Beatrice Mutua
Brand Strategist & Communication Specialist
Nairobi,Nairobi
Summary
18 Years of successful experience As a marketing executive with a track record of managing and implementing marketing initiatives for national and multinational brands. a perceptive communication specialist who is well-versed in TV, Radio, and agency management. Exceptional event planner with a history of producing significant outcomes. Devoted to attaining corporate goals by cutting-edge tactics, data-driven judgment, and forging solid connections. a cooperative team player that promotes a healthy work atmosphere
Overview
19
19
years of professional experience
Work History
Senior Brand Manager
Kenya Broadcasting Corporation
10.2021 - Current
- Television, Radio & Digital Channels, Succeeded in directing brand and marketing campaigns for numerous television and digital channels, resulting in +40% increase in viewers and income
- Collaborated closely with local and international partners to create meaningful corporate social responsibility (CSR) initiatives that were consistent with company's values and goals and had a positive impact on community and environment
- Successfully introduced a new television program that resulted in a 30% increase in audience ratings year on year
- Successfully introduced a new television program that resulted in a 30% increase in audience ratings compared to previous year
- Created and implemented thorough marketing plans to promote channel programming, which enhanced audience participation and brand recognition Developed promotional programs, including on-air, digital, social media, and experiential activations, in collaboration with internal teams and outside partners
- Controlled brand spending while maximizing resources to maximize ROI across all platforms
- Developed and maintained brand standards and style manuals to ensure uniformity and coherence across all touchpoints
- Successfully planned and executed a number of high-prowle events, such as galas, product launches, and charity fundraisers, resulting in increased brand awareness and favorable public perception
- Conducted market research and analysis to identify trends and insights that inxuenced product development and advertising strategies
- Established and managed relationships with media agencies and vendors to ensure the successful execution of television and digital advertising campaigns
- Led a team of marketing professionals in the completion of various projects, providing guidance and support to ensure successful outcomes and professional development
Senior Brand Manager
Kenya Broadcasting Corporation
05.2017 - 10.2021
- Created a unique brand identity and accompanying proposition and tone for use
- Across multiple counties
- Increase the visibility of KBC Radio Brands by planning, supervising, and implementing experiential marketing (events and on ground activations)
- Developed, implemented, and tracked sales and marketing strategies for national and regional brands
- Created and implemented comprehensive event marketing strategies, such as social media campaigns, targeted advertising, and inxuencer partnerships, which resulted in increased event attendance and brand exposure
- Developed and maintained strong relationships with key stakeholders such as vendors, sponsors, media outlets, and local organizations, which resulted in expanded partnership and collaboration opportunities
- Use consumer-driven insights to drive long-term brand growth; conduct and supervise brand (radio) loyalty programs that retain or attract new audiences; and increase engagement and brand loyalty
- Begin and manage radio brand reviews and launches, as well as collect, analyze, and prepare brand reports and conduct competitive market analysis
- Collaborated and collaborated with the communications team to develop marketing strategies to increase brand awareness
- Conduct market research and marketing intelligence to stay ahead of the competition
- Encouraging team members to strive for continuous improvement in promoting and selling target products
- Increased online brand visibility for the brand portfolio through various marketing campaigns Prepare and implement annual brand plans to meet set goals
- Collaborate with External Agencies in developing and implementing Brand Strategies
- Compiled product and customer data to generate informed profit projections
- Cultivated relationships with key stakeholders, vendors and industry influencers to create positive brand experiences
- Incorporated product changes into marketing messages to drive customer engagement and maximize profits
- Researched market trends to identify customer needs and preferences for strategic planning.
Assistant Marketing Manager
The Village Market
02.2015 - 09.2017
- Plan and effectively execute an integrated advertising program to enhance tenant sales and generate positive results for the overall success of the Mall
- Created engaging content for Social media platforms to drive increased foot traffic and sales
- Plan and effectively execute an integrated advertising program to enhance tenant sales and generate positive results for the overall success of the center
- Collected, analyzed and summarized data and trends to provide marketing tracking and research
- Successfully "designed and ran the "Moments in Time Mother's Day campaign that led to a 15% increase in tenant sales
- Designed and deployed the Easter Egg hunt children's campaign that increased mall foot fall by 40% over the 2015 Easter period
Founder CEO
Aurora Events Kenya Ltd
02.2015 - Current
- Founder and CEO of a startup events company focusing on experiential marketing and event management for corporate and small-scale events in Nairobi
- Devised new promotional approaches to boost customer numbers and market penetration while enhancing engagement and driving growth
- Procured and coordinated new resources to achieve sales targets within optimal timeframes
- Built productive relationships with industry partners and competitors to support strategic business obj
Marketing Manager
Jatco Tours and Services
09.2013 - 01.2015
- Developed and launched integrated performance management policies to increase revenue generation and overall customer care quality leading to increase of Monthly revenue from Kes2.5M a month to Kes 8M in 6 months
- Created printed marketing materials designed to drive campaigns
- Built and strengthened strategic relationships with vendors, advertising agencies and leading industry partners
- Establish and led a cost optimization project aiming to create efficiency and improve company margins resulting in waste reduction and improved revenue per unit by 15%
- Developed a sales and marketing monitoring tool to monitor lead generation and conversion
PR and Communication Consultant
Keroche Breweries
03.2013 - 08.2013
- Nakuru
- Lead the formulation, operationalization and executions of the Keroche PR and Communication department including deploying the organizational vision
