Summary
Overview
Work History
Education
Skills
Accomplishments
Languages
Timeline
References
Work Availability
Hobbies and Interests
Websites
Generic
Tess R.W. Kinyanjui

Tess R.W. Kinyanjui

Fractional CMO
Nairobi,Kenya

Summary

Marketing & Growth Strategist specializing in market entry, product innovation, and customer experience. Proven track record in scaling businesses by aligning business modeling, marketing, product, and growth strategies to drive sustainable revenue. Adept at leading cross-functional teams to deliver impactful campaigns that align with business goals. Strong focus on data-driven decision-making, creative problem solving, and fostering collaborative environments to achieve measurable results.

Overview

12
12
years of professional experience

Work History

Fractional Chief Marketing Officer (CMO)

FrCMO
01.2025 - Current
  • Provide strategic marketing leadership and execution support to early-stage startups (Seed to Series A) across East Africa.
  • Specialising in go-to-market strategy, product-market fit validation, customer acquisition, and customer experience design.
  • Collaborate closely with founders, startup teams, and investors to drive measurable traction and sustainable growth.
  • Deliver tailored marketing strategies, product audits, and CX blueprints that reduce time to market and improve lead quality and conversion rates.
  • Sector experience encompasses logistics, Agri-Tech, Health-Tech, Real Estate, and SaaS/ERP platforms.
  • Work across full engagement types — from advisory retainers to hands-on execution support and GTM sprints.

Jasiri Talent Investor Program (Entrepreneurship)

Jasiri Talent Investor Fellow
01.2025 - 01.2025
  • Completed intensive training in entrepreneurial leadership, problem-opportunity identification, innovation and business model development.
  • Mastered concepts such as Jobs-To-Be-Done (JTBD), systems thinking, and market-creating innovations (MCI) to identify and solve real market gaps.
  • Developed prototypes, business models, and go-to-market strategies for high-potential ventures in the African context.
  • Strengthened execution and communication skills through public speaking, pitch preparation, and strategic storytelling.
  • Trained in corporate law, negotiation, accounting, and ethical decision-making to support long-term business sustainability.
  • Built a strong foundation in founder mindset, strategic clarity, and team leadership under high-stakes, real-world conditions.

Marketing & Business Strategy Director

Antel Ltd
01.2019 - 01.2025
  • Led marketing departments across multiple organisations in a consulting capacity, providing both strategic leadership and hands-on execution support.
  • Directed AI-powered, digital, and offline marketing campaigns focused on brand growth, lead generation, and revenue acceleration.
  • Successfully executed branding, rebranding, and co-branding initiatives that strengthened brand recognition, customer trust, and employee engagement.
  • Drove measurable impact: increased social media engagement, quality lead generation, conversion rates, customer satisfaction, and revenue performance. The key deliverables were: quarterly measurable increase in brand awareness & recognition, quarterly increase in new followers (20+%) and engagement rates (5+%) across all social media platforms, increased quality leads from SEM & SMM that resulted in conversion rates of 5+% per month, and customer satisfaction rates of at least 75% quarterly.
  • Delivered comprehensive, data-driven feasibility industry studies, identifying untapped market opportunities and ROI-aligned strategies in the Kenyan property market.
  • Advised on pricing, positioning, and communications strategies to support successful market entry and scaling.
  • Cultivated a high-performance work environment by setting clear expectations, providing regular feedback, and recognising top performers for their contributions to organisational success.
  • Spearheaded cross-functional teams for successful strategy implementation, ensuring alignment with overall business objectives.
  • Negotiated high-value contracts with vendors and suppliers, achieving favourable terms that supported financial objectives.

Area Manager

Regus- IWG PLC Kenya
01.2018 - 01.2019
  • Led a team of 10+ to achieve company goals and exceed targets consistently, fostering a positive work environment.
  • Managed marketing, business development, and day-to-day operations across multiple business centres, achieving 70%+ occupancy rates and reducing customer churn through improved service delivery and client relationship management.
  • Secured new corporate clients and strengthened existing partnerships, resulting in improved customer retention and higher Net Promoter Scores (NPS).
  • Conducted bi-annual market and competitor analyses to identify strategic opportunities, leading to the development of differentiation strategies that enhanced market positioning.
  • Proposed and implemented enhancements to the company’s digital marketing campaigns, improving brand visibility and lead generation.
  • Represented the organisation at high-level corporate events, increasing brand awareness and facilitating new partnerships and client acquisitions.
  • Conducted regular performance evaluations to identify areas for improvement and develop action plans for growth.
  • Continuously improved operational procedures through ongoing evaluation of existing practices, incorporating feedback from team members and adopting industry best practices.
  • Developed strong relationships with clients, leading to increased customer satisfaction and repeat business.
  • Resolved conflicts promptly to promote a positive environment for customers.
  • Coordinated with various departments to facilitate smooth communication, enhancing operational effectiveness.
  • Oversaw budget planning, strategy development, and community outreach for the organisation.
  • Negotiated contracts with vendors to secure favourable terms that benefited both parties involved.
  • Maintained financial controls, planned business operations and controlled expenses while identifying and pursuing opportunities to grow business operations and boost profits.

