Waithera Kabiru
- Digital Hub Lead - Africa
- Kenya
Waithera Kabiru: aka The Digital Diva
Waithera Kabiru is a pioneering force in media and digital marketing, with over 20 years of experience driving impactful campaigns across African markets in the CPG, Media, and Telecommunications industries. Her expertise spans media, digital, and eCommerce, making her a valuable asset in today's rapidly evolving marketing landscape.
Currently, Waithera leads the Africa Digital Hub at Diageo Plc, a shared service initiative aimed at rapidly deploying digital capabilities to support market performance in line with Diageo's digital transformation program. This role capitalizes on her extensive experience and forward-thinking approach to digital marketing.
Prior to her current position, Waithera served as the Head of Media Futures at East Africa Breweries Limited (EABL), a subsidiary of Diageo Plc, where she significantly enhanced the company's media and digital capabilities. Her achievements include pioneering marketing technology for efficiency, launching EABL's first D2C ecommerce platform (ke.thebar.com) during the pandemic, and fostering partnerships with over 300 content creators across East Africa. Under her leadership, EABL secured the Overall Best Marketing award at the Marketing Society Awards for three consecutive years.
Waithera's commitment to responsible marketing is evident in her role as the Responsible Marketing champion for EABL, ensuring compliance with Diageo's Marketing and Digital Codes. She has also been instrumental in promoting brand moderation messages, reaching over 17 million consumers in line with Diageo's Society 2030 sustainability goals.
Her innovative approach led to the creation of EABL's in-house digital creative team, DigiTribe, a first for Diageo in Africa. This initiative transformed the traditional agency-client model, enhancing productivity and cultural relevance for brands. In recognition of her efforts, particularly in leveraging digital for a connected path to purchase and launching Diageo's first D2C platform in Africa, Waithera was named the Digital Champion at Diageo's Pride of Africa Awards in 2021.
Before joining EABL, Waithera held significant roles at Coca-Cola Central, East and West Africa and 98.4 Capital FM, where she spearheaded digital transformation efforts. Her career began in the U.S. telecommunications industry with AT&T, where she progressed through various sales and marketing roles.
As a thought leader, Waithera's insights have been published in prominent publications such as Adweek and Fast Company. She founded and hosts the Marketing Society of Kenya (MSK) podcast #iMarket, sharing her expertise with a wider audience. Her industry influence extends to her roles as a jury member for prestigious awards including the Loeries Awards, LIA Awards, MSK Awards, and WARC awards.
Waithera serves as an independent non-executive director at Galana Energies, providing marketing advisory. She recently obtained her Practitioners' Diploma in Executive Coaching from the Academy of Executive Coaching and is certified by the International Coaching Federation.
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.
Contact Waithera.
