Farida Idris: From radio sales to leading Africa’s new wave of purpose-driven brands

Farida Idris’s journey through Kenya’s media and communications industry is a story of determination, transformation, and purpose.

From her humble beginnings selling timeshares in Nairobi and Sudan, she has grown into one of Africa’s most respected voices in branding, media, and public relations.

Her breakthrough came at just 22 years old after a chance encounter with the late industrialist Dr. Chris Kirubi, then owner of Capital FM.

Impressed by her drive and confidence, Kirubi offered her an opportunity that would define her career.

What began as a modest sales role evolved into a 16-year journey at Capital FM, where she rose to become Commercial Director.

“At Capital FM, I learned that relationships and authenticity build brands far better than strategy alone,” Idris says.

“Dr. Kirubi gave me a platform, but it was the people, the teams, and the lessons that made the journey worthwhile.”

During her tenure, she transformed how brands engaged with audiences, driving innovative partnerships that positioned the station among Kenya’s most influential media platforms.

Today, Idris leads FID PR, a creative communications agency that champions purpose-driven storytelling, helping brands align their business objectives with social impact.

 “I believe that African brands don’t just sell products; they sell stories, heritage, and hope,” she explains.

 “When you blend purpose with profit, you create something lasting.”

Her entrepreneurial reach extends beyond communications. Through Abyan Salon & Spa and The Tribe Vibe, Idris has built spaces that celebrate African beauty, culture, and wellness.

“These ventures are about reclaiming our narrative, reminding people that Africa defines beauty on its own terms,” she says.

Beyond business, Idris has made her mark in social impact. As part of the Amahoro Coalition, she has championed refugee inclusion and corporate partnerships across the continent.

Her work emphasizes empathy, collaboration, and economic empowerment for displaced communities.

Reflecting on her path, Idris remains humble about her achievements.

“Every step of my journey has been shaped by the incredible teams I’ve had the privilege to work with,” she says. “You can’t grow alone, you rise with others.”

From Nairobi’s boardrooms to global stages like the United Nations in New York, Farida Idris continues to embody the essence of modern African leadership — bold, compassionate, and unapologetically authentic.

Her story is proof, as she puts it, that “when you bet on yourself, and lead with purpose, everything else aligns.