Jacinta Kiruthi

Jacinta Kiruthi is the Founder and Lead Consultant at In Trade Africa, a boutique advisory firm specializing in Tax and Customs and dedicated to advancing regional integration across Africa, particularly through the African Continental Free Trade Area (AfCFTA).

She currently serves as the Chief Executive Officer (CEO) of the All Africa Association of Small and Medium Enterprises (AAASME), where she drives continental initiatives that empower SMEs as key players in Africa’s economic transformation. Prior to her appointment as CEO, she served as the Association’s Assistant Publicity Secretary, contributing to its visibility and stakeholder engagement across Africa.

Jacinta provides strategic advisory services to numerous East African and continental institutions, including the Kenya National Chamber of Commerce and Industry (KNCCI) and the African Business Council. Her expertise covers Trade Facilitation, Rules of Origin, Customs, and MSMEs, with a strong focus on fostering inclusive participation in trade, particularly for women and youth entrepreneurs.

Beyond advisory, Jacinta is a seasoned moderator, speaker, and Toastmaster, regularly invited to high-level policy dialogues, trade summits, and industry forums across Africa. She is recognized for her ability to bridge complex trade policy with practical business needs, ensuring SMEs are not left behind in the continental integration agenda.

Jacinta holds an MBA and BA from the University of Nairobi, complemented by professional diplomas in Taxation, Banking, and ICT. With her multidisciplinary background and pan-African outlook, she continues to champion inclusive, sustainable, and transformative trade for Africa’s growth.