Joy W.
Head of Digital
Compare at US rates $30,000/mo?
Notable Highlight
Joy successfully led digital strategy and integrated marketing initiatives for Africa's most recognized brands, including EABL, Pernod Ricard, Safaricom, KCB Group, NCBA Bank, Co-operative Bank, DSTV, Kimberly-Clark, L'Oréal, Cellulant, MyDawa, Mi Vida Homes, SO! Gasho, Kenya Power, SanlamAllianz, and AGRA. She developed social-first content strategies, managed influencer and creator partnerships, oversaw content production workflows, led executive thought leadership programs, and delivered performance marketing campaigns across Meta, LinkedIn, YouTube, Google, and emerging digital channels. She managed regional campaigns across Anglophone, Francophone, and East African markets while building and leading high-performing digital teams.
Experience Summary
Joy R. Wanjiru J. is a senior Digital Communications, Marketing, and Brand Strategy leader with over 12 years of experience driving digital growth, content strategy, and integrated marketing campaigns across Africa. She led digital departments, managed multi-million-shilling P&Ls, and partnered with major brands across FMCG, banking, telecommunications, media, real estate, and nonprofit sectors. Her expertise spans brand storytelling, social media strategy, influencer marketing, content operations, digital performance marketing, executive communications, and client relationship management. She has extensive experience leading cross-functional teams and executing multi-market campaigns across East, West, Central, and Southern Africa.
Key Achievements
Joy scaled OM's annual digital revenue from KES 50 million to KES 96 million within a year while managing a KES 100 million departmental P&L and leading a team of 12. At BD, she grew her business unit from KES 49 million to KES 66 million and earned the CEO Award for leading the agency's top-performing business unit. She led EABL's "Usichome Responsible Campaign," which reached 13 million people, generated more than 20 million social impressions, and achieved 55% positive sentiment. She managed Mi Vida's property lead generation campaign, delivering over 820 qualified leads and directly contributing to KES 32 million in property sales. She led regional campaigns for Co-operative Bank, DSTV, SO! Gasho, Tusker Cider, Pernod Ricard, Sidian Bank, and Safaricom, consistently delivering measurable improvements in brand visibility, customer engagement, campaign performance, and commercial growth.
Skills
Work Experience
Head of Digital
OM · Nairobi, Kenya · September 2023 - Present
- Scaled annual revenue targets from KES 50M to KES 100M, achieving 94% of the KES 100M budget within the first year by strengthening and upselling robust content strategies, digital marketing strategies, and integrated 360° campaigns.
- Led the Africa Food Systems Summit digital content strategy across pre-event, live event, and post-event phases, including real-time content production, influencer partnerships, and branded template creation to maintain momentum and engagement throughout the three-day event in Rwanda.
- Championed the allocation of dedicated digital marketing resources and establishment of digital-specific accounts, enabling focused execution and improved client service delivery while increasing annual earnings from KES 50M to KES 96M.
- Orchestrated digital execution strategy for the Government's divestiture of its 20% stake in Safaricom to Vodacom, identifying and engaging credible online influencers and opinion leaders to shape narrative and communicate rationale to diverse stakeholders across key counties.
- Oversaw the EABL Usichome Responsible Campaign, a fully integrated 360° marketing approach spanning Digital, TV, Radio, and Out-of-Home that reached 13 million people, generated 2.1 million unique Facebook users, 20 million impressions across social and programmatic channels, and achieved 55% positive sentiment.
- Served as Digital & Performance Lead for the Mi Vida Garden City Residences lead generation campaign, delivering over 800,000 in reach, generating 820+ quality leads, achieving 93% audience retention on YouTube, and directly contributing to KES 32 million in property sales.
- Championed end-to-end digital content execution strategy for Asahi's acquisition of 65% stake in East African Breweries Limited and 53.68% stake in UDV Kenya from Diageo, developing brand storytelling framework and conducting real-time digital media monitoring for sentiment tracking and audience analysis.
- Managed P&L of KES 100M annual departmental budget and led 12 direct reports across diverse client accounts including KCB Group, Safaricom PLC, EABL, and National Bank of Kenya.
Business Unit Head
BD · Nairobi, Kenya · June 2021 - September 2023
- Drove overall profitability for both the business unit and agency, growing departmental P&L from KES 49M to KES 66M by implementing strategic content solutions, performance-driven digital campaigns, and integrated marketing initiatives.
- Led cross-functional teams and oversaw operations across multiple markets including Francophone, Anglophone, and East Africa, with extended placement in Somaliland managing end-to-end execution of 360° marketing campaigns for SO! Gasho.
