Crafting meaningful brand experiences through strategy, creativity, and operational excellence.
Centurion, Gauteng, South AfricaMulti‑channel · Data‑driven · Human‑centered
10+ years in marketing leadership
About
A journey of leadership, innovation & human‑centered marketing
Lerato Maroo's career is a story of evolution — from hands‑on marketing execution to strategic leadership across national and global brands. Her work reflects a rare blend of creativity, operational discipline, and people‑centered leadership that consistently shapes brand visibility, strengthens customer engagement, and builds systems that last.
From coordinating complex campaigns and managing cross‑functional teams to building entire departments from the ground up, Lerato has repeatedly demonstrated her ability to turn vision into structured, measurable outcomes. Her journey spans technology, events, recruitment, and national lottery operations — always anchored in integrity, collaboration, and strategic clarity.
Journey
Lerato's professional journey
Each chapter of Lerato's career builds on the last — mastering multi‑program marketing, driving measurable lead generation, and architecting new departments that transform how organisations operate.
Chapter One
Mastering multi‑program marketing leadership
At Optimal Technology, Lerato became the operational backbone of the marketing function. She led campaigns from initial briefing through execution and post‑campaign analysis, coordinating designers, copywriters, business stakeholders, and regional teams to ensure every project was delivered on time and within budget.
She introduced structured workflows using platforms such as Pipefy, Ziflow, and SharePoint, enabling seamless collaboration, version control, and transparent approvals. Earlier roles at DAWN Marketing and Decorex SA expanded her scope — managing point‑of‑sale materials, new product launches, trade show branding, and multi‑channel campaigns across four regions.
Chapter Two
Driving high‑impact lead generation campaigns
At Decorex SA, Lerato led a multi‑channel lead generation campaign designed to drive ticket sales and exhibitor engagement for annual trade shows. She managed radio advertising end‑to‑end — from identifying the right stations and negotiating packages to overseeing scriptwriting and final audio production.
By integrating unique URLs and promotional codes, she ensured that every interaction could be tracked, measured, and optimised. At ADVTECH Resourcing, she deepened her digital expertise by generating and loading content, compiling digital campaigns, and delivering weekly Google Analytics reports that informed leadership decisions.
Chapter Three
Building a department from the ground up
At ITHUBA: National Lottery, Lerato built the Winner Services Department entirely from scratch. She drafted Standard Operating Procedures, defined the strategic framework, and recruited and managed a team of nine staff members, rolling out the department across all nine provinces.
She implemented a CRM system to manage winner information, established a supplier database, and created reporting structures that connected Sales, Marketing, PR, and Product teams. She also introduced digital channels — including USSD and mobile apps — to streamline the winner pay‑out process.
95% audit compliance rate across all product validations
"After Care" programme that improved winner experience and public trust
Structured reporting that enhanced cross‑departmental efficiency
Strengths
Why Lerato stands out
Lerato brings together strategic thinking, operational excellence, and a deep respect for the human experience behind every campaign, process, and system she builds.
Strategic & operational mastery
Able to translate high‑level business objectives into structured marketing programs, workflows, and measurable outcomes — across multiple campaigns and stakeholders.
Builder of systems & teams
Proven track record of creating new departments, implementing CRM systems, and establishing reporting structures that improve efficiency and accountability.
Data‑driven & creative
Comfortable in both analytics dashboards and creative reviews, Lerato balances performance metrics with compelling storytelling and brand consistency.
Cross‑industry experience
Experience across technology, events, recruitment, and national lottery operations gives her a broad, adaptable perspective on marketing challenges and opportunities.
