Summary
Overview
Work history
Education
Skills
Certification
Languages
Timeline
Hi, I’m

Nelson Maina

Nairobi,Nairobi
Nelson Maina

Summary

Accomplished mission-driven Head of Brand and Product Marketing Manager bringing over 10 years of proven success in driving innovation and early adoption of emerging innovations, technologies, and platforms. Expert in managing high-level brands and translating marketing and social media needs into results-driven strategies. Possess excellent ability to develop team rapport and assessment of company and clients' needs. Experience defining project specifications, establishing project goals, and deliverables, communicating objectives to diverse teams, committees, and Board of Directors in first-paced environment. Previously grew the e-commerce channel for Pernod Ricard East Africa from nothing to represent 8% of business revenue.

Overview

12
years of professional experience
1
Certification

Work history

Pernod Ricard - East Africa
Nairobi

E-Commerce and Digital Marketing Manager
08.2018 - Current

Job overview

  • Identified trends and insights to optimise digital marketing spending and increase ROI.
  • Increased Return on Ad Spend (ROAS) through strategic planning.
  • Grew Pernod Ricard's e-commerce channel from nothing to represent 8% of the business revenue in East Africa.
  • Boosted web traffic to partner e-retailers through strategic content marketing.
  • Researched and developed multi-platform integrators to boost online income.
  • Grew audience and promoted brand awareness among target customers on 10+ social media platforms.
  • Performed detailed market and competitor analyses to inform digital marketing strategy.
  • Executed digital communications plan across multiple digital channels, achieving consistent branding and messaging.
  • Managed 90+ online listings in Kenya and Uganda across 5 e-retailers, including Glovo2, Jumia, Chupa Chap, Oaks Delivery and Dial a Drink.

Pernod Ricard Kenya
Nairobi

E-Business Manager
11.2016 - 07.2018

Job overview

  • Established e-commerce as a sales channel for Pernod Ricard Kenya
  • Created, designed, launched and managed the Jumia Party brand in Kenya and Uganda from inception.
  • Designed an e-commerce playbook for Pernod Ricard in Kenya.
  • Redefined the initial route to market model for Pernod Ricard on e-commerce which saw an increase in sales by 200% between 2017 and 2018.
  • Boosted customer retention by coordinating launch of new loyalty programme.
  • Managed calendar for multiple CRM channels, tracking progress and reporting results.
  • Owned optimisation of data-driven CRM strategy to achieve set objectives.
  • Crafted engaging messaging campaigns for seamless and consistent brand-wide communications.

Pernod-Ricard Kenya

Community Manager
01.2016 - 10.2016

Job overview

  • Advocated the company's brand on social networks through engaging with customers on social media platforms, Identifying and partnering with bloggers/e-influencers
  • Used e-CRM to create meaningful and engaging discussions with consumers
  • Aided marketing strategy development by liaising with the marketing team to analyze ad performance and implement specific online targeted groups
  • Developed strong relationships with community members that ensured long term satisfaction and website traffic growth
  • Planned, developed and executed an integrated social media strategy, boosted growth of social media audience by 50%
  • Copy edited digital content; social, digital ads digital products, rules, websites, and interactive content; designed graphics for social media posting and advertising; scheduled edited and posted social content
  • Actualized copywriting for social contests, websites, Google AdWords, Facebook Ads, YouTube Ads.
  • Monitored social media trends to find opportunities to reach new audiences.

Squad Digital

Senior Copywriter and Social Media Lead
07.2012 - 01.2016

Job overview

  • Led copywriting and marketing strategies efforts for Vodafone Ghana, APA Insurance, Pampers, KCB and Equity Bank
  • Held meetings with accounts executives to discuss customers' needs and how to optimize customer satisfaction
  • Forged positive relationships across all the departments to effectively communicate the clients' needs, marketing strategy and operational capabilities
  • Collaborated with graphic designers to architect and implement the overall look and feel of the outbound consumer communications materials and website offering
  • Spearheaded advertising campaigns for clients, monitored online public relations and ensured success of client programs.
  • Drove website traffic by writing witty and creative social media content and blog posts.
  • Developed and implemented overarching social media strategies, informing decision-making on future campaigns.
  • Analysed competitor activity, identifying ways to diversify, expand and engage with target audience.
  • Reviewed and edited final copy for accuracy and oversaw all phases of production.
  • Crafted relevant, compelling and valuable copy specifically directed at target audiences.

Express DDB Advertising

Copywriting Intern
05.2011 - 08.2011

Job overview

  • Pitched four successful overall game plans for reaching prospective consumers and turning them into customers for four different organizations
  • Wrote print copy, radio and TVC scripts, brochures, fliers and more for various client to increase their leads
  • Collaborated and contributed to launching of Wrigley's PK ‘get closer' campaign
  • Regularly reviewed competitive websites and clients in terms of product range, marketing initiatives including functionality and customer offerings
  • Generated developed and communicated fresh marketing ideas
  • Represented Consolidated Bank, National Bank, Crown Paints, Wrigley's and Kenya Ports Authority on copywriting
  • Created visual composition to enhance a greater audience connection and impact by triggering emotions and providing clarity on clients' pitches
  • Volunteering with Red Cross to offer lifesaving services and teach others the skills such as First Aid
  • Helping the community by responding to the scene of fire disasters with the Red Cross.

Education

Moi University

Bachelor of Arts from Film and TV

University overview

Second Class Upper Division NELSON MAINA CV Page | 4

Skills

  • Digital storytelling
  • End-to-end customer journey evaluations
  • Return On Ad Spend (ROAS) tracking
  • Segmentation techniques
  • Digital display advertising
  • Database marketing
  • Conversion optimisation
  • Influencer marketing
  • E-commerce management
  • Email and SMS campaigns
  • Performance analysis

Certification

Digital and E-Commerce Manager Digital Marketing | E-Commerce | Brand Management | Copywriting | Marketing Strategies | Social Media Management | Design Strategy | Client Relationship Management | Content Creation | Digital Media Advertising | Pitching | Ideation | Public Relations | Digital Media Strategy | Digital PR | Reporting | Editing and Proofreading | Digital Asset Management | Web Maintenance | AdWords Campaign Management | Google Analytics | Online Marketing | SEO | Data Analytics | Brand Strategy | Brand KPI's, Google Digital Skills for Africa Certification Fundamentals of Brand Management Certification

Languages

English
Fluent

Timeline

E-Commerce and Digital Marketing Manager
Pernod Ricard - East Africa
08.2018 - Current
E-Business Manager
Pernod Ricard Kenya
11.2016 - 07.2018
Community Manager
Pernod-Ricard Kenya
01.2016 - 10.2016
Senior Copywriter and Social Media Lead
Squad Digital
07.2012 - 01.2016
Copywriting Intern
Express DDB Advertising
05.2011 - 08.2011
Moi University
Bachelor of Arts from Film and TV

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