Marketer of the month
Who is CATHERINE TWESIGYE ?
Catherine is a marketing leader with experience spanning 15 years across marketing, brand building, customer experience, commercial capability and effectiveness, client service management, field sales, and distributor management.
The experience of CATHERINE TWESIGYE
Cathy is the newly appointed Head od spirits at UBL having returned from Kenya last year. Her previous roles include Senior Brand Manager, Tusker Kenya Breweries Limited a position she assumed in October 2021.
Her key responsibilities include Crafting & implementing the annual Marketing Business Plan including effective management of the allocated A&P to deliver a healthy and profitable brand, developing Tusker Lager’s strategy in alignment with the overarching marketing and business strategy, among others.
She has so far spearheaded a yearlong Tusker Centenary campaign post-repositioning work upholding Tusker’s agenda of rooting brand purpose of ‘bringing Kenyans together to stand tall’ in culture and vibrant occasions and positioning itself as a vibrant recruiter for consumers.
During the 1 year and 8 months, Tusker’s performance is steadily recovering to Pre COVID levels following a major jump of +22% growth in 2022.
Cathy joined KBL from Yalelo brand the largest producer of animal protein in Africa globally and a household name in Uganda fishing industry. She spent a year at Yalelo
Cathy isnt new to the Brewery sector.She joined Yalelo from UBL/Diageo having over 6 years there.
Her performance track record goes way back to when she joined UBL, since then she has risen through the ranks. Twesigye began her UBL journey in Key Accounts and after a year of excellent work in trend leading outlets, she was entrusted with the biggest contract distributor in Kampala, a task that saw the distributor’s revenue almost double.
She was then promoted into a Commercial Planning and Activations Manager, where she was instrumental in transforming UBL brands trade presence at scale. A little under 2 years, she was trusted with transforming the largest volume contributing brands in the UBL beer portfolio through a critical business period.
She took over the premium beer category in December 2018 where she delivered breakthrough business performance, grew volume and value share at the same time transforming brands equity for all the three core premium beer brands (Guinness, Tusker Malt and Tusker Lite)
Additional Information
Other Key achievements
As Brand Manager Premium Beer & RTDs, Cathyand her team delivered breakthrough business performance in the premium beer category registering a 2.8% uplift in volume share, and a 4.1% uplift in value share +1% growth on brand equity for Guinness, Tusker Malt, and Tusker Lite.
She will always be remembered for the Tusker Lite Neon Experiences(raves, night basketball, Beer of the season, Kampala night run), Guinness Night Football among other projects
Academic Qualifications
Among her other academic qualifications, Cathy holds a Bachelor of Science in computer science Computer Networking, Programming and Hardware maintenance from Makerere University