DIGITAL STRATEGY

Nairobi confirmed as location of drinks giant’s new Africa digital hub

By our News Team | 2023

Well-known Kenyan marketer to head up new hub, which will service Diageo operations in various parts of sub-Saharan Africa.

Global drinks business Diageo has confirmed that it will locate its recently launched Africa Digital Hub in Kenya.

The aim of the hub is to accelerate its digital transformation for the company across key African markets such as Kenya, Nigeria, South Africa and Ghana.

Waithera Kabiru is heading Diageo’s new Africa Digital Hub

It is being based at the East African Breweries Limited (EABL) head office in in Garden City Office Park, Nairobi.

The hub will be headed by well-known Kenyan marketer, Waithera Kabiru, who was previously Head of Media Futures at EABL.

Also worked in digital marketing at Coca-Cola

She has also worked as Digital Marketing Manager at the Coca-Cola Company, based in Nairobi, and executed brand strategies across various countries in sub-Saharan Africa. Kabiru holds a BA from Clark University in the US and an MBA from the American InterContinental University, also in the US.

Speaking during the launch, Susan Jones, Diageo’s Global Digital Transformation Lead, said the hub would feed into Diageo’s digital vision, which was “to win the next generation celebration by engaging and delighting consumers with world-class experiences across every consumer physical and digital touch point”.

The decision to locate the hub in Nairobi comes as Kenya continues to emerge as a favourite innovation destination for global tech giants – thanks to mobile penetration, tech innovation and an emerging middle-class population.

In line with this trend, EABL launched its direct-to-consumer e-commerce platform, ke.thebar.com in Kenya in 2020, and now plans to expand its reach to other African markets.

Diageo plc is a British multinational alcoholic beverage company based in London. Its popular global brands include Johnnie Walker whisky, Guinness beer, Tanqueray gin, Smirnoff vodka and Captain Morgan rum.

Pre-conference masterclass discusses taking African brands to the world

Participants challenged to identify, articulate and commercialise the cultural assets that make their brand ready for a global audience.

Three people stand side by side in front of a sports direct backdrop the woman in the middle holds a blue and orange 'sports direct' sign

Africa’s first Sports Direct retail store opens its doors in Nairobi

Second outlet planned for Nairobi before year end, with Nigeria, South Africa and Morocco said to be future target markets.

Person wearing a beige sweater holds a phone with a translucent search bar reading 'search' and microphonecamera icons in the foreground

Search is fragmenting – credibility and trust create the new visibility

Online search behaviour has changed significantly with the rise of AI. How can African brands adapt to this new marketing landscape?

Person shopping at a deli counter holding an orange shopping basket in a cheese section of a supermarket

The move toward future-ready food packaging where materials meet AI

Researchers propose a framework for packaging that senses, learns and acts – making packaging an active, AI-powered tool against food waste.

Conference stage with a woman in a patterned dress speaking to an audience large screens display '' logos and banners for a marketers conference with 'institute of marketing in malawi' branding on stage panels and backdrop

Malawi’s marketers urged to put trust at the heart of the profession

Country needs marketers to build recognition and consumer trust around Malawian products and national brand, says Deputy Minister.

Lingerie brand creates street-stopping advertising in Manhattan

Fashion brand suspends giant lingerie high above the city’s streets, using shadows to create a moving billboard for pedestrians and motorists.

We know AI influencers aren’t real – so why do we trust them?

Researchers describe AI influencers as having a ‘dual identity’. Consumers evaluate both ‘person’ and ‘technology’ identities at once.

Hotel receptionist assisting a guest at the check in counter with a gray suitcase nearby behind the desk

Why trust has become a critical asset for hotel industry marketers

Reputation and trust, once modest influences on hotel choice, have become some of the strongest predictors of patronage, study finds.

Three people in formal attire pose for a photo at an awards event a woman in a pink dress holds a trophy while two men in suits stand beside her against a gold confetti backdrop

FNB bank’s eBucks programme dominates the 2026 SA loyalty awards

South African brands are increasingly setting the global benchmark for customer loyalty strategies, organisers say.

Portrait of a man with short black hair and a beard wearing a black button down shirt against a light gray background

Zambia’s strongest creative ideas are emerging from local truths

Global influences among younger consumers are still present, but they are being filtered through a distinctly Zambian lens.

Yellow humanoid robot at a bakery counter inspecting a display of donuts on display in front of glass cases

Consumers have doubts about products when they’re designed by AI

Researchers find that lack of perceived ‘genuine care’ is the mechanism connecting AI involvement to lower trust ratings.