Elzanne Swart
Callands,Warrington
Summary
Strategic marketing and communications leader with 14+ years’ experience in healthcare, nutraceuticals and life sciences. Proven track record in developing integrated marketing and communications strategies that strengthen brand positioning, drive business growth and support organisational transformation. Experienced in leading corporate rebranding, business integration and change programmes, including the successful launch of a new global corporate identity following a multi-company merger. Trusted advisor to senior leadership, delivering impactful internal and external communications, stakeholder engagement and employee communications. Recognised for strong leadership, resilience under pressure and consistently exceeding business objectives across international markets.
Overview
20
20
years of professional experience
8
8
years of post-secondary education
1
1
Certification
Work history
Head of Promotion and Communication
Biotexia
Warrington, Cheshire
2024.09 - Current
- Lead global communications strategy, aligning brand, commercial priorities, and business growth across international B2B markets.
- Partner with senior leadership to define strategic direction and strengthen global market positioning.
- Spearhead post-merger rebranding and integration across ABbiotek Health, Fytexia, and Anzchem, delivering Biotexia brand launch on time and within budget.
- Define and govern global brand positioning, messaging, and identity, ensuring consistent execution across markets.
- Drive cross-functional alignment across sales, R&D, product, and commercial teams to deliver integrated brand and communication strategies.
- Shape internal communications, delivering clear, aligned messaging through company-wide channels to drive engagement and organisational cohesion.
- Lead external communications, delivering product launches, campaigns, digital activity and global events that strengthen brand visibility and market impact.
- Build and develop communications team, providing coaching, performance management, and capability building.
- Own KPIs, budgets, and performance reporting, using insights to optimise effectiveness and ROI.
Head of Marketing
ABbiotek Health
Warrington, Cheshire
2023.04 - 2024.08
- Developed and executed global B2B and B2C marketing strategies aligned with business objectives, supporting growth across international healthcare, nutrition and specialty ingredient markets.
- Successfully led corporate rebranding programme, overseeing planning, launch and post-launch implementation to strengthen brand visibility and market presence.
- Directed global brand management, ensuring consistency in brand positioning, messaging and visual identity across all customer touchpoints and markets.
- Partnered closely with senior leadership to align marketing priorities with business strategy and support organisational growth initiatives.
- Collaborated with sales, and R&D teams to align commercial and marketing strategies, support product launches and deliver sales enablement tools and training.
- Led market research, customer insight and competitor analysis activities to inform strategic decision-making, product positioning and go-to-market plans.
- Shaped and executed global digital marketing strategy across websites, social media, webinars, marketplaces and content platforms, enhancing brand awareness, customer engagement and lead generation.
- Developed lead generation programmes and marketing initiatives to strengthen sales pipeline and support commercial growth objectives.
- Led planning, promotion and delivery of industry events, conferences and trade exhibitions, measuring effectiveness through defined performance metrics and stakeholder feedback.
- Established and monitored key marketing KPIs, leveraging performance data and insights to optimise campaigns and improve business outcomes.
- Managed global marketing budget, ensuring effective resource allocation and optimisation of return on investment across marketing activities.
EMEA Digital Marketing Manager
Soho Flordis Health
Wigan, Greater Manchester, England
2021.01 - 2023.03
- Develop and executed integrated digital and content marketing across SFI Health brands, managing multi-market campaigns across EMEA and DTC channels.
- Developed and executed country-specific strategies (UK, France, Italy), including Amazon, e-commerce, and direct-to-consumer growth initiatives.
- Owned end-to-end e-commerce and digital performance marketing, including SEO, paid media, social, influencer, and Amazon (AMS/DSP) activity.
- Managed multi-channel content strategies, including localisation, native-language campaigns, eCRM, newsletters, and email automation flows.
- Drove digital optimisation through performance tracking, analytics, A/B testing, and continuous improvement across all markets.
- Led website management, content updates, and new market launches, ensuring regulatory compliance across regions.
