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Shelley Herbst

@shelleyherbst

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I scale marketing agency operations, teams, and revenue through repeatable systems and hands-on leadership.

South Africa

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What I'm looking for

I'm looking to bring my operational rigor, team leadership, and agency-scaling experience to an Operations Manager role within a marketing agency.

I'm currently COO at Premier Marketing USA, leading operations across Social Media, SEO, Paid Ads, Website, and Branding teams. I built the agency's delivery structure, scaling headcount from 5 to 27 and monthly revenue from $25,000 to $230,000.

Across Life Hair and Life Day Spa Fourways, I led full P&L and operations for a multi-site wellness group with R39M in annual revenue. I recruited, trained, and led a 73-person team while managing budgets, tax reporting, vendor negotiations, branch launches, and labour relations.

When COVID lockdown closed the business, I designed and launched an at-home facial kit and virtual training line, rebuilding revenue to R420,000 per month. I also increased branch profitability by 34% through revenue management, budget control, and renegotiated supplier terms.

My background spans marketing services, hospitality, wellness, sales, and brand leadership, including roles with Taj Hotels, Kleinkaap Boutique Hotel, and Woodridge Country Hotel. I bring practical experience building processes, managing client accounts, negotiating contracts, and leading teams through growth and change.

Experience

Work history, roles, and key accomplishments

Current

Chief Operating Officer

Current

Premier Marketing USA

Oct 2024 - Present (1 year 11 months)

Full operational leadership for a full-service marketing agency, overseeing Social Media, SEO, Paid Ads, Website, and Branding teams. Grew the team from 5 to 27 staff and increased monthly revenue from $25,000 to $230,000 through operational scaling and service-line expansion.

Operations Management Team Leadership Scaling Revenue Growth Social Media SEO Paid Ads Web Development Branding AI Tools ChatGpt AI SEO

Business Manager

Life Hair | Life Day Spa Fourways

Jun 2015 - Aug 2024 (9 years 2 months)

Full P&L and operational leadership for a multi-site wellness group, managing R39M in annual revenue and leading a 73-person team. Led new branch launches, renegotiated supplier contracts, and directed SEO, social media, and content operations.

P&L management Budgeting Financial Reporting Team Leadership Recruitment Training Supplier Negotiation SEO Social Media Content Operations Crisis Management COVID 19 Response Loyalty Programs

Sales & Brand Manager

Kleinkaap Boutique Hotel

Nov 2013 - Jun 2015 (1 year 7 months)

Owned revenue management, operations coordination, and marketing/design direction for a boutique hospitality property. Drove new account acquisition and new business development, and managed supplier contracting.

Revenue Management Operations Coordination Marketing Design New Business Development Supplier Management

Key Accounts Manager – Government & Diplomatic

Taj Hotels

Feb 2011 - Oct 2013 (2 years 8 months)

Managed contracting, tenders, and turnaround plans for ministerial government and diplomatic accounts, including Heads of State visits. Led forecasting, budgeting, and rate negotiations for a high-profile, high-sensitivity account portfolio.

Key Account Management Contracting Tendering Forecasting Budgeting Rate Negotiation Government Relations Diplomatic Relations

Sales and Marketing Director

Woodridge Country Hotel | AIM Consulting

Nov 1999 - Oct 2010 (10 years 11 months)

Led sales, marketing, and operational coordination through the development of a hotel and conference centre, shopping centre, and two housing developments. Directed legal, planning, and regulatory workstreams alongside sales and marketing operations.