Esther Maina Email & Phone Number

East Africa.

A portfolio-wide role in which I was tasked with developing, communicating, executing, and sustaining corporate strategic initiatives to maximize stakeholder value and ensure the sustainability of the portfolio. This cut across 6 companies within AIM Group namely Inalipa (Commerce), Identity.d (Identity), Agency (Advertising and Brand), Credable (Fintech), EF12 (Workforce and back-office support) and SFA (Retail mapping and distribution)Markets: Tanzania, Mozambique, South Sudan, LesothoKey responsibilities included;1. Lead the development of the corporate, business and functional strategic plan/framework for the organization, and the detailed current year operating plan, while adhering to direction set by executive team. 2. Facilitates the execution of the strategy by working collaboratively with the other Executive Team members and ensuring that the strategy is communicated and easily understood by all throughout the organization. 3. Ensures that appropriate metrics are in place to measure performance and progress towards strategic goals.4. Acts as the key advisor to Executive team on critical changes in the competitive landscape, global marketplace and external business environment.5. Lead the development and implementation of consistent practices and strategic frameworks across AIM Group.6. Lead the organization’s approach to measurement and evaluation with a focus on the creation of an organizational dashboard for impact and organizational effectiveness.

Tanzania

In addition to the Strategy lead role, I was in charge of assisting the General Manager with Business Unit strategy as well as oversight on some of the day-to-day operations in a company. Key tasks included contracting, recruitment, identifying new business opportunities, handling budgets, engaging various company stakeholders, ensuring a high level of customer service and implementing company policies and most importantly road mapping and implementation of SBU level strategy.

Tanzania

• Research and implement strategies based on category knowledge, brand objectives/strategies and consumer/persona insights, attitude and behaviors• Gather insights on consumer behavior through market research• Establish 360 holistic touch points around the consumer engagement efforts and in tandem with media planners, establish 3rd party media partnerships (content & engagement opportunities) and space (buying)• Review emerging opportunities online, mobile, technology, social and participate in ideation brainstorms• Identify KPIs, benchmarks and reporting structures (monthly/quarterly) for initiatives and campaigns for ongoing data analysis, insights and refinements

Tanzania

Led market research, strategic brand development process, as well as the initial, go to market strategy that enabled Inalipa to penetrate the market.

Tanzania

Pontem is the co-investment vehicle through which AIM Group curates and deploys seed and growth capital into other businesses. Here I played a fractional advisory role. This included conducting strategic analysis and due diligence on investees. I also led the development of the business strategy for Pontem itself.

Nairobi, Kenya

Strategy and brand development through various digital channels.New business development.Relationship management.Project Management.Trend research.

Nairobi, Kenya

Meeting and liaising with clients to discuss and identify their advertising requirements;Working with agency colleagues to devise an advertising campaign that meets the client's brief and budget.Working with the account manager to brief media, creative and research staff and assisting with the formulation of marketing strategies;Liaising with, and acting as the link between, the client and the advertising agency Handling budgets, managing campaign costs and invoicing clients;Writing client reports; monitoring the effectiveness of campaigns;New business development, along with other agency staff, to try to win new business for the agency.

Actively participate in the brand development process being undertaken by the client. This involves above the line activities as well as below the line activities with special emphasis being placed on the Digital elements. My role was to act as the liaison between the agency and the client and ensure that their goals are being met. Thus I was also involved in strategy and planning on a case by case basis.

Nairobi Kenya

Taught C++, Visual Basic, Microsoft suite packages and basics of Linux/UNIX as an operating system.

Master Of Science - Msc, Psychological Science (Graduated With Merit)

A scientific research approach to core areas of psychology as defined by the British Psychological Society (BPS). These include.

Postgraduate Program (On Abeyance), Business Strategy Specialisation

This course covered both the dynamics and the global aspects of strategic management. Case based learning is employed in learning how.

Specialisation, Market Research, Ongoing

Human Centered Design, Strategy

Human-centered design is a creative approach to problem solving. It’s a process that starts with the people you’re designing for and ends.

Digital Marketing

Squared Online is the product of a partnership with Google and e-Learning experts Home Learning College. It’s an online version.

Bachelor Of Commerce And Business Administration., Marketing (First Class Honors- Top Of Marketing Class)

Activities and Societies: Vice Chairlady, Young Entrepreneurs Society.

Diploma, Information Technology- Specialisation In Coding (Distinction- Top Of Class)

Trained on the various principles of Information Technology. Equal importance placed on both the hardware (PC maintenance) and Software.

Google Adwords Proffesional Certification, Online Advertising And Analytics

Undertaking the Google Ad words certification programme that involves in depth training on search and GDN marketing,mobile and analytics

Apa Advertising Foundation Training, Advertising