Tabitha Kemunto Ogetonto

• Successfully negotiated and executed over 10 leasing agreements with key national food partners, contributing to a 15% revenue growth in 2023.
• Enhanced the performance of coffee corners, increasing gross profit from 50% to 59% (Java on the go & Mugg and Bean).
• Oversaw the establishment of 2 new franchises and managed the operations of 10 Mugg & Bean on the Move locations.
• Developed and implemented 3 innovative business proposals for new food concepts, including Mobile Kitchen partner and shop-in-shop rental spaces.
• Evaluated category trends and applied improvements that enhanced overall performance, such as co-funded marketing initiatives.
• Managed project implementation for all QSR and dine-in restaurant endeavors, coordinating with landlords, engineers, contractors, business development, and marketing teams to ensure swift execution, cost optimization, market introduction, and revenue growth.
• Supervise all aspects of food safety and implemented HACCP (Hazard Analysis Critical Control Point) verification across our Bonjour and third-party sites, adhering to international standards.
• Reduced food safety audit nonconformities from 70% to 84% in collaboration with Société Générale de Surveillance (SGS).
• Directed category strategies with an OPEX budget of 25 million Kes for food safety and marketing initiatives, and a CAPEX budget of 80 million Kes.
• Ensured compliance with both local and international regulations by staying abreast of regulatory changes.
• Conducted comprehensive competitive analysis to benchmark company performance.
• Empowered station staff by providing training on food safety and sales strategies.
• Collaborated with cross-functional teams to develop promotional campaigns that effectively increased category awareness and sales growth.

• Achieved a 16% increase in lubricants network sales volume and a 40% increase in value from 2018 to 2022 through a digital incentive tool , trade marketing initiatives and annual marketing campaigns.
• Implemented global programs, such as Lubes in the Network (LINKS) and Backcourt (lubes distributor route to market through network). Launched the Backcourt program in 10 stations, with 4 stations experiencing a 150% growth in volume (2019).
• Executed and launched six brand campaigns: Rubia - Utaride Boda Boda (2019), Quartz - Choose your number one for your number (2019), Quartz - Golden Spanner SN 1 (2019), Golden Spanner SN 2 (2022), Hi-Perf - Buy one get one free (2019), Jijenge na Hi-Perf (2023).
• Used marketing data analytics from Kantar to improve decision-making and develop targeted communication and marketing strategies for lubricants within the network channel.
• Managed relationships with key trade marketing suppliers and partners, including below-the-line marketing agencies, print and packaging partners, and promotional and branded merchandise vendors.
• Supervised marketing strategies within the network channel, including product planogram placements and merchandising, regular pricing strategies benchmarking with competitors, and promotional planning and execution.
• Coordinated monthly sales meetings with various teams to ensure the lubricants plant produced sufficient stock for all channels using forecasting tools.
• Reviewed and managed a sales team of 5+ members through monthly sales reports using CRM tools like Salsa, Optimetrix, and Solutech.
• Enhanced staff expertise through station staff training on product knowledge and selling techniques.
• Oversaw the entire lifecycle of new products from launch within the network channel, including Hi-Perf, Car Care range, and Quartz 4*4.
• Collaborated with cross-functional groups to align category strategies and goals for streamlined order processes.
• Managed a marketing budget of 40 million Kenyan shillings for the network channel, setting and monitoring expenses to ensure profitable operations.
• Ensured dealers maintained effective stock levels to enhance their working capital and effectively managed sell-in and sell-out.

Bootcamp is an internal led initiative that seeks present one individual from selected countries to present a project for the Global TotalEnergies Management team to approve and fund project. My approved project was to develop a low CAPEX service station dedicated to two wheeler riders.

• Led design thinking workshops for a two-wheeler service station.
• Assessed new technologies for future design projects.
• Enhanced product usability using user-centered design principles.
• Collaborated with marketing on product launch campaigns.
• Performed market research to find trends and opportunities.
• Facilitated brainstorming sessions for creative solutions.
• Presented designs to senior management for approval.
• Created high-fidelity prototypes with advanced software (e.g., Miro, Loom).
• Managed multiple design projects within budget and deadlines.
• Integrated sustainable design principles to reduce environmental impact.

• Increased the affiliate engagement matrix by 30% and boosted the monthly payout from 1.5 million KES to 2.3 million KES within seven months through comprehensive affiliate marketing campaigns.
• Launched the first affiliate marketing training program in collaboration with Simon Page Marketing College, held in March 2018.
• Led the establishment of a strategic alliance with L'Oreal and Jumia, enabling influencers to sell products via their affiliate links and receive rewards based on volume.
• Executed collaborative marketing campaigns with various product teams to develop captivating promotional assets, which were subsequently adopted by influencers.
• Regularly reported to senior management on affiliate program achievements and strategic directions, ensuring alignment with the global strategy.
• Leveraged online tools such as CRM data for targeted email campaigns and utilized search engine optimization techniques to enhance affiliate web presence and drive targeted traffic.
• Facilitated communication between affiliates and internal departments to promptly address concerns and streamline processes.
• Utilized analytics tools to monitor campaign performance and ROI, adjusting strategies as necessary.
• Managed relationships with key affiliates, fostering strong partnerships to support mutual growth.
• Developed and implemented comprehensive affiliate marketing strategies aimed at increasing company revenue.
• Established performance metrics and benchmarks to evaluate affiliate success and identify areas for improvement.

• Provided administrative support to the marketing department, streamlining operations for efficiency.
• Executed trade marketing campaigns with a direct impact on a 45% rise in sales.
• Achieved a 70% rise in sales through effective management of a 9-month retailer loyalty campaign.
• Successfully executed branding initiatives for 2000+ retail locations.
• Boosted sales through the FMCG sales process , through strategic support to distributors.
• Worked with consultants to gain a comprehensive understanding of consumer trends in the oil industry.
• Facilitated effective communication with agencies and below-the-line marketing teams.
• Assessed marketing performance through detailed per-product analysis and industry benchmarks.
• Facilitate and control event logistics for media and trade releases.
• Coordinated marketing events to elevate customer engagement and introduce new products.
• Coordinated with senior channel management to devise and apply strategic battle plans.
• Maintained accurate records of supplier transactions.
• Coordinated marketing research and report complication with GFK, to enhanced decision-making and have targeted communication strategy.

• Account Management to close out all statements of account from 2012 with a major oil marketer
• Manage all documentation pertaining to the open tender system
• Entry management to ensure all depots are able to load stocks liaising with KRA and depot dispatch teams to avoid penalties

• Compiled customer feedback for analysis, aiding in the improvement of products and services.
• Assisted in the coordination of trade shows and exhibitions, enhancing brand visibility and networking opportunities.
• Assisted in developing marketing campaigns, contributing to increased brand awareness and customer engagement.
• Analyzed campaign performance using analytics tools, providing insights for strategy refinement.
• Assisted in budget tracking and expenditure reports, ensuring optimal allocation of marketing resources.
• Maintained marketing inventory, overseeing stock levels of promotional materials and merchandise.
• Conducted market research to identify customer trends and opportunities for business growth.
• Participated in brainstorming sessions for creative marketing initiatives, contributing innovative ideas.
• Organized promotional events to enhance customer experience and promote new product launches.
• Coordinated with external agencies to produce marketing materials, ensuring brand consistency across all mediums.
• Provided administrative support to the marketing department, streamlining operations for efficiency.
• Liaised with suppliers and vendors to negotiate prices and secure promotional materials.
• Coordinated television and radio campaigns from conceptual brainstorms to post-broadcast analysis.