Corrine M. Gachina
Summary
Results-driven Marketing Communications Manager with skill developing and leading diverse and highly successful marketing campaigns that enhance company market share and bottom-line profits. Adept at creating marketing collateral and revitalizing online pages across Eastern, Western & French -Speaking Africa.
Overview
14
14
years of professional experience
1
1
Certification
Work History
Demand Media Advisor
Global Alliance for Improved Nutrition
06.2024 - Current
- Management of demand creation through 3rd party agencies, partners(media, creative, digital) ensuring effective strategies are implemented to drive awareness and interest in healthy food through a brand known as FoodFiti
- Brand Strategic Planning: Drive Digital acceleration for the FoodFiti brand driving demand within bottom of the pyramid audiences through the line (TTL)
- Collaborating with the M&E team to set KPIs and establish robust monitoring and evaluation mechanisms for tracking the project progress (capturing reach numbers and project metrics), as well as utilizing data-driven insights to make informed decisions and optimize project performance
- Build a social media strategy and content calendars to drive demand impacting 10,000 mama mbogas in Kenya
- Drive media buying investment decision-making using SOV, Reach curve planning, audience based research
- Creation of video content with Publishers and digital creative partners to drive engagement
- Growing FoodFiti Facebook brand page from 3,000 to 27,000 followers in 3 months through social media marketing organic and paid media strategies
- Influencer engagement to drive the FoodFiti brand which has reached over 3M Kenyans
- Health organization focused on improving nutrition globally
- Managed budgets and resources effectively, ensuring optimal allocation for maximum results.
- Enhanced brand visibility by managing multimedia content across various platforms.
- Trained junior staff members on best practices, enhancing overall team skill sets and productivity levels.
- Optimized digital advertising efforts by conducting thorough performance evaluations and making data-driven recommendations for improvement.
- Spearheaded public relations initiatives that generated positive press coverage and increased brand credibility among target audiences.
- Boosted audience engagement with compelling and targeted marketing campaigns.
- Fostered productive relationships with key influencers within the industry, elevating brand reputation among consumers
- Utilized social media analytics to drive informed decision-making regarding campaign strategy adjustments.
Interactive Media Project Manager
The Coca-Cola Company/Essence Mediacom
06.2023 - 03.2024
- Brand Strategic Planning: Drive Digital acceleration for Brand Coke, Flavours & Hydration in Africa -Zambia, Ethiopia, Tanzania, Kenya, Angola, Democratic Republic of Congo, Cote D’ Ivoire, Congo B, Senegal, Mauritius, Reunion, Ghana and Rwanda for regional campaigns driving digital transformation agenda, brand guidelines, content delivery to drive recruitment among Gen Z and millennials
- Product Launches; Successfully launched Innovation product WTF (What the Fanta) in 2023 through a Flavour Hunt gaming mechanic that garnered market share growth for Fanta in Kenya
- Campaign Management: Drive regional social media and listening strategy and ensure it is developed, reviewed, updated and aligns with relevant global and regional strategies
- Performance Monitoring: Implement digital and Influencer analytics tools and reporting
- Provide guidance on digital plans using Google ads, Facebook Ads, Twitter, Display Advertising, programmatic audience buying, double click programmatic, Attribution models & tracking of campaigns leveraging ECAF business Franchise landscape & audience insights to drive growth
- Influencer Strategy and Deployment: Working with our Africa Influencer internal teams & agencies to build exceptional Influencer strategies set on growing our brand tribes (best brand fit influencers that naturally embody Coca-Cola & Fanta brand philosophies)
- Consumer Engagement: Execution of 1st party data collection efforts through brand-agnostic WhatsApp bot and the Coca-Cola 1XP Platform driving exclusive Coca-Cola experiences and engagement for various product launches including Coke Studio, Coke Share a Recipe for Magic, Football Activation, In-market Under the Crown(UTC) promos, Always On Campaigns among others
- Stakeholder Management: Collaborated closely with the local Implementation agency partners and Africa OU Hub to drive engagement platforms and partnerships that are leveraged are aligned with the business and Frontline and Bottler needs
- Budget Planning & Optimization: Work with agencies to build optimal media, e-commerce (B2C & D2C), and Influencer plans to deliver business objectives efficiently
Account Digital and Media Director
Mindshare EA
04.2020 - 08.2022
- Effectively managed client media budgets across channels with a return of investment of 5% over annual negotiated contracts
