MS Office
Nelson Karanja
Communications Executive
Kigali
The mind is everything. What you think, you become.
Gautama Buddha
Summary
A seasoned communications executive with over 20 years of international experience spanning profit and non-profit sectors. As the current Director of Communications and Engagement at FSD Africa, I have successfully spearheaded initiatives that align communication strategies with organizational goals, driving impactful campaigns in climate finance, development finance, and ESG communications.
My expertise lies in creating and executing comprehensive communication strategies that enhance organizational reputation and stakeholder engagement. I excel in media engagement, strategic PR, crisis communications, and digital communications, ensuring consistent and effective messaging across diverse platforms. My role involves leading high-stakes communications efforts, from event management to content development and storytelling, tailored to various stakeholder groups, including investors, press, and key institutions.
Overview
23
23
years of professional experience
2
2
Certificates
3
3
Languages
7
7
years of post-secondary education
Accomplishments
- Provided strategic communication guidance in supporting FSD Africa’s green finance strategy.
- Supported strategic communications activities that have positioned TradeMark East Africa as an experienced and results-driven aid-for-trade organization.
- Led the design and implementation of public health communications programmes that contributed to positive health outcomes in HIV, Reproductive Health, and Child Survival.
- Successfully managed high-level events in Africa, US and UK with government and donor participation.
- Conceptualized and rolled out African, European, and North American strategic communications and engagement campaigns.
- Participated and awarded the prestigious Africa Excellence Award on Communications.
Work History
Director, Communications and Engagement
FSD Africa
2 2022 - Current
- Consulted with key subject-matter experts in fields that are important to FSD Africa (e.g., climate change, early stage finance, development finance, economic development, development impact)
- Developed extensive networks of impactful external relationships (including with potential investors, global and regional press, key institutions, and influencers in sub-Saharan Africa); manage and nurture relationships at all levels
- Initiated, led and participated in high-level meetings on behalf of FSD Africa, grasping opportunities for mutually beneficial collaborations, as well as ensuring that FSD Africa's values, insights, and positions are reflected
- Ensured that influencing strategies are tailored to the various stakeholder groups and included in the overall Communications & Engagement Strategy; aiming to explain FSD Africa's value addition and enhance levels of support and collaboration from key players globally, and regionally in sub-Saharan Africa
- Oversaw FSD Africa's programme of high-profile events and conferences, ensuring influencing goals for such events are clearly articulated in results management framework and monitored to ensure value for money. Supported over 40 high profile global events including Global Climate Conferences, World Bank Annual Meetings, AFSIC, increasing FSD Africa's visibility and thought leadership.
- Developed relationship between FSD Africa and FSD Africa donors, ensuring strategic alignment, mutually beneficial two-way information flow, and effective operational collaboration
- Lead development of FSD Africa's overall Communications & Engagement Plan; facilitating crafting of creative, feasible and measurable strategies to influence decision-makers and support FSD Africa's programs and partners to drive systemic change
- Lead FSD Africa's Communications & Engagement team and Pillar Heads to think through FSD Africa's (overall organization and programme) communications agenda, segmenting audiences, defining change goals, developing innovative ideas for influencing and determining key messages
- Provided leadership to FSD Africa's Communications & Engagement Unit; ensuring that resources are managed effectively, and that staff and consultants are well motivated
- Lead mitigation of risk for all activities in which the Communications & Engagement pillar is involved; including those associated with procurement, cyber security, business continuity, and workplace health, safety, and security
- Developed and oversaw execution of FSD Africa's external affairs strategy with focus on stakeholder management and issues management targeting donor markets (UK, US, Canada, EU-Brussels).
- Developed high-performing teams by providing mentorship, guidance, and opportunities for professional growth
- Improved project efficiency with strategic planning, resource allocation, and time management practices
- Enhanced team collaboration through regular communication, goal setting, and performance evaluations
- Managed budgets effectively to ensure optimal use of resources while maintaining financial stability
- Facilitated cross-functional collaboration for improved decision-making processes within the organization
- Negotiated favorable contracts with vendors for reduced costs and improved service quality
- Recruited, hired, and trained initial personnel, working to establish key internal functions and outline scope of positions for new organization
Communications Director
TradeMark Africa
04.2019 - 01.2022
- Managed all internal and external strategic communications in 13 markets spread across East, Horn and Southern Africa in partnership with country and programme teams, and ensure that high quality, strategic communication plans are consistently implemented across all countries
- Developed media-related materials, as needed including press releases, pitches, talking points and Q&As, reactive messaging/holding statements for external use
- Provided leadership on high level visits to TMEA projects by government and donors officials ensuring that strong support is provided on communications and thought leadership, especially on cross cutting themes/issues
- Oversaw development of high impact grassroot stories and articles from TMEA projects across countries of implementation
- Supported development and execution of TMEA’s brand strategy, focused on amplifying and strengthening TMEA’s brand equity and positioning amongst key stakeholders
- Lead communications team in increasing TMEA’s presence in media and fostering better understanding of TMEA’s work in Eastern, Southern and Horn of Africa through proactive and reactive media relations, including cultivating new relationships with journalists and opinion writers from major national and international media outlets
- Oversaw development and execution of TMEA’s social media, website management and digital governance strategies
- Provided expertise and capacity for local, regional, and international media to report accurately on areas of trade facilitation in Eastern Africa, positioning TMEA thought leadership platform.
