KENYA – Diageo, the global beverage giant, has appointed Anne Joy Michira as the new Marketing and Innovations Director for South, West, and Central Africa (SWC) region.  

Michira, currently holding the same position at Diageo’s subsidiary in Kenya, East African Breweries Ltd (EABL), will transition to her new role based in London starting April 1. 

Michira, with nearly two decades of experience in the fast-moving consumer goods sector, has played a pivotal role in driving EABL’s success.  

John Musunga, the head of the newly established SWC business unit, expressed confidence in Michira, stating, “She developed and executed Kenya’s spirits portfolio strategy that has grown value share, with Kenya recording the fastest growth of Johnnie Walker globally in the last financial year.” 

The SWC business unit, formed in November 2023, encompasses Southern Africa, the Indian Ocean, West Africa, and Central Africa, including key markets like Nigeria, Ghana, Cameroon, Ethiopia, South Africa, and Seychelles.  

Michira will report directly to John Musunga, who leads this dynamic and diverse business unit. 

Her journey within Diageo began in September 2015 when she joined EABL from British American Tobacco (BAT) as the Marketing Manager for Mainstream Spirits.  

She climbed the corporate ladder, holding positions such as Head of Spirits and Head of Marketing Beer for East Africa, before assuming her current role in May 2022. 

Her impact on EABL’s performance has been significant, particularly in revitalizing iconic beer brands like Tusker and Pilsner.  

EABL highlighted Michira’s success in Kenya, stating, “Under Anne Joy’s leadership, Kenya witnessed the fastest growth of Johnnie Walker globally, and her work on Senator marketing earned EABL its first-ever Cannes Lion award.” 

Additionally, Michira has been credited for leading the development of a diverse range of ciders, adding a new dimension to the company’s portfolio.  

Mark Ocitti, the Managing Director of Kenya Breweries Limited, said, “Anne Joy has been instrumental in growing and building some of our biggest brands in East Africa.” 

H1 financial results 

Recently, Diageo reported a 0.6 percent decline in organic sales citing challenges in Latin America and the Carribean. The reported net sales for this period, spanning July to December 2023, declined by 1.4 percent to US$11 billion.  

Excluding the impact of LAC, reported net sales demonstrated growth, increasing by 0.7 percent, while organic net sales increased by 2.5 percent. 

EABL reported robust financial performance for the half-year ended December 31, 2023, with net sales reaching Kes66.5 billion (US$407.96M), marking a substantial 16 percent growth compared to the previous year.   

The company’s volumes increased by 2 percent, driven by resilient consumer demand and a strong portfolio with effective commercial execution.   

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