East Africa Breweries Limited (EABL) has appointed Anne-Joy Michira as its Marketing and Innovations Director for Africa effective 1st May 2022, taking over from her predecessor Graham Villiers-Tuthill.
Prior to this appointment, Michira was the head of the Marketing Department at Beer, East Africa’s largest alcohol manufacturer where she was instrumental in the conceptualization and raising of some of East Africa’s prominent alcoholic beverages at Diageo.
She started out her career at British American Tobacco (BAT) as a sales representative in Kilifi, immediately after her graduation. Her work entailed selling cigarettes to retailers on the ground. Early on there were very few women in marketing, she was among only 3 other women out of the entire sales team of 45. Nonetheless, an enthusiastic passion for what she was doing had a grip on her. As she advanced, she got into senior executive positions.
Michira has been actively involved in the lucrative beverage industry for over ten years. Notably, she was the force behind Kenya Spirits which has prestigious brands like Chrome Vodka and Kenya Cane under its portfolio. She helped steer growth as well as consumer intake of these brands.
In a statement, EABL’s Group HR Director Tope Akisanya hailed Michira as a passionate, outstanding business leader noting that she will contribute immensely to innovative thinking in her upcoming role as a Marketing and Innovations Director for Africa.