Nairobi, Kenya · GMT+3 · Available for Engagements
Fractional CMO & Strategic Marketing Executive
Brand Transformation.
Commercial Growth.
Pan-African Reach.
0+
Years of Experience
Pan-African Markets0%
Revenue Growth
Moringa School0%
Conversion Lift
Moringa School0%
Pipeline Growth
DAMAC Properties
Organisations I've Served
About Terry
Most organisations have marketing activity. Few have marketing architecture. With 18 years of practice across East Africa's most competitive markets, I diagnose structural gaps before a single dollar is spent on execution: leaking funnels, brands without defensible positions, market entries with no route-to-market logic. I build the full commercial system, including go-to-market strategy, brand positioning, customer journey design, and performance infrastructure, tailored to each client's market and growth stage. At Moringa School, I grew enrolled student numbers by 25%, improved lead-to-enrolment conversion by 61% and cut the admissions cycle from 12 days to 7 within a single campaign period. At Kibo Africa, building a brand and communications function from scratch increased brand awareness by more than 30% across priority markets while reducing customer acquisition costs by over 25%. At DAMAC Properties, establishing a regional investor presence across East Africa from zero grew qualified investor enquiries by 30%.
“
Growth that does not begin with a clear commercial framework is just activity. I build the infrastructure that makes it real.
Terry Ojiambo
Fractional CMO & Strategic Marketing Executive
18+
Years of Practice
5
High-Impact Engagements
Core Competencies
Eighteen years of practice, structured across three strategic clusters. Each cluster is anchored to real commercial results.
Building the commercial systems that turn activity into measurable revenue
30%
Investor pipeline growth for DAMAC Properties
Shaping how markets perceive, trust and choose your brand
30%+
Brand awareness increase across African markets for Kibo Africa
The data, leadership and systems that make growth sustainable
61%
Conversion lift via data-led funnel redesign for Moringa School
Commercial Record
Selected from five high-impact engagements across education, mobility, luxury real estate and FMCG.
Executive Summary
Moringa School needed a coordinated commercial overhaul, not a campaign. I inherited a fragmented digital presence, a multi-step application journey losing qualified candidates at every stage, and a revenue target of KES 1 billion with no integrated strategy in place.
25%
Student Enrolment Growth
61%
Conversion Lift
68%
Organic Traffic Growth
Executive Summary
Kibo Africa had a bold vision for disrupting the African mobility space with locally manufactured motorcycles but entered the market with no brand identity, no communications infrastructure and no structured way to tell its story to dealers, riders, investors or corporate partners. I built the brand entirely from the ground up, covering positioning, visual identity, tone of voice and messaging architecture, while simultaneously establishing a complete commercial marketing function and conceiving the most significant motorcycle product launches in East Africa at the time, including a landmark 1,000-person stakeholder and media event.
30%+
Brand Awareness Increase
25%+
Reduction in CAC
7 Years
Tenure as Marketing Lead
What Others Say
“
I have had the privilege of working closely with Terry and can confidently say she is one of the most strategic and commercially minded marketing leaders I have encountered. Terry possesses a rare ability to connect brand strategy with business growth. She consistently translates organizational objectives into impactful marketing initiatives that strengthen brand equity, drive customer engagement, and deliver measurable revenue results. Beyond her technical expertise, Terry is a highly respected leader who inspires teams, builds strong stakeholder relationships, and navigates complex business environments with confidence and professionalism. Her strategic thinking, execution excellence, and commitment to results make her an invaluable asset to any organization. I would highly recommend Terry to any organization seeking a transformational marketing leader capable of driving sustainable growth and market leadership.
Simon Matianyi
Founder & CEO · Fine Brands Limited
“
I've had the pleasure of working with Terry for several years and have always been impressed by her thoughtful and strategic approach to marketing and communications. Terry has a real appreciation of both the bigger picture and the practical steps needed to achieve it. She consistently aligns marketing initiatives with business goals while keeping customer needs at the center of her work. Her combination of creativity, commercial understanding, and ability to deliver results makes her a highly effective leader. Terry is skilled in building strong relationships, collaborating naturally across teams. She approaches challenges with confidence, professionalism, and a positive attitude. I would recommend Terry to any organisation looking for a marketing leader who brings both strategic thinking and a genuine commitment to making a meaningful impact.
Victor Masese
Client
Who I Work With
Startups and scale-ups that have found product-market fit and need the commercial infrastructure to turn traction into sustainable, compounding revenue.
Businesses navigating a relaunch, market entry, or competitive repositioning that require senior marketing leadership with the range to execute across brand, demand, and channel.
International organisations building or restructuring their East African market presence who need a senior partner with deep regional knowledge and an existing network across key markets.
Businesses that currently have marketing activity but no marketing architecture, and need a Fractional CMO to build the team structure, systems, and frameworks that make growth repeatable.
Advisory Services
Three ways to engage. All built around your commercial context, not a generic playbook.
Clients receive a functioning system, not a deck, at a fraction of the cost of a full-time CMO.
Most organisations have marketing activity but lack marketing architecture.
A product or brand without a structured route to market will underperform regardless of its quality.
Brands reach critical inflection points: new market entries, relaunches after decline, competitive repositioning.
I build the commercial systems that turn marketing spend into pipeline, conversion, and sustainable revenue growth across Africa's most competitive markets.
Or email me directly: terryojiambo@gmail.com