Endalkachew Girma

Corporate Marketing Director | Midroc Investment Group – Commercial Cluster I provide strategic leadership for all marketing activities across Midroc Investment Group’s Commercial Cluster, overseeing brand, marketing strategy, and market growth initiatives across multiple business units and subsidiaries. My role focuses on building a strong corporate brand, aligning marketing efforts with business objectives, and driving measurable commercial impact. Working closely with my teams, I have successfully strengthened the organization’s retail market position and significantly enhanced the brand equity of Queens Supermarket PLC, positioning it as one of the leading players in the sector. Through data-driven, well-governed marketing leadership, we have supported sustainable business growth and contributed to the expansion of Queens Supermarket in both store footprint and quality, improving customer experience, brand consistency, and market competitiveness. Currently, I am working closely on realizing the franchising process with Carrefour, supporting the establishment of Ethiopia’s first international retail franchise. My involvement includes strategic coordination, brand alignment, and marketing readiness to ensure a successful market entry and long-term brand positioning. In parallel, I lead and collaborate on integrated media campaigns and programs, overseeing strategic planning, execution, and performance tracking across traditional and digital channels to strengthen brand visibility, customer engagement, and commercial results