Adia Sowho, Chief Marketing Officer of MTN Nigeria, has stepped down after three years. She was the company’s first female CMO, bringing new marketing ideas and setting high standards.
Her sudden resignation has sparked speculation, but MTN Nigeria stated that her departure was mutual and did not comment further.
Sowho’s career is notable for her innovative contributions. She began as a Radio Frequency Engineer at US Cellular Corporation, moved on to Deloitte Consulting LLP as a management consultant, and later joined Etisalat Nigeria (now 9mobile).
At Migo, she introduced instant lending solutions, enabling 10,000 loans per day. At ThriveAgric, her leadership helped the company gain recognition from the Financial Times as one of the fastest-growing companies in 2024.
Joining MTN Nigeria in August 2021, she infused the company with a ‘startup energy,’ transforming its Consumer Business unit, which saw over 20% year-on-year growth. The data segment grew by 50%, and MTN became the first Nigerian telecom company to launch 5G services. Her efforts also increased smartphone adoption and affordable device ownership, expanding MTN’s customer base and promoting a digital economy.
Sowho emphasized marketing to the right audience and delivering the right products by studying customer behaviour. This approach improved customer satisfaction and advanced the business. She also championed prescriptive analytics to predict customer needs and fine-tune strategies, fostering digital transformation. By removing internal barriers, she promoted cooperation across teams, speeding up new solutions to market and ensuring MTN stayed competitive and innovative.
In a LinkedIn post, she highlighted the importance of partnerships, customer-oriented approaches, and organisational flexibility. She thanked her team, colleagues, and especially CEO Karl Toriola for recognizing her potential.
Although Sowho’s departure is mutual, her impact will continue to influence the company. Ugonwa Nwoye, the current Chief Customer Relations Officer, will step in as acting CMO to maintain the momentum.
Sowho’s tenure at MTN Nigeria showed that effective leadership and innovation could drive transformative change. She overcame challenges, seized opportunities, and motivated her team, setting a standard for the telecommunications industry. Her legacy will shape MTN Nigeria’s future as it evolves in the digital age.
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