Leadership Philosophy

Built on Principle. Proven in Practice.

The strongest commercial functions are not built around strategies alone. They are built around systems, people and the clarity that comes from knowing exactly what growth requires before asking anything of the organisation.

My approach to leadership begins with architecture before activity. Whether joining a growth-stage startup with no marketing function or stepping into a fragmented commercial operation inside an established institution, the starting point is always the same: understand the business model, identify the commercial gaps and build the infrastructure that closes them with discipline and precision. The teams I build are designed to sustain growth beyond me. The frameworks I establish are designed to work without constant intervention. That is what commercial leadership looks like in practice.

Commercial Infrastructure First

I build the systems before the campaigns. Activity without architecture is noise, not growth.

People-Led Execution

The functions I create are designed for longevity: teams, structures and accountability frameworks that outlast any single campaign.

Pan-African by Design

Deep market literacy across East, Central and West African contexts is not a credential on a CV. It is how the work is done.

Commercial Journey

Five Organisations. Eighteen Years.

A full account of the roles and responsibilities that shaped the practice.

Moringa School

Director of Marketing and Admissions

Nairobi, Kenya

Jan 2025 – Present

Current

Grew enrolled student numbers by 25% within a single campaign period.

Improved lead-to-enrolment conversion by 61%.

Increased application completion rates by 42%.

Kibo Africa

Head of Marketing and Communications

Nairobi, Kenya

Mar 2018 – Dec 2024

Built the full Kibo Africa brand identity from scratch: positioning, visual identity, tone of voice and messaging architecture.

Established the complete marketing and communications department where none had previously existed.

Increased brand awareness by 30%+ across priority East and Central African markets.

DAMAC Properties

Marketing and Sales Lead, Africa Region

Nairobi, Kenya

Jun 2014 – Dec 2017

Established DAMAC's brand presence and investor pipeline across East Africa from zero.

Grew qualified investor enquiries by 30% through aspiration-led positioning and high-touch engagement.

Built a network of relationships with high-net-worth individuals, family offices and business leaders across East Africa.

Neo Marketing Kenya

Business Unit Manager

Nairobi, Kenya

Jan 2012 – Jun 2014

Improved client portfolio performance through structured account growth strategies and enhanced service delivery models.

Streamlined project execution processes that improved resource utilisation and delivery consistency across multiple campaigns.

Strengthened client retention through proactive relationship management and value-driven strategic consulting.

Media Edge Interactive Kenya

Account Manager

Nairobi, Kenya

Oct 2007 – Dec 2011

Managed high-value client accounts while consistently maintaining strong satisfaction and retention outcomes.

Improved campaign delivery effectiveness through stronger coordination between creative, media and client teams.

Built trusted client relationships that generated repeat business opportunities and strengthened account growth.

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What Others Say

Trusted by Leaders Across Africa

“

I've had the opportunity to work with Terry at Moringa School and have seen her strong focus on growth, strategic marketing, and business impact. She brings a thoughtful approach to building brands and driving initiatives that support organizational goals. I've appreciated the opportunity to learn from her perspective on marketing and business, and value the experience of working alongside her.

Susan Wakahu

PPC Strategist | Media Buyer | Facebook Ads | Google Ads Specialist | LinkedIn Ads · Moringa School

“

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

Academic Foundation