Open to opportunities

Maria User

@mariauser36

Message

I grow consumer brands and SMEs across African markets through strategy, launches, and ROI-led marketing.

South Africa

Message

What I'm looking for

I'm looking to lead brand growth, strategic marketing, and market-focused initiatives where I can turn consumer insight, creative execution, and disciplined investment into measurable commercial impact.

I've grown brands across 20+ African markets with Colgate-Palmolive, Mondelēz, Nestlé, Unilever, Parmalat, and Rayan Investments. My work spans portfolio strategy, pricing, promotions, media, retail execution, and product launches.

At Colgate-Palmolive, I led oral-care growth across more than 20 countries and delivered a 60% sales uplift from a Senegal Ramadan mouthwash campaign that expanded into additional West African markets. I managed budgets of up to R16 million while evaluating ROI and building market-specific plans.

As Founder and Managing Director of Afrimaisha, I support SMEs through marketing consultations, workshops, thought-leadership events, mentoring, and webinars. I've helped clients achieve double-digit revenue growth and partnered with the UAE Embassy and University of Pretoria on branding programming.

I bring clear briefs, sharp creative judgement, and practical leadership to teams, agencies, and client relationships. I also lead qualitative research across Kenya, South Africa, and the UAE, translating market insight into strategic decisions.

Experience

Work history, roles, and key accomplishments

Current

Founder & Managing Director

Current

Afrimaisha (Pty) Ltd

Jan 2017 - Present (9 years 8 months)

Designed and executed strategic initiatives, empowering SMEs through marketing consultations, workshops, and thought leadership events. Mentored entrepreneurs, achieving double-digit revenue growth for clients.

Strategic Consulting Marketing Strategy Workshops Mentorship Webinars Branding

Sub-Contractor (Research)

Anka Insights (Pty) Ltd

Jun 2022 - Jun 2024 (2 years)

Led qualitative research projects in Kenya, South Africa, and the UAE for global clients, delivering actionable insights. Developed discussion guides and managed focus groups for Colgate-Palmolive East West Africa.

Qualitative Research Focus Groups Stakeholder Engagement Consultative Selling

Senior Brand Manager

Rayan Investments

Jul 2021 - Oct 2021 (3 months)

Managed marketing strategies, competitor analyses, and new product launches to enhance market competitiveness. Developed pricing and distribution strategies, mitigating project delays and identifying new market opportunities.

Marketing Strategy Product Launch Pricing Strategy Distribution Strategy

Senior Brand Manager (Part-time)

Parmalat SA

Jan 2019 - May 2019 (4 months)

Directed the 2019-2020 portfolio strategy, optimising a $470,000 budget and aligning with corporate growth objectives. Collaborated with sales teams to integrate marketing strategies, enhancing visibility and ensuring timely execution.

Portfolio Strategy Budget Management Marketing Strategy

Secretary General

African Entrepreneurs Council Youth Chamber

Jan 2018 - Dec 2018 (11 months)

Coordinated and collated input from leaders in youth entrepreneurship to contribute to the Small Business Ombudsman Bill. Prepared agendas, issued notices, and ensured records and minutes were filed securely.

Coordination Meeting Management Documentation Stakeholder Engagement

Category Brand Manager: Gum and Candy

Mondelez International

Apr 2015 - Aug 2016 (1 year 4 months)

Spearheaded regional growth across 8 countries, managing a $295,000 budget and devising market-specific campaigns. Developed the Portfolio Strategy for 2016-2018 and implemented effective billboard advertising in Kenya.

Brand Management Budget Management Portfolio Strategy Media Planning Pricing Strategy ROI Analysis

Brand Manager: Oral Care

Colgate Palmolive

Jul 2013 - Apr 2015 (1 year 9 months)

Responsible for profitable growth of Toothbrushes and Mouthwash in over 20 countries, managing a $1,000,000 budget. Launched a successful Mouthwash Ramadan campaign in Senegal which led to 60% uplift in sales.

Brand Management Budget Management Marketing Strategy Product Launch Media Planning ROI Analysis

Brand Manager: Home Care

Colgate Palmolive

Sep 2012 - Jun 2013 (9 months)

Managed brand spend, phasing and forecasting for Axion and Ajax, with a budget of $100,000. Executed tactical promotions, developed defense plans, and managed media roll-out across multiple markets.

Brand Management Budget Management Promotion Media Planning Market Analysis

Assistant Brand Manager

Nestle South Africa

Jun 2011 - Aug 2012 (1 year 2 months)

Supported the Brand Building manager in developing the national Brand Marketing Plan for Milo and Cheerios. Analyzed brand performance and health, monitoring progress against key trial and awareness measures.

Brand Management Marketing Planning Performance Analysis Budget Management ROI Analysis

Career Sabbatical

Jul 2010 - Jun 2011 (11 months)

Took a career sabbatical for personal and professional development.

Assistant Brand Manager: Tea-Based Beverages

Unilever South Africa

Jun 2008 - Jul 2010 (2 years 1 month)

Managed the tea-based beverages category including Joko, Glen, and Lipton, achieving the highest underlying volume growth in the company (29%) in 2009. Led the creation and implementation of the Joko caddy and tea stations.

Brand Management Category Management Product Development Market Share Growth

Assistant Brand Manager: Savoury, Soups & Dressings

Unilever South Africa

Jan 2008 - Jun 2008 (5 months)

Managed the implementation of the Hit Masterfoods Hard Campaign and evaluated effectiveness. Developed post-launch evaluation of Knorr Stock Cubes and provided recommendations on next steps.

Brand Management Campaign Management Evaluation