Jecinta Wainaina
Scottish Civic Trust
Glasgow
13
years of professional experience
Results-driven Customer and Shopper Marketing Leader with 10+ years’ experience delivering customer-led growth across FMCG and large-scale grocery retail environments. Recognized for developing and executing shopper strategies that influence purchase behaviour across the full path to purchase in-store, online, and through retail media and loyalty platforms. Proven track record partnering with major grocery retailers and internal commercial, category, and sales teams to activate brand and portfolio strategies through trade investment, promotional mechanics, and high-impact retail execution. Commercially astute and execution-focused, with a strong ability to bridge global brand strategy and local market activation, ensuring consistent and scalable delivery across multiple retail touchpoints.
Work History
Business Development Consultant Placement
2 Months- Membership Value Proposition Redesign: Re-engineered the membership brand proposition through a tiered, insight-led marketing strategy, launching a 20–25 group pilot that delivered measurable 90-day activation wins and drove renewed consumer relevance and reappraisal.
- Board-Level Strategy & Funding Enablement: Delivered board-ready strategic outputs, including an integrated go-to-market (GTM) strategy and communications roadmap, directly supporting 100% approval of funding decisions for category-led growth initiatives.
- Commercial Modelling & ROI Analysis: Developed data-informed commercial models outlining three Year-1 growth scenarios, incorporating ROI and sustainability analysis to guide investment prioritisation and long-term commercial viability.
- Digital Enablement & Ethical Compliance: Recommended scalable digital engagement infrastructure through a robust build-versus-buy platform assessment, embedding GDPR-aligned DPIA actions to ensure 100% ethical marketing and data protection compliance.
Head of Marketing
4 Years 1 Month- Modern Trade Market Share Growth: Drove a step-change in Modern Trade performance, increasing market share from 32% to 40% over four years through assertive shopper-led strategy, and disciplined omnichannel execution.
- Loyalty Programme Scale & Value Creation: Expanded and optimised a 3.4M-member loyalty programme, growing the active base by 79% and leveraging behavioural segmentation and data-led personalisation to drive 3x higher spend per member versus non-loyalty shoppers.
- Omnichannel Revenue Acceleration: Architected and delivered a multi-year omnichannel marketing strategy across 110+ branches, integrating ATL, BTL, digital, and in-store activation to achieve sustained 20%+ year-on-year revenue growth.
- Digital & PR Capability Transformation: Restructured and insourced Digital Marketing and PR functions to lead a business-wide digital transformation, delivering a 10x increase in engagement, conversion, and earned media value, while significantly improving speed, control, and operational agility.
- Always-On Marketing & Execution Excellence: Institutionalised an always-on marketing operating model with 100% adherence to the annual brand and shopper calendar, sustaining double-digit growth through COVID-19 disruption and periods of retail volatility.
Brand Marketing Manager- TV
11 Months- Innovating Engagement: Pioneered the integration of social media with on-ground activations, establishing the station’s first 360 consumer engagement model to seamlessly connect digital and physical audience touchpoints.
- Brand Transformation: Directed the full-scale migration of KTN Burudani TV to BTV, ensuring consistent brand identity across all on-air and off-air assets, safeguarding and strengthening brand equity.
- Audience Growth: Delivered a 4x increase in BTV audience reach by leveraging consumer focus group insights to inform high-impact programming strategies.
- Nationwide Campaigns: Spearheaded a countrywide viewer acquisition initiative for KTN Home, achieving a 17% audience growth through data-driven promotional campaigns.
Marketing and Corporate Affairs Manager
3 Years 2 Months- Market Launch & Growth: Led the station’s market entry and brand launch, growing viewership from zero to 100,000 daily viewers while establishing a premium brand positioning in a competitive media landscape.
- Content Development & Performance: Directed the end-to-end lifecycle of 8 new shows and 5 station properties, achieving consistent double-digit month-over-month audience growth.
- Strategic Partnerships & Authority: Secured exclusive media rights for high-profile events such as Superbrands, reinforcing the station’s market authority and attracting high-value commercial sponsors.
- Data-Driven Brand Alignment: Leveraged audience insights to ensure 100% brand alignment across the News Desk and programming, cultivating a premium, business-focused audience highly valued by FMCG advertisers.
Brand Development and Activations (Beauty)
5 Months- Regional Portfolio Leadership: Managed the Beauty Portfolio for Kenya and Uganda, partnering with the Regional Leadership Team in Nigeria to align local execution with global brand strategy.
- Promotional Campaign Success: Orchestrated a nationwide multi-channel skincare promotion, achieving a 37% sales uplift through strategic pricing, path-to-purchase optimization, and bespoke promotional packaging.
- Post-Launch Performance Optimization: Led post-launch monitoring of Venus Beautiful Essence, benchmarking against Gate 2 KPIs to ensure strong product-market fit and sustained brand health.
