About
Hi, I’m Mustapha.
Group Business & Communication Manager at Smart Africa Group — and a digital marketing consultant helping businesses across Tanzania grow online, with over eight years of experience.
(01) My story
Today I lead Group-wide communications across five companies at Smart Africa Group — but the mission has stayed the same: giving businesses in Tanzania access to the calibre of marketing that large organisations enjoy. Over eight years I’ve delivered results across media, retail, construction, non-profits and the United Nations’ International Trade Centre.
(02) How I work
My approach to
My approach to
every client.
01
Results-focused
Every strategy is tied to real business outcomes — sales and customers, not vanity metrics.
02
A true partner
I take time to understand your business, your customers and your goals before recommending anything.
03
Flexible & a la carte
No rigid packages or minimums. You get exactly what your business needs — nothing more.
04
Tanzania first
Deep understanding of the local market, customer behaviour and digital landscape.
8+
Years of experience
50+
Businesses helped
100%
Tanzania focused
Experience
Where I’ve
Where I’ve
made an impact.
Aug 2023 – Present
Smart Africa Group (SAG)
Dar es Salaam
Dar es Salaam
Business & Communications Manager
Lead Group-wide digital communications across five subsidiaries — social, blogging, email and website content with a consistent brand voice.
Produce and direct the Executive Echo Podcast (9+ episodes) featuring the Group CEO and CVO — end-to-end production, distribution and audience growth.
Plan, manage and report on integrated digital campaigns; present monthly analytics insights to leadership.
Established internal communications protocols and press releases, balancing storytelling with corporate governance.
Mar 2021 – Present
International Trade Centre (ITC)
United Nations Agency
United Nations Agency
Branding & Social Media Consultant
Coach 15+ Tanzanian SMEs (incl. beekeeping & agricultural value chains) on digital marketing, branding and social strategy.
Co-deliver workshops alongside ITC advisors, guiding SMEs through marketing workbooks and market positioning.
Run individual coaching sessions and produce structured reports following ITC methodology.
Mar 2021 – Present
HERI Foundation
Dar es Salaam
Dar es Salaam
Communications & Digital Marketing Consultant
Led the Wezesha Ndoto fundraising campaign — messaging and donor journeys reaching 400+ donors.
Grew the Foundation’s social following by 300+ in four months through focused content and engagement.
Designed and manage the HERI Foundation website, optimising donor journeys and conversion.
Collaborate on grant proposals, translating programme impact into compelling communications.
Mar 2021 – Aug 2023
Dar es Salaam Merchant Group (DMG)
Communications & Marketing Manager
Delivered a 100% increase in website traffic and a substantial lift in conversions through content, SEO, link-building and social.
Designed and managed the DMG website end-to-end — content, performance and lead capture.
Created email and social campaigns growing awareness, engagement and lead generation.
Produced newsletters, videos, graphics and blogs for varied B2B and B2C audiences.
Jul 2018 – Nov 2020
BrighterMonday & ZoomTanzania
Community Marketer
Built social media following to 40,000+ through daily content, brand campaigns, promotions and community engagement.
Designed and executed social strategy aligned to business goals; set KPIs and reported ROI to leadership.
Monitored SEO and web-traffic metrics; nurtured the online community and resolved customer queries.
Capabilities
Core skills.
Digital Marketing StrategySocial Media ManagementSEO, SEM & Google AdsPaid Social & DisplayGoogle Analytics & ReportingMeta Business SuiteContent Production (video, copy, podcast)Email Marketing & Lead GenerationWebsite Design (WordPress)Influencer & Partner OutreachBrand Storytelling (EN & SW)Stakeholder & Agency Coordination
Education
BA Mass Communication (Honours)
Certifications
Advanced Google Analytics
SEO Foundations
Social Media Marketing
Digital Marketing Masterclass
Introduction to Content Marketing
Learning to Write Marketing Copy
Technical Support Fundamentals (Google)