Trade PS Ombam calls for stronger marketing partnerships to attract investment

Principal Secretary for Trade Regina Ombam has called for closer collaboration between the government and marketing professionals to drive exports, attract investment and improve the country's competitiveness in regional and global markets.

Ombam said marketing should play a more deliberate role in advancing Kenya's economic development, particularly at a time when global trade is being reshaped by emerging technologies and shifting market dynamics.

The PS was speaking during the Marketing Society of Kenya (MSK) Chair's Power Breakfast on Wednesday. The forum brought together senior government officials, business executives, policymakers and marketing leaders under the theme, "Marketing as a Catalyst for Trade and Economic Development."

Ombam said effective marketing was no longer optional but a strategic tool for positioning Kenya as a preferred destination for trade and investment.

"Marketing is central to building globally competitive brands and positioning Kenya to seize emerging opportunities across Africa and the global marketplace. By working more closely with the Marketing Society of Kenya and the private sector, we can integrate marketing more deliberately into Kenya's trade agenda, stimulate consumer demand, attract foreign investment and connect local businesses to international markets," she said.

The Principal Secretary said government-industry partnerships would be key in strengthening export-led growth and enabling Kenyan enterprises to compete effectively in an increasingly disrupted global trading environment.

She added that marketing has the potential to accelerate entrepreneurship, create employment opportunities and increase foreign exchange earnings by expanding access to domestic and international markets.

The stakeholders also examined how digital transformation, artificial intelligence and data-driven decision-making are reshaping marketing and opening new opportunities for businesses to reach consumers and expand into new markets.

Marketing Society of Kenya Chairperson Zuhura Odhiambo urged organizations to elevate marketing from a support function to a strategic priority in boardroom decision-making.

"Marketing must be recognised as a strategic business function because organisations and economies that invest in it are better positioned to innovate, compete and grow sustainably. As marketing leaders, we have a responsibility to develop strategies that stimulate consumer spending, expand market reach and support Kenya's broader economic transformation," Odhiambo said.

Participants also emphasized the need to strengthen professional standards within the marketing profession, nurture future-ready talent and deepen collaboration between government, academia and the private sector to ensure marketing continues to contribute meaningfully to national development.