Marketing Consultant
Leap Marketing
Total years of experience :11 years, 11 Months
Fifteen Rooftop
Sep 2020 - Dec 2021
Developed brand awareness of new high-end restaurant in Nairobi, generated sales, developed unique and compelling content
• Created compelling teaser content pre-launch to ensure brand awareness at launch. 105 guests attended the opening event. Revenues generated on opening day KES 980, 000.
• Grew brand visibility by building a social media community of over 15, 000 on Instagram & Facebook for Fifteen Rooftop in 1 year.
• Curated experiential events by collaborating with partners in beverages & Cigars industries (EABL, William Grant & Sons, Novelo, Pernod Ricard, Dione Wines) which generated revenues of up to KES 2 million per event.
Horizons Offices
Jun 2021 - Sep 2021
Strategy Advisory: Developed Digital Strategy & Content Audit
• Audited existing content, identified areas of improvement and helped optimize content for client to increase organic social media visibility. Increase social media following by 15% and increased new inquiries by 40.
• Developed the Digital Strategy for execution by the digital team. Increased organic performance on digital channels by 19%.
Novelo
May 2022 - Oct 2021
Facilitated the development of Novelo’s e-store, communicated client requirements to developers, developed distribution channels, developed brand identity.
• Facilitated the distribution of Novelo’s cigars at strategic establishments such as Monty’s, Capital Club, The Liquor Store, Mawimbi Sea Food.
• Collaborated with developers to design the Tumbaku e-store.
• Successfully organized cigar and whisky pairing events in partnership with Glenfiddich and Glenmorangie to enrich activities and increase footfall at Fifteen Rooftop on slow days. Sold out both events earning revenues of KES 120, 000 +per event.
Spacia Africa
Jun 2021 - Jun 2022
Defined Spacia’s Target Audiences, Developed Brand positioning and identity, Product Refining & Definition, Developed GTM Strategy, Organized Spacia Africa App Soft Launch
Wapi Pay
Jan 2022 - Jun 2022
Streamlined and improved multichannel marketing activities, reinforced WP brand as an authority in the remittance space, developed PR function, increased customer downloads and transactions, increased brand visibility through digital channels
• Rebrand communications champion.
• Developed email communications channel to activate dormant customers, increase registration completion, and engage existing customers (open rate 18% -25%) increased completed registrations by 15% (June 2022) grew exiting customer payments by 16% June 2022.
• Increased brand awareness by participating in expos and events.
QuickMart
Project: Quickmart Kilimani and Embakasi branch Opening Communication Plans
• Engaged with Social Media Influencers to grow awareness of new store opening. Gained visibility of over 200, 000 views on Instagram through select influencers.
• Collaboratively developed ATL and Digital Comms plan to create awareness of new store openings that drive sales of KES 3 M Kilimani and KES 2M Embakasi on opening days.
Terra Lifestyle Co.
Project: Strategy Development Go to Market, Digital Strategy
Melvin’s Marsh
Project: Communications Plans to Launch New Kenya Chai Loose Tea
Kasha is a startup mobile store that delivers personal & health care essentials for women via mobile technology (app and USSD).
My contribution included implementing Kasha’s go to market strategy, drive brand awareness & brand positioning in the market. Used various marketing communication strategies to grow brand awareness and drive product sales (ATL & BTL). Developed tactical campaigns to drive order numbers in various product categories.
• Developed tailored messages to different audiences including high, medium and low-income segments.
• Used various digital channels including social media marketing, google ad words to drive traffic to Kasha’s eCommerce website.
• Made SEO recommendations to the tech team to grow organic reach.
• Developed branded marketing collateral including posters, banners, informational flyers, and branded merchandise to support campaigns.
• Enhanced brand visibility by strategic brand placement at relevant events to capture the target market and drive awareness. E.g. Baby Banda Expo.
• Developed and implemented a new customer category to serve - Mom & Baby.
• Made recommendations to use Easy Pay as a payment service provider to improve Kasha user experience. Currently in use.
• Launched Kenya's website blog. Developed blog content with informative useful content to website visitors.
• Evaluated campaign effectiveness to measure ROI.
• Developed and launched the Kasha Digital Gift Card product. (Discontinued)
Afrideals was a startup loyalty web-based loyalty software provider complemented by a user app. Our target customers included lifestyle businesses (f&b outlets, hotels, health & wellness, retail & entertainment.) The software was to help businesses to retain customers through rewards.
My responsibilities included developing the marketing strategy, brand positioning, and growing awareness of the Afrideals software.
