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JACQUELYNE MUHATI
DEPUTY DIRECTOR – MARKETING HEAD – BRANDS, NCBA GROUP
An accomplished executive with over 20 years of diverse leadership experience spanning continents, Jacquelyne Muhati has made a significant impact in both the public and private sectors. Having worked across Europe, North America, and Africa, she has mastered the art of strategy development and implementation in multinational blue-chip companies.
Currently serving as Deputy Director of Marketing and Head of Brands at NCBA Group, Jacquie leads with a blend of passion and practicality, integrating marketing, brand, and citizenship strategies to drive impactful initiatives within the organisation. Her collaborative approach involves working closely with group teams to promote responsible business practices that create shared value, while strategically positioning the brand for revenue growth.
Since assuming her current role, Jacquie has achieved notable milestones. For instance, she played a key role in elevating the transformation of the NCBA Golf Series into a prominent regional event, contributing to an 80 percent increase in brand awareness. She also led the launch of NCBA’s sustainability commitments, demonstrating the company’s commitment to responsible business practices.
Under Jacquie’s guidance, NCBA’s brand visibility has significantly increased, enhancing the company’s market position. Her achievements and strategic vision have not gone unnoticed, earning her a nomination for the East Africa Marketing Trailblazer of the Year Award by the Women of Excellence Awards. This recognition celebrates her as a creative and strategic force in the marketing world, setting a high standard for excellence in Kenya and beyond.
Jacquie’s career has been marked by continuous growth, with each role serving as a stepping stone to her current leadership position. She started as a Marketing/Sales Assistant at The Rank PLC in the UK, where she learned the ropes of event marketing and rebranding. She then moved to the Miller Freeman Travel Group, where she honed her market research skills.
At Marcus Evans Group, Jacquie started as Marketing Manager for the Banking, Finance and Insurance Division in London, quickly advancing to Senior Marketing Manager, responsible for strategy across Europe and North America. She then took on the role of Marketing Director at the Nepad Infrastructure Investment Facility (NIIF)/Africa Investor, where she set up a profitable marketing and events division within a year.
Her success at NIIF led her to the Brand Kenya Board, where she served as International Brand Manager, developing the first-ever Country Brand Master Plan. She later joined Kenya Airways (KQ), where she launched the KQ New York route as Head of Global Marketing, earning Superior Achievement in Branding, Reputation, and Engagement (SABRE) Awards. As Head of Sustainability, Partnerships, and Sponsorships at KQ, she implemented sustainability strategies and signed the airline up to the UN Global Compact.
These experiences have equipped Jacquie with the expertise and experience to excel at NCBA Group. Her career demonstrates a consistent trajectory of success, showcasing her ability to lead, strategise, and deliver results.
Jacquie’s expertise in corporate communications is enhanced by her research interests and publications. She co-authored the book ‘Corporate Communication Strategies: Navigating the Modern Business Landscape’, which provides insights into innovative branding, stakeholder engagement, and reputation management. Her research papers, including ‘Strategic Communication in Corporate Sustainability’ and ‘Marketing with Social Impact: Creating Shared Value’, explore the intersection of communication, business strategy, and social responsibility. These contributions establish Jacquie as a thought leader, inspiring others to use communication to drive positive change in the corporate world.
Jacquie is a Member of the Chartered Institute of Marketing (MCIM), an Associate of the Tourism Management Institute (ATMI), and a Member of the Marketing Society of Kenya (MSK). She serves on several boards, including Corporate Social Responsibility International, the Chief Marketing Officer (CMO) Council Africa Advisory Board, and the Africa Shared Value initiative.
Jacquie holds a Bachelor of Science (BSc) degree with Honours in International Tourism Management (ITM) from the University of Plymouth in the UK, a Master of Arts (MA) degree in International Marketing Management from the University of Westminster, UK, and a Postgraduate Diploma in Marketing Management from the Chartered Institute of Marketing (CIM). She further broadened her expertise by earning a Diploma in Airline Management from the IATA Training and Development Institute.
Jacquie’s outlook on life is grounded in key principles that guide her journey. She believes in embracing each person’s unique path and advocates for selecting opportunities that align with one’s vision and purpose. She also champions giving back through mentorship and community service. Moreover, she believes success is not just about reaching the top quickly, but about enjoying the journey and growing at one’s own pace. Her philosophy is a reminder that the road to success is as important as the destination, with experiences along the way shaping who we become.
