Skip to content
Wahda Mbaraka

Consulting That Builds Systems, Not Just Strategies

Business Leadership & Consulting

Most consultants give you a deck. I give you a system.

With 16 years of hands-on commercial leadership — including building GSM Beverages' route-to-market from scratch — I know what it takes to design, build, and scale commercial operations in East Africa. My consulting practice, Mashariki Growth Partners, works with founders, scale-up leaders, and organisations entering new markets.

01

Route-to-Market Architecture

Typical engagement

8–12 weeks

Your product is only as good as its availability. I design end-to-end distribution systems — from channel segmentation to distributor management to field force structure — that ensure your product reaches the right outlet, at the right time, at the right price.

What’s included

  • Market and channel assessment
  • Distributor identification and selection
  • Route-to-consumer model design
  • Picture of Success (PiCOS) development
  • Field force structure and incentive design
  • Performance management frameworks

Case study — GSM Beverages

When I joined GSM, the commercial function was a blank page. I designed the entire route-to-market from zero — segmenting channels, defining distributor roles, building the sales structure, and deploying it nationally. Within 12 months, we had a functioning commercial engine that could compete with established players.

A role I held, not a client engagement

02

Commercial Strategy & P&L Optimisation

Typical engagement

6–10 weeks

Revenue growth without margin discipline is just noise. I help businesses optimise their product portfolio, pricing strategy, and revenue mix for sustainable profitability.

What’s included

  • Portfolio assessment and rationalisation
  • Pricing strategy and pack architecture
  • Revenue management frameworks
  • Trade investment optimisation
  • Margin improvement plans

Case study — Coca-Cola / CCBA

During my 8 years in trade marketing leadership, I worked on portfolio optimisation and mix management that improved margins while growing volume. I learned how to balance the art and science of pricing, promotion, and pack strategy.

A role I held, not a client engagement

03

Organisational Design & Team Building

Typical engagement

4–8 weeks

A great strategy with the wrong team will fail. I help founders and leaders design scalable commercial organisations, recruit the right talent, and build high-performing teams.

What’s included

  • Organisational structure design
  • Role definition and competency frameworks
  • Recruitment support and interviewing
  • Performance management systems
  • Team development and coaching

Case study — GSM Beverages & CCBA

At GSM, I built the commercial team from scratch. At CCBA, I led a marketing team that was recognised as Best Marketing Team Tanzania 2023–2024. I know how to find good people, develop them, and create an environment where they can do their best work.

A role I held, not a client engagement

The corner of an oak boardroom table with linen chairs, a water carafe and a closed folder.
Most consultants give you a deck.

How I Work

  • 01

    I listen first.

    Before I propose anything, I want to understand your business, your market, and your goals.

  • 02

    I build with you, not for you.

    My job is to leave you with capability, not dependency.

  • 03

    I focus on execution.

    Strategy is only as good as what happens on the ground.

  • 04

    I tell you the truth.

    Even when it's not what you want to hear.

Ready to Build?

Whether you're launching a new venture, scaling an existing business, or entering the Tanzanian market — I'd love to hear from you.

Schedule a Discovery Call
    Consulting · Wahda Mbaraka