Jecinta Wainaina

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.

• 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

• 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

• 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.