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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.
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