LUTAKOME HUMPHREY
Marketing And Customer Experience Strategist
Kampala | Kigali | Nairobi | Johannesburg
Summary
Marketing and customer experience professional with 12 years of expertise in brand management, product development, and strategic partnerships. Skilled in leveraging data insights to enhance business profitability and drive growth. Passionate about building customer loyalty and proven in elevating brand positioning across diverse industries
Overview
12
12
years of professional experience
23
23
years of post-secondary education
Work History
Head Marketing & Customer Experience
Britam Uganda (with Regional Support)
Kampala
1 2018 - Current
- Leads strategic marketing and execution for Insurance and Asset Management businesses in Uganda, including budgeting and monitoring.
- Oversees marketing plan development and execution for Rwanda, Tanzania, Malawi, South Sudan, and Mozambique, achieving customer segmentation across these markets.
- Mentors and supports Marketing Managers in Tanzania, Rwanda, Mozambique, and Malawi, offering key assistance to the South Sudan team.
- Led the drafting of market entry plans for Life and Medical Insurance businesses.
- Leads market research in Uganda and regions with IPSOS and KANTAR.
- Heads product development and digital transformation through the Digital Hub, driving business digitization and new product ventures.
- Oversees media management, PR, and brand initiatives for the Investment and Insurance divisions, enhancing visibility and thought leadership.
- Manages customer experience, Voice of Customer programs, and retention loyalty programs, tracking key metrics like NPS, CES & CSAT, and customer journey mapping.
- Led the successful development of the 2021-2025 strategy with BCG, shifting the company toward a customer-centric approach.
- Manages creative agencies across countries, including Creative KE, TBWA, and Blue Flamingo, to support brand growth.
- Leads digital marketing and content strategy, implementing five integrated campaigns that increased the brand index from 6% to 23% in 3 years.
- Led the acquisition of strategic partners like MTN Uganda, Vivo Energy Uganda, and Little Cab Uganda, expanding Britam's distribution and accessibility.
- Drove 38% sales growth in Motor Insurance in 2018 through a joint sales campaign with Shell Uganda.
- Established systems like the Claims Customer Service Desk and quarterly surveys, improving NPS from +17 to +32 and Customer Satisfaction from 72% to 80% in three years.
Marketing Associate
Britam Insurance Company (Rwanda) Ltd
Kigali, Trans Nzoia District
11.2017 - 12.2017
- Implemented and updated group marketing strategy in Rwanda, coordinating new product development and lifecycle management
- Successfully launched Britam Health within four months, generating a 140% ROI through an effective advertising and sales campaign, leading to a 230% business increase
- Initiated the company's first market research study in segmentation and customer experience, providing valuable insights for business acquisition.
Marketing and Business Development Lead
Maven and Quill Communications
Kampala
07.2014 - 10.2017
- Co-founded an advertising agency and contributed to 40% revenue growth through acquisition of three major retainer clients in Yo-Kuku, Leaf Tobacco and Commodities, and La Patisserie Restaurant.
Marketing and Communications Coordinator
Living Goods
Kampala
05.2016 - 08.2017
- Led four successful quarterly campaigns, featuring product launches and sales events, which achieved an average return on investment exceeding 300%
- Three products became top 5 sellers, earning the 'Excellence in Performance' and 'Innovator of the Year' awards.
Marketing Coordinator
Megha Industries (Uganda) Ltd
Kampala, Murang'a District
05.2015 - 04.2016
- Designed and implemented the group marketing and advertising plans for 4 subsidiary entities in manufacturing, hospitality, transport, and entertainment growing brand salience by 12% and revenue by 5%.
Marketing and Communications Executive
SMS Media (Uganda) Ltd
Kampala
07.2013 - 07.2014
- Handled Brand Management, Customer Relationship Management, Marketing Plan implementation, and Product Development, notably drafting and executing the company's inaugural marketing and communication plan. Acheived 92% Client Retention
Finance Intern
VSO International
Kampala, Murang'a District
05.2012 - 06.2013
- Daily reconcilation of an average of 50 transactions, succesfully supported the completion of 2 donor reports. Succesfully oversaw bank and cash levels, financial transactions, and accounting records, conducted reconciliations, processed payroll, and prepared
Sales
ROFRA Export Agencies (Uganda) Limited
12.2007 - 12.2009
- Facilitated direct sales and data entry for EABL and Crown Bottling distribution, successfully identifying 10 new sales routes through new stockists and bars grossing over $50,000 in sales.
Education
Certificate in Carbon Literacy - Climate Change
Climate Hub International
04.2001 - 05.2024
Higher Diploma in Business Management - undefined
The Association of Business Executives (ABE) UK - Southwest London
Post Graduate Diploma in Marketing - undefined
The Chartered Institute of Marketing (CIM)
Bachelor of Arts, Economics - undefined
Makerere University - Kampala, Uganda
Skills
Strategic Marketing (B2B & B2C)
Affiliations
- Committee Member: Technical Research Committee - Insurance Training College Uganda
- Member: Chartered Institute of Marketing, Uganda Marketers Society and Association of Business Executives (UK)
References
- Ms. Jackie Wanderi, Head of Marketing, Multichoice KE, jackie.wanderi@ke.multichoice.com, +254722417936
- Mr. Andrew Kulayige, CEO, Britam Insurance, Rwanda, akulayige@britam.com, +250783301035
- Mr. Clinton Mawanda, Deputy Country Director, Climate Hub International, clinton.mawanda@gmail.com, +256772720188
Timeline
Marketing Associate
Britam Insurance Company (Rwanda) Ltd
11.2017 - 12.2017
Marketing and Communications Coordinator
Living Goods
05.2016 - 08.2017
Marketing Coordinator
Megha Industries (Uganda) Ltd
05.2015 - 04.2016
Marketing and Business Development Lead
Maven and Quill Communications
07.2014 - 10.2017
Marketing and Communications Executive
SMS Media (Uganda) Ltd
07.2013 - 07.2014
Finance Intern
VSO International
05.2012 - 06.2013
Sales
ROFRA Export Agencies (Uganda) Limited
12.2007 - 12.2009
Certificate in Carbon Literacy - Climate Change
Climate Hub International
04.2001 - 05.2024
Head Marketing & Customer Experience
Britam Uganda (with Regional Support)
1 2018 - Current
Higher Diploma in Business Management - undefined
The Association of Business Executives (ABE) UK - Southwest London
Post Graduate Diploma in Marketing - undefined
The Chartered Institute of Marketing (CIM)
Bachelor of Arts, Economics - undefined
Makerere University - Kampala, Uganda
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