Pauline Njoroge Named Linda Mwananchi Interim Communications Chief

Standfirst: The former Jubilee Party official joins the movement’s campaign secretariat as Edwin Sifuna’s political outfit builds its structures and prepares for the 2027 General Election.

Linda Mwananchi has appointed Pauline Njoroge as its interim head of communication, placing an experienced political communications strategist at the centre of its efforts to organise a campaign team ahead of the 2027 General Election.

The appointment, announced on Tuesday, October 13, comes as the movement associated with Nairobi Senator Edwin Sifuna works to establish its political structures and rebrand The Equitable Party (TEP) under the Linda Mwananchi Movement identity.

Njoroge will oversee the communication function within the Presidential Campaign Secretariat. The movement also appointed Fredah Onduso, Abigael Gikonyo and Charity Waweru to its Digital, Media and Publicity Team under the Communication Department.

In its statement, the movement said the appointments followed a leadership meeting on Monday to assess progress on the rebranding process and the formation of its campaign secretariat.

“The leadership agreed on the appointments as part of the ongoing process of structuring the movement and its Presidential Campaign Secretariat,” the statement said.

The movement added that more appointments would be announced later, suggesting that its organisational structure is still taking shape.

Njoroge takes key role after leaving Jubilee

Njoroge’s appointment marks a new stage in her political career, following her resignation from the Jubilee Party in July after 14 years of involvement with the party and its predecessor, The National Alliance (TNA).

She began her political journey in 2012 as TNA’s communications manager. The party later merged with the United Republican Party to form Jubilee.

Before leaving, she served as Jubilee’s deputy organising secretary and sat on its National Executive Committee.

Announcing her resignation on July 21, Njoroge said her decision followed months of involvement with Linda Mwananchi and a growing belief that it offered a platform for the political values she wanted to advance.

She said she intended to dedicate herself fully to the movement, which she associated with good governance, constitutionalism, accountability and servant leadership.

Her new role draws on that background in party organisation and political messaging. However, the movement has not publicly outlined the specific targets or day-to-day responsibilities attached to her interim appointment.

Sifuna’s team builds towards 2027

The appointment comes as Sifuna’s political allies work to turn Linda Mwananchi from a mobilisation movement into a formal political vehicle for the next election.

On October 4, Sifuna was unveiled as the leader and preferred presidential candidate of The Equitable Party, which was presented as the party through which the movement could pursue its political ambitions.

The party’s leadership subsequently approved plans to change its name to Linda Mwananchi Movement. The proposed rebranding is part of a wider effort to align the party’s formal identity with the name used during the movement’s political mobilisation.

The transition is significant because the movement must organise its leadership, public messaging and party structures as it prepares for the electoral contest.

A dedicated communication team will be responsible for presenting its positions, engaging the public and coordinating how its message is delivered across media platforms. The effectiveness of that work will depend not only on the appointments but also on the clarity and consistency of the movement’s political agenda.

The October 13 announcement did not provide a timetable for completing the campaign secretariat or explain when the remaining positions would be filled.

Three women join the publicity team

Onduso, Gikonyo and Waweru will work in the Digital, Media and Publicity Team under the Communication Department.

The movement did not give detailed portfolios for the three appointees in its announcement. It is therefore not yet clear how duties will be divided between digital platforms, media engagement and publicity.

The appointments nevertheless establish an initial team to support the movement’s communication work as it develops its wider political organisation.

The next phase will be to turn those appointments into a functioning operation, with clear responsibilities and a consistent message for supporters and the wider electorate.

For Linda Mwananchi, the challenge is no longer simply building visibility through rallies and public mobilisation. As it works towards the 2027 election, it must also demonstrate that its political structures can operate effectively and communicate a clear programme to voters.

About the Author

Maureen Onyango is a journalist passionate about storytelling, life coaching and spiritual lessons. She studied at the Kenya Institute of Management and enjoys telling stories that inform, inspire and empower communities.