Yvonne Tharao

Yvonne Tharao is the Group Marketing Manager at Madison Group. Yvonne has extensive experience in marketing, having previously worked as the Group Marketing Manager at Britam Holdings Ltd from October 2013 to October 2018. At Britam, they were responsible for driving market planning, strategy and initiating marketing campaigns aimed at improving the company’s market penetration.

Yvonne is a skilled marketer with a proven track record of success. Yvonne was instrumental in collaborating with cross-functional marketing and creative teams in developing branding strategies, objectives and execution plans which grew the Britam Brand to the first position in the national Brand Index Score for the insurance sector. Yvonne also introduced digital advertising and customer engagement through social media platforms, which resulted in a 23% growth in volume of business from retail customers.

Lobbying the National Treasury for tax relief for corporates that sponsor sporting activities in Kenya resulted in the inclusion of this in the Finance Act 2016. This increased the company's brand visibility by securing branding rights for the Nyayo National Stadium and sponsorship (branding rights) of the Mathare United Football Club, by then one of the best performing clubs in Kenyan Premium Leagues (KPL).

Incorporating Real Insurance into the Britam brand after the acquisition of the former by the latter, and achieved 80% client retention.

Yvonne's accomplishments include developing and implementing the company brand positioning campaigns, which resulted in 40% growth in the uptake of products that were previously internally perceived as "slow-moving". Yvonne also drove a 32% growth in revenues from the newly introduced micro insurance product that targeted the retail market.

Yvonne Tharao has a Doctor of Business Administration from the United States International University - Africa in Strategic Management, a Master of Business Administration - MBA (Global) from the United States International University - Africa in Business Administration and Management, General, and a Bachelor's degree from the United States International University - Africa in International Business Administration. Yvonne also has a CIM Dip level from CIM | The Chartered Institute of Marketing in Marketing/Marketing Management, General, and certifications from APA in Certificate in Branding, Advertising & Communication and from Marketing Society of Kenya in Member.

Yvonne Tharao reports to Samuel G. Ngaruiya, Chairman & Managing Director. Some of their coworkers include Patrick Muturi - Group Financial Controller, Rebecca Tiba - Managing Director, Madison Investment Managers Ltd, and Isaac Murugu - Group Deputy Risk & Compliance Manager.