Abigael Kabugho
Kampala,102
Summary
I am a marketing strategist and seasoned personal and business brand manager with a proven track record of over seven years of experience in various industries, including hospitality (Pearl of Africa Hotel), agriculture (Kelthan Food Industries) marketing and branding agencies (Creative Mode and Eminent Brandz), Beverage companies (Hariss International Limited Riham), educational institutions, and MSMEs. Through my ability to adapt and innovate across various sectors, I have helped different brands craft compelling stories and build strong, lasting impressions in their markets.
Overview
9
9
years of professional experience
1
1
Certification
Work History
Distribution Agent Manager (Kasese District)
Hariss International (RIHAM)
09.2023 - 02.2025
- Directed sales strategies across the Kasese region, boosting market penetration by 9% within one year and securing 15 new key accounts.
- Negotiated and implemented strategic partnerships with 10+ local wholesalers and supermarkets, enhancing distribution efficiency and expanding product reach.
- Launched a regional trade marketing campaign, boosting brand visibility by 10% and resulting in an increase in B2B customer acquisition.
- Managed a team of 9 with a focus on talent development, resulting in a 20% improvement in team performance and two transitions to leadership roles.
- Drove cross-functional collaboration with Customer Account & Field Sales teams, fostering a comprehensive approach to achieving a 20% increase in annual revenue. From 2 trailers to 6 per month.
- Identified and executed on market trends, which informed the successful introduction of 3 new product lines, favoring the western regions of Uganda.
- Managed and optimized a distribution network across Kasese, leading to the opening of a new depot at the border of Uganda and Congo (Mpondwe), which doubled the orders from one area.
Head of Marketing and Communications
Kelthan Food Industries
10.2022 - 12.2023
- Improved customer engagement from 0% to 10% by creating compelling social media content and managing online communities.
- Led the development of a multi-channel marketing strategy, increasing the company's market share by 10% within one year.
- Negotiated and managed contracts with advertising agencies, leading to more effective marketing campaigns at a reduced cost by 11%.
- Initiated the company rebrand, from a basic company to a corporate brand in the agriculture industry. Changing the logo, colors, feel, and overall brand communications, and creating a branding kit and guidelines, resulting in improved positioning in the marketplace.
- Created and optimized website performance through data-driven user experience improvements and SEO best practices, and revamped online and print materials in collaboration with graphic designers, photographers, and printers.
- Supported internal teams with knowledgeable communications and marketing advice, helping each meet targets while maintaining a cohesive organizational strategy.
- Spearheaded corporate social responsibility initiatives by positioning Kelthan Food Industries as a company that empowers women in agriculture and launched "Smiles4Her," a campaign that launched in 5 districts around Uganda to teach women agripreneurship, which enhanced community presence while aligning with the company's core values.
- Developed strategic partnerships with Innovation Village and MobiPay to expand market reach and drive co-marketing initiatives.
Social Media Community Manager
Creative Mode
03.2022 - 08.2022
- Conducted daily updates to social media profiles to boost the company's online presence, growing from 5% to 10% in five months across different social media platforms.
- Mentored and guided the creative mode team of content creators, data analysts, and junior marketers in a work environment, fostering a culture of innovation and continuous learning, which led to employee retention.
- Led the creation of a multi-platform content ecosystem, integrating short-form video, interactive polls, and user-generated content, which increased average daily active users by 20% across all social channels
- Collaborated with the product team to integrate social commerce features into the company's website, leading to a 30% increase in direct sales through social media channels.
- Developed crisis management plans for potential negative situations arising on social channels, mitigating risk to the company's reputation.
- Conducted regular competitor analysis to identify new opportunities for growth and differentiation within the market space.
- Secured long-term accounts by recommending strategies to promote brand effectiveness and onboarding new customers.
Brand Manager
Kelthan Food Industries
02.2021 - 02.2022
- Managed cross-functional teams for successful product launches, resulting in greater brand visibility.
- Conducted extensive customer journey mapping to refine brand messaging, resulting in a 15% increase in brand awareness amongst target demographics.
- Initiated cross-departmental collaborations to ensure brand consistency, which improved communication efficiency by 20%.
- Led a team of 5 in developing a comprehensive go-to-market strategy for a new product line, increasing market penetration by 10%.
- Directed consumer research and analysis to inform product development, influencing 2 major product enhancements (Coffee export and avocado packaging). This boosted customer satisfaction by 15%.
- Collaborated with external agencies on creative development, ensuring consistent messaging across all touchpoints in line with overall branding objectives.
- Championed corporate social responsibility initiatives and the launch of Living Smiles Foundation aligned with company values, bolstering reputation among customers and industry peers alike.
- Spearheaded rebranding efforts during company expansions, seamlessly integrating new products into existing frameworks without sacrificing identity or core values.
- Led consumer events from Gulfood, Girls in Agriculture fest, and experiential marketing activations, enhancing customer experiences with the brand while increasing awareness among target audiences.
- Spearheaded strategic brand plans for multiple product lines to increase market share and brand awareness.
- Cultivated relationships with key stakeholders, food vendors, farmers, and industry influencers to create positive brand experiences.
