Sheila Makindu

Results-driven Business Development and Strategic Marketing professional with 15+ years of commercial experience across East Africa. Proven track record of opening new market segments, building institutional partnerships, and driving revenue growth in technology, FMCG, hospitality, and agency sectors. Experienced in stakeholder engagement at ministry and government level, managing long-cycle procurement and tender processes, and developing channel partnerships with system integrators.

Deep regional network across Kenya, Tanzania, and broader East Africa, with Swahili fluency and readiness to extend reach across Ethiopia, DRC, Angola, and francophone markets. Skilled at working with high autonomy, translating market insight into specification-led pipeline, and representing brands at industry forums and government ICT summits.

Business Owner / Marketing Consultant – Hospitality Technology at Self-directed (2022-09 – 2026-05)

Self-directed business development and commercial strategy. Identified and mapped new market opportunities, negotiated strategic partnerships with vendors and institutional buyers, and led end-to-end go-to-market execution.

• Developed partnership campaigns with local government bodies, hospitality groups, and corporate clients that increased customer acquisition by 40%, demonstrating ability to open new segments independently.
• Introduced customer loyalty and engagement programmes that delivered 21% year-over-year revenue growth, reflecting strong commercial acumen and long-term relationship management.
• Managed procurement and vendor contracting, with direct exposure to institutional buying processes, budget cycles, and specification requirements.
• Analysed market feedback and sales trends to refine product-market fit and drive strategic pivots — skills directly transferable to Optoma vertical market development.

Sales & Marketing Manager at I Gap Solutions (2020-02 – 2022-08)

• Developed and executed integrated sales and marketing strategies across corporate and institutional accounts, exceeding revenue targets by 20%.
• Led a cross-functional 10-member team, increasing overall productivity by 30% through structured performance management and coaching.
• Drove targeted lead generation and customer conversion via strategic campaign management and relationship-led sales — experience applicable to Optoma channel and pipeline development.
• Improved marketing and sales performance metrics by 15% through data-driven campaign optimisation and market segmentation.
• Engaged with procurement stakeholders in corporate and government-adjacent sectors, building skills in navigating structured, long-cycle buying processes.

Head of Operations at Trendz Tanzania (2014-10 – 2019-12)

Led business operations and strategic planning across a multi-site organisation in Tanzania, building deep regional market knowledge and cross-border operational experience.

• Negotiated and managed key vendor and supply chain contracts, achieving a 10% reduction in operational costs while maintaining service quality — directly relevant to channel partner and distributor management.
• Oversaw interdepartmental coordination, staff onboarding, and workflow systems, equipping teams to deliver consistently against institutional client expectations.
• Operated in a Swahili-speaking market with regular engagement with local government bodies and regulatory stakeholders, building fluency in East African institutional environments.

Account Manager at TBWA Worldwide (Global Agency Network) (2012-11 – 2014-09)

Managed key client accounts for a leading global communications agency, delivering integrated marketing campaigns across FMCG, corporate, and government-facing clients.

• Partnered with strategy and creative teams to develop specification-aligned solutions tailored to client procurement and brand objectives.
• Supported business development and new client pitches, contributing directly to client acquisition and agency revenue growth.
• Gained early experience navigating large, multi-stakeholder buying environments — including public-sector adjacent accounts — building skills central to BDM success.

Client Service Manager at WPP Scangroup (Pan-African Agency Group) (2009-07 – 2012-10)

Managed end-to-end client service delivery across multiple corporate and institutional accounts within a leading pan-African agency group.

• Coordinated between clients and internal agency teams to ensure timely, high-quality project execution developing strong stakeholder management and C-suite communication skills.
• Supported brand visibility and product marketing initiatives across East African markets, gaining broad regional exposure.

Bachelor of Arts in Psychology – The King's University College (1999 – 2003)