CURRICULUM VITAE

SHARON LOUISE MASON

PERSONAL DETAILS

Name: Sharon Louise MasonPhysical Address: Sonweelde Farm

R45, PaarlDate of birth: 4 September 1970Contact number: 084 899 1013Hobbies: Gym, road running ie half marathons etc.

Action Netball (Indoor)Languages: Fully bilingual in both English and Afrikaans, spoken and

written.

SCHOOL ATTENDED

Pinetown Girls High School1984 - 1988

Subjects: English, Afrikaans, Maths, Geography, Biology & Art.Achievements: Honours - Netball

Full Colours - DramaHalf Colours – Volleyball

COURSES AND TERTIARY EDUCATION

Medical Technician – trained and qualified at the Natal Blood Transfusion ServiceCape Wine Academy – Introduction to Wine Course

- Front of House Course- Certificate Course- Started Diploma Module 1 (still to complete)- USB Wine tourism and management course (University of

Stellenbosch Business School)Computer Literacy - Microsoft Excel, Word, Power Point, Internet explorer, Open

office.Conferences attended 2009 - “Van die wingerd tot die wynglas”

- SA Wine Tourism Conference 2009Robertson Tourism - Deputy Chair person - 2010

EMPLOYMENT HISTORY

KWV SOUTH AFRICA (Sept 2009 – present)Brand Activations Manager (1 July 2011, as a sales function reporting to Commercial Sales Director)

GIFTING: Project Management of gifting and the gifting process Researching market requirements on gifting in global markets including SA. Collating above information and briefing to Brand Managers for gifting ‘wish list’.

Liasing with Brand Managers on innovative gifting ideas, working closely with gifting suppliers on ideas, pricing etc.

Ensuring that gifting process flows smoothly through all channels to ensure that timelines are met for gifting to be delivered in store on time. Tracking of gifting after season to ensure phase out on old gifting is done. Reporting on success of gifting and identifying the ROI.

Currently developing new strategy for gifting to identify the purpose of gifting as to optimize the cost thereof.

EVENT MANAGEMENT: Accountable for all global wine shows, from stand concept and design to

implementation on site, budgeting thereof, accommodation and all other aspects involved eg. Vinexpo Bordeaux 2013; Prowein Germany ; London Wine Fair; Vinexpo Asia and Cape Wine 2012. Ensuring that all shows remain within budget allocated.

Liase with WOSA on above topics Arranging and implementation of all aspects pertaining to KWV Stand at Brandy

Fusion Festival JHB and Cape Town. Arranging and implementation of all aspects pertaining to KWV’s participation at

Cape Wine. Arranging of company events:

KWV Global Conferences – includes accommodation, functions, dinners, conference set up and all aspects of a global conference. KWV events:All KWV staff event, Christmas parties including hiring of equipment, arranging caterers, décor and so on. ABSA Perold Cape Wine Event held at the KWV Sensorium.

Event management responsibilities include managing of budgets, costing and authorizing payments.

Completion of DTI documents for grants for trade shows.

OTHER: Ensuring integration and alignment between marketing and sales to maximize

success for the wine and spirits brands Providing sales guidelines with which to activate the wine and spirits brands into

existing, new and developing markets across the global arena Co-ordinating the development of point of sale material and pack shots in activating

the relevant brands in the sales environment across the wine and spirits portfolio Developing and implementing point of sale strategy for global markets Accountability for pulling marketing strategy through to point of purchase (on and off

consumption) and ensure that all sales related brand activities are successfully activated

Communication with agents on above topics. Liasing with agencies and suppliers on artwork, branded fact sheets, brand packs

etc. Signing off and approving of artwork Development of value ad promotions for various markets and liasing with Regional

Business Managers on these items as well as ensuring value ad is implemented and monitored for success rate.

Continuous updating and management of KWV Brands Network used by agents in all markets.

Procurement of point of sale material from suppliers, quotes, artwork, requisitions for PO’s and so on.

Point of Sale Centralization process – centralizing of all POS material from POP warehouse to reduce POP space and create a central warehouse in Paarl for all POS material. Monitoring of stock levels in POS store and ensure stock is rotated and used within markets where ordered. Consolidating stock lists and monthly reporting/presenting on current POS stock status, identifying slow moving items etc.