- Supported distributor and B2B partner digital transformation through platform enablement, training, and e-detailing initiatives.
- Managed agencies, budgets, and stakeholder relationships to ensure consistent execution and ROI across all digital activity.
- Delivered market research and competitor analysis to inform strategy, positioning, and promotional planning.
- Supported trade and offline alignment through integrated campaigns, events, and industry engagements.
Marketing Manager
Soho Flordis International SA
Centurion, Pretoria, South Africa
2018.10 - 2020.12
- Led integrated marketing strategy and execution for national brand portfolio across South Africa, delivering end-to-end campaigns across digital and traditional channels.
- Owned digital growth strategy across organic and paid channels, including PPC, social media, content, and acquisition optimisation.
- Directed social media strategy and community management across two platforms, including influencer partnerships and audience engagement.
- Solely managed website and e-commerce operations, ensuring performance, usability, and conversion optimisation.
- Planned, managed, and optimised marketing budgets to maximise ROI and drive efficient spend across all channels.
- Developed go-to-market strategies informed by market research, competitor analysis, and new product development inputs.
- Created sales enablement tools and delivered training to internal teams, pharmacies, and field representatives to strengthen product knowledge and commercial execution.
- Led stakeholder and partner management, including agencies, vendors, and cross-functional teams, to support campaign delivery and brand consistency.
- Designed and executed events including conferences, KOL engagements, and sales activation sessions to support brand and commercial objectives.
Sales Representative
Soho Flordis International SA
2012.06 - 2018.04
Advertising Sales Professional
Media in Africa
2011.09 - 2012.06
Recruitment Consultant
Network Finance
2010.06 - 2011.08
Sales Representative
Waltons
2008.08 - 2010.05
Sales Representative
WW Packaging
2006.12 - 2008.07
Education
Marketing Management Diploma N4, N5, N6 - Marketing Management
Boland College
Paarl 2005.01 - 2007.12
Point High School
Mossel Bay 2000.01 - 2004.12
Skills
Strategic communications
Internal and external communications
Corporate communications
Stakeholder engagement
Change management and communications
Corporate rebranding and integration
Leadership communication
Content strategy and storytelling
Marketing strategy and communications
Team leadership and development
Certification
Digital Development Training Program
Digital strategy consultant and university lecturer, Mike Zeederberg, MD, Zuni, AU
Jun 2023
Social Media Conference
Radius Solution Group
Sept 2019
Marketing gets Naked
IMC Academy
March 2019
MAC in action
Marketing Code Authority
Feb 2019
Professional Selling Skills
Achieve Global
Feb 2012
Honors, Awards and Prizes
2025: ABFI Special Ingredient Collaboration Award
Project team contributor, DNF10 Satiety Bite development.
2017: Recognized as one of the Top 5 Sales Representatives, Soho Flordis International (SA)
2009: Waltons One Million Rand Club Awards, Waltons
2006: House Committee
2006: Leader of Student Movement for Christ
2005: Certificate for achieving more than 80% in N4 Course
References
References available upon request.
Languages
English
Proficient (C2)
Afrikaans
Proficient (C2)
Timeline
Head of Promotion and Communication
Biotexia
2024.09 - Current
Head of Marketing
ABbiotek Health
2023.04 - 2024.08
EMEA Digital Marketing Manager
Soho Flordis Health
2021.01 - 2023.03
Marketing Manager
Soho Flordis International SA
2018.10 - 2020.12
Sales Representative
Soho Flordis International SA
2012.06 - 2018.04
Advertising Sales Professional
Media in Africa
2011.09 - 2012.06
Recruitment Consultant
Network Finance
2010.06 - 2011.08
Sales Representative
Waltons
2008.08 - 2010.05
Sales Representative
WW Packaging
2006.12 - 2008.07
Marketing Management Diploma N4, N5, N6 - Marketing Management
Boland College
2005.01 - 2007.12
Point High School
2000.01 - 2004.12