Executive Directors

Dr Obinna Anyalebechi

Dr Obinna Anyalebechi is the Managing Director of SBL.

Prior to his appointment, Dr. Obinna was the Field Sales and Operations at Diageo Great Britain for a year and half where he successfully elevated the levels of customer service, process innovation and data driven execution rigor.

He has over 16 years cognate experience in Marketing and Commercial functions garnered whilst working across different multinationals, brands and categories. He joined Diageo in 2012 and has held several roles including Customer Marketing Director, Nigeria and Commercial Director, Ghana.

Prior to joining Diageo, he held marketing roles at Promasidor Nigeria Limited and Unilever Nigeria PLC.

Obinna holds a Doctor of Veterinary Medicine degree from the University of Nigeria. He is an alumnus of the Darden School of Business, Cranfield School of Management and the I.E. Business School. He has also attended management courses at Harvard Business School, Yale School of Management and IMD.

David Muriithi

David Muriithi is the Finance Director for SBL.

David joined EABL in November 2016 as Commercial Finance Manager for Kenya Breweries Ltd, a position that he held until December 2018 before taking over a new role as Head of Group Finance at EABL Group Office. In March 2020, he was appointed Finance Director Meta Abo Diageo Ethiopia for a stint of 2 years a role he held until Joining SBL. Prior to joining EABL, David had an extensive career spanning over a period of 10 years in various finance positions in BAT East and Central African and PWC Kenya.

David holds a Bachelor of Business Management from Moi University in Kenya and is a Certified Public Accountant of Kenya (CPA-K). He also holds qualifications as a Certified Public Secretary of Kenya (CPS) and Certified Information Systems Auditor (CISA).

Alfred Balikagira

Alfred Balikagira is the Operations Director for Serengeti Breweries Limited, Tanzania

Alfred is a change leader with over 20 years of work experience in the FMCG industry at the operational, management and executive levels. He has been part and parcel of the team that piloted the rollout of manufacturing best practices in brewery operations in Africa.

Alfred holds a Bachelor of Science from Makerere University, a postgraduate diploma in brewing science and technology from the Institute of Brewing and Distilling, UK and he is an alumina of Gordon Institute of Business Science 2011 ALP and Strathmore University Business School 2022 AMP.

He has excelled in various roles throughout his career, including Quality Assurance Manager, Manufacturing Development Manager, Brewery Plant Manager, and Technical Director.

His success in these roles can be attributed to his ability to deliver exceptional results and manufacturing best practices while also fostering a collaborative, team-oriented culture. He is passionate about people and has a keen eye for talent, which has enabled him to build high-performing teams across different departments.

One of Alfred’s greatest strengths is his ability to coach and mentor his team members, helping them to develop the skills and knowledge they need to excel in their roles. He is a natural leader who inspires others to perform at their best, and he is dedicated to creating a work environment that encourages creativity, innovation, and continuous improvement.

Christopher Gitau

Christopher Gitau is the Sales Director for SBL.

A Strategic business leader possessing over 21 years of progressive experience in different capacities whilst working for notably, East African Breweries (EABL) and Cooke International. He has developed substantial expertise in effecting positive growth, driving revenue, and managing top-producing teams with a proven impressive background in new business development, building beneficial alliances with business partners, and dramatically increasing account bases across several brands.

A respected advisor, trainer, coach, and mentor who has worked across several markets in various Commercial and field sales leadership roles in Kenya Breweries from early 2001 to 2015, followed by a 2-year stint as the Commercial Operations Director in Diageo Vietnam in 2016 -2018. He thereafter moved to Diageo Ethiopia as the Route to consumer Director for one year before assuming the Commercial Director role for an additional 3 years.

In early 2021 Chris then transitioned to his current role in SBL as Sales Director

Chris is driven to develop and implement winning commercial & sales strategies by applying his immense commercial’ experience in effecting positive sales growth, driving revenue, and managing top performing teams. His career ambition is to grow senior leaders in East Africa and beyond Africa. Chris holds an MBA degree in Strategic Business management and is a Certified Executive leadership coach

Outside the workplace, Chris is an avid sportsman with a passion for long-distance runs and hiking adventures

Conrad E. Msoma

Conrad Msoma is the Human Resource Director for SBL.

