Mannasseh Yukeh
Growth Marketing Strategist
Nairobi,Kenya
Summary
Accomplished Growth Marketing Leader with over 20 years of experience driving business growth through strategic planning, brand development, and innovative marketing campaigns. I have led transformative projects at leading organizations including AtoZ Group Arusha, Chloride Exide K Ltd, Juusto Group, Glacier Products Ltd, Menengai Oil Refineries Ltd, Smart Brands Ltd, and Bidco Africa Ltd.
Renowned for delivering measurable results, I specialize in brand management, business strategy, market expansion, and customer acquisition, consistently boosting revenue and market share. My strengths include building strategic partnerships, mentoring high-performing teams, and streamlining operations to maximize efficiency.
A data-driven and creative strategist, I combine insight with innovation to exceed business objectives. Recognized for a collaborative leadership style and a record of excellence, I am well-positioned to deliver impactful results in senior marketing leadership roles.
Overview
15
15
years of professional experience
5
5
years of post-secondary education
Work History
Consultant (Special Projects)
Chloride Exide K Ltd
Nairobi, Kenya
09.2024 - Current
- Developed CEKL's New business plan for Project C3 including (Business, Business plan for a new venture) providing information to help guide the investment and profitability, optimum customer recruitment and service
- Using data extraction and analysis, compiled, analyzed and reported large data sets highlighting the market potential for the new investment and its opportunity areas, skills required to deliver the best performance
- Currently working on their next Project WS25 to be complete end of Dec 2024 and carrying the same responsibilities as Project C3Business
- Managed client relationships through regular check-ins and updates on project progress.
- Evaluated client needs and expectations, establishing clear goals for each consulting engagement.
- Liaised with customers, management, and sales team to better understand customer needs and recommend appropriate solutions.
- Delivered high-quality presentations to stakeholders, effectively communicating project objectives and results.
Sales & Marketing Consultant
AtoZ Group Ltd
Arusha, Tanzania
03.2025 - 08.2025
- Professionalized the Sales & Marketing department while building the new business strategy for Polyfoam Ltd, one of the group’s portfolio companies.
- Streamlined internal processes, boosting efficiency and enhancing lead generation, tracking, and SMART reporting for better decision-making.
- Mentored Sales team members, sharing industry knowledge and best practices that improved performance and target achievement.
- Designed and implemented a strategic shift from seasonal agricultural markets to sustainable growth segments, including shopping bags for supermarkets/general trade and consumer products trading from China, while focusing local manufacturing on packaging for the expanding industrial sector.
- Conducted thorough market research, identifying emerging trends and adjusting strategies accordingly for optimal results.
- Introduced best practices and performance incentives that increased motivation, improved customer relations, and drove sales growth by 27%.
- Efficiently managed budgets, ensuring optimal resource allocation and maximizing ROI for marketing initiatives.
- Secured a major contract with Zamseed worth TZS 1.2B per quarter, significantly enhancing company revenue through strategic networking and client acquisition.
- Collaborated with cross-functional teams to develop integrated solutions that improved client sales outcomes.
- Coordinated trade show appearances, raising brand visibility and generating new business opportunities.
Growth Marketing Manager
Juusto Group
Mogadishu, Somalia
03.2023 - 11.2023
- Monitored competitor activities and customer preference gaps in market and made recommendations to increase market share including relocating a branch, adding new products to the menu
- Developed and executed marketing campaigns on social media pages, influencer marketing and strategic partnerships that delivered exceptional customer acquisition and service
- Created marketing budget, tracked spending for new initiatives and measured Return on Investment (ROI)
- Contributed to strategy meetings to increase company awareness and attain greater brand recognition.
- Developed and executed well-defined consumer acquisition strategy to drive awareness and revenue growing the business from USD70,000/ a month to USD 118,000/ Month
Consultant -SNOP Planning 2023
Glacier Products Ltd
Nairobi, Kenya
11.2022 - 12.2022
- Collected business data, studied market conditions, assessed threats posed by competitors and created strategic roadmap with practical smart targets
- Developed and implemented process improvements to enhance operational efficiency in forward planning and supply reducing their OOS driven loses by 27%
- Implemented customer relationship management strategies to improve client satisfaction by streamlining and rationalizing customer- product classification
- This increased productivity by 23% and minimized return cases which improved customer satisfaction
- With own developed too, Identified opportunities for sales growth through improved InMarket sales planning which unlocked their market potential and distribution
- With the above tool, helped to improve demand planning and manage inventory levels to optimize supply
- Recommended strategic improvements to current business processes with evidence-based advice. This Assisted clients in navigating complex industry challenges.
- Collaborated with cross-functional teams to successfully deliver comprehensive solutions for clients.
- Developed innovative strategies for clients, resulting in increased revenue and business growth.ensuring
- Assisted clients in navigating complex industry challenges with strategic recommendations.
- Facilitated workshops and training sessions for client staff, enhancing their skills and knowledge in key areas.
- Optimized supply chain operations for clients, reducing costs and improving efficiency through strategic vendor management.
