Zubeda Salim

Directed brand expansion strategies across East Africa, managing cumulative marketing budgets exceeding 100 million KES and delivering go-to-market roadmaps for new product launches. Led virtual social media and digital media execution, supporting cross-border distribution and partner coordination to drive measurable growth.

Launched Nala Noodles in 2022, achieving 11% national market share in its first year and securing full retail listings through cross-functional and agency execution. Built value-tier fighter strategies such as Classic Detergent for hard-water regions and supported culturally relevant market entry via a celebrity chef partnership.

Doubled sales volume for Prestige Margarine, increasing national market share from 10% to 25% through conversion-led sampling, roadshows, and digital campaigns. Negotiated year-long visibility deals with 15 billboard suppliers and national radio stations, while revitalising Toss Lavender and modernising the Rina Vegetable Oil brand to regain relevance.

Launched Neptune Toilet Paper—Kenya’s first printed toilet paper—to disrupt the hygiene category and reached 10% national market share within the first year. Managed end-to-end development and launch of two hygiene brands, coordinated a nationwide sampling drive, and introduced packaging innovations to appeal to younger demographics.

Ongoing Master of Business Administration with a focus on Strategic Management.

Bachelor of Science in International Business Administration with a concentration in Marketing.