Open to opportunities

Joseph Kamiru

@josephkamiru

Message

Market intelligence leader driving FMCG and beverage growth.

Kenya

Message

What I'm looking for

I seek a senior commercial insights role where I can lead data-driven strategy, build BI capabilities, drive category growth, influence executive decisions, and work within a purpose-driven company focused on sustainability and measurable business impact.

I am a results-driven Market Intelligence and Business Insights leader with over 15 years' experience across FMCG, beverages and telecommunications, turning complex market data into actionable strategies that deliver measurable growth.

I have led category and route-to-market transformation initiatives that produced double-digit volume growth, portfolio rationalization, improved forecasting accuracy and standardized retail audit methodologies aligned to global frameworks.

I am passionate about data-driven decision making, sustainability and ecosystem restoration, and I partner cross-functionally to build commercial BI capabilities, guide product launches, optimize pricing and expand market coverage to drive profitable growth.

Experience

Work history, roles, and key accomplishments

Information Analyst

Kenya Wine Agencies Limited

Jan 2022 - Jan 2025 (3 years)

Steered market intelligence and competitive analysis to inform executive decisions, driving a 40% RTD volume growth and improving forecasting accuracy through predictive demand models and real-time BI dashboards.

Market Intelligence Dashboards Retail Audits Forecasting Stakeholder Management Data Analysis

Marketing Information Specialist

Kenya Wine Agencies Limited

Jan 2017 - Jan 2022 (5 years)

Led brand analytics and competitive intelligence, developing a unified brand performance scorecard and competitive intelligence program that improved market positioning and supported pricing and launch strategies.

Brand Analytics Competitive Intelligence Pricing Strategy Market Research Data Visualization

Market Analyst

Kenya Wine Agencies Limited

Jan 2014 - Dec 2016 (2 years 11 months)

Delivered consumer and market insights that optimized route-to-market strategies and sales force effectiveness, rolled out retail audit tools and SFA leading to improved coverage and in-store execution.

Retail Audits Market Research Routes To Market Competitive Benchmarking Trade Marketing Data Analysis Reporting

Freelance Consultant

Self Employment

Jan 2013 - Dec 2014 (1 year 11 months)

Provided market entry and strategy consulting to startups, conducting market, demand and competitive analyses and producing financial and operational feasibility studies to inform go-to-market plans.

Market Entry Strategy Competitive Analysis feasibility studies Financial Forecasting Market Research Positioning)Strategy Development

Retention & Loyalty Analyst

Safaricom PLC

Jan 2012 - Dec 2013 (1 year 11 months)

Managed NPD and innovation for customer loyalty, expanding the Bonga program with coalition partnerships and premium tiers, improving retention and personalized engagement for high-value segments.

Loyalty Programs Segmentation NPD ROI Analysis Partnerships Customer Retention Personalization

Customer Experience Executive

Safaricom PLC

Jan 2008 - Dec 2012 (4 years 11 months)

Delivered multi-channel customer experience improvements, surpassing satisfaction benchmarks and implementing feedback loops and training that raised NPS and onboarding success rates.

Customer Experience NPS Service Design Performance Metrics

Program Officer

Kenya Institute of Management

Jan 2006 - Dec 2008 (2 years 11 months)

Re-engineered the Company of the Year Awards into the Organizational Performance Index, expanding SME participation and increasing the program's industry relevance.

Program Management Stakeholder Engagement Performance Metrics Project Coordination

Research Assistant

University of Nairobi

Jan 2005 - Dec 2005 (11 months)

Researched global alumni engagement models and facilitated focus groups to develop actionable recommendations for the Alumni Association marketing plan.

Qualitative Research Focus Groups Report Writing Data Synthesis Academic & Research Presentation

Marketing Representative

Mastermind Tobacco Kenya Ltd

Jan 2004 - Dec 2004 (11 months)

Developed a marketing research framework for tracking consumer trends and negotiated prime retail placements to improve in-store visibility and market performance.

Trade Marketing Market Research Reporting Retail Execution Channel Management