Steven Kapoxy Kapoloma

The Malawi Revenue Authority (MRA) is an agency of the Government of Malawi responsible for assessment, collection and accounting for tax revenues. The Head of Corporate Affairs manages the corporate image and reputation of MRA among its staff, stakeholders and members of the public. The executive drives communication, taxpayer education and service delivery efforts to enhance voluntary tax compliance.

• Developed and led cross-functional implementation of an integrated communication strategy to improve the image and reputation of tax collecting body in Malawi resulting in taxpayers’ perception index moving from 40% to 65% positive in three years
• Served as a strategic adviser and coach to the board, executive management, regional managers, brand champions and staff on media reputation, brand and stakeholder relationship to improve understanding, performance and accountability across the organization
• Developed and led the execution of communication and marketing campaigns to grow tax revenue in support of corporate revenue mobilization drive
• Block Management System”, “Kuiphula ndi Lisiti Langa”, “Everyone must pay tax Campaign” and “Lisiti Langa VAT Campaign” grew revenue ranging between 10% to 30% above target
• Established strategic partnership and collaborative arrangements with government agencies, academic institutions, professional association, business groups and community groups to help achieve the goals of the organization
• 22 MOUs signed and active with various stakeholders
• Represented the organization in regional workshops, media forums, public engagement networks to position the organization as a thought leader in local and global tax matters and share best practices
• Developed a reputation risk management matrix to identify, categorize, assess, mitigate and measure the consequences of various events and actions on reputation as part of enterprise risk management
• Directed the production of high-quality and focused content including videos, presentations, booklets, web articles, social media posts etc
• To support organization’s goals and programmes
• Accountable for direct management of 21-person team with collaborative process for criteria-based allocation of USD$1.3 million communication budget for marketing, media liaison, corporate social responsibility, tax education and taxpayer service.

• Managed Social Media activities for World Bank African division such as Facebook, Twitter, YouTube etc
• Developed marketing content such as blogs, promotional materials and advertisements for social media
• Identified social media trends and developments to influence communication strategies
• Analyzed social media campaigns and activities for effectiveness and made recommendations for improvement to increase engagement
• Curated relevant content to reach the World Bank ideal and targeted customers
• Monitored, listened and responded to users in a “Social” way while cultivating audience engagement.

• Managed corporate communication and relationship with taxpayers and other stakeholders
• Researched and developed strategy-based online and offline content, and managing the communications plan
• Developed media, branding, advertising and promotional programmes in line with MRA’s corporate goals and communication strategy
• Oversaw the production of all corporate publications such as annual reports, newsletter, website and intranet to ensure that staff and stakeholders are kept up-to-date on key developments
• Planned and managed website and social media content stream, including product information, company information, blogs, posts, social media customer conversations and surveys
• Planned and managed all corporate events and trade shows, including exhibits, speaking engagements, new product showcase, pre-show promotions, live show updates, and post-show lead fulfillment
• Planned and delivered corporate social responsibility and sustainability pragrammes to showcase MRA commitment to staff, partners, taxpayers and the community
• Planned and managed news releases and press events, and collaborated with journalists and bloggers to promote taxation services
• Monitored and reported on key performance metrics for marketing communication activities including recommendations for adjustments
• Successfully marketed the creation of a new office, the Large Taxpayer Office, under the IMF reform program, to internal and external audiences
• The office collects 70% of total domestic taxes revenue
• Organized MRA 10 years anniversary celebrations with the main aim of reminding people the role of the institution in national development and showcase the modernization reforms taking place in the organization
• Led a cross-functional team to successfully re-design the MRA website
• Educated employee population of 1200 about company’s brand by creating and producing corporate branding guidelines and style guide.
• Prepared cross-platform social media promotions, capitalizing on strengths of each site to effectively reach target audiences.
• Managed consistent design theme, look and content of organization's online presence.

• Analysed public criticisms, complaints and inquiries by stakeholders and the public and made recommendations to management on appropriate remedial action with a view to improve the image of MRA
• Wrote press materials and delivered presentations to media representatives
• Aligned projects and daily activities to company vision, strategies and tactics
• Planned, designed and implemented Public Relations activities and programmes aimed at promoting the image of MRA
• Collaborated with production team to coordinate advertising and promotion
• Designed and implemented projects and activities aimed at enhancing good customer care
• Produced tax promotional materials and souvenirs
• Produced articles for the MRA website and newsletter
• Produced news release, speeches, project proposals.

• Consumers Association of Malawi (CAMA) is a non-Governmental Organization established in 1994 mandated to promote and protect consumer interests. A Media and Advocacy Manager plays a key role in communicating with members and external audiences, to raise the profile of CAMA, its work and members
• The manager acts as a standard keeper for all written and designed materials and co-ordinate production of print and online communications to members and external stakeholders
• Successfully lobbied for the enactment of the Consumer Protection Act and regulations to enhance protection of consumer welfare
• Raised the profile of CAMA as a promoter and protector of consumer rights in Malawi leading to increase in paid up membership by 125%
• Introduced CAMA newsletter for paid-up members
• Created consumer district chapters to create awareness on the consumer rights and responsibilities in peri-urban areas
• Tracked and delivered market monitoring reports on price, quality and consumer behaviour to industrial and trade associations to enhance compliance to standards
• Operated as the central point of contact for consumer issues, complaints and service failure
• Clearly communicated consumer issues to private sector associations, government bodies and compatriot civil society organizations to ensure timely resolutions of complaints
• Represented consumers in government boards, meetings and forums