- Worked closely with country and regional programme teams to ensure high standards and consistency in strategic communications across all TMEA country programs
- Guided TMEA's communications team in developing creative and engaging feature and human-interest stories, blogs, profiles, and other materials for internal and external publication
- Lead development of high-quality and best-in-class standards for TMEA publications
- Lead development and management of internal communications via TMEA intranet
- Identified key events and conferences for participation that position TMEA as effective aid for trade organization
- Developed and oversaw execution of external affairs strategy with focus on stakeholder management and issues management targeting TMEA's 10 donor markets (Belgium, Canada, Denmark, EU-Brussels, Finland, Ireland, Norway, Netherlands, UK & US).
Ag Communications Director
TradeMark Africa
10.2017 - 03.2019
- Managed all internal and external strategic communications for Eastern Africa in partnership with country and programme teams, and ensure that high quality, strategic communication plans are consistently implemented across all countries
- Developed media-related materials, as needed including press releases, pitches, talking points and Q&As, reactive messaging/holding statements for external use
- Provided leadership on high level visits to TMEA projects by government and donors officials ensuring that strong support is provided on communications and thought leadership, especially on cross cutting themes/issues
- Oversaw development of high impact grassroot stories and articles from TMEA projects across Eastern Africa
- Supported development and execution of TMEA’s brand strategy, focused on amplifying and strengthening TMEA’s brand equity and positioning amongst key stakeholders
- Lead TMEA's communications team in increasing its presence in media and fostering better understanding of TMEA’s work in Eastern Africa through proactive and reactive media relations, including cultivating new relationships with journalists and opinion writers from major national and international media outlets
- Oversaw development and execution of TMEA’s social media, website management and digital governance strategies
- Provided expertise and capacity for local, regional, and international media to report accurately on areas of trade facilitation in Eastern Africa, positioning TMEA thought leader platform
- Worked closely with country and regional programme teams to ensure high standards and consistency in strategic communications across all TMEA country programmes
- Guided communications team in developing creative and engaging feature and human-interest stories, blogs, profiles, and other materials for internal and external publication
- Lead development of high-quality and best-in-class standards for TMEA publications
- Lead development and management of internal communications via TMEA intranet
- Identified key events and conferences for participation that position TMEA as effective aid for trade organization
- Developed and oversaw the execution of TMEA's external affairs strategy with focus on stakeholder management and issues management targeting TMEA's 8 donor markets (Belgium, Canada, Denmark, Finland, Netherlands, Sweden, UK & US).
- Secured positive media coverage by proactively pitching story ideas to journalists and editors
- Wrote content for press releases, website and social media campaigns
- Established strong relationships with key media outlets, fostering a favorable image of the organization
- Represented company at multiple public forums and conferences
- Oversaw website copy and social media platforms
- Managed communications with external and internal stakeholders across entire incident lifecycle
Senior Communications Manager
TradeMark Africa
01.2011 - 09.2017
- Managed communication department's $2 million budget
- Proactively manage all internal and external strategic and thematic communications in partnership with country and regional programme teams, and ensure that high quality, strategic communication plans are consistently implemented across all countries in the region
- This includes ensuring clarity, accuracy, relevance, and engaging writing in all materials that country and programme teams produce
- Draft talking points for CEO, Deputy CEOs, and Senior Directors for all public events
- Provide support during high-profile country/regional engagements to ensure that dedicated support is provided on regional communications and thought leadership, especially on cross cutting themes/issues in East Africa
- Oversaw development and execution of TMEA social media, website management and digital governance strategies
- Led communications team in identifying and communicating high impact human-interest stories, blogs, profiles, and other materials for internal and external publication and engagements in East, Central and Horn of Africa region
- Led communications team in increasing TMEA’s presence in media and fostering better understanding of TMEA’s work through developing media contacts and promoting newsworthy content and narratives in local, regional, international publications and digital platforms
- Led communications team in developing external branding programs on key projects in country/region that demonstrate TMEA’s development impact and brand
- Oversaw proactive monitoring and mitigation of reputational risks ensuring that regional country and programme teams develop specific strategies for high profile or potentially sensitive projects and provide support on reputational risk management and crisis management
- Led development of thought leadership activities and provide upstream communications support that help identify development challenges in specific country, region or sector and potential solutions, with emphasis on TMEA’s theory of change
- Work as part of TMEA’s communications team charged with developing and monitoring high visibility communications plans and activities, ensuring effective coordination of multiple teams, equipment, facilities, and other resources
- Lead production and dissemination of flagship TMEA publications and editorial products including TMEA's Annual Report.
