Curriculum vitae

Founder & CEO

• Founded a consulting practice helping businesses across East Africa design route-to-market systems, commercial strategies and scalable organisations.
• Three practice areas: route-to-market architecture, commercial strategy and P&L optimisation, organisational design and team building.

Head of Sales and Marketing

• Built the commercial engine from zero — no legacy systems, no inherited structure.
• Designed and deployed the national route-to-consumer model: channel segmentation, distributor roles, sales structure.
• Influenced P&L through pricing and mix discipline.
• Reported directly to the CEO and presented quarterly to the Board.

Sales (3 years) → Trade Marketing Manager (8 years)

• Eight years in trade marketing leadership — unusual tenure in an industry that rotates every three to four years.
• Translated global campaigns into Tanzanian market reality.
• Portfolio optimisation and mix management that improved margin while growing volume.
• Led the team recognised as Best Marketing Team Tanzania, 2023–2024.

Marketing & Operations

• Learned the discipline that underpins everything since: shelf, price, timing and visibility decide whether a product exists.