- Drove over 7 innovation channel ideas with a 5% return on investment on Sky.Garden ad spend as an e-commerce partner
- Drove successful television attribution through test innovation television tracking tools Spot Lift with Sky.Garden, transforming through optimizing their media plan by 40%
- Drove Airtel TV app installs campaign through a digital recruitment campaign reaching at least 200k downloads
- Drove digital planning transformation through reach curve planning adoption and investment on video planning (digital & TV) to drive media campaign optimization for Mabati Rolling Mills during annual media planning
- Provided digital plans using Google ads, Facebook Ads, Twitter, Display Advertising, programmatic audience buying, double click programmatic, Attribution models & tracking of ROI/ROAS based campaigns
- Successful deployment of Daily, Weekly and Monthly Reporting templates through analytics tools like Google Analytics, Google Firebase, Appsflyer, Business Manager to drive insight generation and learnings in organic and paid to drive better performance
- Demonstrated strong client relationship management skills by maintaining $1M client portfolio and growing by 5% over previous year through media investment solutions and negotiations
- Delivered on annual negotiations for clients in both Kenya and Tanzania through well maintained channel vendor relationships to drive hard and soft saving discounts on productivity trackers
- Developing media principles in conjunction with research agency and benchmarks for new client categories in the Eastern Africa market
- Monitor and Developing trend reports to drive insight generation for client business quarterly
- Global media agency specializing in media planning and buying
Media Director
Mediacom EA
12.2017 - 03.2020
- Grew supplier scores from initial 70% to 93% through driving execution excellence of a team to deliver on media strategy modelled on connection planning for campaigns
- Lead media strategy planner on the launch and roll out of Kenya’s 1st mass overdraft product Fuliza to deliver world class execution, where based on consumer insights used digital to drive curiosity for teaser phase and linked to traditional media
- Grew enrolment by 10% for Voice solution to combat fraud in 2018 & 2019 through leveraging client CRM data, and other industry research with a winning consumer radio platform driving engagement
- Developed an Always On marketing plan for niche products including SMS platforms, DigiFarm and Mali (savings platform) to drive awareness across the year
- Drove visibility for football asset Chapa Dimba na Safaricom achieving over 90% on top-of-mind awareness metrics as measured in their brand health tracker through media partnerships leveraging regional radio support, regional influencers and well executed roadshows
- Improved Safaricom's visibility in CSR asset Ndoto Zetu by innovating on media placements through proposing Churchill as lead TV & digital Influencer
- Driving the agenda on regional radio Influencer management to drive closer connection for the brand among mass consumers and business people
- Assisting to Step-Change media delivery from siloed planning to ideas that solve real business needs from media partners
- Mentoring and coaching a team of 5 to deliver excellent results for the client
- Media growth by 15% YOY on Global reporting to Vodafone Plc/Ebiquity
- Media agency focused on delivering strategic media solutions
Corporate Brand Manager
KCB Bank & KCB Foundation
08.2015 - 12.2017
- Project manager and implementation lead for the brand thematic communications showcasing KCB's new purpose (Go Ahead) which led to an increase of power score/affinity by 20% as measured by the 2016 Brand Health Tracker
- Roll out of the new brand purpose in 2015 across Eastern Africa “KCB Go Ahead” and 'It Starts with me' internal communications campaign in 2016 that delivered over 70% staff engagement
- Project management of re-branding ensuring new KCB's corporate identity (CI) was implemented across all platforms-through continuous staff training, cataloguing to ensure a monolithic architecture was in place while ensuring compliance with CBK & CMA regulatory policies
- Work with marketing managers across the Subsidiaries to ensure consistency in the marketing of products and services across the Group whilst attending to local uniqueness
- Winner of the MSK 2016 Sustainability Marketing Campaign with the KCB Foundation 2Jiajiri Youth program
- Relaunched KCB Foundation website growing traffic by X2 in the first year of launch
- Media Project Leader for KCB LION'S DEN show - season 1 & 2 (13 episodes)
- This led to strong brand affinity in the youth segment has resulted in KCB Bank being the No.1 choice for opening of bank accounts via mobile banking
- Identified and recommended appropriate market research for Lions' Den to effectively demonstrate a return on investment and enhance content placement in 2016
