Adia Sowho, a prominent figure in the telecommunications industry, has announced her resignation as Chief Marketing Officer (CMO) of MTN Nigeria, marking the end of a transformative three-year tenure. As the first female CMO in the company’s history, Sowho brought innovative marketing strategies and elevated standards to new heights.
Though her departure has sparked speculation, MTN Nigeria has stated that it was a mutual agreement, refraining from elaborating on the circumstances surrounding her exit.
Sowho’s illustrious career is characterized by a trail of innovation and impactful changes. With a background as a Radio Frequency Engineer at US Cellular Corporation and a management consultant at Deloitte Consulting LLP, she later ventured into the Nigerian telecom sector with Etisalat Nigeria, now known as 9mobile.
During her time at Migo, she spearheaded the introduction of instant lending solutions, facilitating up to 10,000 loans per day. At ThriveAgric, her leadership led to the company’s recognition as one of the fastest-growing entities by the Financial Times in 2024.
Upon joining MTN Nigeria in August 2021, Sowho injected the organization with a “startup energy,” revolutionizing the Consumer Business unit and consistently achieving over 20% year-on-year growth. Under her guidance, the data segment experienced a remarkable 50% growth, and MTN became the first Nigerian telecom company to launch 5G services. Her strategic partnerships with OTT providers and OEMs drove smartphone adoption and affordable device ownership, significantly expanding MTN’s customer base and contributing to an inclusive digital economy.
Sowho’s customer-centric approach, coupled with a keen focus on prescriptive analytics, enabled MTN to anticipate and meet customer needs swiftly. By fostering a culture of collaboration and integration within the company, she accelerated the delivery of innovative solutions to the market, ensuring MTN’s competitiveness and innovation.
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In a LinkedIn post, Sowho emphasized the importance of partnerships, customer-oriented approaches, and organizational flexibility. She expressed gratitude to her team, colleagues, and particularly Karl Toriola, CEO of MTN Nigeria, for their support and recognition.
While her departure is mutual, Sowho’s impact will reverberate within MTN for years to come. Ugonwa Nwoye, the current Chief Customer Relations Officer, will step in as acting CMO to maintain the momentum set by Sowho.
Sowho’s tenure at MTN Nigeria serves as a testament to the transformative power of effective leadership and innovation. Her legacy will continue to shape the company’s future endeavors in the telecommunications industry as it navigates the complexities of the digital age.