Marketing & Business Development Associate

Tatu City Ltd
01.2016 - 01.2018
  • Collaborated with cross-functional teams to develop and implement strategic marketing communications, branding, and business development initiatives.
  • Created comprehensive Investor Packages for residential projects, incorporating market trends, ROI analysis, and competitive benchmarking — a key tool in building investor confidence.
  • Spearheaded the formation and negotiation of B2B partnerships with financial institutions, resulting in bulk land acquisitions and uptake of multiple residential units.
  • Led the planning and execution of CSR and PR initiatives, reinforcing the brand’s positive reputation and stakeholder trust.
  • Planned product launch events and sales events such as expos, open days and activations.
  • Maintained accurate records of all prospecting activities using CRM software tools for effective lead tracking and follow-up efforts.
  • Assisted in developing marketing materials that showcased our products and services effectively, attracting new clientele.
  • Conducted market research and analysis to identify emerging trends and competitor activities, informing strategic business decisions.
  • Participated in industry conferences and events to network with potential partners, strengthening brand visibility in target markets.
  • Used Salesforce to handle the company's customers and prospective leads.
  • Supported team members by sharing best practices, collaborating on strategies for challenging accounts, and fostering a positive work environment.
  • Participated in ongoing professional development programs to enhance product knowledge and sales techniques for continuous improvement.

Marketing Coordinator

Fahari Realtors Ltd
01.2015 - 01.2016
  • Coordinated and executed integrated marketing campaigns across ATL, BTL, and TTL channels, ensuring consistent brand messaging and campaign alignment.
  • Led the revamp of corporate marketing collateral and supported rebranding initiatives, strengthening the company’s corporate identity and market presence.
  • Developed and implemented digital marketing strategies (including social media ads, Google Ads, and property platform advertising), resulting in a marked increase in qualified sales leads.
  • Worked closely with the property managers to support property rentals marketing efforts, maintaining 80%+ occupancy across all properties through targeted communications.
  • Served as the company’s brand ambassador at industry events, including home expos and open days, enhancing brand visibility and stakeholder engagement.
  • Developed visually engaging marketing materials to support product launches and promotions.
  • Collaborated with external agencies on advertising campaigns, ensuring alignment with overall marketing objectives.
  • Managed CRM database to maximise customer outreach efforts and strengthen client relationships.
  • Conducted market research to identify industry trends and generate actionable insights for strategic planning purposes.
  • Tracked and reported on marketing campaign responses.
  • Increased customer engagement through the creation of compelling social media content and strategies.
  • Supported sales team efforts by creating persuasive sales collateral that communicated product benefits.
  • Improved website traffic with the implementation of SEO best practices and keyword research.
  • Managed relationships with external vendors and contractors to acquire mutually beneficial contracts and successful project delivery.

Marketing Executive

Tamarind Properties Ltd
01.2014 - 01.2014
  • Coordinated and executed the company’s marketing and communications initiatives across ATL, BTL, and TTL channels to drive consistent brand messaging and market reach.
  • Established and managed all company social media platforms, creating a cohesive digital presence from the ground up.
  • Developed and implemented a targeted digital marketing strategy focused on the company’s ideal buyer personas, resulting in increased brand visibility and a steady flow of qualified sales leads.
  • Collaborated cross-functionally to align marketing efforts with sales objectives and overall business goals.
  • Enhanced customer engagement through the creation of compelling content for the company website, blog, and social media platforms.
  • Managed relationships with key industry partners and implemented promotional initiatives to maximise marketing program performance.
  • Boosted lead generation with targeted email marketing strategies and social media advertising.
  • Developed innovative and targeted collateral to support overall branding objectives.
  • Collaborated closely with sales teams to ensure alignment between promotional activities and revenue goals.
  • Researched industry and marketplace trends to develop marketing solutions and enhance business operations.
  • Created and managed social media campaigns to increase brand engagement.
  • Coordinated with design and media teams to develop high-quality creative assets.
  • Improved website visibility through the development and implementation of SEO strategies.
  • Oversaw the preparation of marketing copy, images, videos, emails, and other collateral.

