Results
A track record built from the inside
I’ve held the roles I now offer fractionally: CEO, director and founder. Here’s what that looked like.
Nearly tripling revenue as CEO
Context. Pro Range, a sport and leisure business, needed to grow beyond its core.
What I did. I joined as Regional Sales Manager, became CEO within two years, built the sales TEAMs and systems, diversified into four new business lines and secured a Vodacom naming-rights sponsorship.
Result. Revenue grew from R7m to R20m. I later moved into a non-executive director role.
Growing a hotel group from 2 to 17 properties
Context. ANEW Hotels & Resorts set out to scale rapidly across South Africa.
What I did. As Sales & Marketing Director and then Talent & Commercial Director, I led Sales, Marketing, Revenue and HR at board level: brand, sales channels, customer segments, loyalty and the people architecture behind it.
Result. The group grew from 2 to 17 hotels across five provinces and around 1,000 people, becoming one of South Africa’s most recognised mid-market hotel brands.
A brand and digital transformation
Context. Premier Hotels & Resorts needed a stronger brand and digital presence as it grew.
What I did. As Group Brand Manager I rebuilt the brand and digital strategy: new website, content, Google Ads, online sales channels, social and a loyalty relaunch.
Result. A refreshed brand and digital engine supporting growth from 12 to 16 hotels.
People architecture from scratch
Context. A fast-growing group needed people systems that could scale.
What I did. I designed the grading system, career pathways, KPIs and incentives, SOP frameworks, succession planning, an intranet and a first Employee Value Proposition.
Result. Consistent standards, clear career paths and a leadership pipeline across 17 properties.
Founding a marketing consultancy
Context. SMEs and mid-market brands needed senior marketing capacity without a full-time hire.
What I did. I founded Next Level Markets to provide in-house marketing capability, managing clients, delivery, ROI and the P&L.
Result. ANEW Hotels & Resorts took over the consultancy’s TEAM and assets, and I joined its leadership.
Recognition
- Industry Empowerment Award, SA National Convention Bureau (2023)
- Entrepreneur of the Year, Business Partners (2012)
- Top 20 Most Influential in SA Golf, Compleat Golfer (2008)
- Top Sales Manager nationally, Virgin Active (2004/05)
“Alan recruited and trained the sales teams for three locations, set up systems, refined the product… The sales budgets were achieved, often exceeded. With the expansion of the business (revenues increased from R7m to R20m) Alan began to play a more general management role as CEO.”
Nic van Gass
Director, Pro Range (Pty) Ltd · managed Alan
“I have personally witnessed Alan drive Sales and Marketing initiatives to new heights, embrace changing trends and technology, and contribute significantly to commercial performance, revenue growth and loyalty initiatives.”
Reinhard Walzl
General Manager · worked under Alan at two hotel groups
“What stood out to me was the breadth of his commercial leadership. He had a clear understanding of the business at an executive level, how strategy, revenue, customer experience, sales, marketing and operational performance all need to work together to deliver sustainable results.”
Chantelle Coleridge
Multi-Property Commercial & Revenue Leader · reported to Alan
Not sure where to start?
Book a 30-minute call. You’ll leave with at least one idea you can use, whether we work together or not.