At only 26, Michelle Nkatha is the youngest Chartered Marketer in Kenya today. She speaks to Renee Kamau about her achievements

You have a very outstanding resume for just a 26 year old! Tell us how you got there?

There is really no secret. The only thing I may have done different is to find "love" in work and studies, in much the same way you would in a relationship. There has to be passion and desire for what you do, and naturally excellence will follow you.

Congratulations on your Chartered Marketer status! What exactly does a Chartered Marketer mean?

Chartered Marketer is an award given by the Chartered Institute of Marketing,UK. It means that one is an all-rounded, knowledgeable and seasoned marketing professional. It is more popular in Europe than it is here, but very soon I can foretell top Kenyan employers demanding of Chartered Marketers, or at least a strong CIM Qualification, from their marketing managers.

So how does one attain Chartered Marketer Status?

Two main routes; either long-standing work experience in a senior level in the marketing industry, or consistent excellence for at least two years in a CIM qualification, coupled with some work experience. I got it through the latter.

What are you involved in right now?

I am currently on a short break so as to attend my graduation in the UK for my CIM postgraduate qualification. Prior to this I was an Account Manager at Scangroup’s digital agency, Squad Digital. I am using this time to relax a bit before I resume work as life has been quite fast and demanding of me for the past four years.

Tell us about Squad Digital?

Michelle Nkatha

Squad digital, and Scangroup as a whole, is a great place to work and learn. Squad particularly has opened a lot of opportunities for me, and taught me a lot in terms of online marketing and digital media. There are very few digital agencies in Kenya that have a 360 degree understanding of online marketing as Squad Digital does.

You first pursued a degree in communication design, why did you change your career path to marketing?

I didn’t really change it; I apply my creativity a lot at work. There is a strong and mutually supportive nexus between marketing and the creative arts, they are actually complementary. You cannot be a great marketer if you are not creative in thought.

Tell us about your passion for marketing

I love marketing because there is a lot more to it than meets the eye. Marketing is sales, because you are convincing a consumer to buy your product, marketing is strategy, because you need to map out the best plan to achieve profits, it’s customer relations, because you have to be sensitive to your market’s needs, it’s finance, because your actions affect the bottom line, it’s corporate communications, because you need to maintain your company’s image and reputation, and marketing may also be none-profit as the world demands of more Corporate Social Investment activities from companies.

Tell us about some of the challenges a young woman like you faces at the work place?

My main challenges so far have been the stereotype that women marketers are shallow. As a woman in marketing, you really have to be outspoken, aggressive and decisive. At first you will ruffle some feathers, but later on you will earn your respect.

Your hands seem to be full with work and books, is your social life suffering?

Not at all. You would be amazed at how much of a social life I have! I am a marketer so I am quite popular. It’s also part of the job, you know!

What has been the highlight of your career this far?

So far, it has to be when I was a Brand Executive in my previous company. During an end-year party, I was awarded as Employee of the Year. I knew I deserved it as it was one tough year but I stuck it out.

What about your academics, what are the highlights?

My academic achievements are quite a number, but the ones that stand out most are graduating with First Class Honours in my undergraduate program, being the top student in CIM in the world this year, and being awarded Chartered Marketer this year.

What has been your lowest moment in your career?

I once had so much passion for my brand, that my boss and I did not agree. I felt I had to be loyal to the brand, and not to my boss. The fight was a tough one. But eventually a good lunch ironed it all out.

Where do you draw your inspiration from?

Sir Richard Branson, for being such a strong personal brand on his own, David Ogilvy for revolutionising the advertisingHugh Hefner, who at 84, we may know him for all the wrong reasons but his Playboy brand stands as one of the strongest brands in the world today.