“I have failed a couple of times. Some campaigns will not deliver the anticipated goals, some innovations will fail, but you have to demonstrate resilience in this industry.”
BY TAAKA WANDERA KUPEWA
One thing Uganda Breweries Ltd puts a lot of effort into is their events, if you have been to one of them, you will notice they do not just market; they create experiences. In the past seven months, Catherine Ndungu has spearheaded the team behind the work.
Ndungu is a passionate mother of two, and a devoted wife, who generally loves life and enjoys forming meaningful connections with people. Her “love for life” is not just a casual sentiment, it is even mentioned in her LinkedIn bio. I could not help but ask her about it during our conversation.
“That is my mantra,” she says happily, “I just love life, and I love extending grace, love and light to other people. It is a philosophy I have tried to instill in my team as well. I always tell them to be optimistic, regardless of what life throws at them. Problems come and go, but once a day is gone, it is gone forever.”
“I also find joy in unlocking people’s potential,” she adds.
Beneath this vibrant radiance and zeal for life, lies a strong, resilient leader, unafraid to take on challenges and seize opportunities. Ndungu is the marketing and innovations director at Uganda Breweries Limited.
Her journey
When she pursued a bachelor of Commerce at the Catholic University of Eastern Africa, she specialised in marketing and consumer behavior. At university, she was a member of a number of clubs, including the marketing club.
Clear about what career path she wanted to take, Ndungu enrolled for a master in Business Administration, in Strategic Management, immediately after her bachelor’s degree at the University of Nairobi.
“The marketing field is very competitive. I knew right away that my degree could get me anywhere. More than 100 graduates graduated in our class, so I was competing with 100 people. And those were only from my University,” she narrates.
Because she did not have any work experience, Ndungu struggled to find a job, after acquiring her master’s degree. She was lucky to get her first job at a telecommunication firm in 2011.
“My father always told me, if you are given something to do, do it perfectly well. If your role is to clean the toilet, do it with passion. I started from the bottom of the ladder,” Ndungu narrates. In 2012, Heineken opened.
markets in Africa, giving her an opportunity. “A friend told me about a recruiting agency looking for good talent. I went to the agency and did the interview but they did not tell us the client they were recruiting for. Fortunately, I got the job,” she recalls her early career days.
“If an opportunity to learn and grow comes your way, go for it, raise your hand, even if you do not know, raise your hand, you will learn along the way. Fear should never hold you back because if you do not, someone else will do it,” she asserts.
“I like to raise my hand, the worst that can happen is you will be rejected, and even then you learn and prepare yourself better for another opportunity,” Ndungu advises.
She joined Heineken as a trade marketing consultant and when the team expanded, so did her role. By the time she left the company in January 2016, she was the trade manager for East Africa. One of the standout projects during her tenure was the UEFA Champions League campaign- a global sponsorship initiative by Heineken.
She then joined GlaxoSmithKline (GSK), a global pharmaceutical giant as a marketing manager. Ndungu’s professional journey at GSK led her to Nigeria, where she spent one and a half years overseeing the wellness and pain relief category in Lagos.
Joining Uganda Breweries Ltd
In 2020, a marketing gig in a beer company came calling. But this time, it was Diageo- a multinational beverage company. She secured the role of senior brand manager in Nairobi.
“In December 2022, I took on an international assignment in Uganda, serving as the head of beer. When the opportunity arose to join Uganda Breweries Ltd, a subsidiary of Diageo, I saw it as a perfect chance to leverage my expertise,” she adds.
In September 2023, she was appointed the acting marketing and innovations director, a position she has held for almost seven months. She was confirmed as director for the same role in February this year. In her new role, she is committed to driving innovation.
“What is your favorite meal?” I ask. “Luwombo, (groundnut paste prepared and served in banana leaves). From the moment I tasted it, I have never looked back,” she says.
Proud moments
One of the projects that stands out as a proud moment in her career is the launch of a new product line called White Cup Crisp. The product targets a younger demographic, who are more inclined to their wellbeing in every aspect.
“In today’s wellness-conscious era, the demand for products with lower calories, sugar-free drinks, and beverages with reduced alcohol content has surged. There is a desire to socialise with lighter drink options. That is why we decided to offer a product that addresses this evolving consumer portfolio,” she adds.
The product was first launched in Kenya. “I am particularly proud of the innovative execution. We disrupted the market. We worked with talented designers, copywriters, and content creators to develop visually appealing branding elements, compelling messaging, and engaging content to resonate without our target audience,” she says.
The launch, she says, was a resounding success. Seeing the positive impact of our efforts on the business, remains a highlight of my career and a testament to the power of effective marketing in driving business growth. White Crisp Cup is my baby and I am happy to have driven its sales,” she adds.
Support to other women
Supporting the growth of other women has been a consistent focus throughout her career. She actively engages in mentoring and coaching women, both within her workplace and her professional network.
“I strive to demonstrate qualities such as confidence, resilience, and empathy in my leadership style,” she says. She is also a firm believer in the power of networking. She has organised and participated in various networking events, connecting women professionals, fostering mentorship relationships, and providing opportunities for skill building and career advancement.
Challenges
“I have three jobs; I am a mother, a wife and a career woman and balancing the three can be difficult, if you do not have a strong support system. For me, family is my first priority and if it is at peace, then I can do my best wherever I am planted,” Ndugu says.
“It is not that every time you try something, it will be a success. I have failed a couple of times. Some campaigns will not deliver the anticipated goals, some innovations will fail, but you have to demonstrate resilience. You may organise an event, expecting 1,000 people, only for 300 to show up, yet you spent money. Does that mean you are defined by that specific outcome? You fall, dust yourself, and soldier on,” she says.
