Doctoral Candidate
Nationality: Kenyan
Highest Academic Degree: Masters Degree in Business Administration
Institution / University: Staffordshire University, UK
Professional Career
C-Suite marketing professional with over 25 years of experience within the fast-moving consumer goods industry, telecommunications, tertiary education and tourism sectors, working with global organisations such as The Coca-Cola Company, Danone and Airtel Africa. She has extensive experience working across East, West, Central and Southern Africa, leading regional teams in consumer, market and competitive analyses, development of marketing strategies, brand and asset launches, brand performance management, consumer and brand research and insights, for the global, regional and local brands.
In the last 5 years, Achieng has transitioned into entrepreneurship, where she established her own digital marketing agency, https://digitalbeehive.net, to support SMEs keen for world class digital marketing and overall strategy support, at accessible prices. Her company, Digital Beehive, is focused on social impact and works with organizations that are addressing social impact issues or have a social agenda as their mission. Through her company, she also works as a Consultant, providing strategy and marketing communications consultancy and training, to organizations in the social impact and philanthropy space.
Achieng is passionate about developing women. She believes that a lesson learned by one woman, can serve and guide a multitude of women, and thus spends time coaching and mentoring women across all ages.
Research Interest
Entrepreneurship, Marketing and Talent Management
Research Specialty
The Gig Economy – Context and Motivations
Statement of Motivation for a DBA
With over 25 years of experience in Marketing and leading marketing teams across Africa, this DBA will give me the opportunity to understand a segment of human resources that has emerged and become a critical resource base for many businesses around the world. Understanding how gig workers in Kenya navigate the challenges and opportunities they encounter, will help inform how employers in small, medium and large enterprises can better recruit, motivate and retain gig workers.
My objective is to demonstrate the differences and similarities across the lifestages of different gig workers, and to use that to make recommendations for how organizations can harness the best out of the gig worker community. Beyond this, I would like to analyze and share a perspective of how gig workers can structure themselves in order to strengthen their collective positions and negotiate better. This may help influence policies in the future, in a manner that protects and benefits the gig worker.
