Marketing is not all about creating awareness and making sales, it is about having a connection with the customers. Only few marketing leaders understand the relevance of this connection between business and customers. One of them is Reza Chabokro, Marketing and Research & Innovation Director-East Africa, Brookside Dairy (Danone).
Reza has built a distinguished career at the intersection of marketing, innovation, research and customer engagement, help shaping FMCG in east Africa.
His approach to marketing goes beyond making a FMCG visible; it is about giving people reasons to believe in the brand and making sure people choose the right products to consume.
From Strategist to Storyteller
His journey wasn’t built on flash. It was built on systems.
Chabokro has more than 24 years of experience spanning the dairy, consumer goods, food, and advertising industries across Africa, the Middle East and Europe. He has spent over nine years with Danone, where he currently serves as Marketing and Research & Innovation Director at Brookside Dairy East Africa, a role he has held since November 2021.
Prior to this, he was Marketing Director for Nutricia Specialized Nutrition across Iran, Iraq and Afghanistan. His career also includes a business development advisory role with Sütaş Group, Marketing Director at Kaleh Dairy under Solico Group, and Marketing Manager at Group Bel in Iran, where he led the launch of international brands including KIRI and The Laughing Cow.
Earlier in his career, Chabokro served as Senior Brand Manager at Savola Group, Assistant Brand Manager at British American Tobacco in Dubai and Tehran, and Account Manager at Grey Group in Dubai, where he managed the BAT account.
This dual expertise now defines his leadership style: analytical, but human. “Marketing isn’t about shouting the loudest,” Reza says. “It’s about showing up where your audience already is, with something worth their time.”
Reza’s marketing leadership reflects an understanding that relevance cannot be manufactured; it has to be earned through communication that feels authentic.
ALSO READ: STANDARD BANK NAMIBIA’S “BUY-A-BRICK” DELIVERS NEW HOMES IN OKAHANDJA
Leading with Data, Driving with Purpose
Under Reza’s leadership, marketing has moved beyond the cost center. His teams are measured not just on reach and conversions, but on brand equity, customer lifetime value, and cultural impact.
He’s known for championing three things
- Customer-first growth: Using first-party data and insights to personalize at scale, without losing authenticity.
- Brand as a business driver: Tying every campaign back to revenue, retention, and reputation.
- Inclusive marketing: Building teams and campaigns that reflect the audiences brands serve.
Colleagues describe him as a “calm operator in a noisy room” — the one who asks the hard questions before signing off on the big spend.
Transforming Diary Industry
In recent time, FMCG industries are under more pressure than ever. Budgets are scrutinized, AI is reshaping creative, and consumers expect brands to take a stand.
He emphasized a future driven by data-led decision-making and collaborative innovation highlighting that “Africa will not catch up, Africa will lead in innovation.”
During a session, a question was raised on Brookside’s policy for disposing of rejected or spoiled milk. He therefore explained how they have a structured sustainability approach managed with environmental oversight, where waste is responsibly handled through approved recyclers and where suitable, redirected into uses such as supply to pig farmers reflecting a practical circular economy model in dairy processing.
Reza’s approach offers a blueprint: lead with clarity, invest in long-term brand building, and never separate purpose from performance. “Growth without values is short-term,” he notes. “The brands that win will be the ones people actually want to invite into their lives.”
As Reza continues to steer brand strategy, all eyes are on how he integrates AI in transforming the dairy industry, alongside key themes including innovation imperative, local adaptation, packaging innovation and customer-centric design.
MarketingWorld Magazine’s CMO of the Week is a recognition celebrating marketing and communications leaders who demonstrate exceptional leadership, drive brand transformation, champion innovation, and make meaningful contributions to market growth and stakeholder value.
By
