Where Strategy
Became Measurable Results
From a fragmented admissions funnel in Nairobi to a luxury investor pipeline across East Africa, these five engagements trace a single thread: the belief that marketing is architecture, not decoration.
Jan 2025 – Present
Moringa School
Rebuilding a Leaking Admissions Funnel into a 61% Conversion Growth Engine
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. By rebuilding the digital infrastructure, streamlining the admissions process and launching a segmented enrolment growth campaign, I delivered a 25% growth in enrolled students, a 61% improvement in lead-to-enrolment conversion, a 42% rise in application completion rates and a 68% increase in organic traffic within a single campaign period.
Mar 2018 – Dec 2024
Kibo Africa
Building a Pan-African Brand and Full Commercial Marketing Function from Zero
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. The result was a 30% increase in brand awareness, a 25%+ reduction in customer acquisition costs and a fully resourced marketing department where none had previously existed.
Consultancy Engagement
KWAL
Re-establishing a National Spirits Brand Through an Inside-Out Relaunch at Scale
Engaged by Kenya Wine Agencies Limited to develop and execute the full relaunch strategy for Kibao Vodka, I faced a brand that had lost commercial momentum in one of Kenya's most competitive spirits markets. Consumer demand had softened, trade confidence was fragile and shelf presence had declined across key distribution channels. I designed and executed a structured inside-out relaunch strategy, beginning with internal alignment, moving through trade re-engagement and culminating in countrywide consumer activations, successfully reigniting Kibao Vodka's commercial momentum and re-establishing the brand's presence across the Kenyan market at national scale.
Consultancy Engagement
Tecno Mobile
Building Cultural Relevance and Market Entry for a Mass Smartphone Brand Across Competitive East African Youth Markets
Engaged as a marketing consultant to lead device launch strategy for Tecno Mobile across East Africa, I was asked to solve the central challenge of mass-market consumer technology in a competitive, rapidly evolving market: how to make a smartphone brand feel genuinely aspirational to a generation of East African youth with high cultural awareness, strong brand instincts and limited disposable income. In a category crowded with Chinese and global handset manufacturers competing aggressively for the same consumer, I developed a multi-layered launch strategy that embedded Tecno into the lifestyle, entertainment and cultural fabric of East African youth simultaneously. Combining large-scale experiential activations, music and entertainment integration, influencer engagement and structured retail visibility programmes across multiple markets, I positioned Tecno as an aspirational yet accessible brand with genuine cultural resonance and established a repeatable launch framework that built cumulative brand equity with each successive campaign cycle.
Jun 2014 – Dec 2017
DAMAC Properties
Building a Luxury Investor Brand and Qualified Pipeline Across East Africa from a Standing Start
In 2014, as Marketing and Sales Lead for the Africa Region at DAMAC Properties Dubai, I was tasked with establishing the brand's presence and building a qualified investor pipeline across East Africa in a market where DAMAC had no prior presence, no local relationships and no market intelligence. Luxury offshore real estate investment was a largely unfamiliar proposition to East African high-net-worth audiences. Through aspiration-led positioning, premium investor experiences and executive relationship management, I established DAMAC as a credible luxury real estate brand across East African markets and grew qualified investor enquiries by 30%.