RISING WOMAN 2025: Edith Nasuwa demonstrates why the’re no exclusive roles for men

Gone are the days when gender dictated roles. Advances in technology and sustained efforts towards gender equality are yielding positive results, with women breaking barriers and thriving in roles once perceived as exclusive to men

This reflects the success story of Edith Nasuwa, Head of Customer Marketing at Serengeti Breweries Limited (SBL). Thriving in commercial roles—particularly in alcohol and beverage distribution—has traditionally not been seen as a space for women. 

However, she has defied these stereotypes, demonstrating that expertise, confidence, and strategic leadership transcend gender biases.

She says the fusion of business strategy, marketing, and trade expertise has been a key indicator in driving positive results while focusing on customer and consumer needs. The result has been engaging experiences that resonate with SBL’s diverse brands and market, which reinforces market prominence.

With many years in commercial leadership, Edith’s journey is one of resilience, strategy, and innovation.

“What started as a career in marketing quickly evolved into a deep passion for commercial strategy, where I found myself at the intersection of consumer engagement, brand building, and trade execution,” says Edith.

Today her work at SBL is a testament to the power of determination, strategic thinking, and a relentless pursuit of excellence. However, there were moments she was not taken seriously or her abilities were questioned simply because she is a woman.

“I worked harder, thought smarter, and persistently demonstrated my knowledge, investing my leadership skills with confidence, and here I am; it paid me off. I attribute confidence and expertise as the guiding principles towards breaking barriers,” she says.

Commenting on how her experience led to building visible brands, she explains that her marketing strategy, which constitutes mapping SBL’s brands against consumer insights and market needs has paid off.

The strategy ensures the right products are placed in the right channels, with the right visibility strategies.

She says by aligning brand visibility with customer preferences and execution efficiency, she has successfully elevated SBL’s brand influence across Tanzania.

“Under my leadership, SBL’s brands have maintained strong visibility and market presence in both on-trade (bars, restaurants, and hotels) and off-trade (supermarkets and retail stores) channels. My approach is driven by a deep understanding of market trends, consumer behaviour, and competitive dynamics,” says Edith.

When asked what the key to commercial success is, she says, collaboration is at the heart of commercial growth.

She says she works closely with distributors, trade partners, and internal teams to create and execute business plans that benefit all stakeholders.

“Success in trade is about partnerships. Our distributors, retailers, and internal teams all play a critical role in ensuring that our products reach consumers,” she says.

“We constantly engage with our partners to gather insights, identify opportunities, and solve challenges together,” says Edith.

Through strong relationships, shared goals, and strategic execution, Edith ensures that SBL’s brands not only reach the right consumers but also contribute to the growth of its partners.

As one of the leading women in sales and marketing, Edith is passionate about mentorship and uplifting other women. She firmly believes that confidence and self-belief are crucial in breaking barriers.

“There is no job that a woman cannot do. The key is to believe in yourself, master your craft, and make your voice heard,” she advises.

“Women in leadership must also mentor, guide, and inspire young women to take on challenges and push beyond limits.”

Edith’s journey is more than just a success story; it is an inspiration for women aspiring to lead in industries where they are underrepresented. Her leadership at SBL demonstrates that with the right strategy, confidence, and persistence, women can thrive in any field.

As The Citizen Rising Woman 2025 recognizes her achievements, Edith remains committed to driving innovation, building impactful brands, and empowering the next generation of women leaders in Tanzania.

Supported by Bill and Melinda Gates Foundation