Conrad experience straddles HR leadership, organizational effectiveness, talent, and succession planning. He is responsible for crafting and executing of Human Resource strategy in support of the overall business plan and strategic direction of SBL in alignment with the overall Diageo’s people agenda.

He is one of the respected HR senior executives in Tanzania with over 18 years of work experience both locally and internationally. Conrad has worked in various industries from telecoms, microfinance, consulting, and health research. He has led HR digital transformation, culture change programs, while offering a great people experience.

Within HR, Conrad has held various roles such as Head of Training & Development, Head of Diversity and Organization Effectiveness while working with Vodacom in Tanzania and Lesotho.

Conrad holds an MBA from ESAMI- Maastricht business school and a Bachelor of Arts degree from the University of Dar es Salaam.

John Wanyancha

John Wanyancha is the Corporate Relations Director for SBL.

John has over 15 year-experience working as corporate, and behavior change communication specialist. With a background in journalism and seven-years working as a reporter and editor with some of Tanzania’s leading media houses. John has a wide professional network spanning through the media, political and public government spheres.

He holds a BA degree from Moi University in Kenya and an MBA degree from the Eastern and Southern African Management Institute (ESAMI) in Arusha, Tanzania. Before joining SBL as Corporate Relations Director in 2016, John worked as Director of Corporate Affairs of Population Services International (PSI-Tanzania) and as Head of Corporate Affairs with Tigo Tanzania. He was before then a journalist with leading Tanzanian media houses including the Daily News newspaper which John worked for as an editor.

Outside of work John enjoys the company of his family and friends, playing pool table and volleyball as well as doing community philanthropy works. He’s a member of the Public Relations Society of Tanzania.

Lucia Minde
Legal and Business Integrity Director
Anitha Rwehumbiza
Marketing & Innovations Director

Lucia Minde

Lucia Minde is the Legal & Business Integrity Director for SBL.

Lucia is a business leader passionately committed to adding value to society and to inspire those she encounters to become better versions of themselves. She currently serves as the Legal, Business Integrity Director, and Company secretary at SBL, a position she has held since July 2018.

In her current role, she leads a team that is responsible for managing legal risk, corporate security, document management, corporate governance, and ensuring that the business has an adequate control framework. She has been instrumental in embedding best practice that has resulted in increased efficiency, mitigation of risk, and a reduction in litigation exposure.

At SBL, she also chairs the Spirited Women Network, an employee resource organization whose objective is to promote and foster leadership and the development of female employees.

Lucia is an Advocate of the High Court of Tanzania and a member of the Institute of Directors in Tanzania. She has been recognized as one of the Top 50 Women in Management in Tanzania by WIMA.

She is an avid reader and keen runner. She is the Athens Marathon finisher and has successfully summited Mt. Kilimanjaro.

Anitha Msangi

Anitha M. Rwehumbiza is the Marketing and Innovations Director for SBL.

Anitha joined SBL in July 2012 as Marketing Manager for Tusker and Pilsner, a role she did for 5 years providing marketing leadership and strengthening the equity of the already renowned brands. She played a key role in the launching of the first Tanzanian Lite beer with a BITE! in the market in 2017, Serengeti Premium Lite. She became Head of beer a position she held for two years before moving to Uganda Breweries Limited, part of EABL, as Head of Customer Marketing for 1 year. In both roles, she led a team that brought to life portfolio and trade strategies through brilliantly executed activities that were rooted in consumer, shopper, and customer insights. Her key achievements include Serebuka campaign, Taifa star,s and Women league sponsorships that led to the growth of Serengeti Trademark across retail and consumer metrics. Recognized for excellent performance across Africa on behalf of SBL, 2 years in a row by Diageo through Pride of Africa Awards; 2017/2018 and 2018/2019.

Her purpose is to see people around her progress in life. She lives this purpose in every aspect of her life i.e., at work, at home, and in society in general. To further bring her purpose to life, she teamed up with friends and built a library, in Mwanga, Kilimanjaro a platform that empowers needy youth with entrepreneurship skills to grow themselves and the community. Mentoring ladies is her big agenda and happy to see some of her mentees growing career-wise across E. Africa.

Anitha holds a bachelor’s degree in Business Administration (Marketing), from The American International University in the United Kingdom. She is currently pursuing the Senior Management Leadership Programme with Strathmore University Business School in Kenya.

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