Responsible for growing the adoption of digital self-serve logistics solutions for businesses through channel optimization to drive consideration and conversion.Planned and executed a programmatic campaign for Maersk Spot, achieving 60M+ impressions, 1,485 bookings & 783 new customer registrations across the IMEA region. India contributed 51% of the bookings, while Tanzania accounted for 26% of customer sign-ups. Spearheaded IMEA automated email journeys initiative for Maersk Spot, launching 4 new journeys in FY23 which contributed to >3,935 bookings and >6,460 FFE.Ran a Free-time Extension and Amendment Fee waiver campaign aimed at creating awareness and driving conversion in select African countries, resulting in 289 booked FFE and revenue of >$400K.Grew the adoption of mobile payments in SWA Area (Gabon, Cameroon and Congo) by 47%, with a reduction in customer footfall to Maersk payment desks by up to 39%. Supported IMEA network team in creating awareness about major route changes across different areas (FI3 - Pakistan to Far East Asia and FEW2/3/6 for South/West Africa to South East Asia).

Responsible for E2E GTM execution for financial services (M-PESA) for Mass/MSME/SME segments. This includes generating customer insights for strategy formulation, creating effective campaigns to drive achievement of set commercial KPIs and measuring effectiveness of all initiatives.Led the creation and running of an always-on digital campaign for M-PESA App to drive installs and usage, achieving 250K app installs against a target of 195k (120%).Successfully coordinated the development of all elements of HalalPesa launch campaign.

Responsible for creation and execution of marketing campaigns, leading all trade branding for assigned business units, providing GTM support to product development teams, planning and execution of events and managing creative agencies to develop marketing collateral.Spearheaded the M-PESA Business Till campaign which grew 30-day active merchants by 225% from 160K to 520K in two years (FY20 – FY22).Ran an M-PESA Merchant Promotion between November 2021 and January 2022, achieving 116% of revenue target and 97% of new merchant acquisition.Successfully launched the M-PESA Self-Onboarding Portal and grew the platform’s contribution for new till acquisition from 2% to 31% in FY20/21.Ran a digital B2B lead generation campaign for M-PESA Bill Manager (school and rental property use-cases) leading to an increase in onboarded billers from 31 to 1236 between June 2021 & January 2021.Led an acquisition campaign for M-PESA Business App in Q4 of FY 2020/21 which grew the number of installs by 50% from 40k to 60k active users.Championed Digifarm’s GTM activities such as trade fairs, development of collateral and running of targeted radio campaigns across the country, leading to a growth in active farmers from 42K to 130K and a revenue growth of 126% from 110M to 248M in FY22.Continuously ensured that Lipa Na M-PESA trade branding is cost effective, optimally placed and done in compliance with brand guidelines.Provided E2E GTM support for the successful launch and taking to market of bespoke enterprise and consumer solutions such as CCTV Backup, Easy Data Bundles, Connected Farmer, Business Fiber, Zidisha Plus, IoT, Transacting Till, Lipa Parking & BuuPass among others.Coordinated numerous business events such as golf days, regional customer awards, sponsorships, exhibitions and trade activations.

Responsible for all trade execution elements including visibility branding, activations, trade assets, county licenses and supervision of BAs. Additionally, the role involved developing of marketing campaigns and conducting market research.Successful running of the ‘Power in My Pocket’ campaign in 2013/14. The campaign grew yuMobile’s customer base from 2.5 million to 3 million.Coordinated multi-channel trade activations to drive acquisition and brand awareness across the country.Spearheaded campus activations covering more than 40 tertiary learning institutions aimed at entrenching yuMobile as a ‘youth brand’.Coordinated successful countrywide trade re-branding activities in 2013.

Responsible for merchandising, trade promotions, branding, indirect sales, market research and launch of new products for the Kenyan market and subsidiaries in Tanzania, Malawi, Uganda and South Sudan.Managed an inter-agency anti-counterfeit campaign across the country in 2012 which involved KRA, ACA and Kenya Police to sensitize the public on the illicit trade in counterfeit cigarettes.Instrumental in the launch of Supermatch and Ralli brands in Tanzania & South Sudan in 2011 & 2012.Spearheaded the restructuring of marketing activities to conform to the Tobacco Control Act in 2007 and 2008.

Responsible for merchandising, gathering market intelligence and supervision of commission sales agents.Successful launch of Ralli and Summit brands in Eastern and Nairobi regions in 2004 and 2005.Effective countering of competition leading to a growth in market share.