Gillian Wilson Rugumamu / The marketer.
ROLE
Brand and Communication – Airtel Money
What do you do?
I inform, pursue, enlighten, teach and enrich knowledge to stakeholders about brands, their strength, values fundamentals and its offering of its product and services. I develop and execute solutions that build brands and help businesses unlock growth through data driven communications. I ensure that products, services and product lines are continually enhanced to resonate with current and potential customers. In this new era of tech, digital, and connectedness, communication is a critical piece in connecting with consumers, building brands, and unlocking growth.
This season, I have been challenged to use everything I know to forecast and enable brands to craft solutions that will help the business to survive and thrive through challenging and exciting times. I have learned to use data to drive commercial growth, but more so to solve human problems that have escalated with the current world context. In this space, agility is critical.
Favorite Brand:
Apple
Why: Apple as brand understands and serves customers’ needs better than any other brand in the market. It doesn’t swerve with what everyone else is doing it stays true to itself while transforming itself from the inside out with the times. As a brand apple makes sure that to serve its consumers in everything they do, and lastly but not least it presents itself in a creative and professional manner which imputes desired qualities.
Your Favorite local campaign:
Baki njia kuu, Mchepuko sio Dili
This campaign stands out as the best created and executed campaign to date. It made use of simple terms that delivered a powerful message brilliantly on the importance of one to have one lover to keep one safe from HIV/AIDS infections. The terms used, the brand ambassadors and the execution of this campaign conveyed nothing but brilliance and the power of communication to influence consumer choices. To this day, this campaign still stands out. I can’t stop but wonder how the performance of this campaign would be had it been executed in the digital era.
Who do you admire in the industry? :
Bozoma Saint John; She was the Chief Marketing officer of Netflix who has worked with major brands like UBER, Pepsi, Apple, Endevour and so many more. She is recognized for her breakthrough work and her desire to transform challenging environment. Her creativity and energy are invigorating, truly she is a force to be reckoned with in this space globally.
Best Marketing Advise you have ever received:
There is power in storytelling.
- It enables you as marketer to develop a connection with consumers, it unites people, driving stronger and deeper connections to brands
- It gives insights of the world that we live in, the brands we represent and the consumer that we serve.
- It gives consumers a different entry in engaging with your brand.
It simply works.