Former EABL DigiTribe head Waithera Kabiru to lead newly-launched Diageo Africa Digital Hub

The hub, which will be based at the EABL headquarters in Garden City Office Park, Nairobi, is a shared service aimed at accelerating Diageo's digital transformation plans in Africa.

With a focus on key markets like Kenya, Nigeria, South Africa, and Ghana, the Africa Digital Hub will play a vital role in deploying digital capabilities rapidly.

The hub will be headed by Ms. Waithera Kabiru, formerly the Head of Media Futures at EABL.

Speaking during the launch, Susan Jones, Diageo's Global Digital Transformation Lead, emphasized termed the hub as the first of its kind in the region, noting that iw would serve Diageo’s digital vision.

“To win the next generation celebration by engaging and delighting consumers with world-class experiences across every consumer physical and digital touch points,” she said.

Kenya has become a favoured destination for global tech giants, owing to its impressive mobile penetration, thriving tech innovation, and a growing middle class.

According to a recent white paper by Visa, the e-commerce sector has experienced astonishing growth rates globally. It is projected to reach a staggering $7 trillion worldwide by 2024. 

In line with this trend, EABL launched its direct-to-consumer e-commerce platform, ke.theBar.com, in 2020, and now plans to expand its reach to other African markets.