#17
EMILY KINUTHIA
GROUP MARKETING MANAGER CFAO MOBILITY KENYA
Marketing, to me, has always been about more than visibility or catchy campaign. While these are a good to have, over the years I have come to deeply appreciate the power and impact of marketing and brand building done effectively and with impact. Marketing is about understanding the consumer, what drives their ambitions, how they live, work, aspire, and move—and translating those insights into brands that genuinely add value to their lives. That belief sits at the core of my role as Group Marketing Manager at CFAO Mobility Kenya.
I am responsible for the marketing strategy and driving market share growth for over 12 passenger vehicle, truck, bus, and motorcycle brands, spanning some of the world’s most respected names—Toyota, Mercedes-Benz, Volkswagen and Suzuki—as well as newer market entrants like BYD, as well as heavy-duty commercial brands such as Mercedes Trucks, Hino, and Sinotruk. It is a broad and complex portfolio, but one that truly mirrors the diversity of Kenya’s diverse mobility needs.
I am deeply passionate about consumer behaviour and my approach to marketing is grounded in consumer insight. Before the creative campaign or media strategy my journey starts with understanding the consumer and what need we are trying to meet. I appreciated that a vehicle whether for personal or commercial use is not just metal on wheels moving you from point A to B — it has a deeper meaning and symbolic significance.
It means freedom, progress, safety, and aspiration. A truck or bus is not just a commercial asset— it is uptime, reliability, and sustaining livelihood. Translating these truths into compelling brand narratives has been central to driving both emotional connection and commercial performance across our vast portfolio.
My role is to ensure that every brand story we tell speaks directly to these truths, and addresses a real customer need. Whether we are marketing a passenger vehicle for personal use or family use, or positioning a truck for a fleet operator, the objective is the same: deliver compelling and authentic storytelling that connects emotionally and demonstrates clear value.
Whether it’s introducing more efficient and affordable brands, expanding hybrid and electric offerings through our BYD offering, or reinforcing the strength and durability of commercial trucks built for African conditions, our marketing strategy is designed to ensure that each brand clearly answers one question for the customer: Is this mobility solution going to offer me more value for me and my business?
One of the most rewarding aspects of my role has been driving measurable impact and growth.
The impact of this approach is evident in the numbers. CFAO Mobility Kenya recorded 17% overall sales growth, selling 4,440 units, up from 3,784 in 2024, resulting in a 33% total market share in FY25 reinforcing leadership in a space where consumer choice is expanding rapidly.
Despite the challenging market conditions for new vehicle sales, CFAO Mobility Kenya has maintained its dominance in the market, excluding Trucks and Buses, closing the year with 3,399 units up from the 3,179 units sold in 2024, allowing us to maintain a 60% market share in these market segments,
This performance is a reflection of the customer focused approach in product development and deployment into market. Every marketing campaign, product launch, and brand engagement is rooted in a deep understanding of the Kenyan consumer—whether it is a first-time car buyer, a transporter or entrepreneur expanding a fleet, or a government agency.
What defines my role is a belief that marketing should be a growth driver, not a support function. This means close collaboration with engineering, sales, aftersales, finance, and customer service teams to ensure that the brand promise aligns with the customer experience.
As Kenya’s mobility needs continue to evolve, so will the role of marketing. The future will demand greater agility and speed to market, deeper data-driven insight in an environment where the consumer is very informed and digitally savvy, and authentic storytelling that balances innovation with trust.
Because in the end, mobility is not just about moving from point A to point B. Mobility is about enabling progress, growth and access to more and marketing has a critical role to play in that journey. For me, this role is ultimately about impact—using insight, creativity, and strategy to build brands that genuinely serve people and businesses.
