Professional Profile
“To fearlessly influence others to be agents of transformation and positive disruption for the good of Africa.”
I’m Waithera Kabiru, known across the industry as The Digital Diva™.
I’m a marketing transformation leader with specialist capability in digital transformation and AI, spanning media, digital commerce, consumer data and creative operations. 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 lead Connected Consumer Experiences at EABL, build capability through Marketing X, serve on boards and coach executives.
Current Roles
- Head of Connected Consumer Experiences, East African Breweries PLC (from September 2026)
- Consultant, Marketing X, and Co-Founder, Marketing X Live (2025 to date)
- Independent Non-Executive Director, Galana Energies (2019 to date)
- Nominated Director, Kaizen Industries (2024 to date)
- Digital Transformation Consultant, K. Mwaura & Company Advocates (family firm)
Career Highlights
Head of Connected Consumer Experiences — East African Breweries PLC
September 2026 to date
Leads EABL’s connected consumer experience agenda across media, digital, data and commerce.
Co-Founder — Marketing X
2025 to date
Provides thought leadership on marketing transformation, digital capability and practical AI adoption. Co-founded Marketing X Live, an industry night for Kenya’s marketing community; in 2026 hosted “The Grand Prix Effect”, where over 300 marketers came together to commune on marketing effectiveness.
Africa Digital Hub Lead — Diageo Plc
2023–2026
Owned digital transformation across content, media, commerce and consumer data for 30+ brands operating in 15 African markets, pioneering progressive and inclusive marketing aligned to Diageo’s Society 2030 agenda.
Head of Media Futures — East African Breweries
2018–2022
Founded DigiTribe, Diageo Africa’s first AI-enabled in-house digital creative agency, launched ke.thebar.com, EABL’s first direct-to-consumer eCommerce platform, and led the team to three Overall Best Marketing Awards.
Digital Marketing Manager — Coca-Cola Central, East & West Africa
2012–2018
Led digital strategy across 25 African markets and delivered flagship campaigns including Coke Studio Africa, Share a Coke and FIFA World Cup activations.
Head of Digital Media & IT — Capital Group
2006–2012
Transformed Kenya’s first FM radio station into an integrated digital ecosystem, modernising audience engagement across web, mobile and social platforms.
Sales & Marketing Leadership — AT&T Corporation
1998–2003
Held progressive leadership positions in sales and marketing in the United States, twice receiving AT&T’s prestigious True Achiever’s Award.
Board & Advisory Portfolio
Independent Non-Executive Director
Galana Energies | 2019 to date
Led the rebrand from Delta to Galana. Champions digital transformation and AI adoption, and serves on the Business Development & Strategy Committee and the HR Committee.
Nominated Director
Kaizen Industries | 2024 to date
Provides advisory to the board on commercial growth and digital transformation.
Digital Transformation Consultant
K. Mwaura & Company Advocates (family firm, est. 1975)
Guides the firm’s digital modernisation and AI adoption.
Executive Profile
Waithera Kabiru is a marketing transformation leader with specialist capability in digital transformation and AI, and more than 25 years’ experience across FMCG, telecommunications, energy, media and professional services in 15+ African markets.
She is Head of Connected Consumer Experiences at East African Breweries PLC and a Consultant at Marketing X, where she co-founded Marketing X Live. Known as The Digital Diva™, she builds digital ecosystems, modernises marketing operating models and helps organisations turn consumer insight, data and AI into measurable commercial growth.
She serves as Independent Non-Executive Director at Galana Energies and Nominated Director at Kaizen Industries, and is an AoEC-trained, ICF-accredited executive coach. She was named one of Kenya’s Top 25 Most Impactful C-Suite Executives (2025).
Industry Recognition
- Top 25 Most Impactful C-Suite Executives in Kenya (2025)
- Digital Champion, Diageo Pride of Africa (2021)
- Awards juror (past) — Cannes Lions · WARC · Gerety Awards · Loeries (EMEA) · 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 Education
- Aspire Business Growth Programme, African Management Institute & Stanford Seed (2026)
- Decoding AI for Marketers, MMA Global (2025/26)
- Fast Forward Leadership Programme, SunWords (2025/26)
- Board Governance, Institute of Directors
- Women in Leadership, Strathmore Business School & Diageo Africa (2024)
- Practitioner’s Diploma in Executive Coaching, Academy of Executive Coaching (AoEC) (2024)
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. She is also the founder of the MSK Student Mentorship Programme.
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. She served as Foundation & Fundraising Director (2025/26) for the Rotary Club of Lavington Jioni, leading the highest-ever fundraising in club history at over 300% of target and earning a Rotary District 9212 Legacy Award. She is a three-time Paul Harris Fellow.
Let’s Work Together
Looking for a board director, keynote speaker, executive coach or Marketing X partner?
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