For Evelyn Munene, marketing isn’t just about selling – it’s where imagination meets impact. It’s both an art and a science, shaping how people experience products and services. She believes that great marketing doesn’t just sell; it inspires, turning everyday products into small sparks of magic in people’s lives.
A powerhouse in East Africa’s marketing and product landscape, Evelyn has helped shape brands and launch innovations that continue to impact consumers and businesses long after her tenure.
As technology became the pulse of modern living, she found her calling at the crossroads of creativity and innovation. Today, as Head of Product and Marketing for Samsung Electronics East Africa’s Mobile Division, she leads a dynamic team at the heart of one of the region’s most competitive tech spaces.
In an exclusive conversation with Expression Africa’s editor, Rwandet Choge, Evelyn opens up about her journey, the lessons that have shaped her leadership, and what a typical day looks like steering Samsung’s marketing engine in a fast-evolving digital landscape.
EXPRESSION AFRICA: Tell us a bit about yourself before you joined Samsung
EVELYN MUNENE: I am a product and marketing professional with more than 20 years’ experience in the fast-moving consumer goods sector and service industry. My first major role was at Total Energies before I moved to Beiersdorf East Africa, where my biggest success was introducing Kenya’s first male lotion. I then moved to Nation Media Group (Tanzania), where I was part of the team that introduced Mwanaspoti, a sports newspaper. Later on, I moved back to Kenya and joined Safaricom, where I started to sell fixed internet and also pioneered the first reverse billing product in the market, enabling enterprise customers to drive traffic to their websites while covering end-user data costs.
Let’s talk about your day-to-day operations at Samsung
I am technically in charge of sales, so mine is to check how much has been made in the region and whether it aligns with our targets. There is also that aspect of checking consumer trends.
Samsung has been part of East Africans’ lives for years. How do you feel the brand has evolved in the market?
Samsung has grown alongside East African consumers. We have expanded from being known mainly for premium smartphones to building a wide footprint across categories. From the flagship Galaxy S series to the more affordable Galaxy A series, and with the recent launches of the Galaxy A17 and Galaxy S24 FE, our portfolio ensures that everyone can find a device that fits their lifestyle. Our goal has always been to remain relevant, accessible, and reliable.
The mobile industry has transformed rapidly. How do you view this evolution?
The mobile industry is growing quickly, showing how central smartphones have become to everyday life. For Samsung, achieving a 36% market share reflects the trust Kenyans place in our devices. It reinforces that our focus on innovation, variety, and accessibility is making a meaningful difference for consumers.
What are some of the top-selling products in the electronics market?
The best-selling product is the Samsung A series phones.
People know Samsung for its flagship devices. Why has the midrange segment been so important for you?
East Africa has a young, aspirational population that is also price-conscious. The Galaxy A series ensures they do not have to compromise. For example, the Galaxy A17 offers affordability with strong performance, long battery life, and a reliable camera. For those who want more without the full flagship price, the Galaxy S24 FE delivers premium features at a friendlier price point. Together, the A series, FE editions, and S series create a portfolio that gives users real choice at every stage.
How do you make Samsung stand out from other competitors?
One is innovation; every year the levels keep going up. The second one is affordability. Knowing the kind of market we are dealing with, we have partnerships that ensure these products are available and affordable. The third one is variety; we have something for everyone in the market. Those are the three main things that differentiate us from others in the market.
How do you engage/reach your customers?
We have various channels. In the digital channel, we have influencers at every channel – for this to be successful, we do a lot of research on influencers to check if they embody the values that Samsung stands for. We also have the traditional channels like radio and TV. Given that we launch products every quarter, we always try to check which is the best channel to use. A good example is the A17, which targets the Gen Z population, so the best approach is the digital channel.
In terms of demographics, who are your biggest consumers?
The Gen Zs and the millennials form a large part of our customer base, given that they do a lot of content creation that requires good phones with greater features. They actually dictate what the older population will consume.
Beyond phones, Samsung is in many households – TVs, fridges, and wearables. How does this variety shape your brand story?
Samsung is part of people’s lives in different ways. A family might have a Samsung fridge in the kitchen, a Samsung TV in the living room, and a Galaxy phone in their pocket. For us, it is not about selling single products but about creating an ecosystem that simplifies life. The Galaxy ecosystem, for example, connects phones, watches, and earbuds so that everything feels seamless and integrated.
How do you measure success beyond sales?
Success beyond sales is when we have customer advocacy. When customers talk about how good a product is, that can be measured as success.
How do you work with your team and what are some of the challenges?
There is an aspect of coaching where you have to determine if someone is struggling and how to help them. There is also accountability among ourselves.
When we talk about Samsung in East Africa what kind of a workforce are we talking about in numbers?
Samsung has a pretty lean structure. For us, we are a marketing subsidiary. We have retail dealers in Kenya, Uganda, Tanzania, DRC, and we are planning on expanding. We really are a collaborative team that works together to ensure we succeed.
How do you personally see Samsung’s role beyond just selling products?
Technology is about opportunity. By making devices more accessible, we open doors to education, business, and creativity. We also work with fintechs and mobile operators to offer financing solutions such as Buy Now Pay Later, allowing more people to own quality smartphones without the burden of upfront costs. For me, Samsung’s role is to empower people to do more and live better.
Looking ahead, what can consumers expect from Samsung?
We can expect innovation that feels personal and relevant. We are investing in localised campaigns, deeper integration across devices, and products designed for different lifestyles. Whether it is a student, a young professional, a parent, or a business owner, we want everyone to feel that there is a Samsung for them within our Galaxy portfolio.
As a woman leader in tech, what advice would you give young ladies who are aspiring to join this field?
I can tell them that it is a big advantage to be a woman in this space.
What excites you about the future of workplace and technology?
What excites me is that work will no longer just be a place, but a space. You can work from anywhere in the globe regardless of your race, age, and even language.
