#19
WAITHERA KABIRU
DIGITAL HUB LEAD – AFRICA, DIAGEO PLC
They call her The Digital Diva, and rightfully so. Waithera Kabiru has spent over two decades shaping the digital and media landscape across Africa, blending innovation, strategy, and a deep passion for responsible marketing. As the Africa Digital Hub Lead at Diageo PLC, she has been instrumental in driving the company’s digital transformation, ensuring that marketing strategies not only resonate with consumers but also align with sustainability and inclusivity goals.
Waithera’s influence at Diageo has been nothing short of transformative. Within her role, she has played a crucial part in enhancing digital capabilities across the region, enabling data-driven marketing strategies that bolster Diageo’s business performance.
During her tenure as the Head of Media Futures at East African Breweries PLC (EABL), she spearheaded the launch of ke.thebar.com, the company’s first direct-to-consumer (D2C) eCommerce platform, at the height of the COVID-19 pandemic – a bold move that set a new benchmark for digital commerce in the industry. She also led the creation of DigiTribe, Diageo’s first in-house digital creative team in Africa, revolutionising the traditional agency-client model and driving marketing efficiencies. “Digital isn’t just a tool – it’s our new marketplace, our new community center. We’re not chasing trends; we’re building digital pathways that connect, empower, and uplift our African consumers,” she states.
Notably for Waithera, digital innovation is more than just business growth – it prioritises responsibility. Passionate about responsible marketing, she has been at the forefront of ensuring Diageo’s adherence to marketing and digital codes, whilst championing brand moderation messages that have reached over 17 million consumers.
Waithera’s sojourn into the digital space was far from traditional – more a carefully crafted masterpiece than a simple career pivot. Upon receiving her degree in Environmental Studies and Geography from Clark University in Massachusetts, US, she pursued a Master of Business Administration (MBA) degree in International Business Administration (IBA) at the American Intercontinental University in Atlanta, US, sharpening her strategic and leadership acumen. She later obtained a Higher Diploma in Project Management from Keller Graduate School of Management and a Certificate in Online Media Management from the International Institute of Journalism in Berlin, reinforcing her expertise in digital transformation.
Waithera began her career at AT&T in the US, where she quickly rose through the ranks in sales and marketing roles. Upon returning home, she joined 98.4 Capital FM, where she pioneered digital transformation strategies that changed how radio was consumed in the region today. She then moved to Coca-Cola Central, East, and West Africa, playing a key role in integrating digital marketing strategies into the brand’s regional campaigns. Her ability to bridge traditional and digital media, coupled with her forward-thinking approach, cemented her place as one of Africa’s most sought-after marketing professionals.
A firm believer in lifelong learning and mentorship, Waithera actively engages in leadership coaching. She recently obtained a Practitioner’s Diploma in Executive Coaching from the Academy of Executive Coaching and is certified by the International Coaching Federation (ICF). “In Africa, technology isn’t just about progress – it’s about purpose. Every digital strategy we design must echo our community’s heartbeat and honour our collective potential,” she says, a philosophy she upholds through her board position at Galana Energies, where she provides marketing advisory.
A respected thought leader, Waithera has contributed to publications such as Adweek, Fast Company, and Business Daily Kenya. As the founder and host of the #iMarket podcast by the Marketing Society of Kenya (MSK), she shares her expertise with fellow marketers, shaping the next generation of digital leaders.
Her commitment to social impact is just as impressive. As a member of the Rotary Club of Lavington Jioni, she has served as PR Director and is the 2025/26 Fundraising Director, and has earned recognition as a Paul Harris Fellow in 2023. More notably, she is Founder and Chair of the Second Chances Foundation, an initiative advocating for dignified cancer care in Kenya – a cause deeply personal to her, as a cancer survivor. She also serves as the Kenya Chapter lead for the UN Womens’ Unstereotype Alliance as she is passionate about Progressive Portrayal of Gender in Media, Advertising and Entertainment. Waithera has been honoured to serve as a jury member of global advertising and marketing awards such as the Loeries, LIA Awards, WARC Awards, Gerety Awards and D&AD Awards, providing her with exposure to a myriad of award winning campaigns that have inspired her work at Diageo.
Beyond her boardroom achievements, speaking engagements, and publications, Waithera Kabiru is, at her core, a leader who understands the human side of digital transformation. Her website, The Digital Diva, serves as an extension of her vision – educating brands, businesses, and individuals on the power of digital in shaping the future. She credits her success to her maternal grandmother, whom she is named after – Waithera Mwaura – and her mother, Lilian Mwaura SC, both of whom instilled in her the values of integrity, humility, and risk-taking.
As 2025 unfolds, one thing is certain: Waithera Kabiru is not just keeping pace with the digital revolution – she is leading it. With a strategic mind, an unwavering commitment to responsible marketing, inclusion and diversity (I&D), and a passion for transformative leadership, she stands tall among the top most impactful C-suite executives, setting the digital stage for Africa’s future.
AUTHOR: MARILENE MERCY
EDITOR: MARTIN O’NEIL
