Shannon Mackey

Shannon Mackey

Role: Regional Director and Fractional CMO
Region: Western Cape

Aligning marketing with what really matters: business growth. 

 

How I Can Help Your Business Grow 
From global brand leadership to startups, my approach is always ROI-driven: 

  • Brand & Portfolio Strategy: Developing and optimising brand and portfolio strategies to drive business growth and market leadership – across both B2B and B2C. 
    Lead Generation & Conversion: Designing and executing strategies that not only generate leads but convert them into loyal, high-value customers. 
    Global Market Expansion: Guiding businesses into new markets with messaging that resonates across cultures and geographies. 
    Team Leadership & Development: Building high-performing teams, mentoring marketing talent, and embedding operational efficiency. 
    ROI & Marketing Effectiveness: Turning marketing activity into measurable business outcomes with clear tracking and reporting. 

 

My Competitive Edge 
Strategic clarity meets creative problem-solving — with sleeves rolled up. 

 

About Me 
Born and bred in South Africa, I’ve spent the past two decades working with businesses across Europe, Australia, Africa, and the Americas — helping leaders connect marketing to what actually drives growth. 

As Regional Director for The Marketing Centre in the Western Cape, I lead a team of experienced Marketing Directors who support business owners and leadership teams that are often stuck directing marketing without the strategic firepower they need. I step in to change that — bringing structure, clarity, and commercial focus. 

I’ve held senior marketing roles with Reebok SA, TBWA Hunt Lascaris, and multiple mid-sized South African firms. Across every engagement, my focus is the same: helping businesses get unstuck, get strategic, and get results. Whether it’s segmenting a market, repositioning a brand, or coaching internal teams to execute, I thrive on uncovering what makes a business tick — then building the plan that gets them where they want to go. 

Clients tell me I bring energy and pragmatism to every challenge. (A CEO once said I’d be the most useful person if we were stranded on an island together — I’ll take it.) I make things work. That means clear thinking, creative problem-solving, and marketing that delivers. 

 

Fun Facts 

  • My whole family is sports mad — from CrossFit to surfing, staying active is our way of life. 
  • When I’m not working, I’m either on the beach or in the kitchen making something from scratch (both are great for thinking time!). 

Experience


The Marketing Centre SA (current)

Developed and launched a client experience strategy, mapping the client journey from lead to long-standing client.
Launched hugely successful internal communications and incentive program.
Rolling out use of new digital CRM – Hubspot, to maximise digital presence and automate CRM solutions.


The Marketing Centre UK (current)

Streamlining of UK client experience strategy and processes through collaboration with their team.


Reebok SA

As Communications Manager oversaw all internal and external communications, relaunching the brand, managing national marketing campaigns to global specifications & positioning Reebok as the No1 Fitness Brand in SA. Winner of Annual MD’s Award 2010.
Project lead the first Reebok sponsored CrossFit Regional Games Event in SA, and further events thereafter, solidifying the brand partnership and loyalty.
As Brand Retail Manager took a lead in developing and implementing a diverse range of in-store retail plans that would drive engagement on a range of marketing platforms. Roll-out of a national rebrand in-store.


TBWA Hunt Lascaris

Client service on Illovo Sugar, relaunching the brand to increase brand awareness and drive sales through grassroots initiatives.
PR and Events management on agency clients Spar / Tops@Spar, Radox, AmbiPur, Status and Kiwi (including conferences, brand launches and promotions).


MilliCare SA

Refreshed various digital platforms, transforming website into a cleaner, more user friendly platform with the underlying objective of converting leads.
Targeted 3-month SEO and AdWords campaign increased organic searches by 26% and Google advertising visits increased by 32%.


TAFTA (NGO)

Market Research and brand workshops conducted, new marketing objectives and strategy set with clearly defined target audiences.
New corporate identity and logo, roll-out of a brand campaign and new CI launch (Circle of Life), 26 internal newsletters sent to 95 staff members, 6 buildings rebranded.
Online Christmas Campaign generated 73% more meals and cash donations than the previous year. 

Business insights
by Shannon Mackey

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