- Grew free of charge value from 96% in 2014 to 200% in 2016 on mainstream media, driving brand salience from 106 to 117
- Managed strategic relationships with the bank's Procurement & Finance teams, merchandizing & advertising agencies to deliver business objectives, reducing complaints by 9.0%
- Successful budget reconciliations to reduce fallout by 80% within planned financial year
- Optimized budgets to drive Mifugo ni Mali (KCB Foundation's livestock programme for arid and semi-arid areas) positioning, vision, and brand awareness
- Project Manager for the development of the 2015 and 2016 Integrated (Annual) Reports
- Media project management for Lions' Den in 2016 and 2017 including implementing Lions' Den media partnership including contracting, media buys, and identifying and fixing audience challenges across the various phases
- Managed the media, creative and digital agency of record for the Bank, including RFP management and agency selection for ongoing and ad-hoc campaign agency needs including invitation to pitch with procurement, management memo approvals for budgets in 2017
- Leading bank in East Africa focused on corporate and retail banking
Associate Media Director
WPP Scangroup
07.2013 - 12.2013
- Oversaw the development and management of brand media campaigns for awareness, rebranding, and new product launches for the Unilever Skin Care and Deodorant Category
- Undertook market and competitor reviews, consumer profiling, and reporting in partnership with third party media firms
- Working cross-functionally, delivered under strict deadlines monthly reports on market and client inflation forecasts, media deals, budget tracking, competitor outdoor site status, TV, radio and print campaigns, ROI tracking for 5 markets (Senegal, Kenya, Uganda, Mozambique, Zambia)
- Updated brand strategies and managed client media budgets in line with changing market nuances and strategic/creative direction within budget
- Lead and supervised client servicing and account management team consisting of Media Managers and Media planners
- Collected information about kinds of audiences targeted by different media and approximate size each group.
- Negotiated competitive rates with media vendors, securing advantageous pricing structures for clients'' campaigns.
- Analyzed industry trends to inform strategic planning decisions, keeping clients ahead of the curve in a constantly evolving market landscape.
Senior Account Manager
Scanad Limited
10.2010 - 07.2013
- Successful business and client management for media investment strategy by articulating competitor reports, audience targeting, new brand insights, research data and industry insights
- Secured more than 15% more competitive discounts and value additions through strategic negotiations and rapport with media organizations and individuals
- Consistently steered clients to grow SOV of the total Tzs.6 billion advertising spend in 2011 through successful management of portfolio of over five major accounts
- Negotiated effective media rates for clients for maximum productivity
- Maximized the impact of Clients advertising campaigns by identifying the best media strategies to advertise the client's brand/ product
- Integrated marketing communications agency
Education
Diploma - Software Engineering
Moringa School
02.2023
B.A. - Journalism and Media Studies
University of Nairobi
06.2009
Diploma -
Kenya Medical Training College
12.2005
Skills
- Brand Management
- Product Launches and Commercialization
- Growth Marketing
- Digital Media Strategy & Implementation
- Market Research and Analytics
- Problem solving
- Communication
- Leadership
- Data and Insights management
- Customer Service Skills
- HTML/CSS Knowledge
- Advertising Strategy
- Marketing Communications
- Community Engagement
- Multimedia storytelling
- Media Relations
- Influencer outreach
- Podcast Production
Certification
- Google Marketing and E-commerce Professional Certification, 2023
- Google Ads Search, 2020
- Google Display Ads, 2020
References
- Kenneth Mworia, Senior Manager Africa, The Coca-Cola Company, 0724915135, kmworia@coca-cola.com
- Mwihaki Wachira, Group Marketing Director, I$M Bank, P.O. Box 6639, Nairobi, Nairobi, 00300, 0780833367, Mwihaki.wachira@gmail.com
- Phyllis Maitha, Head Marketing, Stima Sacco, P.O. Box 55160, Nairobi, Nairobi, 00200, 0722707543, phyronny@yahoo.co.uk
Timeline
Demand Media Advisor
Global Alliance for Improved Nutrition
06.2024 - Current
Interactive Media Project Manager
The Coca-Cola Company/Essence Mediacom
06.2023 - 03.2024
Account Digital and Media Director
Mindshare EA
04.2020 - 08.2022
Media Director
Mediacom EA
12.2017 - 03.2020
Corporate Brand Manager
KCB Bank & KCB Foundation
08.2015 - 12.2017
Associate Media Director
WPP Scangroup
07.2013 - 12.2013
Senior Account Manager
Scanad Limited
10.2010 - 07.2013
B.A. - Journalism and Media Studies
University of Nairobi
Diploma -
Kenya Medical Training College
Diploma - Software Engineering
Moringa School
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