What I do
I help organizations strengthen growth, customer engagement, brand performance, and strategic execution across African markets.
Fractional Marketing Director
Senior marketing leadership without permanent executive overhead.
Strategic Planning
Annual planning, growth workshops, strategy sessions & strategy retreats.
Business Growth Advisory
Guidance for CEOs and boards on growth, CX, market expansion and transformation.
About Me
Sheila C. Maviala is a talented Chief Marketing Officer with more than 20 years of leadership experience in marketing that drives business growth, customer engagement and brand transformation across Africa. She partners directly with CEOs, boards and executive teams to unify strategy and execution, ensuring measurable impact in competitive and fast changing markets.
Her track record includes repositioning a regional bank to deliver 29% profit growth, building digital customer experience platforms that saved $2M annually and doubling telecom subscribers to over 3M through brand transformation.
Sheila’s expertise lies in bridging corporate vision with marketing strategy enhanced with localized execution; ensuring organizations strengthen market relevance, customer loyalty and commercial success.
Core Strengths
Strategic Marketing Leadership – Providing board level marketing direction to align brand, product, and customer strategies with growth objectives.
Growth Acceleration – Driving revenue expansion through integrated marketing, customer engagement and market development initiatives.
Customer Experience Transformation – Designing and scaling customer journeys that elevate satisfaction and loyalty across millions of users.
Brand Management & Governance – Building, repositioning, and safeguarding brand equity while driving reputation and market trust.
Digital Execution – Leading digital platform rollouts and channel optimization to deliver efficiency and measurable cost savings.
Multi Country Leadership – Proven ability to adapt strategies across diverse markets, delivering consistent results in 15+ countries.
Credibility Snapshot
20+
years of leadership experience
15+
countries of impact
2M+
customers served
29%
profit growth delivered
$2M
cost savings achieved
3M+
telecom subscribers supported
Evidence dashboard
$2M
cost savings (CX transformation)
2M+
customers served
29%
profit growth (brand unification)
11%
customer base growth (6 markets)
3M+
telecom subscribers
180%
ARPU increase
150%
subscriber growth (14 months)
10
countries with digital rollouts
Experience
Strategic Brand & Marketing Consultant | Fractional CMO - Feb 2023 to Present
Head of Group Customer Experience | Letshego Holdings Limited — Oct 2016 to Jan 2023
Head of Marketing & Research | PSI Malawi — Aug 2015 to Apr 2016
Regional Marketing Manager | MIH East Africa (Multichoice Africa) — Dec 2013 to Jul 2015
Head of Brand | Essar Telecom (yuMobile) — Dec 2008 to Dec 2013
Brand & Marketing Manager | PSI Kenya — Nov 2004 to Nov 2008
Account Manager | Ayton Young & Rubicam — Aug 2001 to Oct 2004
Marketing & Sales Support | Authentica Limited, Japan — Apr 2000 to Apr 2001
Marketing Coordinator | Avenue Healthcare Limited, Kenya — Jan 1998 to Jun 1998
Education
MBA | United States International University-Africa — 2014
BA, International Relations | United States International University-Africa — 1997
Professional Development
Senior Leadership Development Programme — Gordon Institute of Business Science (2021–2022)
Enterprise Business Agility & Management 3.0 — IQ Business (2020)
Certified Professional Coach — Coach Development Institute of Africa (2018)
Financial Acumen — Columbia Business School (2016)
Marketing Strategy for Business Leaders — Cornell University (2012)
Executive Strategic Leadership — Cornell University (2009)
Evidence-Based Social Marketing — PSI Results Initiative (2008)
Strategic Leadership in Development Programs — AMREF Training (2007)
Strategic Marketing Management — Marion Communications (2006)
Advanced Seminar in Advertising Skills — Young & Rubicam (2004)
Middle Level Advertising Course — Advertising Association of Kenya (2003)