#6
MARTIN GITONGA
GENERAL MANAGER, DIGITAL, BRAND & MARKETING – KENYA AIRWAYS
I have always believed that brand is not what we say, it’s what we consistently deliver.
My journey into marketing leadership did not begin in a creative studio or an agency. It began at check-in as customer service agent, then boosted through Revenue Management, Network Planning, Strategy and Sales for the last 20 years. I am an aviation geek, an enthusiast doubling as a Marketer. Before leading Marketing, Brand and Digital, I served as Head of Network Planning & Alliances, where I shaped our five-year route strategy, from restart of Airline Operations during Covid, to cementing our participation in SkyTeam, and helped steer critical partnership decisions – including the strategic exit from the Air France/KLM joint venture. Before that, I had spent close to 6 years in Qatar with their national airline, in various capacities including Corporate Planning, Business Development and Sales.
Those years taught me something fundamental: routes are narratives. Frequency is confidence and Partnership is positioning. Every aircraft deployed not only tells the market whether you are growing, retreating or redefining your ambition, it also shares individual stories of romantic getaways, education dreams actualised, spiritual journeys and successful business deals or nervous pitching meetings. We are more than flights.
In 2024, we actualized Kenya Airways first Net profit in over 10 Years, attaining the highest revenues through optimized seats and aircraft deployment coupled with disciplined partnerships growth. We advocated for aviation policy reform adopted at national, country level, and won corporate recognitions. Those were not just operational milestones; they were reputation builders.
I transitioned to leading Digital, Brand & Marketing towards the end of 2024, where I brought that commercial lens with me. We operate in a market where consumers are flooded with choices, where attention is scarce and loyalty is fragile, I seek to build and strengthen a brand that is preferred specifically where choice exists. In 2025, through my leadership, we grew and achieved the highest Marketing Revenue, from traditionally an area deemed a cost generator. Changing that narrative and leaning heavily on my international experience, airline industry knowledge, work ethic and winning partnerships approach, proved to be a success as we were recognised at a corporate level with numerous accolades including some that am most proud of, including Best African Airline Brand, Best African Airline APP and Best African Airline Website, awarded by World Traveller Awards. I also received Individual recognition from Marketing World Awards 2025, by being named Digital Marketing Leader of the year, reinforcing my firm held belief that, action is what turns dreams into significance.
When Kenya Airways announces new frequencies, fleet enhancements or sponsor events and onboard new partnerships, I ensure the story goes beyond the headline. Why does this matter to the business traveller? To an Asante Rewards Member? What does it mean for intra-Africa travel? To the Kenyan Economy? How does this strengthen Nairobi’s position as a regional hub? Marketing, in my view, is structured storytelling aligned to a strategic intent.
In the gulf, I learned how global brands maintain consistency, professionalism while respecting local nuance; a lesson that remains central to my work today. Kenyan customers are sophisticated and demanding. African travellers are discerning. They expect authenticity. They expect performance. And increasingly, they expect purpose.
My leadership philosophy is simple, borrowed from John Maxwell. ‘Everything rises and falls on leadership’, using available tools like Net Promoter Score (NPS), we align before we amplify. The product must be right. The partnerships must be strong. The numbers must support the narrative. Only then does Marketing become powerful. My focus remains on ensuring that our brand reflects our ambition: confidently African. globally connected and commercially disciplined.
Kenya Airways will be turning 50 years, February next year, marking its golden jubilee and as we embark on a journey to 50, we recognize and appreciate customers and partners who have been instrumental to sustaining and growing this brand for close to half a century. Our friendly, approachable colours reflecting our warm service, our heartfelt notes on our signature tune. are all threads that weave and reflect Kenyans, our people, into the skies and carry us across the globe.
And that, to me, is the true power of narrative leadership.
