Diana Mwende
Marketing and Brand Management Specialist
About Me
Hello, I’m Diana Mwende from Nairobi, Kenya. As a seasoned marketing and communications leader with over a decade of experience, I specialise in driving revenue growth, enhancing brand visibility and leading cross-functional teams across diverse markets. At d.light Ltd., I’ve led multi-country campaigns that delivered a 5x ROI within three months, increased customer retention by 30% and improved operational efficiency by 10% through innovative communication tools. My strategic approach to brand storytelling has also strengthened stakeholder engagement, increasing donor funding by 25%.
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Previously, I managed a USD 900K budget at Godrej Africa, USA & Middle East, launching consumer-driven products that expanded market share and optimised profitability. At IFFCO Beauty, I achieved a 20% CAGR across eight countries by developing strategic partnerships and tailoring marketing solutions to diverse consumer needs. My tenure at Unilever Kenya saw a 15% product portfolio increase within a year, driven by the successful launch of 255 tons of new products and a 60% reduction in packaging costs.
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Proficient in SEO, performance marketing and digital collaboration tools like Salesforce, Power BI, Google Ads, and Tableau, I leverage data-driven insights to optimise marketing strategies and deliver measurable results. Fluent in English and Swahili, I thrive in remote and hybrid environments, aligning teams across regions to exceed performance targets. Passionate about driving sustainable growth through innovation, customer-centric solutions and seamless collaboration.
COMPETENCIES
Strategic Leadership & Business Growth
I excel in leading cross-functional teams to drive business growth by aligning innovation with consumer needs. At Bidco, I led the full innovation funnel for Msafi Powder ensuring its successful launch and sustained demand. This initiative resulted in monthly sales volumes of 300MT achieving 400% of the target and securing a 70% market share in Kenya. I leverage market insights and operational efficiency to deliver measurable outcomes that consistently exceed performance benchmarks.
Brand & Communication Strategy
I specialise in developing and executing brand strategies that enhance market visibility and consumer trust. At d.light, I identified brand inconsistencies across OPCOs and presented a top-down branding direction to the board that elevated brand consistency from 30% to 75%. My approach integrates immersive storytelling with data-driven insights to foster customer loyalty and align brand messaging across global markets.
Digital & Performance Marketing
I harness digital platforms and performance metrics to optimise marketing ROI and brand awareness. At Godrej, I pioneered a micro-influencer strategy using product hampers to engage haircare content creators which boosted brand awareness by 25% and generated $240K in revenue at a 65% gross margin. I leverage SEO, SEM and analytics-driven techniques to enhance lead generation and customer conversion rates while aligning campaigns with consumer behaviour trends.
Market Expansion & Customer-Centric Innovation
I identify growth opportunities and tailor products to meet evolving consumer needs driving scalable market expansion. At IFFCO, I leveraged existing oil importer networks to cross-sell HPC products leading to an 80% increase in category demand planning and securing a 10X ROI on marketing investments. My strategic approach ensures sustainable revenue growth by aligning product offerings with regional market demands and optimising distributor partnerships.
Data-Driven Decision Making & ROI Optimisation
I use advanced analytics and digital tools to optimise marketing performance and operational efficiency. At d.light, I developed a communication automation module within Atlas that reduced operational costs by 10% sustained marketing budgets by 80% and eliminated messaging errors. By leveraging platforms like Power BI and Tableau I translate data insights into actionable strategies that enhance ROI and drive consistent business outcomes.
Case Study: Transforming Consumer Accessibility to Affordable Powder Soap
Executive Summary:
In response to a market gap where consumers sought an affordable alternative to bar soap, I led the development and launch of Msafi Powder. This product was tailored to local consumer needs, resulting in 300MT in monthly sales, achieving 400% of the sales target, and capturing 70% market share in Kenya.
Context and Challenge:
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Background: Consumers in Kenya wanted to upgrade from bar soap to powder soap, but there were no affordable options available.
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Business Challenge: The lack of a competitively priced powder soap created a need for a solution that balanced affordability with quality.
Strategic Approach:
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Market Research & Consumer Insights: Conducted a consumer study to quantify the market gap and validate the demand for a new product.