• Market Research and Evaluation: Interviewed prospective B2B customers in various categories to evaluate the need and interest in the loyalty software.
• Developed B2B client proposals in the different lifestyle categories.
• Developed the loyalty user manual for Afrideals clients that included user terms and conditions and FAQs.
• Developed the annual marketing calendar, marketing collateral, defined the marketing communication channels.
• Defined communications channels and developed communications strategies to educate and engage different stakeholders.
• Launch Event Planning.
• Collaborated with the tech team in the development and design of the UX of the website and user app to ensure a smooth customer experience.
Educated the market and positioned Etihad Airways as a new premium airline in the Kenyan market. Used all elements of the promotional mix to convey Etihad’s key messages. Managed projects that raised Etihad’s profile and generated sales from conception through to evaluation. Worked cross-functionally with the Kenya Sales and Commercial teams to achieve sales revenue targets for Kenya. Marketing budget management. Managed station PR function. Developed email marketing content. Vetted marketing collateral suppliers and oversaw all marketing collateral procurement. Event management.
• Negotiated barter agreements worth KES 5 Million for ATL Advertising with Citi Clock, ABC Towers, Go Places magazine, Capital FM & Kenya Golf Trophy (Official Airline Sponsor).
• Developed a consumer and Travel trade contacts data base of over 5, 000 contacts within 1 year. Through communications to this database we were able to generate 30% of total annual sales through email marketing conversions.
• Nominated as the implementation champion for Etihad Super Seller (Travel Agents Loyalty Program) enrolled 60% of our travel trade partners to the reward program.
• Developed unique marketing branding materials airport queue banners which grew loyalty card enrollments by 900 enrolments and last-minute upgrades uptake which generated revenues of USD 30, 000 within 6 months of installation.
• Jointly delivered the Kenya sales revenue targets (23 Million Dollars per annum) for the prescribed portfolio of accounts Far East & China contributed to 25% of revenue contributions in 2012.
• Developed incentive programs for Chinese agents which increased sales by 35% Nov & Dec 2012.
• Used revenue data and O&D data to develop strategies to shift bookings to Qatar Airways from competitors. The data tools used included BSP, MIDT & Prism. In 2012, shifted a group booking of 70 from India from a competing airline to Qatar Airways.
• Negotiated to have 43 partner offers in 2010 that contributed to closing the financial year at over 6% of the revenue targets.
• Developed successful accrual and redemption campaigns with financial, telco and travel services partners such as Nojoom (formerly Q-tel), Consolidated Gulf Company, Qatar National Bank & Commercial Bank of Qatar. Redemption campaigns helped to reduce the programs liability by 15%.
• Developed accrual campaigns that drove member activity and generated incremental revenue by selling Qmiles. Revenues generated USD 18 Million from partners in 2010.
Negotiated partnerships with Joyalukkas, MasterCard, Diamond Bank Nigeria, Fairmont Ruffles, Points.com & Marriott Vacation Club.
• Launched new partnerships with Diamond Bank Nigeria & Marriott Vacation Club in 2010.
• Processed award ticket requests - ensured there was no backlog of award tickets requests each day.
• Responded to program queries via the dedicated program email address. (Average response time within 24 hours).
• Customer database maintenance and updated member information on their accounts.
• Processed missing miles (retro claims).
• Worked within a multicultural team of over 9 different nationalities.
• Gathered customer feedback and suggestions and shared with relevant departments for product improvement.
• Other Experiences:
Part of team that developed the Frequent Flier Program (FFP) policy manual that was shared with the QR network.
Supported IT Systems Testing - Frequent Flier Program Booking Engine (FFPBE) and Live chat application.
• Maintained a customer satisfaction score of 8.8 - 9.2 out of 10.
• Maintained an average not ready time of 3 minutes
• Nominated within 6 months of joining the company to train the new Call Center Staff in Muscat, Oman.
• Acted as Member Service Center team leader/ supervisor.
• Qbiz (Corporate Loyalty Program) Champion - enrolled about 38 new Qbiz corporate members.
Courses covered include - Marketing Management - Global Marketing Strategy - Marketing Communication Strategy - Marketing Research - Marketing Information Systems - Leadership & Business Ethics - Managerial Accounting, Economics & Finance - Strategic Management - Business Statistics & Research Methods - Proposal and Project Writing
Deans List (4 semesters) Certificate of Achievement - Community Service
Attained Certificates of competence in: • Information and Communication • Basic concepts of IT • Microsoft Word ‘97 • Use PC and File Management