Winfred Gatwiri

A passionate Marketing and Communication Specialist  with 11 years’ experience working in emerging markets in Africa in the following industries: Real Estate, Mobile Money and Fast-Moving Consumer Goods. I enjoy establishing a professional network to provide meaningful and Insightful strategic partnerships based on the organization’s business goals. For example, in my current role I have partnered with retail stakeholders such as malls, media and influencers to generate new markets worth USD 3 Million for the business. Moreover, I grew my employer’s revenue from USD 450K to USD 1M during COVID-19 further demonstrating my ability to thrive through unprecedented changes. I have previously partnered with global media channels to create convincing narratives for Lintons, Mi-Vida, Betway and Tangaza Pesa to become credible global brands; from Kenya to the World. I pride myself in being an excellent communicator with the ability to make meaningful pitches and departmental presentations. I am currently looking to join a fast-paced environment that will benefit from my marketing experience, change management and stakeholder management. 

SKILLS

Brand management

Advertising

Interpersonal communication

Market research

Negotiation and sponsorship management

Creativity

Consumer sales (B2C)

Content management

Corporate communications

Digital content development and editing (social media, blogs, etc.)

Event management

Sales and marketing performance tracking and reporting

Storytelling

Social media marketing

Retail sales

Public and corporate relations

PROFESSIONAL EXPERIENCE

Communications and Marketing Manager, Lintons Beauty World

(June, 2020- To-date)

• Developed and managed budgets for ATL, BTL, branding, social media/website, PR & communications resulting in a 20% reduction in marketing spend while maintaining marketing impact.
• Managed Lintons Beauty World's corporate-facing and consumer-facing communications, resulting in a 30% increase in website traffic and a 15% increase in social media engagement.
• Aligned marketing strategy and activities with key growth channels, resulting in a 25% increase in sales revenue.
• Monitored, analyzed, and optimized ROI of marketing campaigns, resulting in a 40% increase in lead generation and a 20% increase in customer retention.
• Worked closely with suppliers and internal teams to oversee events, resulting in a 50% increase in event attendance and a 10% increase in event satisfaction ratings.
• Partnered with market giants such as EABL, banks, golf clubs, and event organizers to reach new markets and grow brand equity, resulting in a 15% increase in brand recognition and a 10% increase in market share.
• Collaborated with the internal designer to provide creative support on ad and promotion campaigns, resulting in a 25% increase in ad click-through rates and a 20% increase in promotional campaign effectiveness.
• Led product commercialization activities for products, resulting in a 15% increase in revenue forecasts and a 10% increase in demand planning accuracy.
• Managed all Lintons CSR activities at the distributor, company, and departmental level, resulting in a 20% increase in community engagement and a 10% increase in employee satisfaction.

Key Achievements:

• Successfully launched Fenty brand in the Kenyan Market, resulting in the product selling out on the launch date and trending in Kenya for three consecutive weeks.
• Recognized for outstanding performance by Lintons Beauty World Board in 2022, for achieving a 20% increase in sales revenue and a 15% increase in brand recognition.

Marketing Manager, Garden City/ Mi Vida

(January 2019-To Feb 2020) 

• Spearheaded the successful launch of the Mi-Vida brand in Kenya by developing and implementing an innovative marketing plan in collaboration with suppliers, sales team, and management team.
• Achieved a 25% increase in sales revenue by driving targeted marketing campaigns across various channels such as ATL, BTL, branding, social media/website, PR, billboards, geofencing, and google adverts, while managing an advertising and media buying budget of 50 million KES.
• Generated impressive coverage for the Mi-Vida and Garden City brands on local and international media channels such as CGTN, KTN, and Business Daily, resulting in a 40% increase in brand awareness.
• Successfully organized high-impact events in collaboration with banks and property agencies, resulting in a 20% increase in the number of premium buyers.
• Streamlined the work of PR and advertising agencies, Copywriting, and Strategy, resulting in a 30% increase in the efficiency of the marketing department.

Key Achievements:

• Won the best entrant award in the Kenyan real estate sector at the Kenyan Homes Expo in 2019, recognizing the successful launch of the Mi-Vida brand.
• Achieved an impressive 30% sales conversion rate by recruiting quality leads through targeted advertising on strategic media channels.

Public Relations and Communications Consultant, Pied Piper Agency

(January 2018- December 2018) 

• Led a high-performing team in Public Relations, Events Management, Strategy, and Media Relations, resulting in successful execution of campaigns for clients.
• Designed and implemented Media Relations, CSR and Events strategies that resulted in increased engagement with the local and international media, sports clubs and customers.
• Successfully managed stakeholder relationships, ensuring that Betway remained a key player in the African sporting and gaming industry by partnering with sporting bodies in Kenya such as The Sports Journalists Association of Kenya, Football Kenya Federation, Deaf Football Federation of Kenya, among others.
• Implemented major CSR projects, elevating grassroots football in Kenya, particularly in informal settlements and satellite towns of Kangemi, Kawangware, Kariobangi, the Kenya Deaf Tournaments, among others.
• Served as a thought leader and trusted advisor to the country manager and other Betway teams in Africa, sharing knowledge and learnings from different markets.
• Donated football kits to over 10 football clubs in Nairobi, Kajiado, and Kiambu counties, resulting in increased community engagement.

