NAIROBI, Kenya — The Linda Mwananchi Movement has appointed former Jubilee Party official Pauline Njoroge as its interim head of communications, as the political outfit associated with Nairobi Senator Edwin Sifuna steps up preparations for the 2027 General Election.
In a notice issued on Tuesday, October 13, the movement said the appointment followed a leadership meeting held on Monday to review its rebranding process, organisational structures and presidential campaign secretariat.
“The Linda Mwananchi leadership met yesterday to review progress on the party’s rebranding process, as well as the ongoing structuring of the party and the Presidential Campaign Secretariat,” the notice stated.
Njoroge will oversee communications in an interim capacity, drawing on her experience in political strategy and campaign messaging as the movement develops its national political profile.
The movement also appointed Fredah Onduso, Abigail Gikonyo and Charity Waweru to its digital, media and publicity team, formalising the roles of individuals who have been active in promoting Sifuna’s political ambitions online.
Linda Mwananchi said additional appointments would be announced as the campaign structure takes shape.
Njoroge brings Jubilee experience
Njoroge’s appointment follows her resignation from the Jubilee Party on July 21, ending a 14-year association with the political organisation.
She stepped down as Deputy Organising Secretary and resigned from the party’s National Executive Committee, saying she intended to dedicate herself to the Linda Mwananchi movement.
“Since February this year, I have had the privilege of being part of the Linda Mwananchi movement,” Njoroge said in her resignation statement, adding that her conviction in the movement’s goals had grown over time.
Her political career began in 2012 when she joined The National Alliance as communications manager before the party merged with the United Republican Party and other political formations to establish Jubilee.
The Linda Mwananchi leadership said Njoroge’s experience includes political and strategic communications, presidential campaigns and work with government institutions and intergovernmental organisations.
She was also involved in the campaign of the late former Prime Minister Raila Odinga for the African Union Commission chairperson position in 2025.
Her appointment places an experienced political communications operative at the centre of a movement seeking to translate its public mobilisation into a structured national campaign.
Sifuna’s presidential ambitions take shape
The appointments come as Sifuna’s political camp works to establish a formal vehicle for his presidential ambitions.
In September, Linda Mwananchi leaders settled on Sifuna as their preferred presidential candidate for the 2027 election, following internal discussions over the movement’s leadership and political direction.
Sifuna subsequently unveiled The Equitable Party as his political vehicle, while the party’s leadership approved plans to adopt the Linda Mwananchi Movement identity.
The proposed rebranding is part of a wider effort to align the party’s formal structures with the name that has featured prominently in the movement’s rallies and political mobilisation. The transition still involves party-registration and administrative processes.
Sifuna has said his immediate priority is to build party structures before entering into coalition negotiations with other political formations.
The campaign secretariat appointments therefore represent an organisational step towards preparing the movement for the next election, rather than evidence that its electoral plans are complete.
Internal differences and the road to 2027
Linda Mwananchi has attracted attention through rallies and public mobilisation, positioning itself as an alternative opposition platform ahead of the 2027 election.
However, the movement has also faced internal disagreements over leadership and political strategy. Its leaders announced in September that they had reached an understanding on Sifuna’s leadership and presidential candidacy, pledging to work together.
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The latest appointments signal an effort to strengthen coordination across communications, digital publicity and campaign planning as the movement seeks to consolidate its support.
A functioning secretariat will be important in managing public messaging, coordinating campaign activities and maintaining a consistent political identity as the movement expands beyond rallies and online engagement.
But the challenge ahead extends beyond communications. The outfit must complete its party restructuring, establish effective grassroots organisation and navigate the electoral and legal requirements governing political parties and candidates.
With Njoroge leading communications on an interim basis and further appointments expected, Sifuna’s camp is moving towards a more formal campaign structure as the 2027 election approaches.
