Projects

During TECNO sponsorship campaign for AFCON 2025, I led end-to-end execution of TECNO's Kenya campaign, positioning TECNO's AI Assistant as the go-to match-day companion for Kenyan football fans. I managed a 129-video TikTok content programme, building grassroots KOC communities across 6 Nairobi universities, architecting a UGC engine that generated 924 Kenya videos, 41% of the regional total, and supporting offline watch party activations that earned local press coverage. The campaign drove 7.1M video views (150.5% MoM growth), grew the Kenya TikTok account by 68K followers, and delivered 214% of impression targets, 348% of UGC targets, and 445% of engagement targets. Ella moved from zero organic search volume to 800–1,000 searches per match at peak, outperforming Samsung Galaxy AI across Sub-Saharan Africa by 10x, contributing to increased sales of the CAMON and SPARK Slim devices across the African market.

I led the consumer research and strategy arm of an AI perception study for TECNO preparing to launch their subsequent AI-powered devices in Kenya. Working across 10+ retail stores, competitor outlets, focus groups, and surveys with 70+ respondents across student and adult segments, I mapped how Kenyan consumers actually understood, used, and valued smartphone AI, and how the brand's positioning compared at point of sale.

The research surfaced three critical gaps: low AI brand awareness despite high feature usage, generic messaging that failed both segments, and inconsistent in-store communication from promoters. From these findings, I developed a full marketing strategy covering segmented campaign direction, a promoter enablement guide, and a brand positioning framework, "AI for Everyone", built on the insight that no competitor had credibly claimed the accessibility angle in this market. The work replaced assumptions with on-the-ground evidence and fed directly into the brand's go-to-market approach for subsequent device launches.

I oversaw the “Gen3 Initiative” campaign by Generation Unlimited and UNICEF, aimed at spotlighting Kenya’s most innovative solutions and supporting young innovators in setting up investable businesses. During the program, I conducted marketing training and mentorship sessions, reaching 80+ startups, while also creating content and leveraging marketing strategies that increased the initiative’s reach and awareness by 78% compared to previous years.

A key highlight was when one of the startups, Saniwise, emerged as the award-winning eco-toilet.

I helped organize and facilitate the Signvrse (formerly known as Veezaviz) Annual Workshop. (The company develops software that leverages AI to convert sign-language to text/speech and vice-versa). We interacted with members of the Deaf Community and facilitated sessions with different stakeholders to help upskill the Deaf community in an effort to help them gain financial independence. Our facilitators like TME Education empowered them in design-thinking and hands-on-skills so that they can open their own small businesses and earn a living.

At Stofresh, I led marketing initiatives that positioned the startup as a key player in the agribusiness space, enhancing brand visibility and stakeholder engagement. By crafting compelling messaging and targeted promotional strategies, I successfully elevated Stofresh’s media presence and built strong industry partnerships.

My marketing efforts directly contributed to securing over 1M in funding, winning three startup competitions, and attracting key stakeholders, including food distributors and grocery chains. Through strategic storytelling and investor-focused communication, I helped establish Stofresh as an innovative solution in the fresh produce supply chain.