Adia Sowho has stepped down from her role as Chief Marketing Officer at MTN Nigeria, marking the end of her notable three-year tenure with the company. In the wake of her departure, Ugonwa Nwoye, who currently holds the position of Chief Customer Relations Officer at the telecom giant, will assume the responsibilities of Chief Marketing Officer on an interim basis.
During her time at MTN Nigeria, Sowho played a pivotal role in driving significant growth within the company’s Consumer Business segment, which she reports achieved “consistently” over 20% year-over-year growth. Additionally, under her leadership, the data business segment saw unprecedented growth, surging by 50% year-over-year. Notably, MTN Nigeria also reached a significant milestone by becoming the first Nigerian telecommunications company to launch 5G services during her tenure.
Sowho’s journey to the CMO position at MTN Nigeria was paved with extensive experience in the telecom industry. Prior to her appointment as CMO in August 2021, she held several key roles at Etisalat Nigeria (now known as 9mobile). Her past positions include Head of Strategy and Business Development, Head of Digital Media, and Director of Digital Business, where she honed her expertise and contributed to the company’s strategic and digital initiatives.
In addition to her achievements at MTN Nigeria, Adia Sowho has an impressive track record of leadership and innovation in the fintech and agritech sectors. At Migo, a fintech company specializing in instant lending, she served as Managing Director and Vice President of Growth. In this role, she successfully oversaw the provision of 10,000 loans daily, demonstrating her capability in scaling financial services.
Sowho also played a pivotal role at ThriveAgric, an agritech startup, where she stepped in as interim CEO. Her leadership there further showcases her versatility and ability to drive growth across various technology-driven sectors.
Upon announcing her departure from MTN Nigeria, Sowho took to LinkedIn to reflect on her accomplishments and the strategic initiatives that fueled the company’s expansion. She emphasized the importance of partnerships in the company’s growth trajectory, specifically mentioning collaborations with Over-The-Top (OTT) service providers and Original Equipment Manufacturers (OEMs). These partnerships were instrumental in advancing the digital economy by making smartphones more accessible, thereby enhancing digital connectivity and inclusion. Her departure message not only celebrated past successes but also underscored the collaborative efforts that have been fundamental to the company’s progress.
During her time as Chief Marketing Officer at MTN Nigeria, Adia Sowho spearheaded marketing strategies that catered to the needs and preferences of nearly 80 million customers. Her approach was deeply rooted in understanding customer behavior, consumption patterns, and buying readiness. Under her leadership, the telco made a significant shift from relying on traditional analytics to implementing prescriptive analytics. This advanced form of analytics enabled the company to proactively optimize its strategies and anticipate customer demands more effectively.
Sowho emphasized the importance of digital transformation in her marketing efforts, particularly in the realm of data capture. By integrating data capture mechanisms into the company’s most frequented processes, MTN Nigeria was able to gain richer insights into customer behavior and preferences. This strategic move allowed the company to make more informed decisions, tailor its offerings with greater precision, and ultimately provide enhanced value to its customers.
Her focus on leveraging technology and data analytics played a crucial role in refining the company’s marketing initiatives, ensuring that MTN Nigeria stayed ahead of customer expectations and maintained its competitive edge in the market.
Adia Sowho reflected on the distinct dynamics of partnerships at different stages of a company’s growth. She noted that in the seed or startup phase, the emphasis is on speed and flexibility to adapt quickly to changing circumstances. However, as companies grow larger, the elements of openness and trust become increasingly critical to successful partnerships.
In her role at MTN Nigeria, Sowho was charged with the mission to infuse the company with the dynamic and innovative spirit often found in startups. She confidently stated, “I was tasked with bringing ‘startup energy’ to MTN Nigeria, and I believe I’ve done just that.” This statement underscores her commitment to fostering a culture of agility and rapid iteration within the telecommunications giant.
Moreover, Sowho expressed her gratitude for the support and collaboration she received during her tenure. She extended her thanks to the board, the Executive Committee (ExCo) members, and her team for their contributions to her success. She gave special thanks to Karl Toriola, the CEO of MTN Nigeria, acknowledging his role in recognizing her potential even before she did. Her acknowledgment of the leadership and her colleagues highlights the collaborative environment that contributed to her achievements and the growth she facilitated at MTN Nigeria.