Education

Digital Marketing & Generative AI - Digital Marketing & Generative AI

Coursera, Udemy & Google
Online
01-2025

Jasiri Talent Investor Program - Entrepreneurship

Jasiri4Africa
Rwanda
05-2025

Predictive & Agile Project Management - Project Management

Project Management Institute
Online
06-2024

Data Analysis & Visualization -

IBM
Online
01.2020

Postgraduate Professional Diploma - Marketing

Chartered Institute of Marketing
United Kingdom (UK)
12-2019

Bachelor of Arts - Business Management

Catholic University of Eastern Africa
Nairobi
10-2016

Professional Diploma - Marketing

Chartered Institute of Marketing
United Kingdom (UK)
06-2014

Diploma - Electrical & Electronics Engineering

Nilai University, Malaysia
Malaysia
04-2009

Kenya Certificate of Secondary Education - High School

Loreto High School, Limuru
Nairobi
11-2005

Skills

  • Marketing Strategy
  • Growth Marketing
  • Go-to-Market Strategy
  • Product Management
  • Innovation Development
  • Customer Experience (UX)
  • Customer Acquisition
  • Demand Generation
  • Brand Strategy
  • Business Modelling
  • Generative AI
  • Marketing Automation
  • Relationship Management
  • Leadership
  • Strong work ethic
  • Attention to detail

Accomplishments

  • Fueling growth for early-stage startups in Logistics, AgriTech, HealthTech, Real Estate, and SaaS as a Fractional CMO, driving faster go-to-market and sustainable traction.
  • Selected for the prestigious Jasiri Talent Investor Fellowship, mastering market-creating innovations and high-impact venture building.
  • Directed multi-channel campaigns that boosted engagement, leads, conversions, and brand trust across diverse sectors.
  • Led branding, rebranding, and PR initiatives that built strong market presence and generated consistent, high-quality leads.
  • Delivered ROI-driven feasibility studies that unlocked new market opportunities and informed winning strategies.
  • Achieved 70%+ occupancy and reduced churn as Area Manager through customer service innovation and strategic partnerships.
    Forged High-Value B2B Alliances with financial institutions that resulted in bulk land purchases and multi-unit sales, exceeding sales targets.
  • Orchestrated a high-stakes investor event at Capital Club that converted 100 pre-sales in a single evening.

Languages

English
Bilingual or Proficient (C2)
Swahili
Bilingual or Proficient (C2)
German
Beginner (A1)

Timeline

Fractional Chief Marketing Officer (CMO)

FrCMO
01.2025 - Current

Jasiri Talent Investor Program (Entrepreneurship)

Jasiri Talent Investor Fellow
01.2025 - 01.2025

Marketing & Business Strategy Director

Antel Ltd
01.2019 - 01.2025

Area Manager

Regus- IWG PLC Kenya
01.2018 - 01.2019

Marketing & Business Development Associate

Tatu City Ltd
01.2016 - 01.2018

Marketing Coordinator

Fahari Realtors Ltd
01.2015 - 01.2016

Marketing Executive

Tamarind Properties Ltd
01.2014 - 01.2014

Digital Marketing & Generative AI - Digital Marketing & Generative AI

Coursera, Udemy & Google

Jasiri Talent Investor Program - Entrepreneurship

Jasiri4Africa

Predictive & Agile Project Management - Project Management

Project Management Institute

Data Analysis & Visualization -

IBM

Postgraduate Professional Diploma - Marketing

Chartered Institute of Marketing

Bachelor of Arts - Business Management

Catholic University of Eastern Africa

Professional Diploma - Marketing

Chartered Institute of Marketing

Diploma - Electrical & Electronics Engineering

Nilai University, Malaysia

Kenya Certificate of Secondary Education - High School

Loreto High School, Limuru

References

Benard, Momanyi, Co-Founder & CMO, Sanifu AI (YC S22), benardmomanyi@gmail.com, +254 712 983 630


Joseph Mwangi, Finance Senior Manager, Boston Consulting Group, joseph.j.mwangi@gmail.com, +27 72 330 5999


Margie Gitau, CEO, Pulse Medical Response, margie.gitau@gmail.com, +254 722 607 427

Work Availability

monday
tuesday
wednesday
thursday
friday
saturday
sunday
morning
afternoon
evening
swipe to browse

Hobbies and Interests

Visual Arts & Musical Events, Nature Excursions, Human Psychology & Spirituality

Similar Profiles

CREATE PROFILE
Tess R.W. KinyanjuiFractional CMO