affecting B2B business and what we can do about it

Five different ways businesses can adapt the way they operate to offer continued service to their...

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