Being at the helm of Wilmar Africa has not been a mean feat

Fatima Alimohamed, 38, landed into marketing by default and today is a force to reckon with in the sector. As the Ghana Operations General Manager and Head of Marketing for Africa at Wilmar Africa, Fatima is at the 'happy phase' of her life. She spoke to NJOKI CHEGE

Although I don’t believe in role models (why would you want to be someone else?), I believe one thing: If I had to emulate a person in my life, it would be my mother. Before you go round the world looking for someone to emulate, look closer home. Your mother is probably the most viable candidate.

I realised that for a woman as you grow up, you learn to appreciate your mother even more because she is the one person who will stand by you always. My mother is an amazing woman; a no-nonsense hardworker who says extra prayers for her children and grandchildren when they are travelling or when they succeed at something.

Still one to wake up at 5.30am, make breakfast, go and manage the business and come and set the table for dinner, she puts us other working women to shame.

Being the first born in a family of three meant that I was the trendsetter (I still am). However, there was never constant pressure to set a good example for my younger siblings as we were nurtured well. Remember the Chipsy advertisement and the sokota mviringo mviringo? That was me!

After my high school education at the Aga Khan Academy in Nairobi, I moved to London to study Criminal Law and Psychology.

In 1994, I worked for Gulf Air for a year living in Bahrain and travelling all over the world. I loved every moment of it.

I came back to Kenya where I did part-time work as a TV presenter at KTN and as a radio host on East Fm. In 1998, I joined the marketing and advertising industry, somthing that happened sort of by default. Someone saw me and thought I would make a good marketer.

I never looked back since. I worked with Ayton Young and Rubicam (Y&R) where I handled an enviable portfolio of local and multi-national clients and made friends.

At some point, I was the chairperson of the Marketing Society of Kenya and sat on the Advertising Standard Committee, chairing the lobby in the drafting and tabling of bills to do with beer and cigarette advertising.

I was also governor of the Kenya Private Sector Alliance (Kepsa), plus I played a small part in the Brand Kenya team.

My best years came while with Bidco Oil Refineries, where I was spearheading marketing and communication. Later on in 2006, amazing opportunities came for me to work at McCann Ericsson as the Managing Director and also at the UN.

Shifting focus

Unfortunately, my divorce case proceedings continued to take its time whilst at the same time a transfer opportunity to work in Uganda with Bidco Uganda came up - it made more sense to me to move away from Kenya to focus on my career as the single bread earner for my child. It was indeed a blessing in disguise.

This was the best career move I made as it helped me get to the next level of my life. It was while in Uganda that my team and I took the brands across the region to Sudan, Rwanda, Burundi and part of Congo.

To keep my type A personality rejuvenated, I began writing for a national newspaper in Uganda, the New Vision, on issues of marketing. It had a great following.

Four years later, I moved to Accra, Ghana to work for Wilmar Africa as the General Manager in charge of operations and also head their marketing in Africa. Wilmar Africa is part of Wilmar International — the largest global processor and merchandiser of palm and lauric oils.

I am in charge of two different refineries — a practical job that demanded I ditch my killer heels and power suits for boots and, at times, a helmet.

Being at the helm has not been a mean feat for me, not just because I am female, but also because I am a parent to a nine-year-old daughter.

Women who are still wallowing on the notion of ‘marginalisation’ should wake up and smell the coffee. In today’s world, women are judged no lesser than a man at the same level.

My office is open to everyone and I don’t micro-manage; we all have something to bring to the table.

I have gotten accustomed to the curious stares I get when I walk into a room full of men. West African men like to check you out and make sure you know it. It’s always amusing watching them squirm when I open my mouth and they realise they better know their stuff.

I believe we all need pillars in our lives — the kind of people who are always there for us. I have formed lasting friendships that have been the bedrock of my life. Friends such as Esther Passaris, Alison Ngibuini, Mary Lusiba (of BBC), Fatma, Niketa, June, Jeet and Rio have been my closest friends.

There are two other women I hold dear: My lawyer Judy Thongori and my gynaecologist Rukaria. When I think of Judy, I think of the woman who made sure I had custody of my daughter.

Friendships

When I think of Rukaria, I think of the woman who made my labour seem like child’s play. When I think of Esther Passaris, I think of the woman who took time to bring my dad his favourite meal and sit with him two weeks before he died. These women have taught me what friendships are about; they stood the test of time.

I look forward to coming back home. There is no place like home with family. I would also like to do something for the less fortunate. Being this privileged, I feel the calling to take care of others.

I have gone through so many things in my life; but I do not regret. I now know all that makes a woman — tears, hardwork, killer heels, prayers, breaking a nail, great hair and of course the pain of labour and the joy of being a mother, daughter and sister.