Board Member
Tanzania Marketing and Communications Company Ltd
05.2010 - 12.2010
- Developed and implemented fundraising strategies, building relationships with donors, overseeing fundraising events, and ensuring TMARC mets its financial goals. Successfully applied for and bid for contracts valued at $5 million.
- Engaged with other Board Members and Executive Director to refineTMARC's mission and purpose and help develop strategic priorities, particularly related to fundraising, communications, and marketing.
- Developed partnerships with other organizations including GE, World Bank, JHPIEGO engage with key stakeholders, and represented TMARC organization in public forums
Communications Director
Tanzania Marketing and Communications Company Ltd
09.2007 - 12.2010
- Responsible for leading and directing all day-to-day and long-term communications and external relations activities of TMARC, advising leadership on communications issues, and serving as organisation spokesperson
- Part of TMARC's senior management team, overseeing staff of 10 and annual budget of $4M
- Coordinated development and implementation of innovative and effective behavior change and social marketing approaches for Tanzania Marketing and Communications: AIDS, Reproductive Health (RH) and Child Survival Project, UHAI-CT project which aimed to scale up HIV testing and counseling services amongst most at risk groups and MAISHA project which aimed at promoting maternal and newborn health in Tanzania
- Worked closely with various governments’ departments in Tanzania's Ministry of Health and Social Welfare (NMCP, NACP and RCHS) and TACAIDS to ensure that T-MARC communications initiatives were consistent with government priorities and guidelines
- Reorganized communications department from generalist to specialised function through creation of comprehensive organisation structure, new and redefined job roles to reflect current communications needs
- Developed global messaging and country positioning to aid TMARC in building relationships with its key stakeholders: donors, policymakers, and governments
- Developed and implemented comprehensive communications strategy for TMARC including visual identity (within USAID guidelines), templates and quality standards
- Improved media and public relations approach and planning by repositioning TMARC's thought leadership in social marketing and behavior change communication and building relationships with international press in US, Europe, and Africa.
- Excellent communication skills, both verbal and written.
- Self-motivated, with a strong sense of personal responsibility.
- Used critical thinking to break down problems, evaluate solutions and make decisions.
Communications and Brand Strategic Manager
Academy for Educational Development, Tanzania Marketing and Communications Project
10.2004 - 09.2007
- Participated in designing, developing, implementing and evaluating T-MARC’s product marketing strategies Including Flexi P oral contraceptive pill brand, Dume Male condom brand and Lady Pepeta Female condom brand
- Developed overall communication strategy and behavior change campaign, Kataa Malaria, in Zanzibar that reached over 400,000 people and distributed 250,000 ITNs, reducing by 90% annual number of malaria cases in Zanzibar
- Managed $100,000 grants programme in Zanzibar in partnership with Africare to support PMI initiative
- Provided insights on market forces, including market segmentation and dynamics of price, product, placement, and promotion
- Responsible for developing both generic and branded communications to promote products and behaviors
- Coordinated and managed T-MARC partners and vendors both in public and private sector
- Developed and maintained image data bank as well as extensive database of stakeholders, consultants, partners for dissemination of publications and as resource for technical activities
- Worked closely with programme technical officers to coordinate and facilitate use of different media (e.g., websites, e-learning, CD-Roms, video conferencing, etc.) to best leverage technical assistance activities undertaken by project and ensure that lessons learned are made available to extended USAID PEPFAR regional and international stakeholders
- Prepared, edited, published, and distributed project materials including quarterly and annual reports, events calendar, substantive publications and guides, brochures, articles, press releases, web content, and project success stories
- Coordinated development, production, publication, and distribution of T-MARC quarterly news publication
- Defined and led public relations aspect of TMARC project
- Developed organisations’ website – www.tmarc.or.tz and its continuous updates
- Organised training sessions and seminars to train on information and communication tools as well as to promote material and services available under T-MARC project.
