CV

Professional Summary

I am passionate and curious about people and their different cultural perspectives. I enthusiastically explore challenging and fulfilling opportunities which feed my curiosities and entrepreneurial spirit while adding value to the communities that I have chosen to be part of.

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Strategy

Brand Positioning
User Personas
Creative Briefing
Communication Planning
Culture Mapping

Research

Conducting Surveys
Coordinating Focus Groups
Man-on-the-street Interviews

Presentation

Logic flow and structure
Client pitches
Data visualisation

Simmons

Crimson Hexagon/Brandwatch

Adobe Suite

Final Cut Pro X

Mintel

Toolkit

Skills

Work Experience

May 2022 - To Date

Strategist

BBH USA

Supported in preparing "Get Smarts" that included deep analysis into the 4Cs and conducting primary and secondary research, analyzed competition, assessed search marketing, audited social media initiatives for both new and existing business including Barbie, Google Cloud, Multiverse, Bill.com, Bosch, Samsung

Played a crucial 'insight mining' role for research while conducting virtual pre and post qualitative interviews that led in developing brand positioning for Multiverse to best support launch of its apprenticeship systems in USA

Worked on a non-profit launch of a kids book from The Alliance titled “The Courage to be Truly Free” which aims to give a voice back to the LGBTQ+ youth that have been silenced by the “Don’t Say Gay” bill and Florida’s Governor.

June 2021 - May 2022

Brand Strategist - Onstar

Campbell Ewald, Detroit

Strategy lead in developing “Tell Me What Happened” OnStar branded podcast to expand the OnStar’s content ecosystem and tap into a new audience. The podcast has played a key role in improving brand appeal (70% above benchmarks) and consideration with the new listeners.

Supported in developing creative briefs for 2022 OnStar Brand Modernization, and OnStar Guardian app acquisition campaigns scheduled for June 2022.

Led the development of 2022 go-to-market strategy for the OnStar Business Solutions that informed the creative briefing for paid and owned channel tactics for 2022 campaigns

Supported OnStar's brand work in Canada including the 2022 Canada Road Safety Week campaign scheduled for May 2022.

November 2020 - April 2021

Freelance Brand Consultant

Oasis Healthcare Group, Kenya

Developed a comprehensive 5-year marketing plan with a 3-level phased marketing strategy to best position Oasis’ healthcare facilities to meet their business objectives.

Applied analytical skills to monitor and analyze Oasis’ website trends in order to identify their target customers and reported insights that informed Oasis’ communication strategy.

Conducted category and competitive analyses of the healthcare industry in Kenya so as to develop ways through which Oasis could leverage its competitive advantage.

Conducted ten in-depth interviews to identify how customers chose healthcare facilities and compiled findings of the consumer journey into an integrated report.

Developed a communication strategy with a detailed content strategy that included a tactful content marketing plan outlining promotional activities to keep Oasis Healthcare top of mind within the Healthcare Facility landscape.

Led the team in redesigning Oasis’ customer touchpoints (websites, social media posts, and company profiles) to best represent what the facilities offered.

October 2020; 2 week project

2020 Strategy Finalist

Griffin Farley's Beautiful Minds Workshop: Good Call Newyork

Good Call designed its services to offer free legal service to people who are wrongfully arrested due to systemic injustices. To scale, they needed to raise 1M in donations in 2021 as well as raise awareness.

Campaign design; Inspired by the stories of the everyday arrests, we designed a campaign with an Instagram stunt to put a spotlight on the everyday relatable things and attached costs to them as what is lost from staying in jail longer without legal representation.

Projected results; The influencers reach more than 7million worth of reach. We decided to tap into micro donors who are likely to pay $5, and with a conversion rate of 2.55% on influencer marketing, we projected

to raise close to $890,000 in one-off donations.

June - August 2018

Intern, Strategy

POSSIBLE, Seattle

Internal Campaign; Led the strategy on a campaign to create awareness around unconscious phone usage at work that informed the user experience journey in designing the app help curb the impulsive checking.

Content Strategy; Collaborated with strategists on keyword research and that helped in writing metadata descriptions for for the Gates Foundation website launch.

Consumer Research; Conducted both primary and secondary research for Wingstop's brand-house that helped inform the client pitch.

June 2015 - December 2017

Founder Golden Footprints

Events Concepts, Nairobi

As the founder, I was at the core of creating these concepts. Once Upon A Time was one of our first concepts targeting people looking for an old fashioned movie-going experience.

I was able to manage and coordinate all the activities in line with event marketing, vendors, Suppliers, Tickets sales, that led to seven successful events in Nairobi and Mombasa.

The highlight of these events was our authentic Drive-In Movie theatre experience that we held at Two River Mall.

April 2014 - June 2016

Co-founder Hotlist Group Limited

Virtual Tours, Photography, Website Design for Hotels and Real Estate

In 2014, I joined my friends and co-founded Hotlist Group; a one-stop-shop for digital marketing tools* for the hospitality and real estate industries.

I spearheaded the Sales and Marketing activities that helped in providing a top-to-bottom redesign of our services, customer prospecting, and acquisition to become the leading Virtual Tour company in East Africa.

I was at the core of customer relations; from signing-up a client to the design and delivery of their specified needs to building long-term relations.

Today the company has 300+ clients spread across Kenya, Uganda, Tanzania, Rwanda, Burundi, and Zanzibar

*Virtual Tours(Virtual Reality enabled), Photography, Website & Graphic Design, 3D Rendering.

Education

Aug 2017 - May 2021

VCU Brandcenter : Ms. Business of Branding

A key focus on using consumer research to connect people, brands, and culture.

Brand Strategy, Creative Thinking, Account Planning, Market Research, Cultural Impact, Design Thinking, Strategy & Design

May 2016 - December 2016

Simon Page College of Marketing: Post-Diploma Certificate in Marketing(CIM)

Strategy, Mastering Metrics, Driving Innovation

August 2008 - May 2013

Kisii University: Bachelor's in Business Management

Organizational Structure, Marketing, Accounting(cost and financial accounting).

Interests

Traveling

Cultures inspire me

Picnicking

An excuse to "people watch"

Crafting

Trash to treasure

Photography

I shoot Nikon

Shopping

An Expert Thrifter

LucyM