If you’re a lover of flowers, this week’s Comms Comms Spotlight is for you! Lina Jamwa shares her career story with us and tells us what its like the Membership, Advocacy and Communications Manager at the Kenya Flower Council. While many Comms professionals start out as Journalists or in agencies, Lina started out as a lecturer teaching the theoretical aspect of Communications. Her career journey is proof that there are numerous paths to building a successful career in Communications.
How did your journey in Communications begin?
Interestingly, my journey in Communications began by teaching it. While taking my Masters, I taught English and Public relations at the Technical University of Mombasa. I enjoyed interacting with students and exploring the world of communication together as well as collaborating with the Corporate Communications department at the University every so often.
Watching theory come alive in the very set up of the University taught me of the importance of strategy and how communication influences not only brand reputation but also stakeholder trust. It was important for us to know what to communicate to each University audience at a particular point. This experience set the tone for the rest of my career – anchoring me in the belief the power of communication.
Tell us about your role as Membership, Advocacy and Communications Manager at the Kenya Flower Council.
At the Kenya Flower Council, I wear multiple hats. As the Membership, Advocacy and Communications Manager, I have been overseeing membership relations, advocacy and communication, which means ensuring members are represented, feel heard and supported while also amplifying their voices in local and international markets.
My role has since morphed to Membership Engagement and Communications Manager which is a very strategic shift from an advocacy-driven mandate to a member-centric engagement strategy while retaining strategic communications leadership. I now focus on fostering strong connections with the Council’s partners, onboarding new partners, steering loyalty amongst existing members and ensuring their active participation in the Council.
I am now handling at a larger level, stakeholder engagement while managing our internal and external communications and also creating opportunities for market access for our members. It’s a very dynamic and exciting position because it allows me to merge strategic communication with membership and partner engagement while promoting Kenya’s floriculture sector and strengthening the bond between the Council and its members.
Tell us about some highlights that have made your career colourful.
Serving in senior communication roles across diverse sectors, from the maritime industry to architecture and now floriculture, has enriched my understanding of different industries. As a communicator, you end up knowing a little bit of something about the many industries that you work for which enriches your knowledge and expands your scope of thinking. You also create very powerful networks along the way.
I have also been privileged to be behind great brands in my career. Being nominated among the top 52 PR professionals in Kenya (2024) by the Public Relations Society of Kenya (PRSK) was a proud recognition of my contribution to the profession and towards the brands that I have worked with. It made me realise that the impact of whatever I do, is being seen by my professional colleagues. This really meant a lot and spurred me on even more.
Co-authoring the book She Leads Vol. 3 also added to my career path. I am passionate about mentorship and nurturing the next generation of professionals. This allowed me to share my voice and inspire others, particularly women navigating leadership and communications.
Can you share about a campaign or project you’ve worked on that stands out to you till date?
One campaign that stands out for me and remains close to my heart is the 14 Days of Flowers – a social media campaign that we incepted to showcase our sustainability agenda around floriculture and demystify the industry. It’s always as a run up towards Valentine’s Day, which is one of the biggest days in the global flower industry.
The campaign, which has had two editions so far, combines social media story-telling and thought leadership advancement. This year, it culminated in a press briefing, to showcase the vibrancy of Kenya’s floriculture sector, as well as an environment beautification session at Toi Primary and Junior Secondary School as part of our giving back to the society. The impact has been tangible, sparking new partnerships and advancing our sustainability agenda especially amongst our international stakeholders and flower buyers.
What changes have you observed in the Communications landscape in Kenya over the years?
The Kenyan communications landscape has really changed. The digital transformation has really changed how communicators work. In the past, for example, we’d capture our media coverages in press cuttings and file them physically. Right now, there are measurement tools that capture this information digitally and generate reports on reach etc.
Brands have also moved away from press-heavy strategies to integrated digital-first approaches. Story telling has become really big now.
In the past, brands would just make posts informing their audiences of activities. However, with the push from more informed audiences focusing more on real and relatable experiences, brands are now offering more authentic stories laced with behind-the-scenes activities as opposed to just sharing some sort of accounts of what they did. The audiences relate more to such and of course it drives the point home better and faster.
The profession has also grown, both in the number of professionals and the number of companies hiring communication specialists to handle their communication. Companies are slowly shifting from the notion that anyone can handle communication to embracing a more strategic approach in advancing their communication strategies. Hiring specialised professionals is the first step to achieving this.
What advice would you give a professional at the early stages of their Comms career?
To anyone joining the communications field, there is need to always stay curious and adaptable. This field is exciting and ever changing and continuous learning is something you cannot run away from if you are to stay at the top of your game. There are tools being developed every day. Find what is relevant for you and move with it.
Building networks has been very instrumental in my career so far. Build strong networks within the industry and beyond. These relationships will help you in your career at some point. Take every project as a learning platform that will give you knowledge for the next level. Read a lot to build yourself. And above all, whatever you do, sharpen your skills, pick the lessons and keep on moving!
