Waithera is a seasoned marketing practitioner with specialist capabilities in media and digital. Over the last 18 years, she has led successful marketing campaigns in sub-Saharan Africa with start-ups, small and medium sized companies and with multinational organizations.
Waithera is currently the Head of Media Futures, at East African Breweries Limited, a subsidiary of Diageo PLC, where she leads connection planning to connect consumers to the brands in the beer and spirits categories. Waithera manages an in-house digital creative team with responsibility over a portfolio of over 25 brands in Kenya, Uganda and Tanzania. Waithera is the EABL Responsible Marketing champion, ensuring the brands connect with consumers responsibly as guided by Diageo’s Marketing Code. Waithera is also the Positive Drinking champion that aims to promote moderate drinking, reaching millions of consumers with this message. In 2020, EABL’s marketing team was awarded the Overall Winner in Marketing at the prestigious Marketing Society of Kenya annual awards.
Prior to joining EABL, Waithera spent 6 years at Coca-Cola Central, East and West Africa as the Digital Lead in the Integrated Marketing Communications role. She led content and connections in multiple markets in Sub-Saharan Africa, on campaigns such as, the award-winning Coke Studio Africa, FIFA World Cup 2014 and 2018, and Share a Coke.
In 2007, Waithera set up the digital media division of Kenya’s top radio station, 98.4 Capital FM Kenya where she led the digital transformation of the media house to become a market leader. By pioneering this, Waithera opened the doors into digital media for the traditional media industry, resulting in additional revenue streams and connections with audiences.
As a thought leader in marketing, her work has been published locally and internationally in Adweek, Fast Company, Biz Community and Business Daily (Kenya). She has provided expertise as a Jury Member at the 2017 Loeries Awards (South Africa) and the 2018 and 2019 London International Awards and at the 2020 Marketing Society of Kenya Awards.