Michael Bertram

Professional C-Level executive with over 20 years' experience in the Public/Private/NGO sectors. Experienced Chartered Marketer - knowledgeable in all aspects of the FMCG, Retail and Hospitality trade - marketed attractions, activities, and products to local, national, and international travel trade. Practiced in product development/packaging experiences - drive footfall via third party trade operators. Experienced in sourcing, arranging, and conducting trade and media familiarization visits. Practiced in market research and survey development, pilot studies & pre-testing, market backtracking. Professional and practiced in Halal Tourism. Experienced strategic in HRM managed staff teams up to 400FTE and over 2,500 during career. Managed professional membership-based organizations covering over 4,000 businesses. Skilled and Effective ambassador for business and practiced public speaker up to 2,500 delegates. Experience in creating a positive presence through efficient and successful communication campaigns. Proficient networker - well established contacts within the government, hospitality, and tourism industries. Highly skilled at building trust in partnerships with stakeholders and up-skilling emerging businesses. Proven experience of managing multiple projects - within matrix organizations and in multi-cultural teams. Qualified in developing/implementation of five-year strategy and associated annual plans and budgets.

• Administration - 10-years of consistent clean audits. Managed four companies as CEO.
• Branding - Re-branded Knysna as South Africa's Lake District travel/culinary hotspot (www.visitknynsa.co.za).
• Strategist for the 'Town of the Year' award for 2000 and 2002 - South Africa's favourite destination. Re-branded the Oyster Festival as a culinary experience rather than focused on sport events.
• Events - Developed the first Africa Bike Week. Gained sponsorship - Harley Davidson and Jack Daniels.
• Secured five-year sponsorship deal - attracted 25,000 bikers and 180,000 spectators.
• Marketing - awarded the Institute of Marketing Management (IMM - SA) 'emerging marketer of the year' for the development of Graça Knysna Oyster festival (Graça - the largest mass-produced wine in SA).
• Sponsorship - secured 'Distell' 3-year sponsorship for the Knysna Oyster festival- Distell are the largest wine/spirits manufacturer and supplier in Sub Saharan Africa. (www.distell.co.za)
• Education: Initiated and directed new curriculum programs in conjunction with Durban University of Technology for hospitality students and achieved national tourism grants to train 120 annual students p.a.
• Training: Designed and delivered skills training for emerging businesses covering marketing, finance, customer care and purchasing skills for over 200 new enterprises.

• First Aider, University Centre Quayside, 2023
• Mental Health First Aider, Mental Health England, 2022
• IOSH Certification [Health and Safety], Newcastle with RRC International, 2018
• Fellow of the UK Institute of Leadership and Management, 2015
• Marketing Association of South Africa, 2008-current
• SA Government Business and Tourism Trade Mission, 2012, Five city trade tour of the Netherlands (Amsterdam, Rotterdam, Utrecht, Zwolle and Eindhoven)
• Project Finance for PPPs, National and Africa Growth, Development and Investment Centre, 2007
• Small Town Regeneration: Planning and Development Programme, The Industrial Development Corporation (IDC), 2007
• Economic Development Strategic Planning - Study Tour, European Union Economic Development and the IDC, 2006
• Local Economic Development Planning and Implementation, The Department of Provincial and Local Government, 2006
• Limited Recourse Financing for PPP Projects, National Treasury and the Department of Provincial and Local Government, 2006
• Economic Development Project Planning and Implementation, The Industrial Development Corporation of South Africa (IDC), 2005
• Trade Seminar and Study Tour - China, and Hong Kong, South African Government Business and Tourism delegation, 2003