Elizabeth Wahome
Nairobi
Summary
Dynamic professional with 20+ years in marketing, sales, and project management, focused on driving volume growth and profitability. Proven expertise in translating customer insights into actionable strategies that enhance business performance. Strong relationship-building skills with decision-makers to support strategic objectives and optimize outcomes.
Overview
20
20
years of professional experience
Work History
Key Account Manager
Hasbah Kenya
04.2025 - Current
- Achieve sales targets by driving volume growth and profitability initiatives
- Identify growth opportunities within accounts to maximize revenue potential
- Build and maintain strong relationships with decision-makers to enhance collaboration
- Negotiate pricing, promotions, and trade terms to secure favorable agreements
- Monitor KPIs such as sell-in, sell-out, market share, and margins, recommending actions for optimization
- Create annual business plans with customers to align strategies and expectations
- Coordinate in-store activations, promotions, and merchandising efforts to boost visibility
- Analyze sales performance, market trends, and stock movement to identify improvement areas
Territory Manager
KOKO Networks
Nairobi
04.2024 - 08.2024
- Developed and managed territory growth strategies to align with market opportunities
- Managed territory targets to ensure alignment with overall sales objectives
- Optimized route-to-market strategies to enhance distribution efficiency.
- Execution of trade marketing initiatives
- Training and Management of sales executives
- Agent/Customers Relationship management
- Prepared and presented sales reports to inform strategic decision-making
- SWOT analysis of the competitive landscape
Expansion Manager
KOKO Networks
Nairobi
04.2021 - 03.2024
- Launched retail platform business line, onboarding over 350 agents from in-market testing to commercialization.
- Successful in market concept and product testing for two New Product Lines coupled with actionable insights to the business to optimize them
- Developed strategies for acquiring new customers and tools for implementation.
- Developed and managed project plans, budgets, and timelines to align with strategic objectives and stakeholder expectations.
- Acted as key liaison with senior management to define project priorities, allocate resources, and mitigate risks.
- Set up all tasks/jobs to be done related Product in-market live testing and ensuring alignment of the same with the CCO and Commercial Heads
- Collaborates with cross-functional teams to manage inter-project dependencies.
- Designing and implementing monitoring & feedback processes - helps ensure performance tracking & provide opportunities for solution enhancements
- Product and in-Market concept tests
Marketing & Insights Manager
Highlands Mineral Water Company Limited
Nairobi
08.2017 - 01.2021
- Developing and overseeing marketing campaigns
- Digital marketing - Facebook, Instagram, Tiktok and YouTube
- Coordinated new product development portfolio and built business cases to support strategic initiatives.
- Managing Brand Portfolio and Equity
- Trade marketing co-ordination and management
- Coordinating with sales team to develop & disseminate Marketing Strategies
- Supporting the sales team with Product & Route to market insights, management & optimisation
- Supporting leadership team with regular & ad-hoc analysis reports, to review performance and take fact-based decisions
- Stewarding the development and implementation of insights, research processes and procedures for the Business
- Assessing strategic consumer opportunities that are currently untapped and leveraging consumer research in order to identify new volume & profit growth areas
- Evaluated competitor landscape to identify market positioning and trends.
- Reviewed and reported on ROI/performance for trade assets, presenting clear findings and actionable recommendations to peer teams and senior management.
- Route to market design and optimisation
- CSD and Energy Categories Re-branding
- Product Optimisation for the CSD and Energy categories
- Successful development & launch of 3 new CSD variants, translating this into revenues by crafting & executing a well thought-out trade & brand marketing plan
- Tracked brand health metrics to evaluate consumer perception and inform market performance strategies.