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Business Case Development: Built a strong business case based on consumer affordability and operational feasibility, securing approval for execution.
Implementation:
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Product Innovation & Execution:​ Led the innovation of Msafi Powder, aligning the product with consumer needs and financial constraints.
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Market Penetration & Sales Strategy:​ Positioned Msafi Powder as the affordable yet high-quality option, ensuring widespread availability through targeted marketing and distribution.
Impact:
Quantifiable Outcomes:
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Sales Performance: Achieved 300MT in monthly sales, exceeding the sales target by 400%.
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Market Share: Captured 70% of the market in Kenya, establishing Msafi Powder as the market leader.
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Consumer Adoption: Successfully transitioned bar soap users to powder soap, confirming the market demand.
Qualitative Achievements:
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Strengthened brand trust and consumer loyalty by addressing a real need.
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Demonstrated the ability to drive product innovation from consumer insights to business success.
Lessons Learned:
The project highlighted the importance of data-driven decisions and cross-functional collaboration, which were key to the successful product launch and market penetration.
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Conclusion:
The launch of Msafi Powder showcases my ability to identify market gaps and execute data-driven product strategies, delivering impactful business results and enhancing consumer satisfaction.
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Technical Proficiencies Utilised:
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Google Suite & Microsoft Office: For data collection, analysis, and business case documentation.
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Power BI & Tableau: To derive insights from the consumer study.
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Salesforce & CRM Systems: For tracking consumer feedback and refining sales strategies.
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Asana & Microsoft Teams: To manage remote collaboration and project execution.
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Google Ads & Facebook Ads: For targeted digital marketing campaigns.
Core Competencies Displayed:
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Market Research & Consumer Insights
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Strategic Planning & Execution
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Sales & Market Penetration Strategy
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Data-Driven Decision Making
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Cross-Functional Leadership
Case Study: Driving Sales Growth in Modern Trade Through Targeted BTL Marketing
Executive Summary:
To address underperforming sales of a newly launched product in Modern Trade (MT), I led a data-driven Below-The-Line (BTL) marketing campaign targeting key Naivas outlets. By analysing sales data and deploying brand ambassadors for direct customer engagement, the campaign resulted in a 20% increase in product sales, a shift in sales frequency from bi-weekly to weekly, and a 10% increase in market share. This demonstrates my ability to implement strategic marketing interventions that drive measurable growth.
Context and Challenge:
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Background: The product was not meeting sales expectations in Modern Trade, a vital sales channel in Kenya.
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Business Challenge: The challenge was to quickly identify the cause of slow sales and implement a cost-effective strategy to boost sales and market share.
Strategic Approach:
Planning and Development: Conducted an analysis of Naivas outlets to identify high-performing branches. Used insights to create a targeted BTL marketing strategy focused on visibility and customer engagement.
Implementation:
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Gondola Rentals: Secured 15 high-traffic gondolas in Naivas outlets to increase product visibility.
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Customer Engagement: Recruited and trained Brand Ambassadors to engage with customers directly, boosting product awareness and encouraging impulse buys.
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Sales Incentive: Introduced a silk bonnet promotion for purchases over KES 1,500, driving bulk purchases.
Impact:
Quantifiable Outcomes:
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Sales Growth: Achieved a 20% increase in product sales.
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Sales Frequency: Increased the sales running rate from bi-weekly to weekly.
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Market Share: Gained a 10% increase in market share as customers became repeat buyers.
Qualitative Achievements:
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Enhanced brand visibility at point-of-sale.
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Fostered customer loyalty through added value incentives.
Lessons Learned:
The importance of data-driven decision-making and direct customer engagement was key in driving product uptake. Tailored incentives effectively boosted customer loyalty.
Conclusion:
This BTL campaign successfully addressed the sales challenge, resulting in significant sales growth, improved sales frequency, and increased market share. It highlights my capability to align marketing strategies with business objectives and lead cross-functional teams to achieve measurable growth.
Technical Proficiencies Utilised:
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Microsoft Office (Excel): Sales data analysis and campaign performance tracking.
