Eunice Muthoka
Nairobi
Summary
Strategic communications and audience engagement professional with over 10 years of experience leading large-scale, regional drives within a matrixed region. Proven ability to attract new audiences/retailers, develop inclusive and locally resonant messaging, execute multi-channel operations, and partner with regional teams to deliver high-impact performance. Experienced in content development, digital optimization, stakeholder engagement, vendor management, and data-driven performance tracking, with strong exposure to team collaboration.
Overview
18
18
years of professional experience
Work History
Distributor Development Executive
British American Tobacco
08.2023 - 12.2025
- Lead audience and stakeholder discovery across Eastern region markets to understand distributor, retailer, and consumer segments, informing targeted engagement and NPI (New Product Innovation) launches.
- Partnered with the distributor and regional teams to develop locally relevant, inclusive messaging, aligned with product knowledge and communication standards.
- Planned, executed, and optimized multi-channel engagement launches, leveraging digital tools, field activation's, and trader partners to drive visibility, recruitment, and participation.
- Developed and managed communications and activity calendars aligned to business milestones, launches, and regional priorities.
- Oversaw optimization of digital execution tools and experiences (BizTrack, Khonecta) to improve data capture, trader partner engagement, and real-time performance visibility.
- Monitored NPI performance using analytics and field insights, applying learnings to continuously optimize stallholder engagements.
- Collaborated with internal teams (distributor and BAT teams) to collect market insights, success cases, and trader partners experiences for use in presentations, reports, and leadership updates.
- Ensured activation's adhere to IMP (internal Marketing Principles) and TCA (Tobacco Control Act).
Trade Marketing Representative
British American Tobacco
02.2017 - 07.2023
- Designed and executed audience-targeted trade and recruitment campaigns to drive product awareness, adoption, and participation across GT and MT channels.
- Managed regional partners and TMSs (Trader Marketing Support), overseeing scopes of work, timelines, budgets, and quality control.
- Conducted ongoing market and trade partners analysis to understand behavior, motivations, and barriers.
- Led recruitment and onboarding of Trade Marketing Support, ensuring consistent communication, product knowledge training, and trade engagement.
- Developed content and training materials to support knowledge sharing and capacity building across distributor and retail teams.
- Coordinated and supported product launches and regional activations, ensuring message consistency across the different markets.
- Prepared monthly reports and decks highlighting key insights, NPI outcomes, and recommendations for leadership.
- Acted as a liaison between field teams, partners, and internal stakeholders to ensure alignment and timely information flow.
Administrative Assistant
British American Tobacco
01.2009 - 03.2016
- Supported marketing and communications teams with coordination, documentation, and compliance, ensuring smooth execution of conferences and audits.
- Coordinated calendars, meetings, and travel for senior leaders and teams, aligning logistics with key milestones.
- Supported recruitment and onboarding processes, maintaining records and facilitating smooth integration of new team members.
- Assisted with preparation of reports, presentations, and internal communications.
Personal Assistant to Managing Director / Finance Administrator
Shell Kenya
06.2008 - 12.2008
- Managed executive communications, scheduling, correspondence, and stakeholder engagement.
- Prepared reports, presentations, and briefing materials for internal and external audiences.
- Coordinated high-level meetings, events, and conferences.
Education
MBA - Human Resource Management
Daystar University
Nairobi, Kenya06-2012
Bachelor of Arts - B.A. Sociology & Economics
University of Nairobi
Nairobi, Kenya12-2006
Skills
- Trade discovery and stakeholder management
- Recruitment and awareness drives
- Digital campaign execution
- Communications planning and content strategy
- Thought leadership support
- Performance tracking and data analytics
- Partner and vendor management
- Knowledge sharing and impact storytelling
Projects
Distribution optimization project (Eastern Region), led stakeholder coordination and execution
Optimizing depot structures to improve efficiency and sustainability
Regional Marketing Conference, planned and coordinated a multi-country conference hosting 150 delegates from East and Southern Africa
References
- RitaJoy Musaa, British American Tobacco, Area manager Lake region, +254 724 505 853, rita_makokha1@bat.com
- Geoffrey Mwaura, British American Tobacco, Regional Manager, +254 714 054 991, geoffrey_Mwaura@bat.com
- Ann Muia, Food and Agriculture Organization of the United Nations, Operations Officer, +254 722 824 211, ann.muia@fao.org
Selected Achievements
- Successfully launched and scaled digital engagement platforms (Khonecta, BizTrack), onboarding over 900 participants.
- Led recruitment, onboarding, and training initiatives that improved field engagement and execution quality.
- Delivered multiple high-impact regional launches through coordinated messaging and stakeholder engagement.
Timeline
Distributor Development Executive
British American Tobacco
08.2023 - 12.2025
Trade Marketing Representative
British American Tobacco
02.2017 - 07.2023
Administrative Assistant
British American Tobacco
01.2009 - 03.2016
Personal Assistant to Managing Director / Finance Administrator
Shell Kenya
06.2008 - 12.2008
MBA - Human Resource Management
Daystar University
Bachelor of Arts - B.A. Sociology & Economics
University of Nairobi