Case Studies
CMC Motors - Al Futtaim Group, a legacy brand with over 70 years in the Kenyan market, found itself struggling in a saturated automotive landscape with no established digital presence while facing intense competition from dealers with significantly larger marketing budgets.
Through comprehensive market research, I identified critical gaps in their digital customer journey and discovered underutilised audience segments demonstrating high purchase intent that competitors were overlooking. I developed a strategic multi-channel acquisition approach that leveraged Google Ads for high-intent keyword targeting, Facebook Ads for brand awareness expansion, and X Ads for community engagement. Simultaneously, I implemented marketing automation tools, including Zapier and Mailchimp, to create seamless lead nurturing and scoring processes.
The integrated strategy transformed their digital presence by generating $45,000 in sales attributed to digital channels within just four months while expanding their marketing-qualified leads to over 3,000 prospects in six months. This comprehensive approach not only established a sustainable sales pipeline but also significantly reduced customer acquisition costs and enhanced sales team efficiency.
The success positioned CMC Motors as a digitally competitive automotive dealer and created a replicable framework for sustained growth across their product lines.
​Digital Acquisition Strategy: $45K Revenue in 4 Months
​Premium Product Launches: 30% of Annual Sales Target Achieved
Inchcape Kenya faced the formidable challenge of launching the Jaguar F-PACE and Range Rover in East Africa's intensely competitive luxury automotive market, where premium brands consistently struggled to differentiate themselves and justify their pricing to discerning consumers.
My market analysis revealed a critical insight: traditional automotive marketing approaches emphasising technical specifications and features weren't resonating with affluent African consumers who prioritised lifestyle alignment and cultural relevance over purely functional benefits. I developed integrated launch campaigns that strategically repositioned both vehicles as powerful lifestyle statements rather than mere transportation, leveraging authentic partnerships with high-net-worth individuals, creating exclusive preview events that generated buzz among target demographics, and implementing sophisticated digital content that seamlessly showcased how these luxury vehicles integrated with contemporary African luxury lifestyles.
The campaigns successfully generated multi-million impressions across all channels while achieving strong competitive positioning against established luxury automotive brands in the region.
​Both campaigns generated multi-million impressions and significantly elevated brand consideration among target demographics, with sustained sales performance that exceeded launch targets and positioned both vehicles as top contenders in their respective luxury segments.
Tournament Repositioning Strategy: 171% Profitability Boost
Muthaiga Golf Club's flagship tournament, The Patron's Cup, was underperforming financially despite maintaining strong attendance figures, with declining sponsor interest and minimal media coverage threatening its long-term sustainability and the club's premium reputation.
My strategic review uncovered fundamental issues: misaligned value propositions that failed to demonstrate ROI to sponsors, outdated tournament positioning that didn't reflect modern corporate partnership expectations, and significant untapped opportunities with corporate entities actively seeking premium brand association platforms for their marketing objectives.
I completely repositioned the tournaments by developing compelling sponsorship packages that strategically aligned with corporate objectives and brand visibility goals, negotiating high-value partnerships with premium brands seeking exclusive access to affluent demographics, and creating integrated marketing campaigns that elevated the tournaments from a local golf event to a premier sporting experience. The repositioning strategy transformed the tournaments' financial performance, increasing profitability by 171% through strategic sponsorship deals while significantly enhancing brand visibility.
This comprehensive approach not only attracted premium corporate partners but also established sustainable revenue models that ensured long-term tournament viability. The success created a replicable framework that positioned Muthaiga Golf Club as the premier corporate partnership destination for luxury sporting events in East Africa.
Content Marketing Approach: $ 1.2 M Sales Impact
Inchcape Kenya needed to drive sales for the newly launched Land Rover Defender in a market where luxury SUV buyers were increasingly sceptical of traditional automotive advertising and demanded authentic, engaging content that demonstrated real-world value and lifestyle integration.
My content analysis revealed that existing automotive marketing in the region relied heavily on technical specifications and generic lifestyle imagery that failed to connect with East African consumers' unique adventure and exploration aspirations. I developed a comprehensive content marketing campaign that began with creating distinct personas for the East African market - including safari enthusiasts, urban adventure seekers, and luxury lifestyle consumers - then crafted tailored content strategies for each persona that positioned the Land Rover Defender as their ultimate companion. The integrated approach leveraged X Spaces for live conversations with adventure experts, partnered with persona-specific influencers ranging from wildlife photographers to urban explorers, and implemented multi-platform content distribution featuring immersive video content, interactive digital experiences, and user-generated adventure stories.
The campaign's strategic persona-driven approach resonated powerfully with target audiences, generating exceptional engagement rates and building genuine emotional connections between the brand and potential customers across all demographic segments. This content generated approximately $1.2 million in sales. The campaign's success established a replicable persona-based content framework that Inchcape subsequently adopted for luxury vehicle launches across its portfolio.