Florentine Kabefu

I lead Hospitality Consult Africa (HCA) in co-developing systems, toolkits, and capacity-building programs tailored to women- and youth-led MSMEs in the tourism sector. Our work supports sustainable growth, inclusive innovation, and regional competitiveness—aligned with Malawi’s Tourism Masterplan and the UN SDGs (5, 8, 9, 12). Key Responsibilities & Achievements: ???? Strategic Planning & Implementation: Designed eco-tourism strategies aligned with the SDGs, national policies, and CHIncubator’s inclusive tourism model. ♻️ Sustainable Tourism Integration: Led the adoption of eco-friendly practices across operations—waste, energy, and supply chain. ???????????? Mentorship & Training: Developed and delivered 15+ mentorship modules for women entrepreneurs in business management, SOPs, and leadership. ???? Market Intelligence: Conducted regional market research to inform product positioning, pricing strategies, and capacity needs. ???? Women-Led Experiences: Co-created tourism products highlighting women’s contributions, from cultural curation to guiding and wellness services.

Core Projects & Leadership Initiatives

CHIncubator (Concept in Development): Architect of an inclusive tourism ecosystem under academic incubation, aligned with SDGs and AU Agenda 2063

MUSALI Toolkit: Co-designing SOP and sales enablement system for MSMEs in Malawi

TENW: Establidhing Framework for accelerating women-led tourism entrepreneurship

CIM CPD Journey: Progressing toward Chartered Marketer certification through approved continuing education

???? Hybrid Academic-Proof-of-Concept | Incubated during BSc in Tourism at FH Graubünden CHIncubator is a modular innovation ecosystem under academic incubation, designed to empower tourism MSMEs—particularly women- and youth-led enterprises—across Malawi and Sub-Saharan Africa. As Founder, I lead strategy design, concept development, and stakeholder engagement for 8 interlinked ventures. Key Milestones: ✔️ Designed investor prospectus & Theory of Change ✔️ Co-developing SOP-based MUSALI Toolkit aligned with SDG 8 & 9 ✔️ Planning for the conducting participatory research through FHGR fieldwork ✔️ Mentorship opportunity with Heinz Wehrle, strategic advisor in hospitality investment

Develop and Implement Strategic Plans: Craft and execute comprehensive strategies that align with the company's vision of promoting eco-tourism and empowering women entrepreneurs. Ensure these strategies are in line with the UN Sustainable Development Goals (SDGs). Drive Innovation: Lead the organization in adopting innovative eco-friendly practices and green business concepts, positioning Hospitality Consult Africa as a pioneer in sustainable tourism. Mentorship and Training Programs: Design and deliver mentorship and training programs to empower women entrepreneurs in the hospitality and tourism sector. Equip them with the skills and knowledge needed for leadership roles and business ownership. Sustainable Tourism Practices: Integrate eco-friendly practices into all aspects of operations, including waste management, energy conservation, and sustainable sourcing. Develop Women-Led Experiences: Ensure that the company's offerings feature women-led experiences and highlight the contributions of women to the tourism sector. Promote gender equality and inclusivity in all tourism products and services. Market Analysis and Positioning: Conduct thorough market research to identify trends, customer needs, and competitive landscapes. Use this information to position products effectively in the market. Offer Training Programs: Provide training and capacity-building programs for women entrepreneurs, focusing on business management, sustainable practices, and leadership development. Enhance Skills and Knowledge: Continuously update training content to reflect emerging trends and best practices in sustainable tourism. Cultivate Strong Relationships: Build and maintain strong relationships with key clients, understanding their needs and preferences to enhance customer satisfaction and loyalty. Stay Abreast of Industry Trends: Keep up-to-date with global trends in hospitality and tourism, particularly in sustainable practices and eco-tourism.

Sector: International Hospitality | Business Tourism | Strategic Sales, Marketing & Distribution Led commercial strategy for Malawi’s flagship Marriott property, managing integrated sales, marketing, and distribution initiatives across leisure, corporate, and group segments. Drove brand positioning, client acquisition, and performance optimization in line with Marriott global standards. Key Responsibilities & Achievements: *???? Sales & Revenue Growth: Designed and executed B2B and B2C sales strategies, contributing to year-on-year growth and market share expansion. *???? Strategic Planning: Developed marketing, promotion, and distribution roadmaps aligned with occupancy goals and regional demand shifts. *???? Promotional Campaigns: Launched successful multichannel campaigns—leveraging digital, print, and partnership channels—to drive visibility and bookings. *???? Market Intelligence: Conducted detailed market research and competitor analysis to inform product positioning, rate strategies, and targeting. *???? Distribution Channel Management: Optimized direct and third-party booking platforms, strengthening relationships with DMCs and corporate travel agents. *???????????????????? Client Engagement: Managed key account portfolios, cultivating relationships with government, NGOs, and international partners to secure repeat business. *???? Performance Monitoring: Introduced analytics-based reporting on sales KPIs, enabling data-driven decisions and continuous improvement. Top 5 Skills that I utilised in this Role *Strategic Sales & Marketing *Market Intelligence & Positioning *Distribution & Channel Management *Client Relationship Development *Commercial Hospitality Strategy

Sector: Hospitality | Corporate & Leisure Travel | Events & Distribution Spearheaded sales and marketing operations for one of Lilongwe’s leading business hotels, with a focus on B2B, government, and conference markets. Positioned the hotel as a top-tier choice through strategic promotions, digital engagement, and multi-channel distribution. Key Responsibilities & Achievements: ???? Sales Strategy Execution: Developed and implemented sales plans that drove revenue growth and brand visibility in the Central Region. ???? Distribution Management: Optimized inventory and logistics systems to streamline product availability and maximize occupancy rates. ???? Digital & Direct Marketing: Launched integrated campaigns using e-commerce, social media, and SEO to expand market reach and generate bookings. ???????????????????? Team Leadership: Built and led a results-driven sales team, fostering accountability, upskilling staff, and aligning efforts to company goals. ???? Performance Monitoring: Implemented KPIs and performance dashboards to track sales trends, improve conversion rates, and inform future strategy. ???? Brand Positioning: Oversaw the hotel's branding and promotional messaging across print and digital, targeting corporate, government, and event clientele.

Sector: Quick-Service Hospitality | Retail Catering | People Leadership Led end-to-end operations for a high-traffic Starbucks unit in Nottingham, focusing on financial performance, staff leadership, and brand alignment. Ensured consistent service excellence while embedding global F&B standards into day-to-day operations. Key Achievements: ???? Delivered top-tier customer experience through staff training, frontline engagement, and real-time service adjustments. ???? Boosted profitability through optimized cost control, local promotions, and dynamic pricing strategies. ???? Led a cross-functional team, embedding Starbucks’ culture, ethics, and performance discipline across shifts. ???? Ensured food safety compliance and operational audits were passed with distinction. ???? Supported regional rollouts of new beverages and menu items; enhanced in-store promotions and merchandising.