Collating information regarding winemaker visits in markets both nationally and internationally.

Brand Activations Manager (Dec 2010 – June 2011, as a marketing function reporting to Brand Director)

Developing POS strategies and promotional guidelines and implementations on core KWV brands – Roodeberg, Golden Kaan, Wild Africa Cream and African Passion

Working with Sales Executives and Managers from various regions to identify promotional needs in various markets, focusing on Africa, Asia and South America.

Sourcing promotional material from suppliers for both on trade and retail trade for global markets as well as meeting with agencies for development of new POS ideas and material. Ensuring that all POS and ROI items remain within allocated A&P guidelines for the various markets as well as ensuring that all value ad and market specific promotions fall within allocated budget.

Work in close relation with Sales Executive for Africa to identify market opportunities in East Africa. Recently traveled to Kenya, Tanzania, Zanzibar and Zimbabwe to meet with agents to discuss promotional plans, strategies and requirements as well as A&P budgets and implementation of promotional strategies. Liasing with and doing brand presentations to key account customers in these regions. (e.g.TM Supermarket Group, Spar Group, Serena Hotel group)

Involved in arrangements of organizing KWV global agents conference 2011, including arranging of 2 evening events/functions including all aspect of these events – entertainment, catering, beverages, budgets, transport etc.

Arranging of international wine shows – Prowein 2011/2012/2013 and Vinexpo 2011/20132including all aspects of stand design and development, liasing with organizers, arrangements for accommodation for staff and arranging of all samples for shows.

Attended Vinexpo, Bordeaux 2011/13; Prowein 2011/12/13 as well as Karibu Trade Fair, Tanzania. Dealt with all aspects of the above shows form organization, tastings and so on.

Brand Home Manager (Sept 2009 – Nov 2010)House of Golden Kaan, RobertsonFullfilling similar roles as described below as well as all aspects of managing the brand home/tasting facility, as well as brand building in the surrounding area.

Golden Kaan SA (PTY) Ltd/ KWV International ( 1 February 2008 – Sept 2009)

Position held: Dual position incorporating the following two roles:1. General Manager for Golden Kaan SA (PTY) Ltd2. Executive Brand Ambassador for sales division

Responsibilities:General Manager roleAll aspects of managing and the set up of the company Golden Kaan SA (PTY) Ltd.Management of all aspects relating to the opening of a new tasting/visitor centre for Golden Kaan including:All responsibilities relating to starting up of a new company and tasting/ visitors centre (financial; budget; staff interviews and employment)Working with architects regarding building and design of new visitors centre on all aspects of planning, furnishing, initial stock requirements for visitors centre including wines, gifts, art etc.Management, planning and implementation of all budgets relating to Golden Kaan SA – marketing, advertising, building works, travel etc.Management of income and expenditure reports for visitor centreManagement of all monthly financial processes of visitor centreManagement of daily and monthly running of visitor centre, payments to suppliers etc.Planning, organising and implementation of opening function for the House of Golden

Kaan attended by local press, international guests, KWV CEO and Chariman, distributors and international Golden Kaan staff. Including planning of menus, décor, seating, press etc.Liasing and planning in terms of media relations with Pendulum Communications (Penelope Horwood); assisting with relevant information for press releases, advertorials etc.Management and organising of market research project for Golden Kaan on the local market with Bluchik and specialised market researchers from Germany. Research also to discover the importance of the main market in SA (black diamonds) and accessing the right route to market, marketing strategies etc for this market.Management of info supplied to WOSA as well as updates for websites etc. USAPA meetings attended.Managing of full time and part time staff members and students utilised during peak seasons, calculating part time wages, work rosters etc. Liasing with German Goldne Kaan office in terms of P&L for Golden Kaan SA and ensuring correct information is sent through to Germany for this purpose.