Key Achievement:

• Successfully implemented the Betway Kenya media relations strategy, leading to them being the top betting company in Kenya in 2019. Achieved 50% increase in brand visibility and recognition, resulting in a 25% increase in customer acquisition.

Training and Public Relations Manager, Lintons Beauty World.

(November2016-December 2017)

• Developed and executed comprehensive marketing communications and public relations strategies, resulting in a 60% increase in revenue for Lintons College of Beauty.
• Maintained strong relationships with top-tier media outlets, securing extensive coverage in leading publications such as Business Daily and The Star.
• Successfully managed the budget, revenue, and expenditure to deliver a profitable business model for the college.
• Spearheaded the registration of Lintons College of Beauty with all government education agencies, meeting all necessary requirements and regulations.
• Developed and launched the inaugural Lintons College of Beauty, training state-of-the-art makeup technicians for the international beauty industry and supporting Lintons Beauty World's growing need for new employees.
• Established public relations campaigns for top beauty brands Shea Moisture, Black-Up, Black Opal, and Nimue, generating high levels of engagement across multiple platforms.
• Led a one-year marketing and public relations campaign that expanded the business from 8 to 15 retail outlets across East Africa, resulting in a 40% increase in sales revenue.
• Trained the management team on effective media handling and management, building their capacity to manage media relations and communications.

Key Achievements:

• Achieved a 60% increase in revenue for Lintons College of Beauty through comprehensive marketing and communications strategies.
• Expanded the business from 8 to 15 retail outlets across East Africa, resulting in a 40% increase in sales revenue.
• Successfully launched Lintons College of Beauty, training state-of-the-art makeup technicians and supporting Lintons Beauty World's growing need for new employees.
• Established successful public relations campaigns for top beauty brands Shea Moisture, Black-Up, Black Opal, and Nimue.

Senior Assistant Public Relations Officer, Africa International University.

(January 2015-September 2016) 

• Developed and executed strategic marketing communications and public relations plans to promote the university's brand, services, and events, resulting in a 20% increase in student recruitment.
• Maintained close contacts with the media to ensure timely coverage of the university's activities and events, resulting in increased visibility on local and international media outlets.
• Managed the university's brand identity and advertising campaigns, ensuring consistency across all platforms, resulting in a 15% increase in brand recognition among the target audience.
• Implemented all university brand strategies and acted as the main contact for all university stakeholders, resulting in a 10% increase in stakeholder satisfaction.
• Generated themed statements from all senior university officials for use in marketing materials, resulting in a 25% increase in the effectiveness of marketing messages.

• Additionally, I built a strong relationship with neighbouring secondary schools in Nairobi, Kiambu, and Kajiado counties through a mentorship program, resulting in a 30% increase in student recruitment. I also established a social media strategy by telling the achieving stories of the international university through professionally designed graphics, photography, and page promotion, resulting in a 40% increase in social media engagement.

Business Executive, | Standard Media Group.

(July 2013-December 2014)

• Creating concepts to pitch to potential advertisers. 
• Liasing with the editorial, marketing and commercial team to execute sponsored evenst for different organisations.
• Secured business development opportunities and managed corporate clients, resulting in increased revenue and customer satisfaction.
• Successfully managed industry stakeholders, through strategic partnerships and collaborations.

Achievements:

• Won the contract to implement Education Expo in 2014, resulting in increased revenue for the standard group events department.

Public Relations and Marketing Manager, Tangaza Pesa |Mobile Pay Limited.

(June 2012-June 2013)

• Developed and executed effective marketing communication and public relations strategies that increased awareness, engagement, and conversion rates.
• Successfully managed all organization events, including press conferences, corporate meetings, and product launches, resulting in increased brand visibility and media coverage.
• Maintained close contacts with business editors in all Kenyan media houses, resulting in increased media mentions and positive publicity for the company.
• Secured business development opportunities and managed corporate clients, resulting in increased revenue and customer satisfaction.
• Successfully managed industry stakeholders, especially in banking and ICT, through strategic partnerships and collaborations.
• Managed social media platforms, effectively engaging customers and increasing brand awareness and loyalty.

Achievements:

• Represented Tangaza Pesa in continental mobile money events in Kenya and Senegal, in partnership with the Central Bank of Kenya, resulting in the implementation of Mobile Money and Mobile Banking in several African countries, including Sudan, Rwanda, Mali, DRC Congo, and Mozambique, among others.
• Won the Best Small Holder-Inclusive Value Chain Finance award for Tangaza Pesa at a Mobile Money transfer congress organized by African Rural and Agricultural Credit Association (Afraca) and Technical Centre for Agriculture (CTA) held in Senegal in 2013.
• Successfully implemented the ‘Shinda Ndai na Shell promotion’ for Shell customers in 2013, resulting in increased customer engagement and loyalty.

Daystar University (2008 – 2011) 

Awarded: Bachelor of Arts Degree in Public Relations.

Chartered Institute of Marketing (Ongoing)

Awarded: Diploma in Professional Marketing