Victor Adada has taken on a new leadership role as Senior Brand Manager – MSS at East African Breweries PLC (EABL), marking another significant step in his career within the East African fast-moving consumer goods and beverage industry.
Adada brings extensive experience across brand management, shopper marketing, customer development and commercial strategy, having built a career spanning more than a decade within EABL and Diageo.
Before assuming his current position, he served as Brand Manager for Kenya Cane and Captain Morgan, following nearly three years as Shopper Marketing Manager for Tusker Cider and Balozi Lager. He previously managed shopper marketing for Guinness TM and also held the position of Shopper Manager – Portfolio & Value Beer, Customer Marketing.
His earlier EABL experience includes serving as Reserve Accounts Manager, where he developed customer partnerships and commercial strategies, including securing the company’s biggest-ever contract with a major Nairobi on-trade chain with 27 outlets.
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Victor Adada was also credited with driving customer relationships and commercial agendas, identifying brand distribution and event opportunities, coordinating experiential activations and maintaining high execution standards across channels.
Prior to his brand and shopper marketing leadership roles, Adada served as Key Accounts Manager at Diageo, where he was responsible for a key distributor account generating a turnover of approximately KES 2 billion monthly. His responsibilities included developing key-account business plans, managing A&P budgets, analysing market trends and consumer preferences, and working with customer marketing and brand teams on activation programmes.
His career in the beverage industry began with EABL in trade development and premium trade management roles, where he gained frontline experience in retail sales, distributor management, market intelligence, customer engagement and trade strategy.
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