I’m Waithera Kabiru — a digital transformation leader, executive coach, and board director working at the intersection of marketing, data, creativity, and technology.
For over two decades, I have led transformation for global brands including AT&T, Coca-Cola, and Diageo across East, West, and Southern Africa. As Digital Hub Lead at Diageo, I shaped the region’s digital strategy, building capabilities, teams, and platforms that strengthened brand equity, increased commercial performance, and future-proofed marketing operations.
My work extends beyond the corporate arena. I founded DigiTribe, Diageo Africa’s in-house creative ecosystem of 300+ creators, unlocking 40% efficiencies while empowering Africa’s creative talent. I also led the creation of EABL’s first direct-to-consumer platform, ke.thebar.com, which now drives multi-million-dollar revenue.
I serve as an Independent Non-Executive Director at Galana Energies, guiding the company’s marketing strategy, brand transformation, and expansion ambition across East and Southern Africa.
As an AOEC-certified executive coach, I support leaders navigating transformation, scaling teams, and preparing for board service. My coaching blends strategic clarity, behavioural insight, and the lived experience of leading change at the highest levels.
My purpose is simple: to equip Africa’s leaders with the confidence and capability to thrive in our new realities of rapid technological change.
My Services: What you get
You get a strategic operator who has delivered transformation inside global organisations — now dedicated to helping brands and leaders build sustainable, future-fit capability.
Advisory & Consulting
I support businesses to architect and execute digital transformation across the marketing value chain — from connected data and digital commerce to org capability and creative operations.
Executive Coaching
I coach leaders to elevate self-awareness, sharpen decision-making, and lead with confidence through complex, fast-moving environments. Accredited by AOEC.
Speaker & Thought Leader
I deliver future-focused keynotes and masterclasses on digital leadership, creative economy, brand transformation, and women in leadership.
Impact Snapshot
- Led digital transformation in marketing for Diageo across 15+ African markets.
- Built DigiTribe, a 300+ creator ecosystem delivering 40% creative efficiency.
- Spearheaded EABL’s first D2C platform,, ke.thebar.com now a multi-million-dollar channel.
- Chair & Co-Founder, Second Chances Foundation — supporting 2,000+ patients to access dignified cancer care.
- Recognised among Kenya’s Top 25 Most Impactful C-Suite Executives (2025).
Who I Work With
- CEOs, CMOs & senior marketing leaders
- Brands undergoing digital, creative or organisational transformation
- Boards and founders requiring strategic clarity
- Women leaders accelerating into senior roles
- Organisations building capability for a digital-first future
