CV Profile No.59717

Experience in the following industries :

• Consumer goods
• Distribution, selling, wholesale
• Marketing, communication, media

Professional experience

• HOD Marketing
• Rai Group- Menengai/ Aquamist
• 05.2020 - 05.2022
• Heading a department of 6 Team members, Merchandising, GT Market development, Shopper Marketing, Digital Marketing, Marketing PR, and NPD. Heading Brand communications/ Brand strategies/ Brand plans for Soaps/ Consumer Oils/ and New Toilet soap Category. In charge of Modern Trader shopper marketing and merchandising operations. Driving GT Market development including grass-roots seeding, trade marketing, roadshow activities, dealer branding. I successfully rebranded and relaunched Menengai Cream bar soap to curb the impact of imitations by competition. I also led NPD in the development of the New Toilet soap range to launch Menengai Gold Toilet soap, Menengai Velvet, and Zuri Toilet soaps range. During the same period, I launched the Aquamist Grass root agent recruitment program code-named the Mtaani Agent to undercut competition within residential estates. This is my biggest success recording growth in sales of over 3000 18.9L bottles per month. Using my networks, I have recruited 5 new HORECA customers buying a total of 700 cartons of Aquamist 1L weekly. Finally, I led the teams to work with channel partners to agree on forward plans for better business planning and revenue/ budgetary projections.

• Head of Marketing
• GNS Group - SmartBrands Ltd
• 11.2017 - 04.2020
• Managing the marketing budgets with principal suppliers. Working with channel partners to drive brand performance, sell out, awareness, etc Aligning and plugging into the channel partner marketing calendar to identify opportunities for my brands. Setting performance targets and objectives for investments made with each channel partner. Leading New product developments based on consumer needs gaps identified in the course of my marketing. Driving the shopper marketing initiatives in store such as extra SOS, extra displays, effective merchandising

• Category Marketing Lead- Edible Brands Division
• Bidco Africa Ltd
• 04.2013 - 10.2017
• Leading the brand management for the edible brands' category. Ensuring performance for the brands through brand equity development, product life cycle management, New product development such as brand extensions and revamp, channel partner cultivation, and support through exclusive collaborative activities. Trade shows and expos as well as event marketing platforms. Product packaging and label design and revamp. ATL/ TTL/ BTL activities, budget planning, and management General team leadership.

• Marketing & Communication Manager
• Bank of Kigali Rwanda
• 01.2011 - 03.2013
• My main brief was to rebrand and reposition the bank for mass-market banking, and new market banking. Review and reposition banking products to identify new opportunities for the bank to tap into. Effectively communicate the bank's products and value propositions across Rwanda in local media, highways, bank signage, consumer experience platforms, and digital channels, among others. This is one of the best success stories in my career.

• IMC Manager
• SBI Coca Cola Somaliland
• 01.2010 - 12.2010
• Managing SBI media assets to effective use Trade Marketing Identifying and negotiating with media owners strategic locations and competitive pricing to build the Coca Cola brand awareness in Somaliland Branding of MDCs and Retail customers to enhance the Coke brand presence Working with the KO/ Agency and regional Marketing Manager to prepare communications/ advertising material for Somaliland Implementing the approved plans on the ground.

• Partnerships Manager
• SpanImage (K) Ltd
• 06.2007 - 12.2009
• • Spanimage was the first digital advertising/ signage company. My role was to identify and negotiate partnerships with building owners and managers to place our digital signs. • I acquired partnerships with corporate companies such as AAR/ Fox Theatres, Capital Centre, Sarit Centre, Avenue Healthcare, Aga Khan, Nairobi Hospital, and Junction Mall. • I signed deals with Kenyatta National Hospital, National Library services, Ministry of Lands, and Immigration among others. • I was responsible for renegotiating partnership contracts that saved the company over KES 2 million a month on rent on the display sites.

• Business Unit manager/ Asst Sales Manager
• UAP Old Mutual
• 05.2005 - 05.2007
• • Led a team of 15 sales agents helping them deliver sales of life insurance products. • I led my team in making presentations to employees of different third-party organizations • I led my team in making presentations to self-help groups known as chamas (investment groups) in Kenya to sell our products • I also led them to make similar sales presentations in forums organized in partnership with progressive churches. • I let my team in company awareness programs organized by the marketing and CSR departments such as the Ndakaine marathon among others

• Trade Promotions Manager
• SDL- Sumaria Group Tanzania
• 03.2003 - 04.2005
• • Heading the Trade Promotions, my brief was to ensure Sumaria- SDL was competitive and visible in the market. • I managed a team of 58 merchandisers and recruited 150 women who collected goods from the factory every morning to sell in the estates and reconcile accounts every following morning. • Collected bi-weekly and summarised price comparisons and shared them back with management to help inform our pricing strategy. • Ensured trade marketing collateral was procured and placed in the trade effectively. Handled dealer branding and wall branding programs Planned and implemented National promotion campaigns (Sweepstakes etc)