Moses Ochieng’ Obonyo
Marketer
Nairobi,30
Summary
Strategic business leader with over 15 years of proven success in driving market share and operational excellence within Kenya's competitive advertising and financial sectors. Expertise in navigating complex market dynamics to develop high-impact brand strategies that foster sustainable revenue growth. A decisive leader with a Bachelor of Arts in Philosophy, an MBA in Strategic Management, and ongoing doctoral research in the same field, effectively combines rigorous academic theory with a strong track record of optimizing organizational efficiency and enhancing client ecosystems. Positioned to drive commercial success through innovative strategies and leadership.
Overview
22
22
years of professional experience
Work History
Senior Brand Manager
KCB Group
Nairobi, Kenya
11.2023 - Current
- Developing, executing and reviewing marketing strategies tailored to specific business units, such as KCB Sahl Bank, KCB Mortgage, Diaspora Banking, Premium Banking, and Personal Banking for brand growth in line with set business targets and objectives.
- Tracking and monitoring the overall health and equity of the brand, ensuring it remains strong and competitive.
- Analyzing campaign performance against established key performance indicators (KPIs) and providing comprehensive reports that offer actionable insights.
- Developing, implementing, and reviewing promotion plan for the various KCB products in order to achieve their set promotion goal through both ATL and BTL.
- Identifying market product demands and customer trends to bring in new customers and retain existing ones for sustainable profits and growth.
- Creating and implementing end-to-end marketing campaigns across multiple channels (digital, tv, radio, print, and on-ground activations) to ensure coherent messaging and maximum impact on Mortgage, Sahl and Diaspora Banking business across KCB Bank.
- Leveraging customer data, market trends, and competitor analysis in order to craft targeted initiatives to address customer needs and differentiate KCB’s offerings from competitors.
- Working closely with cross-functional teams, including product leads, sales and external partners, to ensure successful execution of marketing initiatives while aligning efforts with overall business goals.
- (Diaspora Banking, Mortgage Business & Sahl Banking) - This is a senior role within the Group Marketing and Communication Division, Business Marketing Department, where I support the marketing functions of 3 key businesses to KCB Bank.
- A results-driven Senior Brand Manager with a strong record of surpassing financial and marketing targets across banking portfolios such as Mortgage, Sahl, and Diaspora Banking.
- In 2025, led strategic initiatives that significantly enhanced profitability, revenue, customer acquisition, and brand visibility.
- Key Accomplishments: Exceptional Financial Performance: Exceeded full-year Mortgage Profit Before Tax (PBT) target, Diaspora Banking and Sahl revenue targets.
- Strategic Campaign Execution & Growth: Engineered and executed multi-channel marketing campaigns that directly fueled business growth.
- Sahl Banking: Grew customer deposits by 10%.
- Mortgage: Increased mortgage applications to close at 101% achievement.
- Customer Base Expansion: Expanded key customer segments, exceeding the target for Diaspora customer growth by 122% and introducing and increasing the Developers Club membership by 140%.
- Enhanced Brand & Media Presence: Secured high-impact media placements for key executives across TV, radio, and print, exceeding the media engagement target by 150% and significantly boosting thought leadership.
- Corporate Sustainability Leadership: Championed the corporate sustainability agenda by leading the division to plant over 26,000 tree seedlings, surpassing the target by more than 1700%.
Business Manager
Royal Media Services Limited
Nairobi, Kenya
11.2021 - 11.2023
- Developing, implementing, and reviewing business strategies for revenue growth in line with set goals and objectives.
- Projecting Ramogi TV brand as a communication and conversation solution provider across different market segments.
- Developing, implementing, and reviewing clients’ promotion plans in order to achieve their set promotion goal through both ATL and BTL.
- Identifying market product demands and customer trends to bring in new customers and retain existing ones for sustainable profits and growth.
- (Ramogi TV and Lake Region Market) - Heading direct sales team, overseeing talent acquisition, training, onboarding, and supervision.
Business Manager
Royal Media Services Limited
11.2016 - 11.2021
- Headed direct sales team, including recruitment, training, onboarding, performance appraisal, and general supervision.
- Developed, implemented, and reviewed business strategies for revenue growth and expanding customer base.
- Projected Radio Ramogi brand as a communication and conversation solution provider and developing promotion plan for various businesses/clients to achieve their set promotion goal through both ATL and BTL.
- (Ramogi Radio and Lake Region Market) - Identified market product demands and customer trends to bring in new customers and retain existing ones for sustainable profits.
- A highly results-oriented Business Manager with a strong track record consistently exceeding sales target, achieving over 100% performance across Ramogi FM, Ramogi TV, and the Lake Region.
- Spearheaded the launch and commercial growth of Ramogi TV, establishing it as a market leader with an average annual monthly revenue of Kes.100M and a loyal audience base.
- Key strengths include: Driving revenue growth and elevating the market presence in a competitive media landscape.
- Securing high-quality commercial deals and building robust client relationships through tailored, multi-platform media solutions.
- Demonstrating expertise in addressing diverse client business needs with innovative, comprehensive campaigns.
- Leading and developing a high-performing sales team, fostering a collaborative environment that ensured sustained commercial success.
Part Time Lecturer/Tutor
Marketing Society of Kenya
07.2013 - 05.2017
Sales and Marketing Manager
Kiss FM
05.2016 - 11.2016
- Leveraged direct marketing, industry partnerships and traditional and non-traditional marketing plans to maximize marketing strategy success.