Executive Brand Ambassador –

Brand management of the Golden Kaan brand in Southern Africa (including Namibia and Botswana)Developing marketing strategies for each of the regions identified for the brand. Supporting sales teams in all regions with strategies to increase brand awareness and ultimately sales growth for the brand. Identifying focus regionsOrganisation of all POS material required for Southern African market – orders, quantities, designs etc.Liasing with local KWV domestic sales team and distributors and sourcing of best route to market in various areas, including Namibia and BotswanaProduct training to sales team and compilation of trade manuals for sales teamAttending cycle briefs for domestic marketLiasing and planning in terms of media relations with Pendulum Communications. Focusing in the tourism sector and growth in this sector, attending tourism seminars relating to the role of the wine industry in a growing sector as well as the role of Wine Tourism in 2010. (Attended Wine Tourism Conference July 2009)Participation and organising of requirements for local trade shows, including Namibia. (Soweto Wine Festival; Township festival; INDABA Tourism show, Windhoek Wine Extravaganza). Organisation of local festivals for Golden Kaan in Robertson eg. Wacky Wine Weekend; Robertson Slow; Wine on the River including set up, break down, staff, shifts, wages, budgets and report back on success rate of festival.Inclusion/involvement in members meetings for the Robertson Wine Valley

Africa:Development and implementation of marketing/sales strategies for Duty Free; liasing with KWV Sales Manager for Africa Sales in terms of support for various markets in Africa. Marketing/branding plan for July 2010 for Big Five at OR Tambo promotions court to increase brand awareness globally with influx of visitors to SA.Compiling of sales reports and budgets for Africa markets with KWV Sales Manager for Africa.

International experience

Attended Pro Wein in 2008 at which time I had to do a Power Point presentation on the planned visitor centre in Robetson for the Racke group management as well as several

international WWA brand owners/ partners eg. Vitae, Espiritu de Chile; Espiritu de Argentina and wine makers/marketers from other countries eg. New Zealand and AustraliaWork closely with brand managers in Germany relating to marketing materials and strategies for global marketOrganisation of all aspects relating to Cape Wine 2008 for Golden Kaan SA including:Agendas, accommodation, transport etc for 25 international guests comprising mainly of Golden Kaan global agents that were here for Cape Wine 2008Management and implementation of all plans relating to international distributors that visit SA for business purposes for eg. Ampersand, Ireland, Maxxium, Sweden and Kirkwood, CanadaOrganising of agendas for Golden Kaan Europe management staff visiting SA for business purposes as well as for international agents visiting the cellarsLiasing with wine makers at KWV and Racke for tenders; sample management etc. for international tenders eg. Maxxium, Sweden

Brand Home ManagerHouse of Golden Kaan, RobertsonFullfilling similar roles as described above as well as all aspects of managing the brand home as well as brand building in the surrounding area

NMK Premium Global Brands (April 2007 – 31 January 2008)

Position held: Brand Champion/AmbassodorOverhex Wines & Clos Malverne Wines

Responsibilities:Sales, marketing and all aspects of brand development on the Overhex wines portfolio on the national market within the NMK network. Supporting the NMK sales team in both the on and off consumption market, nationallyHandling of all key accounts, independents and restaurants including wine lists, menus, inserts promotions in both on and off trade etc.Creating and sourcing new business opportunities for various brands in their respective sectors.Sales forecasting and target management.Budget planning for marketing purposes.Ensuring sufficient stock levels are maintained at various depots nationally.Monitoring sales figures, growth, sales reports etc.Regular trade visits to Johannesburg and Durban to see key accounts as well as building the brand with the relevant sales representatives in the various areas.Arranging of launch of new brands in all areas, product training, promotions etc.Brand Ambassador for Clos Malverne wines in the Western Cape specifically targeted at increasing representation of Clos Malverne wines in the on trade as well as creating brand awareness in the off trade.Assisting Elsie Pells (Cape Wine Master) with various administration duties for all other wine brands within the portfolio.Working with both these brands has given me ability to work with both top and bottom end outlets and have thus gained experience across a broad spectrum of clients.

