Nairobi, February 11, 2025 – TradeMark Africa (TMA) has appointed Ms. Lillian Mwai Ndegwa as the Country Director for its Kenya Programme signalling a renewed push to implement its new multi-million-dollar strategy in support of Kenya’s goal of expanding its exports, leverage Africa Continental Free Trade Area, and attract high-value investments, placing her at the forefront of these efforts.

With over 15 years of experience in international development, Ms. Ndegwa is set to lead initiatives that will enhance market access, reduce trade barriers and promote sustainable economic growth with a focus on creating a conducive Business Environment and Export Enhancement. A pilot project for this is the initiative funded by the EU and implemented in partnership with the Government of Kenya, targeting to shift atleast 50% of Kenya’s horticultural exports from air to sea, to help secure export markets and reduce its transport costs.

Her appointment comes as TMA embarks on its third strategic plan (2023–2030), which will support inclusive, green, and digital trade initiatives. Under this strategy, Kenya Country Programme has already forged partnerships with government agencies like Kenya Revenue Authority and Kenya Ports Authorities to automate trade processes for faster clearance of exports; as well as the private sector to facilitate them in increasing the value and quality of export goods.

This builds on over a decade of close collaboration between TMA, the Government of Kenya and the private sector, which has contributed to significantly reduced dwell-times at Mombasa port, faster passage through Busia and other border posts, and shortened times to process certification. Collectively, this drives down the cost of trading across borders and boosts the economy.

On her part, Ms. Ndegwa remarked, “I am honoured to join TMA at a time when the organisation is driving transformative trade facilitation efforts across the region. I look forward to working with our partners to accelerate sustainable trade growth and economic development in Kenya.”

Prior to joining TMA, Ms. Ndegwa serves as Country Director for Swisscontact, a tenure marked by efforts to make vocational education more attractive to the youth, subsequently addressing issues of unemployment and the shortage of technical skills in the country. Ndegwa’s career spans roles at KPMG’s International Development Advisory Services, where she specialised in audit and compliance for restricted funders, as well as SME development.

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