1. Career Objective
To be a leader in developing for my clients, memorable brands and excel in creating brand loyalties while maintaining superior public relations and advertising.
2. Summary of experience
I have over 10 years of experience in brand management, advertising, public relations and events organizing. All gained while working with Bidco Oil Refineries, a company that has strong and memorable brands, Gina Din Corporate Communications, a household name in public relations advisory to leading organizations, Equity Bank, the largest Bank by customer base in East Africa and I&M Bank, one of the largest banks in Tier II.
3. Personal Attributes
A team player with ability to organize, plan, coordinate, prioritize workload (time management), work under pressure with minimal supervision, highly presentable with impeccable grooming and etiquette; Fluent in both oral and written English.
4. Summary of skills
Through my training and work experience, I have gathered good competence and knowledge in public relations and event management, formulation and implementation of effective communication strategies and campaigns as well as development and implementation of marketing strategies.
5. Academic Background
December 2011 – University of Nairobi
Master of Business Administration in Marketing – Project on Brand Loyalty
June 2007 – Daystar University
Bachelor of Arts in Communications, PR with a minor in Marketing
November 2002 – St. Anne’s Secondary School, Lioki
Kenya Certificate of Secondary Education B
6. Other professional training
Intellectual property training for brands.
Equity Bank Ltd
Crisis communication PR Strategy and Campaigns
Gina Din Corporate Communications
Corporate PR and Brand PR
Gina Din Corporate Communications
Quality Management Systems
Bidco Oil Refineries
Media Relations Training by Brandquad
I&M Bank Ltd- Brand Media Relations
7. Awards and Achievements
SABRE International Awards for PR excellence
Best PR Campaign Africa Crisis Communications- 2009 – General Motors Corporation Bankruptcy Crisis Communication Campaign
Best PR Campaign Africa: Public Sector, 2010 – PSV Vision 2030 campaign, General Motors East Africa
Public Relations Society of Kenya (PRSK) Awards for PR excellence
Overall PR campaign, 2011 – Kenyans for Kenya initiative
Overall winner of the not for profit campaigns, 2011 – Kenyans for Kenya initiative
Think Business Banking Awards
Best Bank, Product Marketing, 2014 – BebaPay, Equity Bank
Best Bank, Product Marketing, 2015 – Equity MasterCard Debit Card
Visa Kenya Marketing Warrior Awards
Visa Marketing Warrior Award for various Visa Cards campaigns at I&M Bank 2020
Visa Marketing Warrior Award for best launch campaign for the I&M Visa Infinite Card
I was part of the Communications Workstream for Kenya Bankers Association that led to the development of IPSL’s brand identity, PesaLink’s brand identity and PesaLink’s Marketing Communications Campaign dubbed Saa hii Saa hii. PesaLink is an interoperability service that provides a platform that has encouraged collaboration and innovation within the Banking and Payments industry; and has enabled any customer to directly pay another bank’s customer in Kenya in real time, affordably and conveniently through the banks’ branches and alternate delivery channels.
Change Management Communication
Successful formulation and implementation of the Internal Communications Strategy for the new Corporate Strategy rollout dubbed iMara for I&M Bank. From this strategy, over 90 percent of the staff members could properly articulate the different elements of the Corporate Strategy and how their roles plug in in achieving the Bank’s aspiration.
Successful formulation and implementation of Communication Strategies for Mergers and Acquisitions at I&M Bank such as: Giro Bank acquisition, I&M Burbidge Capital acquisition, Youjays Insurance Brokers Limited acquisition etc.
Successful implementation of Brand Campaigns for Equity Bank Tanzania and I&M Bank Kenya. This helped in improving the financial institutions – Trust, Brand Visibility and Brand Equity Scores significantly.
Successful formulation and implementation of Marketing Communications and PR strategies for branch expansions at I&M Bank. During my tenure, I have been instrumental in supporting the advertising and PR functions for 7 branches.
Instrumental in the rebrand for I&M Bank Group comprising of the Kenya, Tanzania and Rwanda subsidiaries. This comprised of: Evaluation of Creative Agency to do the rebrand, Brand perception surveys, Development of the new Brand Visual Identity, Logo testing, Application of Brand Visual Identity on Marketing Collateral, Bank Stationery and Retail Environment (Branches and ATMs), Development of Rebrand Communication Strategy and Campaign.