- Led cross-functional teams in execution of strategic projects, fostering collaboration and alignment with corporate goals.
- Evaluated client needs and expectations, establishing clear goals for each consulting engagement.
- Managed client relationships through regular check-ins and updates on project progress.
HOD- Marketing
Menengai Oil Refineries Ltd
Nakuru, Kenya
05.2020 - 05.2022
- Restructured, trained and delegated assignments and coordinated schedules to manage day-to-day employee activities and functions to 4 assistants
- Implemented and improved merchandising strategies to achieve shopper marketing goals including increased share of shelf, reduced OOS cases resulting to sales growth by 17%.Influencer Marketing Customer Satisfaction Business Processes Forward Planning Cost Management Communication Skills Team Working Crisis Communications E-Commerce Strategies of Marketing Business Strategies Generation of Leads Mentoring Sales Management Sales Strategy Negotiation of Contracts Delivery of Projects Team Management Business Analysis Adaptability Critical Thinking Decision Making Skills Interpersonal Skills Leadership Problem Solving
- Coordinated with sales teams to create promotional materials that effectively communicated the products effectively
- Oversaw the creation of and management of content for websites, blogs, and newsletters to keep audience informed and engaged
- Led successful product launches that significantly boosted market share including Menengai Gold and Zuri bathing soap brands and relaunch of Menengai Cream
- Developed and managed budget for marketing projects, ensuring efficient use of resources for maximum impact
- Among the areas improved included merchandising operations and the roadshow operations scope which translated in growth through seeding and recruitment of 177,000 new customers and 45M in revenue in 2 years
- Conducted customer surveys to gather feedback for product improvement and new development including the creation of Zuri and other bathing soap brands
- Built partnerships with influencers and other brands for co-marketing opportunities including Nakuru Moms and Dads which gave us an incredible platform for making end-year hamper sales
- Mentored marketing team, encouraging development of new skills and helping uncover personnel talents
- Negotiated contracts with vendors and media outlets for advertising placements
- Facilitated team meetings to brainstorm creative ideas for marketing campaigns
- Tracked campaign performance using analytics tools, making data-driven decisions for future initiatives
- Worked collaboratively with business managers to support new and existing business lines through marketing efforts
- Optimized departmental ROI by closely evaluating expected profit and loss projections for each initiative
- Analyzed performance of key marketing activities, creating detailed reports for distribution to upper management
- Maintained understanding and legal requirements for special events and vendor contracts pertaining to implementing marketing plans
Marketing Manager
Smart Brands Ltd
Nairobi, Kenya
11.2017 - 04.2020
- Developed annual and seasonal brand plans for all brand in the portfolio including Pedigree/ Whiskas, Temmys, Santa Lucia, Lotte, Cremica for approval by the principals and implementing the approved and agreed brand plans
- Built partnerships with channel partners and other brands for co-marketing opportunities
- Led successful product launches that significantly boosted market share including for Cremica Biscuits, Lotte, and Tammy's Cereals
- Reviewed and discontinued underperforming lines while pushing short expiry products through e-commerce roadmap to reduce time-to-consumption thereby reducing returned good by 25%
- Worked in close collaboration with sales team to drive sales targets and key customer objectives
- Defined local shopper demographics to create customer-specific marketing programs for each channel and brand
- Grew sales by 15% through retail associate training, InMarket sales planning, and improved merchandising operations
- Grew annual sales by 22% in 2018 through strategic programs such InMarket sales planning and forward orders discount strategy which help us lock deals with CPs therefore limiting competitor influence
- Grew share of shelf by 35% through strategic discount deals with CPs, demand planning and improved merchandising operations
- Managed budget for marketing projects, ensuring efficient use of resources for maximum impact
- Updated product listings on e-commerce platforms on Jumia
Category Marketing Manager
Bidco Africa Ltd
Thika, Kenya
04.2013 - 10.2017
- Company Overview: Edible Brands Division
- Led the development of annual and seasonal brand plans and budgets for all edible brands
- Coordinated with sales teams to create promotional materials that effectively communicated product benefits while collaborating with graphic designers to produce visually appealing collateral
- Led successful NPD and launches that significantly boosted market share including launch of SunGoldLite, Kimbo Premium
- Organized trade shows and events to showcase products and network with industry professionals
- Tracked campaign performance using analytics tools, making data-driven decisions for future initiatives
- Conducted customer surveys to establish CSAT levels and gather feedback for product improvement and new development
- Built partnerships with Channel partners and brands for co-marketing opportunities
- Monitored and maintained product gross margins relative to division-targeted profit goals
