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Jennifer Smith

Jennifer Smith, owner of Marketing Matters, is a passionate marketer with 22 years business experience, 20 of which were spent in sales and marketing. She has worked for leading brand companies like L’Oreal, Unilever and Tiger Brands.

Her knowledge of the value chain was enhanced by spending time at Unifoods in purchasing and as category manager for Juice and Wine at Tetra Pak. As National Market Manager for the South African Sugar Association (SASA), she honed her skills as a marketing/business strategist. For the last five years she has researched and implemented generic marketing campaigns, conducting extensive consumer research, and creating effective communication strategies to market the benefits of table sugar to consumers.

She was also responsible for a R250m industrial rebate budget, for which she created strategies designed to deliver maximum benefit to the sugar industry stakeholders. This role also required her to apply her skills at developing and refining complex administrative and financial systems that were designed to mitigate risk and streamline claims processes for the benefit of the rebate recipient and the claims processing team.

Between 1984 and 1993, she obtained her BA degree, her AAA diploma in advertising and two IMM diplomas in Advertising and Marketing Management. In 1999 she further expanded her knowledge in business by obtaining a Masters in Business Leadership. In 2000 Jennifer rounded this knowledge base off with the Chartered Marketer Qualification.

In May 2007 she started Marketing Matters, and now harnesses her many years of practical and theoretical knowledge of marketing and business to provide a marketing strategy consulting service, spanning the full marketing function, from strategy development to full implementation. She believes that marketing is the blueprint for success of any organisation and that successful strategies must encompass the full value chain in order to deliver the most profitable and sustainable result to her customers.

"There are 5 ways triumph can be known;

  1. Those who know when to challenge and when not to challenge.
  2. Those who recognise how to use the numerous and the few.
  3. Those who agree on superior and inferior objectives
  4. Those who prepare to lie in wait for the unprepared.
  5. Those who lead without interference from a Ruler. Those who know these five and the Tao (way), will triumph."


Sun Tzu - The Art of War