Adia Sowho Exits Role as Chief Marketing Officer at MTN Nigeria

Adia Sowho, the Chief Marketing Officer (CMO) at MTN Nigeria, has stepped down from her position after approximately three years of impactful service. Sowho’s departure marks the end of a tenure that saw remarkable growth and innovation within the company.

Following her departure, Ugonwa Nwoye, currently the Chief Customer Relations Officer, will assume the role of acting CMO. Nwoye’s extensive experience within the company is expected to provide a seamless transition and maintain the momentum achieved under Sowho’s leadership.

During her time as CMO, Sowho played a pivotal role in driving MTN Nigeria’s Consumer Business to achieve consistent growth of over 20% year-on-year (YoY). Additionally, the data segment of the business saw unprecedented growth, recording a 50% YoY increase. Notably, under her guidance, MTN Nigeria became the first Nigerian telecommunications company to launch 5G, positioning itself at the forefront of technological advancement in the country.

Sowho’s tenure at MTN Nigeria was preceded by a distinguished career at Etisalat Nigeria, now known as 9mobile, where she held several key roles including Head of Strategy and Business Development, Head of Digital Media, and Director of Digital Business. Her extensive experience also includes leading Migo (formerly Mines) as Managing Director and Vice President of Growth, where she was instrumental in providing 10,000 loans daily through instant lending. Furthermore, she served as interim CEO of ThriveAgric, an agritech startup, showcasing her versatile leadership across different sectors.

In a heartfelt LinkedIn post announcing her departure, Sowho reflected on her achievements at MTN Nigeria. She highlighted the importance of partnerships in driving the company’s growth, particularly the strategic alliances with Over-the-Top (OTT) providers and Original Equipment Manufacturers (OEMs). These collaborations have been crucial in enhancing the digital economy by making smartphones more accessible to a broader audience.

Sowho emphasized that understanding customer behavior, consumption patterns, and preferences was central to the company’s marketing strategy. She noted that as customers’ needs evolved, the company transitioned from traditional analytics to prescriptive analytics. This shift enabled MTN Nigeria to proactively optimize its strategies and anticipate customer demands, ensuring that the telco remained responsive and customer-focused.

As Sowho moves on to new endeavors, her legacy at MTN Nigeria will be remembered for the significant strides made in digital transformation and customer engagement. Her tenure exemplified how strategic leadership and innovative thinking can drive substantial growth and set new benchmarks in the telecommunications industry.

MTN Nigeria now looks ahead with Ugonwa Nwoye stepping in as acting CMO, poised to continue the trajectory of growth and innovation established during Sowho’s remarkable tenure.