- Oversaw launch of new SKUs, pricing strategies, sales training and product solutions
- Managed working relationships with corporate team, vendors, regulators such as KEBS, Nutrition Institute, Cofek and others
- Created strategic plans for product promotion and custom marketing materials addressing market-specific customer needs
- Devised go-to-market strategies for the edibles division to support local customer needs in export markets
- Analyzed performance of key marketing activities, creating detailed reports for distribution to upper management
- Maintained understanding of legal/ regulatory requirements for special events, packaging and vendor contracts pertaining to implementing marketing plans
- Led the New product Development and brand extensions and revamp, including the Kimbo brand extension to Kimbo Premium achieving sales of 400MTs in year 1 of launch
- Rebranded & repositioned Sungold into Sungold Lite grabbing over 25% market share from Rinsun
- Initiated a strategic partnership with Universities which led to JKUAT University partnering with Bidco to create Bidco's Noddies with a formula developed by JKUAT's Nissin Foods
- Initiated the formation of the Catalyst-(Marketing communication council which was made up of all company marketing agencies and internal CCPR/ brand team) brainstorming ideas together to broaden creative pool
- Following a very enlightening workshop facilitated by McKinsey Kenya, initiated and led product packaging review which improved on-shelf appeal and did away with what was not important for the customer thereby saving Bidco 420 million in packaging cost for the year 2016
- Edible Brands Division
Marketing & Communication Manager
Bank Of Kigali
Kigali, Rwanda
01.2011 - 03.2013
- Re-branded and re-positioned Bank of Kigali for BOP opportunities
- Selected and led team of function heads and agencies to deliver a compelling marketing campaign - BK Yacu Campaign which connected the bank with its local customers enforcing BK as the local bank of choice
- Obtained favorable media coverage by cultivating strong connections with media representatives Journalists, bloggers
- Managed crisis communication plans to protect company reputation during adversities
- Prepared annual reports detailing Marketing, PR, CSR, Customer and Product activities, results, and future plans
- Organized and managed press conferences to communicate key messages to media while also crafting compelling press releases highlighting company achievements and news
- Negotiated sponsorship deals and partnerships with other brands for co-promotion including MTN, ExpressMoney, WU, TigoCash among others
- Oversaw production of promotional materials like brochures, videos, and posters aligned with BK Yacu campaign objectives
- In consultation with legal and executive, I responded to media inquiries surrounding policies, executive statements and other facts while also writing professional business correspondence for internal and external uses
- Worked closely with key heads and managers as well as senior executives to develop customer service charter which defined service levels increasing CSAT
- Promoted brand and corporate visibility by pitching stories to local and national media outlets
- Prepared polished and professional speeches for executives and company leaders
- Guided business image with cohesive strategy encompassing everything from logos to topics addressed with media
- My programs directly impacted customer recruitment by 110%
- Profit after tax profit grew 35% to reach 11.8Bn RwF
- Non-Interest income grew by 14 % to reach 14.7Bn RwF driven by commissions and fees (which grew by 54% YoY 2011/2012)
Education
BBA - Marketing
University of Georgia Tbilisi
Tbilisi 01.2010 - 04.2012
Dip - Marketing Management
ICM -UK
Bournemouth, England 04.2000 - 05.2001
Dip - Merchandising & Promotions Management
ICM -UK
Bournemouth, England 02.2000 - 12.2000
Dip - Sales And Sales Management
ICM-UK
Bournemouth, England 04.1999 - 05.2000
Dip - Product And Marketing Management
UniAthena
Online 08.2024 - 08.2024
Dip - Strategic Management And Innovation
UniAthena
Online 07.2024 - 07.2024
Dip - International Marketing
UniAthena
Online 06.2024 - 06.2024
Digital Agencies Certification - Digital Marketing
Semrush Academy
Online 06.2024 - 07.2024
Digital Marketing for SMS Certification - Digital Marketing
Semrush Academy
Online 06.2024 - 08.2024
Skills
Microsoft Office
Personal Information
Date of Birth: 04/23/76
Timeline
Sales & Marketing Consultant
AtoZ Group Ltd
03.2025 - 08.2025
Consultant (Special Projects)
Chloride Exide K Ltd
09.2024 - Current
Dip - Product And Marketing Management
UniAthena
08.2024 - 08.2024
Dip - Strategic Management And Innovation
UniAthena
07.2024 - 07.2024
Dip - International Marketing
UniAthena
06.2024 - 06.2024
Digital Agencies Certification - Digital Marketing
Semrush Academy
06.2024 - 07.2024
Digital Marketing for SMS Certification - Digital Marketing
Semrush Academy
06.2024 - 08.2024
Growth Marketing Manager
Juusto Group
03.2023 - 11.2023
Consultant -SNOP Planning 2023
Glacier Products Ltd
11.2022 - 12.2022
HOD- Marketing
Menengai Oil Refineries Ltd
05.2020 - 05.2022
Marketing Manager
Smart Brands Ltd
11.2017 - 04.2020
Category Marketing Manager
Bidco Africa Ltd
04.2013 - 10.2017
Marketing & Communication Manager
Bank Of Kigali
01.2011 - 03.2013
BBA - Marketing
University of Georgia Tbilisi
01.2010 - 04.2012
Dip - Marketing Management
ICM -UK
04.2000 - 05.2001
Dip - Merchandising & Promotions Management
ICM -UK
02.2000 - 12.2000
Dip - Sales And Sales Management
ICM-UK
04.1999 - 05.2000
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