Overhex Wines International (June 2005 – March 2007)

Position held: Started as Regional Sales Manager, then promoted to National Sales Manager

Responsibilities:

Sales, marketing and building of relevant brands in the segments in which they belong. Relationship building and negotiating with buyers on all levels ie. key accounts as well as the smaller accounts in both the on and off consumption market on a national level.Liasing with representatives from our distribution company with regard to sales, listings, targets, reports, deals etc. regular traveling to Jhb and Dbn to ensure the same.Monitoring of sales in the various areas to ensure growth, and problem solving in areas where growth is not shown.Recommendations for wine lists, liasing with printers for design of wine lists as per customer requirements, table talkers and menu inserts as well as product knowledge for waiter training and gourmet evenings. Presenting of wine tastings to wine clubs and wine tasting evenings and wine trade shows eg Winex, Soweto Wine Show , Bienne Donne Cheese festival, Natal Mercury Wine show, KKNK (participation in event with Emile Joubert and Andries Krogmann) etc.Ensuring sufficient stock levels at various distribution centres around South Africa.Arranging of promotional items for on and off consumption ie. posters, ice buckets, brochures, aprons, waiters friends, display files for reps etc.Duties also include various other aspects of the wine industry on the local and the international level with regards to assisting in various areas from sending of samples to entertaining of international guests.Duties have also included liasing with bottling plant re stock control. Assisting with promotional budget for local market and liasing with various advertising companies re magazine ads etc.On an administrative level I have needed to build spreadsheets, worksheets, daily call sheets, customer record cards. Computer literate in Microsoft excel, word, email, Internet etc.Submitting regular sales reports to management, isolating problems as well as looking for the relevant solutions.I believe that customer service and relationships are key in this competitive industry to secure listings in both restaurants and independent outlets.I also assisted the Marketing Director with various duties relating to the export market, including entertaining of overseas clients on their trips to SA.

Somerset Beverages (February 2004 - May 2005)

Position held: Sales representative/agent

Responsibilities: Sales of a portfolio of wine farms to both the on and off consumption trade, wine tastings, promotions, wine lists and all aspects of wine sales. Here I worked with a range of brands from various farms, thus gained experience with restaurants on on levels, from smaller cafe type to up market restaurants and hotels.

Complicor Eleven (Pty) Ltd (2000 - 2004)(Wholesale import company of soft toys and nursery furnishings)

Importing: Dealing with clearing agents re: customs clearing and documentation etc.

Sales and marketing: Country wide sales to relevant storesSourcing of new clients/cold calling in all areas nationwideMarketing of new productsLiasing with buyers in major chain stores e.g. Woolworths, Stuttafords, Baby City, Edgars, Ackermans etc.Telesales

Training: Product training for agents Johannesburg, Durban and

Eastern CapeOffice duties: Invoicing, statements, creditors, commissions etc.

Liasing with overseas suppliers re: payments, product requirements, import documentation, shipping requirements etc.Labelling procedures and packaging requirements for eg Woolworths and Edgars adhering to stringent protocol.Returns, credits, discounts and P.O.D's.

Computer Skills: Microsoft Word and Excel.

Trendy Baby (1998 - 2000)(Retail store - nursery furnishings)

Retail Manager Management and day to day running of retail store.Stock control, daily balancing, staff training, sales etc.Opening of other similar outlets nationwide

Simonsvlei Wines (1996 – 1998)Wine sales and Administration:

Started in a position in the tasting area doing wine sales and tastings including cellar tours, daily cash ups and all other aspects of sales at the cellar.General office administration including weekly wages of cellar staff, personnel files, leave, sick leave etc.Stock control duties included daily balancing of bottled stock in tasting room as well as bulk bottled stock in store and bulk stock in tanksCompleted Preliminary Wine Course at Cape Wine Academy in 1997

Ola Ice-cream (1994 - 1996)

Sales Representative: FMCG sales including cold calling and servicing of existing clients in the Southern Suburbs.

Natal Blood Transfusion Service (1989 - 1994)

Medical Technician:Laboratory work including all aspects of Blood Transfusion Technology.

References:Greigg Rietoff (Somerset Beverages) 083 325 7206Marian Kopp (Golden Kaan) +491713374766Geoff Russel (Aroma Liquors) 082 807 8130Penelope Horwood (Pendulum Communications) 083 708 2660Jacques De Witt (Overhex Distribution) 082 600 8412Anneli Karsten – 082 783 9935Bryan Anderson – 083 285 6566