Marketing leaders call for greater role in Kenya's trade agenda

Marketing leaders have urged the government and the private sector to integrate marketing more deliberately into Kenya's trade and economic development agenda.

The call was made during the Marketing Society of Kenya (MSK) Chair's Power Breakfast held at the Kempinski Hotel in Nairobi, where senior government officials, business executives, policymakers and marketing professionals met to discuss the role of marketing in trade and economic development.

Held under the theme, "Marketing as a Catalyst for Trade and Economic Development," the forum examined how marketing can support export growth, create demand for local products, encourage entrepreneurship and strengthen Kenya's position in regional and global markets.

Speaking at the event, MSK Chairperson Zuhura Odhiambo said marketing should no longer be viewed as a support function but as a strategic driver of business success and national development.

"Marketing must move from being viewed as a support function to becoming a boardroom priority. Organisations and economies that invest in strategic marketing are better positioned to compete, innovate, expand into new markets, and achieve sustainable economic growth. As marketing leaders, we must develop strategies that stimulate consumer spending, expand market reach, and fuel healthy competition that benefits businesses and the wider economy," said Odhiambo.

She said integrating marketing into Kenya's broader economic agenda would help shift the country's focus beyond commercial growth towards sustainable development while unlocking new opportunities for businesses and entrepreneurs.

The discussions also explored the role of digital transformation, artificial intelligence and data-driven decision-making in the marketing profession.

Principal Secretary for Trade Regina Ombam, who was the chief guest, said effective marketing had become essential in strengthening Kenya's competitiveness in an increasingly disrupted global trading environment.

"Marketing is central to building globally competitive brands and positioning Kenya to seize emerging opportunities across Africa and international markets. Government cannot achieve this alone. Strong partnerships with the Marketing Society of Kenya and the private sector will help integrate marketing more deliberately into our trade agenda, stimulate consumer demand, attract foreign investment and connect Kenyan businesses to global markets," said Ombam.

She said stronger collaboration between the government and industry would help Kenya maximise the value of its products and services while supporting export-led growth.

Participants also called for stronger professional standards within the marketing industry, increased investment in developing future-ready marketing talent and closer collaboration between the government, academia and the private sector.

They said strengthening these partnerships would support marketing's contribution to Kenya's economic development.