- Headed sales and marketing functions, developing turn-around and development strategies for Kiss FM business for revenue growth.
- Maintained up to date sales records and reports to facilitate strategic planning by the senior management.
- Recruited, trained, motivated, managed and oversaw overall supervision of sales team.
- (Radio Africa Group Broadcasting Division) - Monitored customer buying trends, market conditions and competitor actions to adjust strategies and achieve sales goals.
Business Manager
Nation Media Group's Broadcasting Division
06.2015 - 04.2016
- Conducted radio business viability analysis through elaborate gap analysis and market intelligence research to facilitate strategic planning.
- Developed, implemented, and reviewed business growth strategies for radio business to grow customer base.
- Identified business gaps on behalf of clients that could be bridged through radio and projected Nation Media radios to the prospective clients.
- Maintained up to date sales records and reports for ease of referencing, retrieval, and strategic planning.
- (Radio Business) - Identified market product demands and customer trends to bring in new customers and retain existing ones for sustainable profits and growth.
Senior Business Executive
Royal Media Services Limited
06.2006 - 06.2015
- Developed robust forecasting plans for radio division to address quarterly and annual sales goal attainment.
- Developed, implemented, and reviewed sales and revenue generation strategies for Ramogi radio in line with set objectives and goals.
- Promoted and positively projected the Royal Media Services' radios to prospective clients, creating strong and positive relationships with the clients to ensure business continuity and growth.
- Prepared, maintained, and presented up to date sales records and reports to facilitate strategic planning by the senior management team.
- (Radio Division) - Cultivated long-term relationships through focused effort on customer's unique needs and finding best solutions.
Shop Salesperson
Kenya Credit Traders Company
11.2004 - 03.2005
- Conducted general duties, including sales in the shop, revenue generation and after-sales client service.
Printing Machine Operation and Quality Inspector
Nampak Company Limited
Thika, Kenya
07.2004 - 09.2004
Sorter - Printing Department
Nampak Kenya
Thika, Kenya
06.2004 - 07.2004
Education
MBA - Strategic Management
Kenyatta University
01.2013
Bachelor of Arts - Philosophy
Pontifical Urbaniana University
Rome, Vatican City01.2004
Kenya Certificate of Secondary Education (KCSE) - undefined
Ambira High School
Siaya, Kenya01.2000
Skills
- Leadership and coaching for sales teams
- Market research expertise
- Lead generation expertise
- Proposal development
- Strategic goal setting
- Brand strategy development
- Campaign strategy development
- Digital marketing analysis
Accomplishments
In 2025, as Senior Brand Manager at KCB Group, I led integrated marketing for Diaspora Banking, Mortgages, and Sahl Banking—exceeding Mortgage PBT targets by 101%, growing Diaspora customers 122% and Developers Club 140%, boosting Sahl deposits 10% via multi-channel campaigns that hit 150% of media goals, and surpassing sustainability targets 1700% by planting 26,000+ trees, all driving enhanced profitability and brand leadership.
Affiliations
- Marketing Society of Kenya (MSK), 08/03/2015
- Marketing Society of Kenya, Marketing Warrior (Student Category), 11/12/2010
- Malunga Secondary School, Siaya County, Member of the Board of Management, 11/2015 - 11/2018
Languages
English
Kiswahili
Timeline
Senior Brand Manager
KCB Group
11.2023 - Current
Business Manager
Royal Media Services Limited
11.2021 - 11.2023
Business Manager
Royal Media Services Limited
11.2016 - 11.2021
Sales and Marketing Manager
Kiss FM
05.2016 - 11.2016
Business Manager
Nation Media Group's Broadcasting Division
06.2015 - 04.2016
Part Time Lecturer/Tutor
Marketing Society of Kenya
07.2013 - 05.2017
Senior Business Executive
Royal Media Services Limited
06.2006 - 06.2015
Shop Salesperson
Kenya Credit Traders Company
11.2004 - 03.2005
Printing Machine Operation and Quality Inspector
Nampak Company Limited
07.2004 - 09.2004
Sorter - Printing Department
Nampak Kenya
06.2004 - 07.2004
Bachelor of Arts - Philosophy
Pontifical Urbaniana University
Kenya Certificate of Secondary Education (KCSE) - undefined
Ambira High School
MBA - Strategic Management
Kenyatta University
Training
- Practitioner's Diploma in Marketing, Marketing Society of Kenya, 2010
- Presentations and Selling in Difficult Situations, Bigger Picture Organization, 04/2008
- Selling Smart, Bigger Picture Organization, 06/2006
- HIV/AIDS Awareness and Behavior Change Process, Siaya Farmers Training Centre/Comprehensive Course on Franciscan Mission Charism (CCFMC), 08/2004
Conferences And Publications
- 06/20/2019, The first International Business Research and Industrial Conference (IBRIC), Kenyatta University, North Coast Hotel, Kikambala, Kilifi County, Kenya, Business intelligence
- Competitive Intelligence and Corresponding Outcome in a Strategic Management Process: A Review of Literature, Obonyo, Moses Ochieng, Kilika, James M., Journal of Economics and Business, 3, 4, 1689-1707, 2020
- Strategic intent and its impact on organizational performance of electronic media in Kenya: An empirical review, Obonyo, M. O., International Academic Journal of Human Resource and Business Administration, 3, 8, 91-98, 2020
- 08/26/2021, The 3rd International Business Research and Industrial Conference (IBRIC), Kenyatta University, Academia-industry Partnerships for Competitive Innovations and Global Sustainable Development (virtual)