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Google Workspace: Coordinated campaign logistics remotely.
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CRM Systems (Salesforce): Monitored customer engagement and sales outcomes.
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Google Ads & Facebook Ads: Reinforced brand awareness through digital marketing.
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Asana & Slack: Managed project tasks and communication with the team.
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Zoom & Microsoft Teams: Conducted remote meetings and provided real-time updates.
Core Competencies Displayed:
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Data-Driven Decision-Making
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Strategic Planning and Execution
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Customer Engagement
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Cross-Functional Collaboration
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Case Study: Enhancing Cross-Market Customer Communication Through Digital Innovation
Executive Summary:
In 2023, d.light faced communication inconsistencies across multiple markets. As the Marketing and Communication Manager, I spearheaded the development and launch of a digital communication module within the Atlas platform. This innovation reduced operational costs by 10%, sustained budgets by 80%, and eliminated message errors, demonstrating the effectiveness of strategic digital transformation.
Context and Challenge:
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Background: Operating in Kenya, Uganda, Tanzania, and Nigeria, d.light struggled with inconsistent SMS communication across markets, risking customer trust and operational efficiency.
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Business Challenge: Key issues included fragmented communication, lack of visibility into customer interactions, and manual messaging errors, leading to increased costs and decreased customer retention.
Strategic Approach:
Planning and Development: I collaborated with the platform team to design a communication module within Atlas, ensuring real-time tracking and scheduling. I worked with Customer Experience (CX) teams across all OpCos to create a centralised repository, standardising and aligning communications with brand guidelines.
Implementation:
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Digital Automation: Automated message scheduling for up to one year, ensuring timely and consistent outreach.
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Cross-Functional Collaboration: Unified communication standards across all OpCos.
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Platform Integration: Integrated the module into Atlas, reducing reliance on manual processes.
Impact:
Quantifiable Outcomes:
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Operational Efficiency: Reduced communication-related costs by 10%.
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Budget Sustainability: Maintained 80% budget efficiency.
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Error Elimination: Automated processes eliminated message errors, increasing customer trust.
Qualitative Achievements:
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Improved customer retention with timely, accurate messaging.
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Strengthened brand consistency and customer experience across markets.
Lessons Learned:
​The project highlighted the importance of digital automation and cross-functional collaboration to improve efficiency, engagement, and brand consistency across diverse markets.
Conclusion:
This initiative demonstrated my ability to lead digital transformation projects that deliver measurable business results. It highlights my expertise in strategic planning, cross-functional leadership, and using digital tools to optimise workflows and enhance customer relationships.
Technical Proficiencies Utilised:
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Microsoft Teams & Zoom: Facilitated remote collaboration.
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Google Workspace: Managed project documentation and workflow.
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Salesforce & Zoho CRM: Ensured data integration and messaging consistency.
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Power BI & Tableau: Analysed communication performance.
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Asana: Monitored project milestones.
Core Competencies Displayed:
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Digital Transformation
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Cross-Functional Leadership
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Data-Driven Decision Making
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Customer-Centric Approach
Case Study: Driving Volume Growth for Royco and Knorr through Strategic Product Extension
Executive Summary:
Faced with ambitious volume targets for Unilever Kenya’s savoury category, I led a product extension initiative for Royco and Knorr. By overseeing two concurrent product development projects, I achieved a 10% growth for powder savoury products and 25% growth for cubes, generating an additional USD 50K in monthly revenue.
Context and Challenge:
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Background: Royco and Knorr were at the mature stage of their product life cycle, limiting traditional growth avenues. The challenge was to achieve volume growth for the year by innovating within the existing product lines.
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Business Challenge: Identifying new consumption categories that would drive demand, align with market preferences, and be operationally feasible.
Strategic Approach:
Planning and Development: Collaborated with R&D, marketing, and sales teams to develop product extensions that aligned with consumer trends and category growth objectives.
Implementation:
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Product Development: Led the creation of new product variants for both Royco and Knorr, focusing on emerging culinary trends that aligned with evolving consumer preferences.
