Pauline Kiruri

(IMPACT-LED NON-GOVERNMENTAL ORGANISATION SUPPORTING ENTERPRISES TO BE SUCCESSFUL AND INVESTOR READY) - CONTRACT

I spearheaded a comprehensive marketing strategy that elevated customer satisfaction and retention rates, established strategic partnerships, and propelled brand awareness and visibility. I meticulously tracked marketing performance metrics, ensuring data-driven decision-making and optimizing resource allocation. I led all B2B, B2C, and D2C marketing initiatives, crafting impactful campaigns that resonated with target audiences and drove business growth. My leadership in building strategic partnerships and community engagement events fostered a thriving community and strengthened brand loyalty.

Top Achievements: • Steered the Women Accelerator Program dubbed Zahara, under AFAWA initiative - a pan-African initiative addressing the $42 billion financing gap for women entrepreneurs. In partnership with the African Development Bank and AFAWA, managed numerous community projects and events. Strategic leadership drove a 40% awareness increase and 35% membership growth, diversifying the program's impact and reach. • Forged strategic partnerships with local business leaders, expanding lead pipelines by 30% and driving increased investments in small businesses. • Devised and executed a comprehensive marketing strategy that targeted and segmented the community, raising brand awareness by 35% and promoting services to a niche audience. • Spearheaded a brand revitalization initiative, redesigning the website and creating product marketing materials, resulting in a 35% surge in brand visibility and fostering positive sentiment both internally and externally. • Implemented customer-centric programs that enhanced referral leads by 20%, boosted lead performance by 60%, and elevated brand awareness and visibility by 35% while cultivating positive sentiment internally and externally.

(ONE OF THE MOST PROFITABLE TIER-ONE BANKS IN KENYA) I thrived as a versatile Marketing and Communications Officer, meticulously crafting compelling content across articles, events, speeches, and reports. I spearheaded the development and alignment of brand-centric content across all channels, fostering strong relationships with vendors and digital agencies. Leveraging consumer data insights, I spearheaded strategic business decisions, spearheading marketing improvement initiatives that fuelled channel growth, optimized website landing pages, and revitalized brand communication materials. I also played a key role in supporting change champions during the development of the 'Pamoja' culture change management initiative, and I collaborated closely with changemakers within the organization to promote awareness of various causes through impactful campaigns.

Top Achievements: • Pioneered the I&M Group rebrand, propelling its Brand Equity score by 3% in 2021. Leveraged insights from annual brand health surveys to optimize balanced scorecard metrics, including brand equity, net promoter score, and brand trust and consideration. • Orchestrated award-winning I&M Visa card campaigns, driving a 20-22% surge in product uptake in 2018 and 2020, earning the coveted Visa Marketing Warrior Awards. In 2017, secured the Visa E-commerce Acquiring Award for spearheading campaign success and achieving the highest e-commerce volume. • Stewarded an average of Kes. 200 million in annual Marketing and Communications budgets, demonstrating exceptional financial acumen and resource allocation expertise. • Conceptualized and executed an average of 10 Business Marketing and Brand Campaigns annually, achieving remarkable results in lead generation, conversion, product penetration, media productivity, brand health, and trust and consideration metrics. • Spearheaded an average of 15 customer appreciation events and product launches, consistently exceeding targets to boost the Bank's net promoter score by an average of 10%, ensuring outcomes that aligned seamlessly with the Bank's brand health strategies.

(FIRST PRIVATE INDUSTRIAL PARK IN KENYA FOR SMES)

I spearheaded captivating content creation and brand strategies that propelled Infinity Industrial Park to the forefront of the competitive landscape. My expertise in crafting attention-grabbing marketing materials, developing comprehensive brand guidelines, and implementing brand positioning initiatives resulted in a surge in customer acquisition, enhanced brand value, and overall performance improvement. My keen eye for design, coupled with strategic marketing acumen, proved instrumental in positioning Infinity Industrial Park for success in the dynamic marketplace.

Top Achievements: • Sparked a 20% surge in customer engagement through organic reach. • Drove record-breaking marketing campaign response rates and masterminded a successful product launch. • Played a pivotal role in designing captivating indoor/outdoor artworks and crafting compelling content for marketing and presentation materials.

(TELECOMMUNICATIONS FIRM)

I spearheaded impactful campaigns and strategies that propelled brands like Zuri Mobiles to new heights of success. I utilized my expertise in content curation, omnichannel marketing, design project leadership, and brand communications optimization to drive a 60% surge in E-marketing sales and foster client rapport through exceptional E-customer service. My strategic media placement advice and continuous marketing improvement initiatives played a pivotal role in enhancing brand guidelines, messaging, and overall performance.

Top Achievements: • Boosted product sales by 60% through E-marketing initiatives and cultivated strong client relationships through exceptional E-customer service, achieving record response rates within SLAs. • Formulated and implemented strategic marketing plans in alignment with company guidelines, contributing to the development of brand guidelines and providing expert media placement advice. • Conceived and executed successful marketing campaigns for Zuri Mobiles, Xiaomi and other brands, enhancing their competitive edge and market share. • Effectively managed stakeholder relationships, fostering client loyalty via exceptional E-customer service & achieving record response rates within SLAs. • Refined brand messaging, resulting in enhanced brand communications, increased brand awareness, and a stronger competitive positioning.

(PRINTING & ADVERTISING FIRM)

Spearheaded the conceptualization and execution of advertising and corporate identity initiatives, consistently delivering visually compelling and effective designs. My leadership acumen came to the fore when I seamlessly stepped into the role of Creative and Art Director, expertly handling brand development, video editing, and brand ambassador recruitment. My creative input extended to generating persuasive content for brand campaigns and collaborating with the development team to create website mock-ups. I excelled in managing client portfolios and cultivating brand affinity through exceptional customer service, engagement, and rapport-building.

Top Achievements: • Crafted and executed a high-impact advertising strategy for clients, driving tangible results and achieving business objectives. • Established strong relationships with existing and prospective clients, fostering a loyal customer base that expanded by 20%, significantly increasing clientele and revenue.