Murray Witherspoon

Murray Witherspoon

Director of Marketing at Michaelhouse
South Africa

Summary

Director of Marketing at Michaelhouse. I fell from one career to the next, stumbling over jobs until I tripped over one which was the steamroller to smoothing out the highway of my passions, flairs, interests and abilities.
My El Dorado is discovering the quiddity of brands, especially high end ones, with the price tag to match. It's deeper than a USP, more obscured by the jungle regrowth of features and benefits. Strategy and words are the compass and machetes we can use to hack our way through to promise of gold hidden in the undergrowth.

Languages
  • English - Native
  • Afrikaans - Pro

Positions

Director of Marketing
Michaelhouse
February 2011 - Present (6 years 6 months)
Basically, I convince parents of adolescent boys that a private, all-boys, full boarding experience in a fully holistic environment is the ultimate educational model. Did I mention the price tag? Insight No.1: Don't be fooled into thinking that the expense and the idea of little Johnny being away from home are the major barriers to purchase.
There's more to it than the creative glamour of marketing a recognised educational brand. there's the dull stuff like CI implementation, ORM, media liaison, documentation, documentation and documentation...

Education

MA

University of Natal, Pietermaritzburg
January 1995 - 1998 (3 years)

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