- Regional Expansion Enablement: Developed high-impact POS and Floor Standing Unit materials for the Uganda National Agricultural Show and salon activations, supporting cross-border brand growth.
Category Manager Non-Food Categories & Ag. Marketing Manager
9 MonthsMarketing Manager
2 Years 2 MonthsEducation
Master of Business Administration
Bachelor of Business Administration - Marketing Option (Minor in IT)
Skills
Shopper Marketing
Customer Marketing
Commercial Marketing
Path-to-Purchase Mapping
Decision Tree Mapping
Promotional Strategy
Trade Investment
Omnichannel Retail Activation
Retail Collaboration
Trade Collaboration
Category Collaboration
Joint Business Planning (JBP)
Category Growth Initiatives
Retail Media Planning
In-Store Execution
POS Excellence
Locations
- Scottish Civic Trust, Glasgow, Scotland, 06/01/25
- Naivas Supermarkets, Nairobi, Kenya, 07/01/20 - 08/01/24
- The Standard Media Group PLC (SG), Nairobi, Kenya, 08/01/19 - 07/01/20
- BrandPlus TV, Nairobi, Kenya, 01/01/16 - 03/01/19
- PZ Cussons East Africa LTD, Nairobi, Kenya, 07/01/15 - 12/01/15
- Society Stores, Nairobi, Kenya, 09/01/14 - 06/01/15
- Cleanshelf Supermarkets, Nairobi, Kenya, 06/01/12 - 08/01/14
Other Professional Roles
- Category Manager Non-Food Categories & Ag. Marketing Manager, Society Stores, Nairobi, Kenya, 09/01/14 - 06/01/15
- Marketing Manager, Cleanshelf Supermarkets, Nairobi, Kenya, 06/01/12 - 08/01/14
Professional Highlights
- Business Development Consultant Placement, Scottish Civic Trust, Glasgow, Scotland, 06/01/25 - 08/01/25, Re-engineered the membership brand proposition through a tiered, insight-led marketing strategy., Delivered board-ready strategic outputs, including an integrated go-to-market (GTM) strategy., Developed data-informed commercial models outlining three Year-1 growth scenarios., Recommended scalable digital engagement infrastructure through a robust build-versus-buy platform assessment.
- Head of Marketing, Naivas Supermarkets, Nairobi, Kenya, 07/01/20 - 08/01/24, Drove a step-change in Modern Trade performance, increasing market share from 32% to 40%., Expanded and optimised a 3.4M-member loyalty programme, growing the active base by 79%., Architected and delivered a multi-year omnichannel marketing strategy across 110+ branches., Restructured and insourced Digital Marketing and PR functions to lead a business-wide digital transformation., Institutionalised an always-on marketing operating model with 100% adherence to the annual brand and shopper calendar.
- Brand Marketing Manager- TV, The Standard Media Group PLC (SG), Nairobi, Kenya, 08/01/19 - 07/01/20, Pioneered the integration of social media with on-ground activations., Directed the full-scale migration of KTN Burudani TV to BTV., Delivered a 4x increase in BTV audience reach., Spearheaded a countrywide viewer acquisition initiative for KTN Home.
- Marketing and Corporate Affairs Manager, BrandPlus TV, Nairobi, Kenya, 01/01/16 - 03/01/19, Led the station’s market entry and brand launch, growing viewership from zero to 100,000 daily viewers., Directed the end-to-end lifecycle of 8 new shows and 5 station properties., Secured exclusive media rights for high-profile events such as Superbrands., Leveraged audience insights to ensure 100% brand alignment across the News Desk and programming.
- Brand Development and Activations (Beauty), PZ Cussons East Africa LTD, Nairobi, Kenya, 07/01/15 - 12/01/15, Managed the Beauty Portfolio for Kenya and Uganda., Orchestrated a nationwide multi-channel skincare promotion., Led post-launch monitoring of Venus Beautiful Essence., Developed high-impact POS and Floor Standing Unit materials for the Uganda National Agricultural Show.
Timeline
Business Development Consultant Placement
Scottish Civic Trust
06.2025 - 08.2025Read More
Head of Marketing
Naivas Supermarkets
07.2020 - 08.2024Read More
Brand Marketing Manager- TV
The Standard Media Group PLC
08.2019 - 07.2020Read More
Marketing and Corporate Affairs Manager
BrandPlus TV
01.2016 - 03.2019Read More
Brand Development and Activations (Beauty)
PZ Cussons East Africa LTD
07.2015 - 12.2015Read More
Category Manager Non-Food Categories & Ag. Marketing Manager
Society Stores
09.2014 - 06.2015Read More
Marketing Manager
Cleanshelf Supermarkets
06.2012 - 08.2014Read More
University of Glasgow
Master of Business Administration
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Maseno University
Bachelor of Business Administration from Marketing Option (Minor in IT)
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