MTN Nigeria: Adia Sowho Bows Out Amid tributes

The Chief Marketing Officer, CMO Adia Sowho, has resigned from telecom giant, MTN Nigeria after a three year successful tenure amid out-pour of tributes.

The marketing strategist whose tenure with MTN began in 2021 saw the company to achieved over 20 percent YoY growth and reached an enviable record of 50 percent YoY in the data business and became the first Nigeria Telco to launch 5G.

As the company chief marketing officer, Sowho was given pivotal in advancing MTN ‘s ambition to become a full –fledged technology company by 2025.

It was learnt that her resignation no doubt has left a void. However impeccable source said her exit came after a mutual consent was reached.

Her departure paved way for Ugonwa Nwoye , the current Chief Customer Relation Officer to serve as the acting Chief Marketing Officer , source said.

Sowho ‘s extensive career in telecommunications began in 2001 as a Radio Frequency Engineer at US cellular Corporation in the United States.

She returned to Nigeria in 2010 to join 9mobile (formerly Etisalat) where she held various positions, including Head of strategy and Business Development , Head of Digital Business.

After leaving 9mobile in 2018 , Sowho serve as Managing Director and Vice President of Growth at migo. She also briefly served as the interim Chief Executive Officer of agritech startup ThriveAgric around 2020, successfully guiding the company through financial challenges and back to stability .

Meanwhile, Sowho on her Linkedin account, had expressed her gratitude to MTN Nigeria and her team over her three years experience even as she recalled her journey in the Telco sector from Etisalat Nigeria.

She recalled, “I reflect now not only on my time at MTN but also on the unique effect each role has had on my trajectory from building Etisalat Nigeria, one of the fastest-growing telcos of its time, to pioneering instant lending and offering 10,000 loans per day with Migo, to turning around Thrive from the brink of collapse to being named a Financial Times 20 fastest-growing company in 2024.

“Over the last three years, I have been blessed to have led the Consumer Business of Nigeria’s largest listed company (by revenue), where we consistently achieved over 20% YoY growth, reached record growth (50% YoY) in the data business and became the first Nigerian telco to launch 5G.

“As I wrap up my time at MTN Nigeria, I am filled with a sense of accomplishment and gratitude. The journey has been transformative, marked by significant milestones and invaluable lessons.

“I am grateful for the opportunity to have worked with such a dedicated and talented team. Together, we achieved remarkable feats and set new standards in the industry. I am excited about the future and look forward to witnessing MTN Nigeria’s continued success.

Meanwhile, reactions from stakeholders in the telecom sector, entrepreneurs and business investors trailed her resignation.

While Mr Paul Okeugo described Sowho as an experienced Business leader, Elizabeth Musa, a broadcast and International conference moderator said her brief tenure at MTN inspired innovation and growth.