Lyz Zaninka determined to grow Jumia’s brand across Africa by understanding and responding to consumer needs

When you first meet Lyz Cynthia Zaninka, she charms you with a smile. Her friendly demeanour makes you comfortable to be around her. Alongside her calm attitude, these are positive attributes that have seen her rise and professionally grow from a dedicated Public Relations Apprentice at Fireworks Advertising ten years ago to an executive managing Jumia Group‘s overall strategic marketing in all eleven African markets where the e-commerce entity operates.

Zaninka recently joined Jumia as the Head of Brand and Communications but her talents have seen her become the Group Brand Campaign Manager. In this new role, she focuses on ensuring that cross-channel brand alignment to the overall strategic marketing of Jumia is achieved in the 11 markets.

Zaninka Lyz Cynthia (@lyzanc) is the Head of PR, Brand and Engagement at @JumiaUG
She carries over 8 years’ experience in brand strategy, digital communications media monitoring, reporting, project coordination and management in fields of reputation, media relations, events… https://t.co/wjKIiDY9Wi pic.twitter.com/HnUfPltW3C

— Jumia Uganda (@JumiaUG) March 3, 2023

She brings to Jumia 10 years of experience in brand strategy, digital communications, media management, project and events coordination and management, and accountability from serving over 40 local and international brands ranging from government, private and not-for-profit organizations.

My diverse background enables me to contribute to the strategic humanization and localization of the brand across our 11 markets; she said in a recent interview with Charmar News, explaining that her current role at Jumia entails overseeing all brand-related topics.

“This includes developing and synchronizing the brand identity across our markets and designing consumer-relevant campaigns to meet marketing objectives throughout the year. To achieve this, I focus on understanding our consumers’ needs, experiences, and expectations,” Zaninka elaborated.

Jumia as an e-commerce platform consists of a marketplace connecting thousands of sellers to millions of consumers, with integrated logistics and digital payment services on the African continent.

Available figures indicate that the platform has over 100, 000 product sellers, selling over 50 million products to about 8.5m customers in Africa. The company says it transacted 38.9m orders in 2022 and alleges that every 2 seconds, one transaction is carried out.

And as the Group Brand Campaign Manager, Zaninka has to facilitate the maintenance of the performance, and retention of customers and grow the Group’s business even more through targeted campaigns.

Jumia has a vested interest in Africa because it wants to make a tangible impact on African people by providing access to affordable, quality products that can improve lives. Zaninka reveals that Jumia customers across all markets share the common desire for affordable, high-quality products delivered quickly and reliably.

Good morning jumies 👋

Here is our Head logistics, briefing #JumiaFood riders on KPIs, customer feedback & improved modes of operation as the new week begins… pic.twitter.com/NkB2cjg0XB

— Jumia Uganda (@JumiaUG) July 17, 2023

Asked how Uganda compares to other markets where Jumia operates, she was quick to point out Uganda’s uniqueness because it provides a different challenge given its unique demographics and population distribution and landscape.

“With the youngest population in the world, the country is poised inevitably for quick adoption of technology-related innovations but the challenge of course lies in the low spending power and lower disposable income of that demographic. The other major challenge, not unique to Uganda, is the address system that affects the delivery experiences,” she explained.

She explained that e-commerce solutions are more relevant and more suited to consumers outside the cities where they have limited access to whatever it is they are looking for. Jumia has been responsive to this fact and now operates in markets where over 50% of the population lives in rural areas with limited internet penetration, low literacy levels and poor e-commerce adoption.

To address these limitations, Jumia is opting for offline solutions through the offline sales program (JForce) and promoting the adoption of e-commerce. It is also providing gig-based employment opportunities focused on youth and women to support their livelihoods.

“As a company, we are growing alongside the population, creating opportunities for sustainability and growth as the population becomes more technologically savvy. Moreover, there is a positive trend with regulators showing increased interest in the ICT sector, which further supports our growth prospects,” she noted.

Working for Jumia in a continental capacity is setting up Zaninka for more professional growth and as she said in her own words an ‘enriching experience’ teaching her ‘a multitude of lessons.’

“One of the most significant lessons is the importance of understanding and appreciating diverse cultures, lifestyles, perceptions, beliefs, languages, and histories. These factors shape trends, regulatory frameworks, and ultimately consumer behaviours, tastes, and preferences,” she said.

This shouldn’t be a toll order for Zaninka who credits her success to her attitude, determination, and dedication to her work, a great support system that has enabled her to stay grounded in her work.

Zaninka is a member representative at the Uganda Advertising Association where she previously worked as the Program Manager. She has also worked as a consultant for ACCA Uganda, Nation Media Group, IMG Group, and QG Saachi among others.

The holder of a bachelor’s Degree in Mass Communication from Uganda Christian University is a dedicated wife and mother who enjoys spending time with family, friends and discovering new gems of nature around her. She is currently pursuing a professional certificate in Public Relations from the Chartered Institute of Public Relations.