- Successful strategy refinement and implementation from the consumer and market insights I continuously provided
Account Manager: Qualitative and Quantitative Research
KANTAR TNS East Africa
Nairobi
05.2017 - 07.2017
- Crafted targeted strategies to acquire new clients, enhancing client portfolio
- Development and management of clients
- Managed internal and external stakeholders to align project goals
- Proposal Writing & Pitching
- Designing research programs and instruments
- Data analysis and validation
- Project Management (including multicounty) - Qualitative and Quantitative Ad hoc and trackers
- Report writing and Insights generation with key action points
- Presented project progress updates to clients, ensuring transparency and engagement
Senior Research Executive: Qualitative and Quantitative Research
KANTAR TNS East Africa
Nairobi
05.2011 - 04.2017
- Qualitative focus groups and In-depth Interviews moderation
- Designing research programs and instruments
- Analysis and reporting
- Delivered presentations to clients, effectively communicating research findings and insights
- Oversaw project timelines and resource allocation to ensure timely delivery of research initiatives
- Performed quality checks on products to maintain high standards of research output
- Proposal writing
- Project Team training
Research Executive: Qualitative and Quantitative Research
KANTAR TNS East Africa
Nairobi
05.2008 - 04.2011
- Oversaw various qualitative and quantitative research projects, including: needs assessments, new product ideation, concept testing, pricing, ad testing and tracking, customer segmentation, satisfaction and loyalty, brand tracking and market sizing
- Managed multi-country trackers valued at over $750,000 in alcoholic and non-alcoholic beverages across Kenya, Uganda, Tanzania, Ethiopia, and Angola
- Tracking Study in Kenya, Uganda, Tanzania, Ethiopia, and Angola. This is a complex multi-country survey that involves field training, strict and complex interlocking quota management, analysis and Market intelligence collection for all these countries
- Established Kantar Households panel in Kenya, covering sectors such as FMCG, personal care, telecoms, fashion, entertainment, and petrol to continuously monitor shopper and usage patterns for strategic adaptation
- Supervised ongoing projects.
- Developing Analysis specs
- Facilitated project briefings to communicate objectives and timelines
- Conducted field visits to monitor project implementation and compliance
- Identified and generated prospects through strategic sales initiatives targeting key market segments, contributing to revenue growth from both existing and new clients
Management Trainee
Consumer Insight Limited
Nairobi
01.2006 - 04.2008
- Launched TGI (a syndicated market research study) in Nigeria, developing the questionnaire by collecting all brands across 15 categories and translating it into Pidgin, while managing field work, sales, and marketing within 2 months.
- Completed two years of intensive training in marketing research and management, which developed expertise in qualitative and quantitative research.
- Oversaw research operations in the Nigeria office for 3 months as the country representative.
- Finished rotational training across all research departments, including client service, field, quality control, and data processing, while overseeing the Nigeria office for 3 months.
Education
Business Administration - Marketing Major
Maseno University
Kisumu, Kenya12-2005
KCSE Certification -
Bahati Girls High School
Nakuru, Kenya12-1998
Skills
- Sales strategy
- Relationship management
- Stakeholder management
- Negotiation skills
- Market analysis
- Project planning
- Risk management
- Excel and reporting
- Analytical thinking
- Team leadership
- Strategy optimization
- Presentation skills
Languages
- Swahili
- English
- Swahili
Timeline
Key Account Manager
Hasbah Kenya
04.2025 - Current
Territory Manager
KOKO Networks
04.2024 - 08.2024
Expansion Manager
KOKO Networks
04.2021 - 03.2024
Marketing & Insights Manager
Highlands Mineral Water Company Limited
08.2017 - 01.2021
Account Manager: Qualitative and Quantitative Research
KANTAR TNS East Africa
05.2017 - 07.2017
Senior Research Executive: Qualitative and Quantitative Research
KANTAR TNS East Africa
05.2011 - 04.2017
Research Executive: Qualitative and Quantitative Research
KANTAR TNS East Africa
05.2008 - 04.2011
Management Trainee
Consumer Insight Limited
01.2006 - 04.2008
Business Administration - Marketing Major
Maseno University
KCSE Certification -
Bahati Girls High School