Waithera Kabiru The Digital Diva™

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

Work I Offer

Currently available for Fractional CMO, Marketing Transformation Consulting, Board Advisory, and Non-Executive Board engagements. Open to select full-time executive roles for the right mandate.

I partner with boards, founders and executive teams looking to strengthen their marketing capability through digital, technology and modern operating models.

I deliberately take on a small number of engagements at any one time, ensuring every client receives senior attention, disciplined execution and measurable outcomes.

Here’s how we can work together.

Fractional CMO

What it is

Senior marketing leadership without the cost of a full-time executive. I step into your business to lead the marketing function end-to-end—from strategy through execution—with specialist depth in digital, media, eCommerce and consumer data.

Best for

Businesses at a growth inflection or organisations with a leadership capability gap that need an experienced marketing operator immediately.

Track Record

25+ years leading marketing and digital transformation at Diageo, Coca-Cola and EABL across 15+ African markets.

Board & Advisory

What it is

Independent non-executive and strategic advisory roles bringing digital, marketing and commercial growth expertise into the boardroom alongside governance and long-term strategic oversight.

Best for

Boards strengthening digital capability, family businesses formalising governance, and organisations preparing for their next stage of growth.

Track Record

Independent Non-Executive Director, Galana Energies.
Nominated Director, Kaizen Industries.

Digital & Business Transformation Consulting

What it is

Hands-on consulting that modernises how organisations operate and grow—from marketing operating models and business turnarounds to D2C, eCommerce, consumer data, media ecosystems and practical AI adoption.

Best for

Organisations that know they need to transform but want a partner who can define the strategy and lead the implementation.

Recent Examples

Leading the business turnaround of Kaizen Industries and guiding digital transformation and AI adoption for K. Mwaura & Company Advocates.

Executive Coaching

What it is

Confidential, structured coaching for senior leaders and high-potential marketing professionals, focused on measurable leadership outcomes.

Best for

Executives stepping into larger leadership roles and organisations investing in the development of future leaders.

Credentials

AoEC-trained, ICF-accredited Executive Coach working in the Co-Active coaching tradition, with a proven track record coaching agency leaders and mentoring Diageo talent into promotions.

How We Work

Every engagement begins with a short, no-obligation conversation to understand your objectives and determine whether I’m the right fit.

From there we agree a clear scope, desired outcomes and an engagement model—whether that’s a few days each month, a fixed-term transformation mandate or an ongoing board advisory role.

Let’s Start a Conversation

Ready to talk about your business, leadership team or transformation agenda?

Get in Touch →

Tell me a little about your organisation and what you’re trying to achieve, and I’ll come back to you personally.

Ex-Diageo / EABL • Coca-Cola • AT&T
Top 25 Most Impactful C-Suite Executives in Kenya (2025)
Former Awards Juror: Cannes Lions • WARC • Loeries • Gerety • London International Awards (LIA)

Professional Profile

“To fearlessly influence others to be agents of transformation and positive disruption.”

I’m Waithera Kabiru, known across the industry as The Digital Diva™.

I’m a marketing leader with specialist capabilities in media, digital, digital commerce, driven by data and technology. For more than 25 years, I’ve built the marketing ecosystems, operating models and in-house capabilities that help organisations grow faster and spend smarter across FMCG, telecommunications, energy, media and professional services.

Today I work independently advising boards, coaching executives and partnering with marketing teams that want to create meaningful commercial impact.

Currently Available

Fractional CMO • Marketing Transformation Consulting • Board Advisory • Executive Coaching
Open to select full-time executive leadership opportunities for the right mandate.

Ex-Diageo / EABL • Coca-Cola • AT&T
Top 25 Most Impactful C-Suite Executives in Kenya (2025)

Career Highlights

Current Board & Advisory Portfolio

Executive Profile

Waithera Kabiru is a commercially driven marketing transformation and digital leader with more than 25 years of experience across FMCG, telecommunications, energy, media and professional services throughout 15+ African markets.

Known as The Digital Diva™, she builds scalable digital ecosystems, modernises marketing operating models, leads business transformation and helps organisations translate customer insight and data into measurable commercial growth.

A decisive and action-oriented leader, Waithera is recognised for combining strategic vision with practical execution while building high-performing teams and developing future leaders.

Industry Recognition

• Top 25 Most Impactful C-Suite Executives in Kenya (2025)
• Juror — Cannes Lions
• Juror — WARC
• Juror — Gerety Awards
• Juror — Loeries (EMEA)
• Juror — London International Awards (LIA)
• Speaker — PAMRO, Women in Research Kenya, Women in Marketing Africa, Law Society of Kenya and Cannes Lions’ See It Be It programme
• Featured in Adweek, Fast Company, Business Daily, The Standard and Capital FM

Executive Coaching & Leadership

Waithera holds the Practitioner’s Diploma in Executive Coaching from the Academy of Executive Coaching (AoEC) and is ICF accredited, coaching leaders in the Co-Active tradition. She has mentored senior professionals across Africa, helping many progress into larger leadership roles while building resilient, high-performing teams.

Community Impact

Beyond her professional work, Waithera is Founder and Chair of The Second Chances Foundation, established following her own cancer journey to expand access to dignified cancer care. The Foundation has supported more than 2,000 patients to date.

She is also a committed Rotarian, serving as Foundation & Fundraising Director for the Rotary Club of Lavington Jioni, where she led the club’s highest-ever annual fundraising campaign and is a three-time Paul Harris Fellow.

Let’s Work Together

Looking for a marketing transformation consultant, board director, executive coach or trusted strategic advisor?

What I Offer →

Let’s Talk →

THOUGHT LEADERSHIP

Waithera is a thought leader in Digital Marketing and Media, and her work has been published in numerous articles and case studies locally and internationally:

• All
• International
• Local

CONTACTS

I’m reachable via the contacts listed below. Looking forward to hearing from you!

• E-mail
  diva@digitaldivaservices.com
• Mobile
  +254 722 583 790

MESSAGE ME

You can also send me a message below and I’ll get back to you as soon as possible.