Policy Formulation and Implementation
I was instrumental in developing the Communications Policy, Crisis Communications Policy and Marketing Policy for I&M Bank Ltd.
Masters of Business Administration (MBA) final project: Factors affecting Brand Loyalty for Toilet Soaps.
oI&M Voices Newsletter
oMSME Competitiveness Project for the Ministry of Trade and Industry
oI&M Blog – I&M Voices (www.imbank.com)
oAfrica Success Stories scripts for Equity Group Foundation.
oEquity Group Foundation Media Supplements for the Wings to Fly Project and Equity Bank Scholarship Programme.
oCEO’s speeches and media interview guides for Equity Bank and I&M Bank.
oAnnual Reports and Integrated Reports – News section for Equity Bank and I&M Bank.
oIn-house broadcasts and financial commentaries from the CEO to staff at I&M Bank.
9. Professional Associations Membership
Associate Member Public Relations Society of Kenya
Full member Marketing Society of Kenya
10. Work Experience
i) Corporate PR Management
Have several years’ experience in handling public relations for several commercial companies.
Developed and implemented a crisis communications strategy for General Motors East Africa on the General Motors Corporation bankruptcy crisis.
UUNET Kenya re-branding to MTN Business.
Development of clients’ communication plans for 2009 – 2012.
Developed the Corporate Communications Policy for Equity Bank Ltd.
Support PR initiatives for Equity Bank Uganda, Rwanda, TZ and UG as well as I&M Bank Kenya.
Develop media plans for Equity Bank Group and I&M Bank Kenya.
Developing content for Equity Bank’s company advertorials/supplements, senior appointments.
Support PR for all functions of Equity Bank Group including Equity Bank Kenya, Equity Bank Uganda, Tanzania, Rwanda, and South Sudan, Equity Group Foundation, Equity Insurance Agency, I&M Holdings and I&M Bank Kenya.
Corporate Transformation Internal communications strategy development and implementation at I&M Bank.
Giro Bank Acquisition by I&M Bank PR and Communications Strategy – Pre-acquisition, During Acquisition and Post Acquisition process.
ii) Brand/Consumer Public Relations and Sponsorship Management
Have developed brand strategies for a range of companies. This includes:
Successful development of brand building strategies for Biddy’s Margarine at Bidco Oil Refineries.
Worked with clients’ advertising agencies to develop various brand building strategies. For example, Chevrolet’s brand repositioning in Kenya, UUNET Kenya re-branding to MTN Business, Brand PR strategies for GSK consumer.
Developed and implemented product launch concepts for General Motors East Africa’s Chevrolet Captiva, Chevrolet Cruze launches in Uganda and Kenya, Isuzu D max pick up launch and Isuzu NQR Max bus launches.
Successful formulation and implementation of the Growth in two slices campaign for the National Growth Challenge initiative for Blueband.
Justify through business case analysis and coordinate sponsorships and events and promotional activities involving Equity Bank and I&M Bank.
Liaise with service providers to ensure proper preparation and execution of events including brand visibility through branding and publicity opportunities for Equity Bank and I&M Bank.
Identify sponsorship opportunities for marketing for Equity Bank and I&M Bank.
Manage vendor contracts; exercise diligence in tracking marketing expenses to meet expense/budget goals for Equity Bank and I&M Bank.
Manage promotional items for Equity Bank and I&M Bank and offer support to branches, departments and subsidiaries in regards to marketing, promotion and communication requirements.
Liaise with the creative agency to follow up on execution of tasks that involve Brand Visibility for Equity Bank and I&M Bank.
Manage the PR function for the Finserve – Equity Bank’s subsidiary for the Mobile Virtual Network Operator (MVNO).
Managed PR for Equity Bank’s products such as BebaPay, American Express, PayPal, Equity Direct, Airtel Money, MasterCard, UnionPay, American Express among others.
Managed PR for I&M Bank’s products such as I&M WebPay, I&M Karibu, I&M Mobile among others.
