Brewing up a storm for the perks of non-alcoholic beer
Oliver Wills is marketing manager for Africa for Swinkels Family Brewers
What do you do at work each day?
Each day is different, but mostly I am in charge of managing and creating Swinkels Family Brewers’ communication about the benefits of non- and low-alcohol (Nablab) products such as Bavaria to consumers throughout Africa. I work with a handful of agencies that help me and I bring their combined works together on various platforms,
For example, digital media, in various languages. I need to understand the unique needs of each country as well as the overall needs of the African continent concerning our brand offering.
What drew you to this particular career?
During my studies, I worked with a cocktail and eventing company and became a mixologist. I enjoyed what I was doing parttime and created a network within the trade.
Towards the end of my studies, I was head-hunted for a position with a Swedish cider brand called Kopparberg and assisted in launching their product in Cape Town.
My network grew, and I started learning about sales and marketing within the South African beverage industry.
Three years later, after packing up everything for a six-month trip to Thailand, I returned to Cape Town and was head-hunted by Bavaria SA. I launched Bavaria in Cape Town, then moved to Johannesburg to take up a national role in sales and merchandising. In 2017, I was offered a position with the Bavaria Africa team in trade marketing and brand management. This opened up the doors to Africa, where I travelled extensively.
My understanding grew, and in 2018 I was offered the position of marketing manager for the continent. The position was based on an in-depth understanding of the Nablab category and my innovative means to deliver our message to various markets.
What did you want to be when you were a child?
I remember saying to my mother that I wanted to be everything and she replied it was impossible. I thought I would choose three: a fireman; a police officer or an architect, like my father. Later on, I wanted to be a game ranger, then a lawyer. If I had to choose one, it would be a police officer. To this day, I have a desire to help and assist others.
What about your job excites you?
It is the creative element of marketing and the challenge of exploring and uncovering this new category. I love what I do, the continent I do it for, and those I do it with.
What qualifications do you have, and how do they help you do your job?
I studied project management, then law, and dabbled in a few short courses. Recently, I finished my diploma in digital marketing. I plan to finish a postgraduate diploma in digital marketing next year. Project management helped me to manage the varying needs of multiple countries across the continent, each with multiple messages and agencies and distributors. Law has helped me with my understanding of the elements of a contract and managing equality, fairness and diversity. Finance allowed me to understand the numerical jargon at the boardroom table. Digital studies opened up my world to creativity, connectedness and opportunity, not only in Africa, but globally.