Publications and Media
Eric Kumah is a sought after leader with a history of publications and media coverage. Recent material is provided below
Media Coverage:
Eric Kumah speaks on AI in Marketing - Tools and Application.
Television interview hosted by Africa's top ranked Marketing Scholar, Prof. Robert Hinson.
Eric Kumah speaks on Brand Management in marketing, reflecting on a career with Unilever and Danone. Television interview hosted by Africa's top ranked Marketing Scholar, Prof. Robert Hinson.
Eric Kumah the purpose-driven marketer bridging tech, impact and innovation.
Don't Fear, rather prepare for AI - Eric Kumah
Authorship and Original Thought Leadership articles by Eric Kumah
1. AI - Artificial Intelligence in Marketing. How to adopt AI in your marketing organization. June 2025. Published by Business & Financial Times.
Introduces an original framework and structured approach to integrating AI into marketing functions, focusing on organizational in emerging markets. This framework addresses gaps in existing global practitioner frameworks.
2. Starting your AI journey: How business leaders can set the right direction. August 2025. Published by Business & Financial Times.
Outlines foundational steps for organizations beginning AI adoption, including strategic alignment and leadership commitment.
3. Three (3) ways AI is changing business and how to position yourself. August 2025. Published by Business & Financial Times.
Identifies real world changes coming to the Marketing profession and proposes ways for marketers to position themselves.
4. Common pitfalls in adopting AI, and how to avoid them. August 2025. Published by Business & Financial Times.
Identifies common implementation challenges in AI adoption and offers practical solutions to ensure effective execution.
5. Creativity in chaos: How outstanding brands played in a pandemic. 26 February 2022. Published by Business & Financial Times.
Analyzes how leading brands adapted during COVID-19, highlighting strategic agility and consumer-centric decision-making in crisis conditions.
6. Poor customer service is killing your business – Fix it now! . 19 July 2022. Published by Business & Financial Times.
Argues that customer experience is a primary driver of brand equity and provides practical steps to improve service delivery and retention.
7. Is your marketing department still relevant?. 21 September 2022. Published by Business & Financial Times.
Examines the evolving role of marketing within organizations, emphasizing accountability, business impact, and strategic alignment.
8. You don’t need new ideas, what you need is consistency. 7 November 2022. Published by Business & Financial Times.
Demonstrates that consistent execution of strategy, not constant innovation, is key to sustained brand growth.
9. Three (3) difficult questions every business will have to answer in 2023. 2 February 2023
Identifies critical strategic questions for businesses, focusing on adaptability, resource allocation, and long-term competitiveness.
10. Ten (10) lessons I learnt from the first 100 days of 2023. 15 April 2023
Provides strategic insights from early-year business performance, highlighting leadership, resilience, and execution discipline.