Media Director
Lowe Scanad Tanzania (Part of Scangroup)
07.2004 - 09.2004
- Provided overall media strategy support and execution for all clients including Unilever, PSI, Coca Cola, Reckitt Benckiser, Barclays Banks, NBC, Mobitel, Tanzania Cigarette Company
- Managed combined annual media budget of $5 million
- Involved in negotiations with media houses for negotiated rates on spot buys and sponsorships
- Developed strategic reports including audience delivery analysis and gross rating point analysis to support media plan recommendations including media objectives, strategies and plans for consumer and trade advertising in accordance with brand objectives, strategies, and marketing environment
- Introduced recency theory understanding for planning media.
Media Manager
Media Initiative East Africa (Part of Scangroup)
10.2001 - 06.2004
- Managed teams of media planners and buyers in Kenya, Uganda, and Tanzania
- Provided overall direction to the media department in support of regional and national portfolio clients including East African Breweries (Tusker, Pilsner, Guinness & Smirnoff brands), Unilever (11 brands), Coca Cola (Fanta, Coke, Sprite, Dasani) PSI, Futures Group, Barclays Bank and The Mediae Company
- Managed combined annual media budget of $15 million
- Developed media marketplace review presentations covering market and consumer insights regarding media and implications for brand media/communication plans.
Education
Bachelor of Science - Marketing And Communications
09.1997 - 05.2001
BBA - Information Technology
01.1997 - 12.1999
Skills
Executive Communication
Stakeholder Engagement
Media Management and PR
Event Management
Crisis Communications
Team Management
Project Management
Digital Engagement
ESG and Sustainability Communications
Storytelling
Content Development
Certification
Inclusive Digital Economic Development
Work Availability
monday
tuesday
wednesday
thursday
friday
saturday
sunday
morning
afternoon
evening
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Affiliations
- Project Management Institute
- Chartered Institute of Public Relations
Skillshighlight
- Communications Strategy
- Stakeholder Engagement
- Media Engagement and Strategic PR
- Event Management and Execution
- Digital Communications
- Crisis Communications
- Storytelling
- ESG and Sustainability Communications
- Team Management
- Thought Leadership
- Content Development
Work Preference
Work Type
Full TimeLocation Preference
HybridImportant To Me
Company CultureWork-life balanceCareer advancement401k matchHealthcare benefitsPersonal development programsFlexible work hoursTeam Building / Company RetreatsStock Options / Equity / Profit SharingPaid time off4-day work weekLanguagecapability
- English
- Swahili
Software
Canva
Awards
- 2024, Judge in the Sabre Africa PR Excellence Awards
- 2017, African Excellence Awards
- 2016, TMEA CEOs Innovation Award
Interests
International Development
Timeline
Master Storytelling for Authentic Leadership
08-2024
Inclusive Digital Economic Development
06-2023
Communications Director - TradeMark Africa
04.2019 - 01.2022
Ag Communications Director - TradeMark Africa
10.2017 - 03.2019
Senior Communications Manager - TradeMark Africa
01.2011 - 09.2017
Board Member - Tanzania Marketing and Communications Company Ltd
05.2010 - 12.2010
Communications Director - Tanzania Marketing and Communications Company Ltd
09.2007 - 12.2010
Communications and Brand Strategic Manager - Academy for Educational Development, Tanzania Marketing and Communications Project
10.2004 - 09.2007
Media Director - Lowe Scanad Tanzania (Part of Scangroup)
07.2004 - 09.2004
Media Manager - Media Initiative East Africa (Part of Scangroup)
10.2001 - 06.2004
Catholic University of Eastern Africa - Bachelor of Science, Marketing And Communications
09.1997 - 05.2001
Institute For The Management of Information Systems - BBA, Information Technology
01.1997 - 12.1999
Director, Communications and Engagement - FSD Africa
2 2022 - Current
References
- Evans Osano, Director, Capital Markets, FSD Africa, evans@fsdafrica.org
- Lisa Karanja, Country Director Kenya, Tony Blair Institute for Global Change, lisa.karanja@institute.global
- Annette Mutaawe, Deputy Secretary General Custom, Trade and Monetary Affairs, East Africa Community Secretariat, Annette.ssemuwemba@eachq.org
Skillshighlight
- Self-Motivated
- Customer oriented
- Focused and driven
- Strong problem solver
- Positive attitude
Languagecapability
- English
- Swahili
Awards
- 2024, Judge in the Sabre Africa PR Excellence Awards
- 2017, African Excellence Awards
- 2016, TMEA CEOs Innovation Award
References
- Evans Osano, Director, Capital Markets, FSD Africa, evans@fsdafrica.org
- Jennifer Collier Wilson, Former Chief Impact Officer, TradeMark East Africa, jencolliernc@gmail.com
- Lisa Karanja, Country Director Kenya, Tony Blair Institute for Global Change, lisa.karanja@institute.global
- Annette Mutaawe, Deputy Secretary General Custom, Trade and Monetary Affairs, East Africa Community Secretariat, Annette.ssemuwemba@eachq.org