In a decisive move to reinforce its leadership across Africa, Kantar has appointed Daniel Oseman as Managing Director for West, East and Central Africa (WECA), placing a seasoned insights strategist in charge of one of its most strategically significant regions.

The appointment consolidates operational oversight and commercial strategy across multiple markets under a single leadership mandate. In his new role, Oseman will oversee multi-country operations, drive regional growth, and assume full profit and loss responsibility, while ensuring clients continue to receive data-driven insights and strategic advisory tailored to Africa’s rapidly evolving consumer landscape.

Confirming the development, Oseman expressed appreciation for the support received and optimism about the road ahead.

“I am pleased to announce my appointment as Managing Director for West, East and Central Africa at Kantar. I look forward to working closely with the WECA leadership and the broader Kantar team as we continue to drive sustainable growth across the region,” he said.

Oseman’s appointment represents the culmination of more than a decade of steady progression within Kantar’s global network.

He began his research career in the United Kingdom with TNS BMRB in London, where he advanced from Research Executive to Research Manager between 2009 and 2013. During this period, he specialized in public policy research, focusing on education, youth affairs, and crime studies, building a foundation in evidence-based analysis and stakeholder engagement.

In 2013, he relocated to Kenya, a pivotal move that marked the beginning of his long-term leadership journey within Africa’s insights industry. Joining Kantar TNS East Africa as Associate Director, he led telecommunications research across East and Central Africa, advising major industry players on consumer behavior and market strategy.

His responsibilities expanded rapidly. He progressed to Account Director, then to Client Service Director, where he led the Insights and Business Development division for East and Central Africa, overseeing multi-sector research delivery and commercial performance.

In April 2020, Oseman was appointed Managing Director for Kantar East Africa, steering the business through a period defined by digital acceleration and market transformation. He later assumed an expanded mandate as Managing Director for East Africa and Chief Growth Officer for West, East and Central Africa, combining operational leadership with broader regional commercial strategy.

Now at the helm of WECA, Oseman brings together deep expertise in commercial strategy, consumer intelligence, multi-market management, and talent development. His leadership is expected to strengthen Kantar’s ability to help brands, governments, and institutions navigate Africa’s complex and fast-changing markets.

Known for championing evidence-based decision-making, Oseman has consistently emphasized the importance of understanding cultural nuance, category dynamics, and economic diversity in unlocking sustainable growth across the continent.

Beyond commercial results, he has built a reputation for nurturing high-performing teams and fostering a culture of curiosity, collaboration, and continuous learning, principles closely aligned with Kantar’s global philosophy.

Academically, he holds a Master of Business Administration with Distinction from Warwick Business School and a Master’s degree in International Relations from the University of Birmingham, credentials that complement his extensive professional experience in research, consulting, and regional leadership.

With this appointment, Kantar signals its commitment to strengthening leadership capacity across Africa, positioning the firm to deepen its influence in the continent’s marketing, brand, and advisory ecosystem while supporting clients with sharper, future-focused insights.