Develop advertising media plans for different product launches at Equity Bank and I&M Bank.
Identify and pursue unique media buying opportunities and added-value programs via media partnerships and advise marketing management on emerging media trends to ensure maximum effectiveness.
Media planning and buying processes at both I&M Bank and Equity Bank.
Build annual media plans and make subsequent plan revisions for multiple brands, marketing programs and new initiatives at I&M Bank and Equity Bank.
Develop advertising scripts and approval of production of advertising material both at I&M Bank and Equity Bank.
Develop brand identity and brand communications strategies such as the Equity Business Club.
Supporting advertising functions for Equity Bank’s Agency Banking, Finserve – Equity’s subsidiary for mobile virtual network operations (MVNO), Acquiring, diaspora banking, the Equity Group Foundation, I&M Holdings and I&M Bank.
iv) Event management
Key responsibilities include: developing event concepts/ideas in line with the brand’s positioning; managing the event to ensure its success by supervising all service providers of the event and coordinating media relations for the events.
Responsible for organizing the following events:
Product launches such as the Isuzu Dmax, Isuzu NQR Max bus, Chevrolet Captiva and Chevrolet Cruze for General Motors East Africa in Kenya and Uganda.
UUNET Kenya re-branding event to MTN Business Kenya.
Management of Safaricom Sevens in the year 2011.
The Kenya National Dialogue and Reconciliation conference in 2010.
The Annual Education and Leadership Congress for the Equity Group Foundation in 2012, 2013 and 2014.
Presidential Launch of Wings To Fly program of the Equity Group Foundation in 2013, 2014 and 2015.
China Union Pay partnership launch with Equity Bank.
BebaPay service launch at Equity Bank.
American Express Cards launch for Equity Bank.
Equity Direct money transfer service launch.
PayPal withdrawal service launch at Equity Bank.
Equity Holdings listing in the Rwanda stock exchange.
Equity Bank Tanzania launch.
Tanzania Revenue Authority partnership launch with Equity Bank Tanzania.
I&M Karibu launch – Agency Banking model for I&M Bank.
I&M App launch – Platform for I&M Mobile Banking, I&M Bancassurance, I&M Online Business Club and I&M Info.
IMBA Rewards Programme launch for I&M Bank.
I&M Corporate Golf day
German Desk – A first for Africa launch at I&M Bank.
v) Experiential Marketing
These include activities such as exhibitions and road shows. I have organized such for the following companies:
Successful formulation of display concepts for exhibition stands during events such as both the Total Motor Show and Brookside Livestock Breeders Show in 2009 and 2011 for General Motors East Africa, COMESA Summit 2007 for Bidco Oil Refineries and the Agricultural Society of Kenya shows for Equity Bank Ltd.
vi) Communication campaigns and strategies
I have played a crucial role in the drafting and development of communication campaigns and strategies. This has included:
Successful formulation and implementation of the PSV Vision 2030 Communication Campaign for General Motors East Africa which led to its sale of heavy commercial vehicles soaring up to 27 percent in the year 2011 and led to their top position in the industry in 2010 and 2011.
Successful formulation of the UNICEF Food Fortification Communication Strategy.
Chevrolet Brand repositioning communication strategy in Kenya.
Crisis communication campaign for the General Motors Corporation Bankruptcy crisis.
Formulation and implementation of the Kenyans for Kenya initiative that saw over Kshs. 660 million raised to feed hungry Kenyans in Turkana.
Formulation and implementation of the Member 3 Campaign for Equity Bank.
Formulation and implementation of the Advertising and PR campaigns to introduce Equity Bank Rwanda and Tanzania to the market.
Formulation and implementation of the I&M Riches Galore Campaign at I&M Bank.
Formulation and implementation of the I&M App and IMBA Rewards Programme campaigns.
Part of the PR and Communications Workstream that led to the development of PesaLink’s brand identity and Communications strategy under the Kenya Bankers Association.
