Ruth Maweu

• Head of country and the principal administrator representing Kenya Airways on all fronts while safeguarding the airlines interests
• Lead and direct the day-to-day activities with the aim of achieving a operational excellence whilst ensuring a customer centric approach to drive long-term customer loyalty and recognition
• Formulate and drive the sales and commercial business plan to deliver the budgeted objectives
• Identify new sales opportunities and take steps to implement new revenue streams
• Monitor and recommend pricing levels, capacity, frequency, and product changes to maximize yield and revenues
• Develop and service trade partners, corporate/SMES, all relevant market segments to maximize loyalty and revenue generation
• Ensure effective relations with stakeholders: Government bodies/regulatory authorities, tourism and industry bodies, and embassies to promote and maintain a reputable company image
• Own and drive performance management by establishing clear KPIs coupled with regular performance reviews
• Steer staff development and optimal training to reach maximum levels of quality and productivity
• Responsible for regulatory compliance and legal matters are addressed promptly
• Prepare operational, CAPEX and manpower budgets for the station and initiate procurement needs
• Comply with the set SHE standards

Achievements

• Exceeded revenue expectations by 3% compared to the budget and by 43% versus the previous year (PY) between August 2023 and December 2023
• Achieved 93% of the revenue budget in 2024 FY despite an ASK deficit of 13%
• Delivered group revenue of $937,960 in 2024
• Contributed to positive route profitability in 2024
• Established new business partnerships with UNHCR and Celebrity Golf Club, South African Tourism, Kenya Tourism Board and signed up new direct corporate accounts in 2024

• Served as acting Country Manager Zimbabwe from April 2022 to December 2022, achieving exceptional revenue performance at 217% of the budgeted target
• Maintained consistent year-on-year revenue growth over four years, except for 2020
• Surpassed revenue goals in Zambia by 5% in 2022 and 41% in 2021 by capitalizing on sales opportunities
• Strengthened relationships with the travel trade, leading to a positive shift in BSP market share compared to the industry over three years
• The market share grew by 18% in 2019, 16% in 2021, and 26% in 2022
• Negotiated a reduction in the rent rate for the Lusaka sales office from USD 20/SQM to USD 14/SQM, saving USD 23,760 annually, and achieved a further USD 700 monthly savings on telephone costs, effective August 2020
• Successfully managed the relocation of the Ndola sales office within a month by coordinating effectively with stakeholders
• Delivered growth in direct channels, which are more cost-efficient in distribution, by securing corporate agreements for direct office ticketing and increasing web sales

• Strategically suppressed passenger uptake for Fast Jet, a new low-cost carrier, leading to its suspension of operations within a year on the DARNBO route
• Played a pivotal role in facilitating discussions between the governments of Kenya and Tanzania, successfully reversing the Tanzanian government’s decision to cancel Kenya Airways’ operations in the country
• Increased the online sales revenue contribution from 6% of total sales in 2016 to 15% in 2018, ranking as the second-best in the network
• Established a highly efficient organization that significantly enhanced customer service through cultural transformation, optimal staffing, and the opening of a sales office at the airport
• Achieved a reduction in rental costs by USD 25,656 annually from 2016 by relocating to a more cost-effective and strategically positioned site
• Recognized with a ‘Pride Star’ award and a family holiday to Cape Town for outstanding dedication and for championing the McKinney initiative, which delivered a positive return within the first two months of implementation
• The station won the best performing station award by exceeding cargo targets for two consecutive years (2015 & 2016)

• Steered Kenya Airways to become a market leader in passenger numbers for two consecutive years, achieving a 34% market share
• Delivered a 25% revenue growth, amounting to USD 2M, in the 2010/11 financial year
• Secured forward contracts for forex remittances through the Reserve Bank of Malawi, mitigating the impact of currency devaluation and saving the company approximately USD 2M
• Played a key role in securing 5th freedom traffic rights between Lilongwe and Lusaka in 2012, creating a new revenue stream worth USD 300,000 annually, in addition to enhancing network value
• Honored to lead a city tour of Lilongwe for then Vice President of Kenya, Hon
• Stephen Kalonzo Musyoka, during his farm input subsidy benchmarking visit to Malawi

• Joined the company as a commercial management trainee and went through a management program developed to train and groom country managers.