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MARKETING TALENT
EABL appoints AJ Michira as Group Marketing and Innovations Director
By our African Marketing Confederation News Team | 2026
She will play a central role in driving marketing innovation, strengthening brand portfolios and deepening consumer engagement.
East African Breweries Limited has appointed Anne Joy Michira as Group Marketing and Innovations Director.
She joins the leadership team of EABL after serving as Marketing and Innovations Director for South, West and Central Africa at Diageo in London. Diageo is the parent company of EABL.
Anne Joy Michira. Photo: LinkedIn
In her London-based role, Michira developed a broader strategic perspective on multi-market brand management, overseeing marketing innovation across several African markets.
Prior to that, she was Marketing and Innovations Director role for East Africa at EABL, overseeing a portfolio spanning beer and spirits across the region, and briefly served as Acting Marketing and Innovations Director at Kenya Breweries Limited.
Known for her expertise in consumer insights, portfolio development and brand growth, Michira has been instrumental in shaping strategies that strengthen market presence while responding to changing consumer behaviours.
In her new role at EABL, she is expected to play a central role in driving marketing innovation, strengthening brand portfolios, and deepening consumer engagement across the company’s operations in the East African region.
A decade at BAT
Prior to joining EABL in 2015, she spent 10 years at British American Tobacco. There, she served in various positions – including being Area Brand Manager for Aspirational Premium, Marketing Services Manager, and Area Key Accounts and Travel Retail Manager.
On her LinkedIn profile, Michira describes herself as “a senior marketing director with 20-plus years of leadership experience driving product marketing, portfolio strategy and go-to-market execution across complex, multi-market environments.
“I specialise in translating market insight, product innovation, and commercial strategy into sustained market share, revenue growth and long-term brand equity.”
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