Grace Waweru walked into the room 20 minutes early, a quiet but powerful statement of who she is. Time matters to Grace. And, as I would soon learn, so does living a deliberate, purpose-driven life.
Beneath her composed demeanor, she is a leader who has learned, through experience, the importance of staying true to one’s values, being intentional about impact, and telling stories that matter.
Grace, a globally recognized, award-winning advertising business leader, has had a career filled with growth, impact, and learning to say no to the wrong opportunities.
Our conversation started with a reflection, one that most of us overlook: obituaries. Why do obituaries tell the story of a person’s career, education, and accolades but say little about who they were inherently? This question has shaped how Grace chooses to live and how she hopes to be remembered.
For her, how one chooses to live day-to-day shapes the legacy one leaves behind. She challenges individuals to be intentional about the lives they want to lead.
“What you would like said about you, you have to start taking steps towards it now,” she begins. Be deliberate about the impact you want to make from day one. Have a clear vision of what you want and stay true to it. Do it afraid and keep doing it.”
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Grace Waweru on The Power of Storytelling
Grace describes herself as a storyteller, at heart and in practice.
“I like to tell stories and partner with clients to tell stories that make changes in society,” she says. “Storytelling is powerful and lies at the heart of societal change.”
But there’s another story Grace is writing, one of her own legacy.
“I would like for anyone who has interacted with me to say that their life was better because Grace was in it. When my time on earth is done, that is what I want people to say.”
That clarity has come with time and tough lessons. Like many professionals, she once believed every open door was an opportunity. Not anymore.
Grace admits she stayed too long in spaces that didn’t align with her values, afraid of what people would say if she left.
“Every invitation to the table does not mean that you should accept that seat. Not all seats are meant for you, and not all money is good money. If you stay in a situation where you’re unhappy, you won’t bring your best self to work. That means you’re not adding value to yourself or your employer.”
Measuring Success: People and Purpose
Success, for Grace, is measured in two ways: results and people. She is a strong believer in Africa’s untapped potential and making an impact in society.
“Companies are here to make money or to make an impact. The economy is getting harder, and return on investment matters,” she explains.
“But as a leader, I also ask, am I growing the people I lead? Are they getting better because of me?”
As someone who has worked her way up the corporate ladder, Grace speaks candidly about the gender pay gap in leadership.
“Yes, women are still paid less,” she says, pointing to studies that have shown that women earn up to 30% less than men for the same work, and sometimes even with more experience.
“As women, we’ve not been good at negotiating and understanding our value. A man will walk into a boardroom and say, ‘I’m worth a million shillings,’ and gives his reasons. Women, on the other hand, often put themselves down from the beginning because we want to please and avoid being seen as demanding.”
Because of that, she believes the system itself needs a shake-up. Grace emphasizes that it’s challenging to become what one hasn’t seen and wishes more female leaders would openly share their salaries, as silence around this issue perpetuates inequality.
As long as women remain silent about their pay, they will continue to be left in the dark. Additionally, Grace believes men have a role to play in advocating for women’s pay equity, encouraging them to create space for women to be paid based on the role itself, not on gender.
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Small Wins, Big Impact
When it comes to supporting women in the workplace, Grace has been intentional. She draws from her personal experiences, like the challenges of being a working mom.
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“For women who choose to be mothers, I know how hard it is to go back to work after maternity leave. I know the guilt. We’re told to exclusively breastfeed for six months, but after three months, you’re back in the office. Not many organizations provide a conducive environment for mothers.”
She recalls her first experience of rushing home to express breast milk or sitting in her car during lunch hour.
However, one day, she walked into an organization and found that the nursing room was inadequate.
She immediately spoke to Human Resource and ensured that the room was upgraded to better support nursing mothers. This change is something she is very proud of, as it highlights the significance of such conversations in the workplace.
Grace believes that empowering female leaders can be achieved by offering hybrid work systems for new mothers and providing genuine support that addresses their needs.
But empowerment shouldn’t stop there. “At some point, we have to talk about menstrual health in the workplace,” she adds.
“I’ve battled endometriosis, and I know how painful it is to work through difficult periods. Yet, we’re still expected to show up and deliver as if nothing’s happening. Can we normalize systems that allow women to work from home during that time while still adding value?”
Awards and Accolades
Grace Waweru stands out as an exemplary leader whose achievements underscore her transformative impact on the advertising industry and beyond. She has received regional and global recognition for her leadership and impact in the community, earning many enviable awards.
Among these, she won the David Ogilvy Pipe Award for Outstanding Leadership twice, in 2018 and 2019, and the Hundred X Leadership Award in 2019, all issued by Ogilvy Africa.
Her influence was further acknowledged when she was named one of the Top 25 Most Influential Women in Marketing in East Africa in 2022 and ranked among the Top 60 Most Transformative CEOs Impacting the Economy in 2023 by Business Monthly. Most recently, she was celebrated as one of the Top 25 Purpose-Driven Leaders in Kenya 2024 by Lapid Leaders Africa.
Grace’s visionary leadership has driven groundbreaking projects including the globally acclaimed COVID-19 awareness campaigns for Unilever, which reached billions and garnered international recognition, including the Global Good Award.
Her work extends beyond business, she has spearheaded impactful initiatives like the “Love Shouldn’t Hurt” anti-GBV campaign for PSH Zimbabwe and continues to mentor young women at Greenland Girls School. With over 15 years of experience, Grace epitomizes purpose-driven leadership, leaving a mark on her teams, clients, and communities.
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Leadership Is About Empathy
For Grace Waweru, leadership isn’t about gender, it’s about empathy and effectiveness.
“Having good leaders is what matters. Male or female, you have to ask yourself: Are you a good leader? Female leadership causes a fuss because it’s not what we’ve traditionally seen. The spotlight is on us, you’re celebrated loudly, but you’re also vilified loudly.”
She believes the narrative needs to change. “When we normalize women being in leadership, the conversation shifts. It’s about governance and good leadership, not gender.”
Looking to the future, Grace Waweru is excited about the possibilities that exist. She looks forward to continuing to partner with clients and brands to tell their stories in a way that impacts the communities and societies that we are privileged to serve. She however insists that this has to be something that aligns to her values especially when it comes to leadership.
Her parting words reflect the same wisdom that has guided her journey:
“Be deliberate about what you stand for. Stay true to your values. If you’re in a position of leadership, use that power to make things better, for the women, for the people, and for the future.”
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