Digital Marketing Pioneer | Media Innovator | Executive Coach
February 25, 2025
Overview
With over 20 years of experience driving impactful campaigns across African markets, Waithera Kabiru has established herself as a pioneering force in media and digital marketing. Her expertise spans the CPG, Media, and Telecommunications industries with a special focus on digital transformation, media innovation, and eCommerce strategy.
Waithera Kabiru’s career exemplifies the evolution of marketing in the digital age, combining strategic insight, innovative thinking, and a commitment to responsible practices. Her leadership continues to shape the future of digital marketing across Africa.
Current Role
Africa Digital Hub Lead – Diageo Plc
Leading a shared service initiative designed to rapidly deploy digital capabilities that support market performance across Africa, aligned with Diageo’s comprehensive digital transformation program.
Career Highlights
EABL – Head of Media Futures
- Pioneered marketing technology for enhanced efficiency
- Launched EABL’s first D2C ecommerce platform (ke.thebar.com) during the pandemic
- Fostered partnerships with 300+ content creators across East Africa
- Led EABL to securing the Overall Best Marketing award at the Marketing Society Awards for three consecutive years
- Created EABL’s in-house digital creative team “DigiTribe” – a first for Diageo in Africa
- Transformed the traditional agency-client model resulting in marketing effectiveness and media efficiencies
- Named **Digital Champion** at Diageo’s Pride of Africa Awards in 2021
Prior Experience
* Coca-Cola Central, East and West Africa – Spearheaded digital transformation initiatives
* 98.4 Capital FM – Led digital innovation strategies transforming how radio is consumed in Kenya today
* AT&T (United States) – Progressed through various sales and marketing roles
Thought Leadership
Waithera’s marketing insights have been published in prominent publications including: Adweek, Fast Company, Business Daily (Kenya), The Standard Media, Capital Lifestyle (Kenya) and more.
She is the founder and host of the Marketing Society of Kenya (MSK) podcast #iMarket, sharing her expertise with marketing professionals across the region.
Industry Influence
Waithera has served as a jury member for prestigious industry awards including:
- Loeries Awards
- LIA Awards
- MSK Awards
- WARC Awards
- Gerety Awads
- D&AD
- Young Cannes Lions (Kenya)
Community Engagement
- Rotary Club of Lavington Jioni – Active member, former PR Director, Fundraising Director, Paul Harris Fellow
- Founder and Chair of the Second Chances Foundation, advocating for dignified cancer care in Kenya
Board Experience
Currently serves as an Independent Non-Executive Director at Galana Energies, providing strategic marketing advisory.
Professional Development
- Practitioners’ Diploma in Executive Coaching from the Academy of Executive Coaching
- Certified by the International Coaching Federation
- Women in Leadership Programme – Strathmore Business School
- Institute of Directors – various courses for board members
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Connect With Waithera
LinkedIn – https://www.linkedin.com/in/waithera/
Podcast – https://soundcloud.com/984capitalfm/sets/imarket-season-3)
Email contact – waitherak@gmail.com
