15+ Years of Disciplined FMCG Execution at Scale
Who we are
Upturn Ark is a BTL and experiential marketing agency with over 15 years of cross-functional experience in the FMCG sector.
We specialise in on-ground execution , delivering merchandising, in-store promotions, product sampling, wholesale activations, and market storming campaigns with discipline, accuracy, and accountability.
Our strength lies not just in strategy, but in how campaigns are deployed, managed, and reported in real market conditions. We operate structured teams, clear execution standards, and data-led reporting systems to ensure brands are represented correctly and consistently across outlets.
Upturn Ark exists to help FMCG brands win at the point of sale, protect brand reputation, and drive measurable growth through execution excellence.
Our vision
To be the most trusted execution partner for FMCG brands, recognised for disciplined delivery, data integrity, and consistent on-ground performance across markets.
Our mission
To deliver structured, accountable, and data-driven BTL and experiential campaigns that protect brand integrity, improve retail performance, and drive sustainable growth for FMCG brands.
We achieve this by investing in people, systems, and execution standards that perform reliably at scale.
Our values
At Upturn Ark, our values are not statements on a wall — they are standards that govern how we plan, deploy, execute, and report in the market.
They define how we manage people, protect brands, and deliver results at scale across FMCG and experiential campaigns.
Results Before Noise
We prioritise measurable impact over activity. Every campaign is designed to drive visibility, availability, engagement, or sales — not impressions for their own sake. Execution is evaluated on outcomes, not effort.
Integrity in Execution
We do what we commit to in the field and in reporting. There is zero tolerance for false visits, recycled data, or misrepresentation. Accuracy, honesty, and transparency are non-negotiable at every level of execution.
Data-Led Decisions
We rely on real market data, not assumptions. From route planning to performance reviews, decisions are guided by verified field reports, real-time insights, and measurable indicators that reflect actual market conditions.
Ownership & Accountability
Responsibility is clear and enforced. Every team member owns their role, their route, and their results. Issues are identified early, escalated with evidence, and resolved without excuses.
Excellence as Standard
Good execution is not enough. We operate with high standards for professionalism, consistency, and delivery quality , ensuring brands are represented correctly and reliably across all touchpoints.
Speed with Discipline
We move fast , but never blindly. Agility is guided by structure, planning, and clear communication, ensuring rapid deployment does not compromise safety, data integrity, or execution quality.
Client-Centred Partnership
We work as an extension of our clients’ teams. Our approach is built on trust, transparency, and long-term collaboration, aligning execution priorities directly with client objectives and commercial goals.
Our team
Caroline Mworia
Meet Caroline, a seasoned marketing maven with over 15 years of experience. She’s a sales-savvy strategist, consumer whisperer, and branding guru, dedicated to making brands shine. With a focus on influencing purchasing decisions, she captains a team servicing 2000+ shopping spots, from rural kiosks to retail giants. Beyond the boardroom, Caroline’s adventurous spirit fuels her jet-setting lifestyle and love for diving into gripping books. She thrives on uncovering insights from data, infusing every project with magic. Ready to transform your brand? Caroline’s infectious enthusiasm and lightning-fast wit make her not just a consultant, but a guaranteed force for success.
Samuel Muchiri
Meet Muchiri, a tech enthusiast, blending expertise with passion. With a career resembling a startup success story, Muchiri swiftly turns challenges into growth opportunities, fueled by his MBA and a love for scaling businesses. He’s the mastermind behind strategic partnerships and efficient operations, known for turning ideas into reality. Beyond business, Muchiri cherishes open roads, quiet moments, and believes in coffee and laughter to solve any problem. When not revolutionizing the tech world, he’s cruising highways or researching trends. With Muchiri at the helm, our agency is a high-speed rocket of innovation, caffeine, and humor, ready to conquer any challenge.