Social Media Assistant
Eminent Brandz
11.2019 - 12.2021
- Developed content calendars for consistent engagement, leading to increased follower interaction from 532 to 1600 in 4 months.
- Revamped social media style guides from the outdated way of posting to an engaging style to reflect current trends, keeping the brand relevant.
- Managed cross-platform social media profiles, mainly Facebook and Instagram, enhancing brand consistency and messaging.
- Managed online reputation by addressing customer feedback promptly and professionally, maintaining a positive image for the brand.
- Streamlined internal communication processes to ensure efficient collaboration between departments in executing marketing strategies.
- Pioneered use of new social media features for promotional activities, gaining early adopter advantages.
Marketing Events Coordinator
Eminent Brandz
04.2016 - 11.2020
- Pioneered a refreshed strategic approach to international customer events, increasing participant engagement by 15% over one year.
- Managed a diverse portfolio of 20+ events annually, consistently staying within 10% of allocated budgets through meticulous expense management and vendor negotiations.
- Introduced a data-driven decision-making culture by analyzing post-event ROI, translating into 20% higher customer retention rates post-event.
- Negotiated high-value contracts with vendors and venues, leading to an annual cost savings of approximately $5000, redirecting funds to enhance event offerings.
- Initiated and executed 10+ successful events yearly, boosting brand visibility and local market penetration.
- Introduced the kids segment, birthing the first ever Kampala kids fashion show, Star Kids Club, and stage coach academy for kids. This led to the growth of the company up to 10%, making the kids segment the company's cash cow in the company event segment,
Public Relations Assistant
Pearl of Africa Hotel
08.2019 - 09.2020
- Assisted in public relations strategy analysis, which improved communication reach to key audiences by 25%.
- Managed accounts on TripAdvisor, Booking.com, Airbnb, and other major platforms, creating seamless communication and customer feedback simultaneously. Improving a 10% customer retention
- Managed and edited over 50 media communications, ensuring clarity and alignment with organizational goals, leading to consistent public messaging.
- Worked onsite and remotely to adapt to the flow of projects and tasks while maintaining 80% deadline adherence.
- Created high-quality press releases, blogs, and newsletters.
- Assisted in the creation of compelling press materials, including press releases, media advisories, and fact sheets.
- Developed familiarity with company services and promotions to accurately respond to customer inquiries.
Education
Associate Chartered Markerter - Digital Marketing
Chartered Institute of Marketing
United Kingdom 11-2024
Skills
- Business development
- Product development
- Customer segmentation
- Influencer partnerships
- Positioning
- Branding
- Strategic thinker
- Event planning
- Social media strategy
- Content creation
Affiliations
- Member of the Uganda Marketer's Society
- Member of PRAU (Public Relations Association of Uganda)
- Associate of the Chartered Institute of Marketing
Certification
- Certified Marketer by the Chartered Institute of Marketing (UK)
- Hubspot Academy social media certified
- Google Garage certificate in Digital Marketing Foundations
- AI Foundation Certificate by HP Life online Program
- Unique Value Proposition Certificate by HP Life
Reading books, Watching Movies, Travelling, and Writting
Reading Books
I am an avid reader with a strong passion for both fiction and nonfiction books. Reading enhances my critical thinking, broadens my understanding of different perspectives, and nurtures a continuous learning mindset. Whether it's leadership books, biographies, or business strategy texts, reading helps me stay curious, informed, and articulate.
Watching Movies
I enjoy watching movies and documentaries not just for entertainment but as a way to understand storytelling, culture, and emotional intelligence. This interest has improved my ability to analyze narratives, pick up on nonverbal communication cues, and understand audience engagement skills that are highly useful in marketing, communication, and creative problem-solving.
Traveling
Visiting new places has taught me adaptability, openness to different cultures, and real-time problem-solving. Navigating unfamiliar environments strengthens my resilience and ability to thrive in diverse teams, valuable traits in any global or cross-functional work setting.
Writing
Writing is both a hobby and a skill I actively practice. Whether it’s journaling, blogging, or professional writing, I use it to communicate clearly, reflect on ideas, and tell stories effectively. My writing ability enhances my strengths in documentation, content creation, strategic communication, and brand messaging. I have a Medium Blog account where i pen down articles about marketing, branding, entrepreneurship, and personal development
Additional Information
I am an entrepreneur and am partly growing my enterprise in the field of education
Languages
English
Advanced (C1)
French
Intermediate (B1)
Swahili
Elementary (A2)
Timeline
Distribution Agent Manager (Kasese District)
Hariss International (RIHAM)
09.2023 - 02.2025
Head of Marketing and Communications
Kelthan Food Industries
10.2022 - 12.2023
Social Media Community Manager
Creative Mode
03.2022 - 08.2022
Brand Manager
Kelthan Food Industries
02.2021 - 02.2022
Social Media Assistant
Eminent Brandz
11.2019 - 12.2021
Public Relations Assistant
Pearl of Africa Hotel
08.2019 - 09.2020
Marketing Events Coordinator
Eminent Brandz
04.2016 - 11.2020
Associate Chartered Markerter - Digital Marketing
Chartered Institute of Marketing
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