Ecommerce & conversion
Merchandising, CRO and funnel optimisation that make the path to purchase clearer.
Shopify 3 yrs · Merchandising · CRO · Funnel
Ecommerce · CRM · Performance Marketing
Thabiso
Mabena.
Ecommerce, CRM & Performance Marketing Manager · 12+ years
I turn discovery into purchases and first orders into repeat customers.
Available within a month · Johannesburg · Open to relocation, hybrid or remote (UK/US hours)
+56%
YoY BFCM sales 32Gi
+200%
vs sales target Simbavati
Sold out
Bubbles & Treats Four Seasons Westcliff
9 hotels
Regional digital marketing Minor Hotels
8 yrs
Google Ads & Analytics
32GiFour SeasonsFood Lover’s MarketSimbavatiMinor Hotels
01What I do
From first click
to next purchase.
CRM & retention
Flows, segmentation and lifecycle email/SMS that bring customers back.
Klaviyo 4 yrs · Flows · Segmentation · Email/SMS
Performance marketing
Paid acquisition and measurement connected to conversion, ROAS and CAC.
Google Ads 8 yrs · Meta Ads · Google Analytics 8 yrs · ROAS/CAC
Backed by brand strategy, content and partnerships.
02Selected work / 32Gi Sports Nutrition
Black Friday,
built to convert.
+56%YoY BFCM sales
Challenge
Convert interest into sales during a crowded Black Friday weekend.
What I did
Meta ads, Klaviyo flows, segmented urgency sends, UGC and founder-led content.
Result
Contributed to +56% year-on-year BFCM sales and units sold.
03Selected work / Four Seasons Hotel The Westcliff
Bubbles & Treats.
Demand that returned.
Sold outTop-selling F&B campaign
Challenge
Create a distinctive, bookable experience that guests would return for.
What I did
Connected PR, influencer collaborations and creative direction around a spring high tea experience.
Result
The hotel’s top-selling Food & Beverage campaign, with consistent sell-outs and repeat bookings.
04Selected work / Simbavati Lodge Collection
Buy now.
Stay later.
+200%vs sales target
Challenge
Generate revenue during COVID-19 travel restrictions.
What I did
Joined ecommerce, paid media, email/SMS and partnerships in a “buy now, stay later” campaign.
Result
Exceeded the sales target by +200% while keeping future travel demand alive.
Also: destination films for Avani Zambia and Simbavati — Watch ↗ Avani Zambia ↗Simbavati ↗
05Experience
Experience that
connects the funnel.
Jul 2025 – Present
Group Digital Marketing Manager
32Gi Sports Nutrition
Jan 2024 – Jun 2025
Marketing & PR Coordinator
Four Seasons Hotels & Resorts
Apr 2022 – Jan 2024
Local Marketing Coordinator
Food Lover's Market
Dec 2018 – Mar 2022
Digital Marketing Consultant
Simbavati Lodge Collection
Apr 2016 – Nov 2018
Digital Marketing Coordinator
Minor Hotels (Anantara & Avani)
Feb 2014 – Mar 2016
Digital Marketing Assistant
Club Travel
Feb 2013 – Feb 2014
Marketing Intern
Raizcorp
Education
B.Com Management Marketing (NQF 7)
Boston City Campus — conferred October 2021
Credentials
HubSpot Email Marketing
Google Analytics
Community
Hillsong
Social media coordination
“Thabiso possesses a winning combination of solid tech skills and business sense.”
Nolubabalo Nqakala
Former teammate · Marketing & Communications Manager at Forvis Mazars
06Core tools
The tools behind the work.
Google Ads8 yrs
Google Analytics8 yrs
Klaviyo4 yrs
Shopify3 yrs
Meta Ads
HubSpot
Mailchimp
WordPress
Also: Canva, Asana, Monday.com, Sprout Social, Hootsuite, Unbounce, Slack, Google Workspace, Microsoft 365.
07Contact
Hiring for ecommerce, CRM or performance marketing?