Pauline Kiruri

Marketing, Partnerships and CommunityEngagement Lead, TBN Africa

MARCH 2022– RECENTLY (IMPACT LED NON-GOVERNMENTAL ORGANISATION SUPPORTING ENTERPRISES TO SUCCEED & BE INVESTOR READY)

• Led the implementation of customer satisfaction, retention and referral marketing initiatives which saw an increase in referral leads by 20%
• Implemented lead nurturing campaigns through social media, email blasts, niche WhatsApp Groups, referral mechanisms that improving lead performance by 60%
• Developed winning brand strategies (Segmentation, Targeting and Positioning) to increase brand awareness and promote services to niche audience
• Developed customer centric value propositions by conducting market and competitive research to inform positioning and approach to improve overall business leads
• Determined, tracked, and reported metrics that measure marketing performance and success of initiatives
• Worked cross-functionally with other departments and relevant stakeholders
• Led and established strategic partnerships to boost lead pipelines and investments to small businesses
• Revamped the brand look and feel, by developing product marketing materials, promotional collateral and templates which led to increased brand visibility and positive sentiments both internally and externally
• Led all B2B | B2C | D2C marketing and communication initiatives to drive growth and lead generation

Marketing and Communication Officer, I&M Bank Ltd, Nairobi,Kenya

JANUARY 2017 – FEB 2022 (4TH MOST PROFITABLE BANK IN KENYA)

• Researched, prepared and produced information for articles, events, speeches, publications and reports
• Implemented positioning and segmentation strategies/campaigns and reported achieved impact.
• Oversaw development of brand aligned content - blogs, newsletters, investor relations content, Media reports etc. across omni channels
• Built and nurtured relationships with digital agency, supplier and vendors to create, coordinate, and develop meaningful and relevant communications to engage customers and foster brand loyalty.
• Analyzed consumer data, survey & research to transform into key market strategic business decisions
• Drove continuous marketing improvement initiatives for channel growth e.g. Enhancing digital customer experience by optimizing website landing pages, revamping brand communication materials

Achievements:

• Boosted customer engagement on business site and social channels via SEM/SEO by 30% with an estimated 30% conversion rate - great monetization of fans/followers
• Ran a Customer Retention Program Campaign: Achieved 2522 redemptions with a value of over 17.13M for the Credit Card Loyalty Points Redemption Campaign - aimed at Offering customers options to redeem points to use at Supermarkets/ Malls or pay credit card bill or donate to I&M Foundation.
• Ran a combination of cross sell and look alike audience marketing: Sold 500+ policies with annualized premium of approximately 20M in just 7 months of running the campaigns on various insurance products.
• Achieved over 30,715+ transactions for 25% discount on digital banking channels campaign in 30 weeks having ran campaigns via digital channels
• Ran a campaign offering 90% home Loan financing camping to new and existing customers and achieved a Portfolio amount for mortgage leads is Kes 350M and takeover of 13M
• Successfully maintained negative sentiments below 7.5 % through timely complaints handling and resolution on the Bank’s social media platforms.

Design and MarketingExecutive, Infinity Industrial Park, Nairobi, Kenya

SEPTEMBER 2016 – DECEMBER2016 (FIRST PRIVATEINDUSTRIAL PARK IN KENYA FOR SMES)

• A key player in executing a successful product launch; a key player in designing indoor/outdoor artworks and creating compelling content for marketing and presentation materials.
• Developed integrated marketing communication materials
• Led content creation for channels and brainstorming sessions
• Drove record-high marketing campaign response rates
• Wrote mind grabbing communication materials for high conversion
• Designed brand strategies and communication plans/materials
• Developed brand guidelines, standard visual concepts and marketing framework
• Implemented brand positioning initiatives to boost customer acquisition, brand value as well as optimize overallperformance

Achievements:

• Boosted customer engagement by 20% purely via organic reach (non- promotional)
• Drove record-high marketing campaign response rates and execute a successful

product launch; a key player in designing indoor /outdoor artworks and creating compelling content for marketing and presentation materials.

Creative Designer/Marketing Assistant at Despec International

NOVEMBER 2015 - AUGUST 2016 (TELECOMMUNICATIONS FIRM)

• Managed the marketing budget
• Managed brand ambassadors/suppliers
• Curated content for omni channels: social media, emails, campaigns, etc.
• Led design projects and designing brand visual concepts
• Optimised brand communications by honing the messaging
• Devised continuous marketing improvement mechanism
• Created marketing strategies & campaigns for product ranges
• Boosted sale of products through E-marketing
• Managed relevant stakeholders e.g. built client rapport via E customer service leading to boom response rates.
• Implemented and formulated strategies via strategic media placement.
• Implemented product differentiation strategies to enhance brand competitiveness and customer value propositions

Achievements:

• Successfully created Marketing Strategies & Campaigns for Zuri Mobiles among other brands.
• Implemented and formulated strategies by using rules of the company by contributing to building of brand guidelines and offering advice on strategic media placement.
• Boosted sale of products by 60% through E-marketing and built client rapport via E- customer service leading to Boom response rates.

Graphic Design and Internship at Krayon Enterprises

KRAYON ENTERPRISES (2014: JAN-JULY) – (2015: JAN- JUNE) – PRINTING & ADVERTISING FIRM

• Analyzed market trends and consumer behaviours to optimize marketing strategies and identify opportunities of growth
• A key player on the initial conceptual stages of advertising and corporate identity projects; created enticing, effective and highly persuasive visual concepts/project presentations.
• Deputized on behalf of the Creative and Art Director
• Responsible for brand development, video editing and recruiting brand ambassadors, Concept development,
• Brainstormed & presented of ideas, copywriting for brand campaigns.
• Collaborated with the developer’s team to create website visual mock-up
• Managed client portfolios and accounts through support, engagement and rapport building to enhance brand affinity
• Visualized creative briefs into enticing visual concepts
• Refined pitch decks, attended client briefs and visualized mood boards
• Printed marketing collateral like booklets, brochures, posters, etc. (offset and digital printing)
• Executed advertising campaigns for clients
• Conducted administrative duties

Achievements:

• Conceptualized and executed an advertising campaign for Clients.
• Built Rapport with existing and potential clients. This led to a 20% increase in Clientele database and customer loyalty.

CIM | The Chartered Institute of Marketing
Diploma in Professional Marketing, Marketing 2019 - 2020 As an Earners of the Diploma in Professional Marketing (Level 6), I have developed the knowledge, skills and understanding to perform at a management level and to carry out an essential and successful professional marketing role within the workplace.

Bachelor of Science Degree in Graphic Communication and Advertising at Moi University
Successfully graduated with a Bachelor of Science Degree in Graphic Communication and Advertising. Attained Second Class Honors (Upper Division)