- Led the "Uko na Kadi?" thematic campaign for Co-operative Bank, developing integrated social media content, TVC scripting, radio ads, and OOH executions that achieved over 30 million in reach within six months and drove measurable increase in card usage.
- Developed and executed localized digital content strategy for DSTv Rwanda's "Ubu Ni Iya Bose" price reduction campaign, partnering with Rwandese online publishers, sports journalists, and influencers with all collateral developed in Kinyarwanda for market relevance.
- Received CEO Award in 2022 for leading the top-performing Business Unit, demonstrating consistent delivery of strong results and ability to drive strategic growth while exceeding ambitious business objectives.
- Led team in development and execution of digital and marketing strategy for m-GURUSH in South Sudan, coordinating with local partners for localized content creation and community engagement to support financial inclusion and digital financial adoption.
- Served as Project Lead for SO! Gasho Home Faiba 360° campaign in Somaliland, orchestrating seamless coordination across Kenya and on-ground teams in Hargeisa, overseeing TV commercial production and robust digital content amplification strategy.
- Managed 12 direct reports and oversaw KES 49M annual departmental P&L across diverse client accounts including L'Oreal, Co-operative Bank, and DSTv across multiple markets.
Strategy Manager
BD · Nairobi, Kenya · March 2019 - June 2021
- Developed expertise in content planning, digital campaign strategy, audience insights, and performance optimization to support brands in achieving measurable growth objectives.
- Focused on improving client satisfaction for MyDawa by strengthening client relationships, leveraging market data to support long-term business growth, and conducting monthly performance reviews with consistent lead tracking and qualification.
- Led successful Co-operative Bank pitch by driving integrated, cross-functional teams across digital, creative, media, and strategy to conceptualize and execute winning digital and integrated marketing proposal, securing the account for digital media services and website management.
- Collaborated with regional representatives to localize content for Cellulant across Anglophone and Francophone markets, leveraging data-driven insights to enhance campaign performance and deliver measurable results.
- Drove business development by identifying upselling opportunities within existing Co-operative Bank account, which contributed to securing the 360° "Uko na Kadi?" campaign.
- Managed client communications and stakeholder engagement to ensure seamless execution of integrated marketing and digital initiatives, coordinating content workflows, creative reviews, campaign approvals, and reporting processes.
- Led 8 direct reports and delivered detailed weekly and monthly performance reports to clients incorporating content analytics, campaign insights, and recommendations for continuous optimization.
Account Manager
a previous company · Nairobi, Kenya · March 2014 - February 2019
- Managed key accounts including EABL and Pernod Ricard, delivering high-quality, results-driven work while managing content development workflows, digital campaigns, creative execution, and client relationships.
- Led end-to-end content strategy and execution for Tusker Cider Launch "Exploding With Taste," identifying and engaging relevant influencers, developing digital teasers and social media content, and overseeing weekly and monthly performance reporting that contributed to successful market entry and significant traction.
- Served as primary digital account lead for Pernod Ricard, overseeing strategy and execution across portfolio of brands including Jameson, Ballantine's, Chivas Regal, Havana Club, GH Mumm, Beefeater, and Absolut Vodka while managing client relationships and developing POS materials.
- Served as Digital Lead for 2 Chainz Jameson Live Experience Concert under Pernod Ricard's #TheJamesonLiveExperience platform, developing and executing comprehensive multi-channel content strategy across pre-event, live, and post-event phases.
- Developed Chivas Regal #MadeForGentlemen creative brand platform in collaboration with renowned photographer Emmanuel Jambo and designer John Kaveke, curating compelling visuals and storytelling to position brand as symbol of modern sophistication.
- Led strategic and creative execution of Sidian Bank's rebrand from K-Rep Bank, overseeing end-to-end transformation across digital and marketing touchpoints, coordinating cross-functional teams, and managing stakeholder alignment.
Editor & Content Developer
a previous company · Nairobi, Kenya · May 2013 - March 2014
- Developed and refined high-quality content across various client projects including digital content creation, web content development, SEO optimization, and social media management.
- Proofread and edited web content for assigned clients, ensuring accuracy, consistency, readability, and alignment with content quality standards.
- Optimized web content for SEO benefit, supporting digital visibility, organic search performance, and effective content optimization.
- Moderated user-generated content on social media platforms including Facebook and Twitter, supporting community engagement management and maintaining positive digital interactions.
- Monitored and reported daily digital campaign performance, analyzing conversations, audience responses, and content performance metrics.