Formulation and implementation the advertising strategy for I&M Bank’s new customer value propositions, launch of the I&M Bank Visa Infinite Credit Card etc.
vii) Public Relations Writing
I have written articles in local, regional and international media. These include writing for the newspapers, company in-house newsletters and trade magazines. Below is a selection of the work:
Nairobi Water Company’s News quarterly newsletter, Nairobi Water Staff newsletter, Ukumbi’s quarterly newsletter and quarterly newsletter for the Ministry of Industrialization’s Micro Small and Medium Enterprises Competitiveness Project
Equity Bank Intranet stories, the Equity News quarterly Newspaper, Equity Bank Group Annual Report for 2012 and 2013, the Equity Group Foundation’s Wings To Fly booklet.
I&M Bank Annual Report for 2014, 2015 and 2016, I&M Holdings Annual Report for 2014, Africa Banker Magazine's article on Best Bank East Africa, Diaspora Banking for I&M Bank.
Incharge of development and dissemination of all Internal Communications/broadcast/quarterly newsletter from the CEO’s office at I&M Bank.
viii) Media Relations
I have been involved in the following activities:
Conducting media relations such as press interviews, press conferences, editorials, press releases, opinion editorials, photo captions, media networking events, media launches, radio live reads, on air promotions, speech writing and media coverage monitoring.
Conducting media perception surveys for business and media training workshops for clients’ key spokespeople.
ix) Corporate Social Responsibility Programmes
As a PR professional, I have been involved in organizing the following CSR initiatives:
Providing communication support to the Equity Group Foundation in terms of event management, public relations, advertising and digital advertising.
Formulation and implementation of the Wings To Fly 2013, 2014 and 2015 Integrated Marketing Communications campaign for the Equity Group Foundation.
Event management and coordination media relations for projects such as the MTN Business Ear Walk, the official opening of the General Motors East Africa’s Autism center in Nairobi, the GSK staff CSR project dubbed Orange day and formulation and implementation of the Kenyans for Kenya Initiative.
Providing communication and marketing support for I&M Bank’s CSR initiatives such as the annual tree planting event and the annual medical camp for jua kali artisans.
x) Social Media and Digital Advertising
Develop social media roadmap for Equity Bank Group Ltd.
Digital advertising media buying for Equity Bank and I&M Bank products in different digital media platforms.
Online PR engagement for Equity Bank Ltd and I&M Bank Ltd.
xi) Brand Health Studies
Work with Market Research firms to conduct annual Brand Health studies/surveys that look to measure the following key metrics: Brand Equity, Brand Visibility and Trust.
10. Record of employment
Employer: I&M Bank Ltd
Job Title: Assistant Marketing Manager- PR and Advertising
Duration: February 2015 to present
Brands Managed: I&M Holdings, I&M Karibu – Agency Banking, I&M Mobile – Mobile Banking, IMBA Rewards Programme, I&M Bancassuarance among others.
Employer: Equity Bank Ltd
Job Title: Assistant Communications Manager – PR and Advertising
Duration: June 2012 – January 2015
Brands Managed: Public Relations for Equity Bank (Kenya, Uganda, Tanzania, Rwanda and South Sudan), Equity Group Foundation, Equity Insurance Agency, Equity Investment Bank and Finserve; Advertising for Agency Banking, American Express, Diners, UnionPay, BebaPay, PayPal, Equity Direct and Equity Bank TZ.
Employer: Gina Din Corporate Communications Ltd- Client Service Department
Position: Public Relations Account Executive (Feb 2009 – Dec 2011)
Position: Public Relations Account Manager- Brand Communication (Jan 2012 – June 2012)
Duration: February 2009 – June 2012
Account Managed: General Motors East Africa, GlaxoSmithKline, Kenya Re, MTN Business, Kenya Maritime Authority, Pwani Oil, Seacom Ltd, Safaricom, Unilever, Crown Berger, and L’Oreal.
Employer: Apex Communications Ltd
Position: Public Relations Account Executive
Duration: December 2007 – December 2008
Accounts Handled: UNICEF Kenya, African Agricultural Technology Foundation – ILRI, Intrahealth Kenya – Capacity Project, MSMEs Competitiveness Project, Nairobi Water Company.
Employer: Bidco Oil Refineries Ltd
Position: Marketing Assistant
Duration: January 2007 – November 2007
Gina Din Corporate Communications Ltd
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Oxygene Marketing and Communications Ltd
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