Kai Khalid

People Development & Strategy

• Built a stable, high-trust, fully governed department within five months, growing team confidence and operational discipline in parallel.

Business Development

• Expanded the department's digital offering from a single core service into a structured three-phase, 21-product portfolio, opening new revenue lines with existing and prospective clients.
• Converted a long-standing, multi-business conglomerate client into the first buyer of the department's new AI product line.
• Established a formal rate card and break-even cost-per-hour model across all services, with a margin-protected pricing structure.
• Authored the tech team's client engagement methodology: a six-stage process from first contact to project close, now the standard operating model for all client work.

Technology & Innovation

• Delivered a long-standing, multi-business client's first customer-facing AI system, the Digital AI Receptionist: a single knowledge base unifying decades of operating history across more than 40 businesses, with intelligent query routing that directs every customer enquiry to the correct business.
• Designed and built a company-wide time-tracking tool, automating reporting on hours spent on projects
• Developed an AI-powered account intelligence tool that automatically researches client accounts, giving the strategy team visibility ahead of client conversations.

Brand Development & Strategic Positioning

• Developed a systematic product launch step-by-step process designed to cut time-to-market (TTM) by 60%.
• Synthesised the Vision Plus brand identity, core values, brand story, unique selling proposition, market positioning, brand persona, customer segmentation, customer value propositions and key messaging pillars that drive brand consistency and value.
• Leveraged Google's Gemini AI to build an internal AI brand consultant to guide on product positioning, communication and business strategy alignment with the core brand.
• Led a complete brand overhaul: new identity system, brand voice, packaging, and digital presence, resulting in measurably improved customer perception and recognition across 7 regional markets.
• Developed and maintained brand pitch decks and stakeholder business profiles for government, corporate, and retail partners, positioning the brand for official government recognition, culminating in the official “Made in Kenya” mark.

Revenue Yield & Performance Marketing

• Built and led a lean marketing function that delivered outsized revenue impact at a marketing-to-revenue ratio under 2%.
• Constructed a proprietary customer first-party data engine through a Meta Pixel and Google Analytics integration, achieving 13X ROAS, reducing reliance on third-party algorithms.
• Grew e-commerce revenue contribution more than fourfold through conversion path design, 1st-party data retargeting techniques and dynamic product ad campaigns.
• Rebuilt the email channel with WhatsApp automation, increasing conversion rates by 2.5% and establishing a 24/7 lead nurturing channel.
• Developed a systematic creative testing methodology that identified the highest-converting ad formula for the brand's category.

Marketing Technology & AI Automation

• Built the company's first e-commerce tracking infrastructure; implemented advanced GTM (Google Tag Manager), Meta Pixel optimisation, behavioural targeting, and attribution modelling across all paid channels.
• Developed AI-powered marketing automations and workflow systems to improve departmental efficiency, reducing manual task load and enabling the team to scale output without proportional headcount growth.
• Managed CRM data architecture and conducted periodic audits to ensure data quality for first-party targeting.

Creative Direction & Brand Guardianship

• Exercised my capacity as a Creative Director in approving all visual assets, overseeing product packaging development, and curating the brand image database for quality control across all public-facing communications.
• Ensured brand consistency across all digital, print, and outdoor media representations; managed feedback cycles with external stakeholders.

Channel, Trade & Government Relations

• Secured a partnership with a leading pay-TV provider to bundle premium streaming with Vision Plus TV sets; developed all campaign materials and conversion paths, achieving a strong conversion rate.
• Established a government relations partnership with the State Department for Trade and KEPROBA (Kenya Export Promotion and Branding Agency), securing the “Made in Kenya” certification for locally produced TVs, creating a competitive market moat and unlocking expansion into East African trade blocs.
• Developed and executed dealer activation programmes across 7 regional markets, including in-store activations, OOH (Out-Of-Home) materials, and regional content distribution.
• Managed county licensing compliance for all out-of-home marketing materials across operating regions.

Team Leadership & Development

• Built the marketing department from zero, establishing the team structure, workflow systems, and a full budget management framework.
• Led cross-functional commercial strategy team; coordinated content creators, media partners, area sales representatives, and county-level stakeholders.
• Built and mentored high-performing teams by establishing leadership pipelines and upskilling talent, directly increasing departmental output and operational scalability.

Revenue Generation & Paid Media

• Helped generate $11M in revenue from a $164K budget through behavioural customer segmentation, advanced Google Ads optimisation and in-house high-converting creative that replaced agency production.
• Grew the online channel's contribution to total company revenue, establishing digital as the primary revenue driver for the airline.
• Grew website revenue contribution significantly by developing a first-party data collection and sharing system integrated with GTM and retargeting infrastructure.

Marketing Infrastructure & Data Analytics

• Built Jambojet's e-commerce tracking infrastructure from zero using Google Tag Manager, enabling granular retargeting, attribution analysis, and data-driven campaign optimisation across all digital touchpoints.
• Designed and implemented customer journey tracking across multiple social and owned channels, enabling the company's first full attribution model.

Product Marketing & Campaigns

• Led brand identity and communication strategy for 5+ new products, including the JM Rewards loyalty program (exceeded first-year membership targets by double digits), “Jaza Pole Pole” pay-in-instalments, and “Jambojet Fuzu” education travel packages.
• Created the award-winning “Now Travel Ready” post-COVID recovery campaign, managing 6–10 influencer partnerships and coordinating media agency relationships.
• Developed go-to-market strategies for new service and flight route launches, driving product adoption and market expansion.
• Integrated SEO optimisation with paid campaigns, aligning content with user search patterns and improving destination page conversion rates.

Cross-Functional Leadership & Operations

• Established and led the company-wide data protection programme as de facto Data Protection Officer, reporting directly to the CEO.
• Built automated customer communication systems and loyalty programme management workflows.
• Managed cross-functional project teams including content creators, media agencies, and internal stakeholders.

• Developed localised brand content guidelines and product image databases, improving design turnaround and brand consistency across platforms and multiple store locations.
• Created product launch campaigns, translating new recipes into visual storytelling, driving customer excitement and product adoption.
• Grew social media following by 15% (1,000+ new followers) while achieving 5% engagement rates through strategic contests and community management.
• Coordinated marketing materials across 6 brand ambassadors and secured City County approvals for CBD marketing material distribution, establishing the company's first government relations process.