Wangu Njogu

I execute comprehensive marketing, communication, branding, and advertising campaigns, adhering to policies and plans to enhance brand image and customer reach. I also manage corporate communications, events, and stakeholder activities, implement robust content management strategies, and develop annual marketing plans and budgets. Additionally, I conduct surveys to prepare business models, identify key areas for data research, and contribute to the development and implementation of strategic plans and policies.

Accomplishments

• Developed and implemented the Agency's communication strategy, significantly improving brand visibility and enhancing stakeholder management.
• Executed comprehensive marketing, communication, branding, and advertising campaigns in strict adherence to policies and plans, resulting in increased brand recognition and customer reach.
• Implemented strategic media relations aligned with the Agency's objectives, leading to positive media coverage and improved brand image.
• Managed and maximized the utilization of corporate communication channels, including the website, intranet, and social media platforms, enhancing product online presence and increasing audience engagement.
• Orchestrated corporate events and stakeholder engagement activities, ensuring seamless coordination and impactful brand experiences. Additionally, implemented robust content management strategies for the Agency's digital platforms, resulting in engaging and informative online content.
• Developed and executed the marketing strategy, including the creation of an annual marketing and communication plan and budget, optimizing resource allocation to ensure the achievement of KenTrade's mandate.
• Prepared insightful business models for the Marketing and Business Development function by conducting relevant surveys, providing valuable insights to facilitate product adoption among customers.
• Identified key areas for data research and conducted research audits, implementing recommended actions that improved data-driven decision-making and enhanced operational efficiency.
• Made significant contributions to the development of the agency's strategic plans and policies, coordinating their implementation within the department and aligning all activities with the organizational vision.

I collaborated closely with the Business Innovations Team within the Marketing and Communications Department to drive awareness of our loyalty program. This strategic focus on customer retention resulted in substantial financial growth through increased customer transactions.

Accomplishments

• Developed and efficiently executed the communications plan and budget for the Loyalty Program, aligning with the division's strategic objectives.
• Collaborated with the business re-engineering process team to design the program and integrate necessary technology components for a seamless customer journey.
• Defined, implemented, and managed multi-channel loyalty scheme rewards and communications strategies, fostering focused customer engagement across various channels.
• Analyzed monthly reports by product and channel to drive communication strategy improvements, resulting in a 30% reduction in financial liability and recommendations for future enhancements.
• Conducted a four-week internal staff training campaign, boosting program awareness and decreasing customer query resolution time through CRM from 48 hours to under 24 hours.
• Collaborated with the IT team to develop robust testing plans for the USSD and App platforms, ensuring ongoing optimization and demonstrating ROI.
• Developed the Marketing Strategy for the program (2020) based on insights from monthly reports, aligning with the firm's three-year strategy.

I worked closely with the Commercial Director to execute social interventions using a commercial approach. This involved developing and implementing an efficient marketing roadmap to deliver high-quality and affordable products and services to farmers.

Accomplishments

• Led a successful market storm with the regional sales team, securing entry into a new business channel (co-operatives) with cumulative business worth KES 2 million.
• Conducted brand identity training for new employees, emphasizing the importance of maintaining an excellent brand image.
• Optimized the procurement process for marketing collateral, resulting in cost savings of up to KES 1 million.
• Provided direction to the creative agency on the look and feel of branded products, ensuring brand consistency.
• Conducted a product innovation exercise in collaboration with the finance team, analyzing portfolio profitability.
• Managed a budget detailing marketing expenditures and potential ROI for the business.
• Spearheaded product development for co-branded products, collaborating with technical and procurement teams to ensure timely launches, and created marketing collateral for product launches.
• Conducted consumer feedback and business trend analysis to inform marketing strategy and portfolio expansion.
• Conducted customer visits and competitor analysis to gain insights into market dynamics and develop competitive products.

I collaborated closely with the management center in South Africa to establish a strong brand presence in the East African market. This involved working closely with local representatives to ensure effective market penetration and brand visibility.

Accomplishments

• Successfully launched a key product nationwide, aligning it with healthcare professionals' recommendations.
• Managed the annual marketing budget, ensuring efficient expenditure and expected returns.
• Established strong stakeholder relations in Kenya, Tanzania, and Rwanda, fostering lasting partnerships for themed events.
• Ensured alignment between sales and marketing teams for specific Continuing Medical Education (CME) activities, focusing on measurable ROI.
• Collaborated with the management center team in South Africa to create and localize marketing collateral for East African markets.
• Coordinated with the CSR team to plan and execute the annual Children's Walk in partnership with Kenyatta National Hospital (KNH).

I closely coordinated with various support functions to amplify brand equity across East Africa, leading to the successful execution of strategic marketing plans that positively impacted the bottom line.

Accomplishments

• Built a strong rapport with the category business head by defining and implementing the brand strategy, resulting in a 12% growth in brand P&L in 2016.
• Maintained close contact with external agencies (creative, media, and experiential) to ensure strict adherence to brand guidelines, enhancing synergy in external communications.
• Engaged continuously with the research agency to gain insights and conduct focus groups, generating a strategic roadmap critical for launching a breakfast cereal in the East African market.
• Collaborated with supply chain, finance, and production teams to develop a profitability plan for the brand, with input from the regional marketing team.
• Developed a successful business case to introduce a key SKU (Milo 100g) into the brand portfolio, boosting annual sales revenue by 20% through strategic communication and media coverage.
• Planned and managed a KES 5 million brand sponsorship, increasing brand PR value from KES 27 million to KES 31 million in 2016.
• Planned, allocated, and reconciled brand budgets of KES 40 million in 2015 and KES 60 million in 2016, ensuring timely procurement of collateral, media spending, and external stakeholder payments.

In this role, I served as the primary contact for day-to-day internal communication within the bank.

Accomplishments

• Ensured events and sponsorships delivered necessary brand value in a timely and successful manner.
• Collaborated with the advertising agency and other stakeholders to communicate brand values, resulting in consistent and accurate messaging across radio, press, and online platforms.
• Developed and executed media plans for annual product campaigns and various product launches, enhancing internal and external product awareness.
• Strengthened strategic supplier relationships to ensure quality and timely outputs, adhering to specific brand guidelines for signage, service packaging, and outdoor communication.
• Launched and executed multiple product and service campaigns, contributing to the growth of the bank's bottom line.
• Managed and monitored a marketing budget worth KES 130 million, ensuring proper financial oversight and allocation.