TradeMark East Africa Appoints Ex-UK Envoy as New CEO

TradeMark East African (TMEA) has appointed David Beer as the new Chief Executive Officer (CEO).

Beer, who recently completed his tour as High Commissioner for the United Kingdom (UK) in Malawi, will take over from Frank Matsaert, TMEA’s founding CEO.

He will assume the role on Thursday, September 1. Beer will be based at the organisation's headquarters in Nairobi.

According to a statement dated Wednesday, August 31, Beer was picked to succeed Matsaert due to his strong experience in steering trade, development and forging multilateral policies aligned with TMEA's purpose.

File photo of David Beer, new TMEA Chief Executive Officer.File

"David’s extensive government and trade development skills should help TMEA strengthen its programming, develop strategic alliances, and roll out fit for purpose products that respond to market needs at macro and micro level so Africa can maximise its trade potential," TMEA Board Chair Ambassador Erastus Mwencha stated.

"We believe his strong leadership experience will help focus TMEA during these turbulent economic times and stabilise its funding base," he added.

He joins TMEA with over 20 years of experience in the financial and economic sector, representing the UK government in different high-level positions. Before that, he also served for various organisations in Uganda, Sudan, Burundi, and Ghana.

Beer's role will include spearheading TMEA's expansion plan and scaling up support for implementing the Africa Continental Free Trade Agreement.

Currently, TMEA has innovated its programming platform to reduce trade barriers. As a result, the firm has achieved improved transport logistics systems, digitalisation of key trade processes, enhanced standards and SPS compliance, and targeted interventions supporting women, and youth in Small and Medium Enterprises in critical sectors.

The aid for trade organisation is also developing a Ksh26 billion ( USD 220 million) Green Corridors programme to ensure climate resilient infrastructure and efficient transport models.

Beer's appointment further comes at a time when TMEA has secured funding for its Startup, Trade Catalyst Africa, which is poised to catalyse commercial capital into the organisation's infrastructure.

His predecessor, Matsaert, who has led the institution for over a decade, left a mark of momentous growth and strong delivery.

"Matsaert spearheaded expansion beyond East Africa to now include the Horn, Southern and West Africa, and raising TMEA funding from an initial Ksh5 billion (US$42 million) to Ksh144 billion (US$1.2 billion) by April this year," the company described Matsaert's achievement.

"Matsaert has worked tirelessly to develop TMEA’s strategy and implementation model to achieve large scale impact; champion staff welfare, inclusion, and diversity; and promote TMEA beyond its traditional donors to now include Foundations," the institution added.

File photo of TMEA founding CEO Frank Matsaert addressing the media.TMEA