- Acted as liaison between media and company during press releases and interviews Created the Keroche Foundation building capacity in local communities to drive effective CSR in key market regions
- Developed the Marketing and PR go to market for the launch of the Summit Premium Lager brand helping grow market share to 15% from 7%
- Event Management and hosting including global Rotary club meeting as the leading sponsor helping grow brand
Marketing Manager
Capital FM Group Ltd
03.2009 - 03.2012
- Established and led the Group International events department comprising of hosting concerts with performances by acclaimed international artistes Researched industry and marketplace trends to develop marketing solutions and enhance business operations
- Maintained complete database of wles, contacts and project materials
- Executed initiatives to drive optimal sales strategies to achieve commercial goals for target market
- Pioneered the on-ground vs on-air concept to grow listenership and grow advertising revenue
- Negotiated key partnerships and alliances with Hotel Chains and Corporate partners to drive advertising revenue
- Managed portfolio of 15 annual events developed inhouse to drive brand awareness and grow revenue
- Created and Implemented Group on ground, digital and print strategies across the country
- Strategizing & Execution of Corporate and commercial Planning, hosting and execution of international
- Drive Consumer Market research programmes to increase penetration across digital and physical platforms
Executive producer and Show Manager
Capital FM Group Ltd
02.2005 - 03.2009
- Developed and Produced Kenya's most popular Afternoon shows (98.4 The Jam) Content creation, development and editing
- Creating and managed concepts for radio shows through relevant content selection
- Design and preparation of high impact interviews across multiple radio shows Manage anchor schedules
- Budget preparation and Management to ensure prowtability
- Design of Client promotion to drive wrst in class service & repeat business Deliver campaign post-mortem and reporting to meet client satisfaction On ground management of live radio shows
- Ensure authenticity and accuracy of content through market research and source checking
- Competitive analysis to ensure new proven best practices are adopted for better service delivery
- Implemented quality control measures to verify compliance with artistic and technical standards.
Education
Diploma - Digital Marketing
Chartered Institute of Marketing
Current
Senior Management For Public Sector - undefined
Kenya School Of Government
Apr 2023
Masters of Business Administration - Marketing & Strategic Management
United States International University
Jul 2016
Bachelor of Commerce - Marketing
University of Nairobi
Aug 2008
Diploma - Communication
Daystar University
May 2005
Skills
- Marketing and advertising
- Excellent
- Corporate Communications
- Client communication
- Market Positioning
- P&L Management
- Strategic planning
- Brand development
- Public and Media Relations
- Sales tracking
- Business Development and Sales
- Project Management
- Team Leadership
Accomplishments
- Grow the TV viewership market share from5%to 21%
- Established partnerships for with NGOs using media platforms to drive impact and effectiveness
- Drive brand awareness with ROI of overin listenership and clients across nationrms
- Develop and deploynew innovative platforms to drive content deliveryfor international events
- Marketing
- Communication Strategies
- Market Research: Competitive Market
- Analysis
- Market Research: Market Research
- Marketing Communications:
- Advertising
- Events: Experiential Marketing
- Brand Management: Brand Identity
- Business Developmentears of successfulexperienceas amarketingexecutivewith atrack recordof managing andimplementingmarketinginitiatives fornationalandmultinationalbrands.a perceptivecommunication specialistwho is well-versedin TV,Radio,andagency management.exceptionaleventplannerwith ahistoryof producingsigni cantoutcomes
- Devotedto attainingcorporategoals bycutting-edgetactics,data-driven judgment,and forgingsolidconnections.acooperativeteamplayerthatpromotes ahealthywork atmosphere -
- Kenya Broadcasting Corporation
- Succeeded in directing brand and marketing campaigns for numerous television and digital channels,resulting in +40% increase in viewers and income
- Collaborated closelywith local and international partners to create meaningful corporate social responsibility(CSR) initiatives that were consistent with the company's values and goals and had a positive impact on the communityand environment
- Successfullyintroduced a new television program that resulted in a 30%increase in audience ratings year on year
- Successfullyintroduced a new television program that resulted in a 30%increase in audience ratings compared to the previous year
- Created and implemented thorough marketing plans to promote channel programming,which enhanced audience participation and brand recognition
- Developed promotional programs,including on-air,digital,social media,and experiential activations,in collaboration with internal teams and outside partners
- Controlled brand spending while maximizing resources to maximize ROI across all platforms
- Developed and maintained brand standards and style manuals to ensure uniformityand coherence across all touchpoints
- Successfullyplanned and executed a number of high-pro le events,such as galas, product launches,and charityfundraisers,resulting in increased brand awareness and favorable publicperception
- Conducted market research and analysis to identifytrends and insights that in uenced product development and advertising strategies
- Established and managed relationships with media agencies and vendors to ensure the successful execution of television and digital advertising campaigns
- Led a team of marketing professionals in the completion of various projects, providing guidance and support to ensure successful outcomes and professional development.
Timeline
Senior Brand Manager
Kenya Broadcasting Corporation
10.2021 - Current
Senior Brand Manager
Kenya Broadcasting Corporation
05.2017 - 10.2021
Assistant Marketing Manager
The Village Market
02.2015 - 09.2017
Founder CEO
Aurora Events Kenya Ltd
02.2015 - Current
Marketing Manager
Jatco Tours and Services
09.2013 - 01.2015
PR and Communication Consultant
Keroche Breweries
03.2013 - 08.2013
Marketing Manager
Capital FM Group Ltd
03.2009 - 03.2012
Executive producer and Show Manager
Capital FM Group Ltd
02.2005 - 03.2009
Diploma - Digital Marketing
Chartered Institute of Marketing
Senior Management For Public Sector - undefined
Kenya School Of Government
Masters of Business Administration - Marketing & Strategic Management
United States International University
Bachelor of Commerce - Marketing
University of Nairobi
Diploma - Communication
Daystar University
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