Carmen de Jager

‍Current Role:

Vice president of business development – NightJarr (Canada)

Location:

Halifax, Canada

Education:

• MBA GIBS)
• BIS (University of Pretoria)
• BA Journalism (University of Pretoria)
• BA Hons English (University of Cape Town)

Certifications:

• Digital marketing (University of Stellenbosch)
• Google ads measurement
• Marketing analytics (London School of Economics)
• Design thinking (Dalhousie University)

Expertise:

• Digital strategy
• Marketing analytics
• Conversion optimization

Carmen de Jager is a seasoned digital marketing strategist and analytics leader with over 15 years of experience accelerating data-driven growth for brands across financial services, tourism, technology, and startups. As Vice President of Business Development at NightJarr, she guides B2B and B2C organizations in deploying impactful digital strategies rooted in SEO, CRO, and real-time analytics. Carmen combines strategic foresight with agile execution to turn data into actionable marketing intelligence.

‍

• Founded Bonfire Digital, a consultancy delivering plug-and-play digital infrastructure for startups—from attribution models to custom analytics dashboards.
• Held leadership roles at Investec Private Bank, Four Seasons Hotels, and Evermore Capital, designing full-funnel marketing systems and advanced measurement frameworks.
• Built data-powered digital ecosystems and attribution models to support high-growth initiatives across local and global markets.
• Recognized for her ability to blend creativity with rigorous analytics, always prioritizing measurable, human-centric marketing.
• Serves on the board of Imagine Cities, contributing to the evolution of smart, data-informed urban development.