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Stakeholder Alignment: Fostered strong collaboration with cross-functional teams, ensuring clear communication and alignment on category growth goals throughout the product lifecycle.
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Market Introduction: Coordinated the launch strategy, working closely with marketing teams to effectively communicate the new consumption categories and their benefits to the market.
Impact:
Quantifiable Outcomes:
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Achieved a 10% volume growth in powder savoury products and a 25% increase in cubes.
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Generated an additional USD 50K in monthly revenue.
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Expanded the product portfolio into new consumption categories, enhancing market penetration.
Qualitative Achievements:
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Fostered stronger internal collaboration, improving team efficiency and cultivating a culture of innovation.
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Lessons Learned:
Emphasised the importance of proactive collaboration and consumer-driven innovation to drive growth in mature product categories. This initiative highlighted my ability to lead complex projects and deliver measurable outcomes.
Conclusion:
This product extension initiative not only met but surpassed the volume targets, demonstrating my ability to drive innovation, align teams, and achieve significant business results.
Technical Proficiencies Utilized:
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Microsoft Office: Project documentation and performance tracking.
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Salesforce: Sales data monitoring for real-time strategy adjustments.
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Power BI: Consumer insights and sales trend analysis.
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Asana: Task coordination and timeline management.
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Zoom: Facilitated virtual cross-functional meetings.
Core Competencies Displayed:
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Strategic Planning and Execution
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Cross-Functional Collaboration
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Consumer-Centric Innovation
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Data-Driven Decision Making
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Remote Coordination
Case Study: Driving 50% Sales Growth in the Cookstove Category Through Targeted Marketing and Operational Efficiency
Executive Summary:
Faced with the challenge of increasing sales in the cookstove category, a key product for generating carbon credits I led a Below-The-Line (BTL) marketing campaign. By offering a competitive price, incentivising sales representatives with increased commissions, and expanding the sales team, we achieved a 50% sales growth and a 4.2 ROI. Additionally, operational efficiency improved by 36%, ensuring deliveries within 24 hours.
Context and Challenge:
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Background: As Marketing and Communication Manager at d.light Ltd., I was responsible for driving cookstove sales in Kenya, Uganda, Tanzania, and Nigeria. The cookstove is vital for cooking and for the company’s carbon credit initiatives.
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Business Challenge: The need to raise awareness of the cookstove’s benefits, target the right customers, and improve delivery efficiency.
Strategic Approach:
Planning and Development: Led the development of a BTL campaign focused on the product’s cost savings, environmental benefits and efficiency. We also introduced increased commissions for sales reps for four months to boost performance.
Implementation:
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Targeted Marketing Campaign: Executed BTL activities in key regions, ensuring the product was marketed at a competitive price, driving awareness and demand.
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Sales Team Expansion: Recruited additional sales reps to handle the increased demand and improve delivery times..
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Operational Efficiency: Streamlined sales processes using digital tools such as Microsoft Teams, Google Workspace, and Salesforce to ensure smooth remote team coordination.
Impact:
Quantifiable Outcomes:
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Sales Growth: Achieved a 50% increase in cookstove sales volumes within four months.
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Return on Investment: Delivered a 4.2 ROI from the campaign.
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Operational Efficiency: Increased delivery efficiency by 36%, ensuring timely deliveries within 24 hours.
Qualitative Achievements:
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The campaign not only drove sales but also strengthened our brand presence, fostering greater consumer trust and loyalty.
Lessons Learned:
Aligning sales incentives with marketing efforts and leveraging remote collaboration tools are key to driving performance and ensuring seamless execution.
Conclusion:
This case demonstrates my ability to lead high-impact campaigns, optimise remote teams and deliver measurable results in a dynamic market environment.
Technical Proficiencies Utilised:
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Microsoft Teams & Google Workspace: Enabled seamless communication among remote teams.
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Salesforce: Facilitated customer relationship management.
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Google Ads & Facebook Ads: Complemented BTL activities.
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Power BI: Monitored campaign performance and sales growth.
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Asana: Streamlined project management and task alignment.
Core Competencies Displayed:
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Strategic Planning and Execution
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Data-Driven Decision Making
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Remote Team Leadership