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Mel Goodall

Mel Goodall

Account Director (Digital Focus)


Head of Digital at OpenCo



Account Director (Digital Focus)

•Creating and implement strategic account plans to enhance business growth.
•Manage forecasting and finances for each account, including monthly billing
•Develop rapport with key customers to increase volume of business.
•Identify opportunities for client / account growth and develop strategies to provide clients with a solution to address these needs.
•Developing marketing plans and communication solutions to achieve client objectives.
•Initiating and being pro-active in new ideas/concepts that will assist in achieving client objectives and new business prospects/opportunities
•Develop business strategies based on customer insights and business analyses.
•Coordinate with clients and broader management team to develop business account plan.
•Assist in strategic account management and direction activities.
•Oversea'ing daily account activities and management by the account management team, assisting the team to resolve any queries or potential areas of conflict with the client

Digital Strategy & Campaign Planning
•Analysis of the client’s current digital landscape, understanding and usage to develop appropriate short-term and long-term plans for digital migration.
•Reviewing the client’s target audience, developing insights based on industry standards and information, to ensure the appropriate channels; messaging and platforms are used.
•Developing communication strategies based on the offering’s emotional and functional benefits; core value proposition and target audience insights.
•Keeping abreast with the latest digital trends and international campaigns, to provide client with innovative solutions which meet their business needs.
•Provide clients and internal teams with trends; information and inspiring insight into the new use of digital marketing and mediums.
•Implementation of various digital campaigns and elements required by client from complete website development to bought-media advertising requirements.

Career medium 06
Career medium 06


Head of Digital

Management of the digital department at OpenCo, in terms of current clientele growth and identifying future digital opportunities.

These responsibilities include strategic, operational and business focus as this division is managed as a separate business unit.

Current professional strengths:

•Highly skilled in strategic planning, account management and consultative sales
•Project Management (IBM PMP certified)
•Operational functionality with long-term focus on business growth
•Possess excellent verbal and written communication skills
•Proficient in basic operating systems like Microsoft Word, Excel, PowerPoint, Access, , and multiple digital platforms
•Possess good organizational skills and ability to co-ordinate multiple tasks at once
•Possess impeccable telephone etiquette and good customer service skills
•Ability to maintain paperwork in order and perform basic administrative tasks
•Possesses good management and interpersonal skills


Aqua Online

Account Manager

Client Service Management
•Liaise between the client & other advertising agencies to coordinate advertising campaigns
•Managed administrative & campaign work and ensured that it is completed on time & within the budget
•Worked with advertising agency colleagues to devise advertising campaign that meets client's requirements and budget
•Handling the tasks of negotiating with agency staff and clients about the details of campaigns
•Responsible for preparing and presenting creative work to clients for modification and approval
•Management of managing budgets, campaign costs & invoicing clients
•Working with senior account director to discuss about the media, creative & research staff
•Assisted senior professionals with the formulation of marketing strategies
•Served as a link between client & advertising agency by maintaining regular communication
•Handled the tasks of monitoring and supervising the effectiveness of advertising campaigns
•Responsible for providing innovative solutions to meet and exceed clients' expectations
•Liaising with strategic; media and analytics team to facilitate constant and accurate reporting and optimization of client campaigns.
Project Management
•Managing delivery of projects from brief to post-reporting analysis.
•Coordinate the efforts of the various experts internally and externally to ensure that all the necessary insight is obtained to manage the project.
•Managing the various team members expectations and responsibilities through project delivery to ensure that deadlines are met timeously and within budget.
•Managing client expectation, including effectively communicating changes of scope; delivery dates and expected de-briefs required.
•Managing internal and external communication to ensure all internal stakeholders have the information required to complete the project and all client stakeholders are fully aware of the project status at all times.

Career medium 02
Career medium 05

Virtual Works

Online Community Manager

Online Marketing, Outreach Strategies & Building Brand Visibility

•Management of the Community’s online marketing and outreach strategies.
•Monitor key online conversations and events to make sure the Company is participating effectively & is being represented.
•Participate in social networking sites : Claim brand names on social networks by creating profiles to protect the brand; Identify & participate in social networks where appropriate; manage, maintain, and ensure the success of the Community blogging and discussion forum

Sales & Business Partnerships
•Identify and approach potential sales opportunities to improve the community.
•Be proactively strategic in building relationships that will result in mutually advantageous business partnerships.

Content Management and Promotion
•Creation & sourcing of content for blog posts, forum discussions & other communication tools utilised on the community.

•Partnering with thought-leaders, writers & the PR department to ensure the level of content is maintained and meets the needs of the community members.
•Utilising various social media tools, to improve the reach of all community activity and encourage new memberships.

•Participate in creating the online community plan including a budget
•Track & report the following on a regular basis


IBM South Africa

Intergrated Marketing & Communications Specialist / Country Web Editor

Integrated Marketing Communications Specialist
•Working with the extended marketing team and sector executives in determining the IBM go-to-market strategy given the current business objectives and market trends.
•Sales interlock with the three Sectors: Financial; Public and Telecommunications sector. Providing the sales team with IBM product / solution information updates; assisting with deals in the pipeline (deal support); providing the sales team and executives with new marketing initiatives to engage their customers.
•Campaign execution on strategic plans determined
•Project management and coordination of events targeting all C-level clients, as well as IBM special events & management of sponsorship opportunities undertaken

Country Web Content Manager

•Content management of all information and customer material placed on the extranet
•Customer relationship management through the website
•Localisation of all worldwide material and collateral received for use on the web, including creation of worldwide web pages into a “South African” format.
•Creation, editing and proof-reading of all new content, implementing search engine optimisation writing techniques.
•Local management of all extranet projects led (and initiated) by the World Wide Web management team.
•Interlocking with agencies and interactive media specialists to improve the efficiency and effectiveness of the web
•Analysing and coordination of web page results & implementation of Social Media marketing tools
•Compilation of web / interactive marketing strategies

Brand Awareness / Brand Building Responsibilities:
•Advertising agency liaison, for the development of creative strategies to elevate the IBM brand, & increase share of voice.
•Monitoring of the brand value and brand perception in the market – and determining the best strategy to address this market research
•Implementation & execution of the Worldwide corporate strategy in country

Career medium 02

Vega Branding School

Diploma, Digital Branding & Strategy