Suss Digital Africa Founder: Kenyan Man Converts His Hobby Into Business

• Dennis Maina told TUKO.co.ke in an exclusive interview that his digital marketing company started as a simple hobby which evolved into a thriving business
• The digital entrepreneur established the company in 2021 amidst the challenges posed by the COVID-19 pandemic
• He was recently named among the top 25 men in digital during the SOMA awards, while SUSS Digital Africa scooped five awards, including agency of the year

TUKO.co.ke journalist Japhet Ruto brings over eight years of experience in financial, business, and technology reporting, offering deep insights into Kenyan and global economic trends.

In the dynamic landscape of entrepreneurship, stories often unfold in unexpected ways, and such is the case with Suss Digital Africa.

At the helm of the innovative venture stands an individual whose journey embodies the spirit of turning passion into a full-time business.

The founder, Dennis Maina, told TUKO.co.ke in an exclusive interview that his digital marketing company started as a simple hobby which evolved into a thriving business.

"So, in the beginning, Suss Ads was just something I was working on in my free time. But as time went on, I realised that it had the potential to really take off. So I decided to put all my energy into it and focus on growing the business," Maina explained.

Maina previously worked at Betsafe as a CRM and digital media manager, at Betsson Group (Betsafe), GroupM (WPP-Scan group) as a digital media manager, and SportPesa as a digital communications executive and at TIFA Research as a research executive.

Having worked at several organisations, he acquired the necessary skills that moulded his company.

When did Dennis Maina launch, Suss Digital Africa?

The digital entrepreneur established the company in 2021 amidst the challenges posed by the COVID-19 pandemic.

This came after he witnessed the transformative power of digital marketing and the immense possibilities it offered. He was inspired to venture into the industry.

"At Suss Digital Africa, our mission is to revolutionise brand connections in the evolving digital landscape. The conception of the agency was a convergence of recognising market needs and a commitment to pushing the boundaries of what could be achieved in the digital space," he recalled.

To remain competitive, he and his team developed a programmatic platform, a unique, full-stack demand-side solution focused on delivering personalised campaigns with impactful ad formats.

"Staying ahead involves a continuous pursuit of knowledge and embracing change. Innovation is at the core of our success-whether through adopting emerging technologies or creating groundbreaking solutions."

What challenges did Dennis Maina face?

Maina noted that as he scaled his agency, resource allocation and upholding quality standards were notable obstacles.

To overcome them, they prioritised talent identification and development, implemented streamlined processes, and leveraged technology for enhanced efficiency.

"Balancing growth while staying true to our commitment to excellence demanded strategic planning and a dedicated focus on our core values.

Harnessing data lies at the heart of our campaigns. We utilise advanced analytics to comprehend audience behaviours, gauge campaign effectiveness, and fine-tune targeting," he said.

Maina was recently named among the top 25 men in digital during the SOMA awards, while SUSS Digital Africa scooped five awards, including agency of the year.

Who is Janet Machuka?

Elsewhere, Janet Machuka founded the Africa Tweet Chat Academy after realising the potential of social media as a marketing tool.

She focused on building personal brands through social media, mainly working with small businesses.

Machuka stressed the importance of knowing the types of businesses she works with and adapting to new trends in the ever-changing digital space.

"I did not go to a business class on campus. I studied media studies at Moi University," Machuka told TUKO.co.ke in an exclusive interview.