#9
LAURA WEKESA-AGUMBI
MARKETING ADVISOR, GAIN
“Still waters run deep,” is the perfect metaphor to describe the journey of Laura Wekesa – Agumbi, an intrepid and passionate marketer who has navigated the corporate world, defining and shaping brands, both big and small, and leaving an indelible mark wherever she has been.
A commercial marketer and respected leader in her own right, she excels at bringing the pieces of the puzzle together. One of her former colleagues captures it perfectly, “Laura is in her element when you want to improve an idea. She will take it, unpack it, help you refine it, and then together you will bring it to life, always with the customer in mind.”
However, all of this might never have come to fruition. Laura’s career in marketing began somewhat by chance. Upon completing her studies, she found herself faced with a choice: an internship opportunity at a bank or at an advertising agency. Why she opted for advertising over banking remains a mystery to this day, especially considering that agencies at the time did not offer job security, and there were no guarantees of building a lasting career. Nevertheless, she chose the agency route, a decision that, as time has proved, was remarkably astute.
Reflecting on those early days, Laura reminisces about the fast-paced environment she encountered. Upon joining Ogilvy & Mather (O&M) as an intern, she found herself immersed in a dynamic work culture. People were constantly on the move, rarely tethered to their desks. Ideas were hashed out in the corridors, brainstorming sessions occurred in the bar – everything was in a constant state of flux. Challenges were abundant, with one particularly memorable instance being her assignment to market ‘Hedex’ for GlaxoSmithKline (GSK).
Recalling this, she muses, “When I was assigned to market Hedex, it felt daunting. How could I effectively promote and drive sales for this product when there were other preferred brands dominating the region? However, this turned out to be my defining moment – the catalyst for my passion for brand building.” Laura recounts how Hedex sales soared after their ‘Hedex Boda Boda rally’, clarifying, “And when I say bodaboda, I’m not referring to the motorcycles of today, but rather to the iconic ‘black mamba’, bicycles of yesteryears.” She concludes by affirming, “All said and done, O&M provided a solid launchpad for me. Yet, it wasn’t solely about work – the balance of working hard and playing harder was invigorating, and for that experience, I am truly grateful.”
During her tenure at O&M, Laura achieved several notable milestones, including her involvement in East African Breweries (EABL’s) Tusker Milli, Marafiki promotion, and the execution of the Senator Keg Excellent game plan, which led to her visiting Diageo offices in Ireland.
Additionally, she played a crucial role in the design and launch of the Kenya Vision 2030 project, a complex endeavour marked by divergent stakeholder priorities, agendas, and communication styles. Laura acknowledges that these experiences were instrumental in honing her ability to navigate intricate projects in the corporate communications space.
After five years in agency work, an opportunity arose for Laura to join MultiChoice. She seized the chance, becoming the youngest manager ever at the multinational company (MNC), and realised she had a challenge ahead. Her primary goal was to prove her worth, but equally significant was the timing of her arrival – on the eve of the FIFA World Cup, the largest sporting event in the world, held for the first time in Africa, in South Africa in 2010. This period was a whirlwind, coinciding with the growth and expansion of the company.
Laura began her journey at MultiChoice by managing DStv, and later took on other responsibilities for marketing SuperSport, Africa Magic, and MNet. Reflecting on her nine-year tenure at MultiChoice, she fondly recalls the hectic yet exhilarating times – travelling to diverse African countries, engaging with passionate football fans, and witnessing the emergence of local content on Maisha Magic. However, she also acknowledges the challenging moments, particularly when the company had to reposition DStv to navigate competition and adapt to changing viewer demands.
Laura reminisces that the most pivotal moment in her life was becoming a mum. Motherhood profoundly shifted her perspective. While work had previously been a central aspect of her identity, she found herself undergoing swift changes. In her own words, she reflects, “As a mother, balancing family and career aspirations can be overwhelming at times. With MultiChoice, I was overcommitting and risking burnout. I needed to slow down to ensure I didn’t sacrifice one for the other.”
So when Crown Paints came calling, one could argue it was serendipity. Laura embraced the opportunity to join Crown Paints, a publicly listed company, and once again, she found herself breaking barriers. As the sole female manager holding the position of East Africa Group Marketing and Communications Manager, Laura embarked on a new chapter requiring unique skill sets. Reflecting on this transition, she acknowledges the importance of adapting to a male-dominated environment, recognising the need to cultivate her voice and nurture her emotional intelligence.
Laura’s mandate at Crown Paints was clear: to bolster brand visibility. Recognising that competitors were actively shaping positive brand perceptions that impacted Crown’s market standing, Laura and her team directed their efforts toward enhancing brand visibility in retail and community spaces, including schools and police stations. “If you look around walls in all major parts of the country,” she asserts, “I can bet you’ll see Crown Paints dominating.” As a result of these efforts, her team earned the Group CEO’s award.
Laura explains that giving back has always been a passion of hers, but she grappled with how best to do so. While traditional methods like donations and community engagements appealed to her, she sought something more intellectually stimulating. She reflects, “You can build products or provide services, but you can also do it in a way that actually helps people and adds value to their lives without having a negative impact on the environment.” This philosophy led her to develop an interest in community development work, with a focus on effecting positive change.
Through this journey, she became acquainted with the Global Alliance for Improved Nutrition (GAIN) and their efforts to enhance nutrition outcomes. Today, Laura plays a pivotal role at GAIN, spearheading market-based strategies to influence behaviour change. Serving as a Marketing Advisor, she provides strategic leadership in designing and implementing demand strategies for projects in Kenya, and contributed to GAIN’s entry strategy in Uganda. Her work centres on shifting mindsets and preferences toward nutritious and sustainable foods through evidence-based approaches to creating demand.
Laura is spearheading a groundbreaking marketing strategy in the Vegetables for All project, aimed at increasing vegetable consumption for 1.1 million urban and peri urban consumers. She is leveraging the power of branding – activities anchored under the newly created FoodFiti brand, to cultivate desire for vegetables, build trust and facilitate message retention. Additionally, FoodFiti’s brand presence enhances both mental and physical availability, making it attractive for vendors and adaptable to other food categories in the future.’
What lies ahead for Laura? She reflects on her extensive experience in both the for-profit and non-profit sectors, noting that she has mastered the art of achieving more with less. This frugal mindset has spurred her to explore unconventional solutions and continuously seek new avenues for growth, while remaining agile and adaptable in her approach to brand building. Laura expresses her desire to continue making a positive impact with the skills and knowledge she has accumulated over the years, with a particular focus on supporting aspiring marketers through mentorship.
Ultimately, she envisions starting a social enterprise that blends business principles with addressing social or environmental issues – an endeavour that aligns with her commitment to creating meaningful change in the world.
