Uganda’s marketers share important insights at annual fireside chat

With this year’s theme being ‘Marketing Excellence’, the society was honoured to host Joanita Mukasa Menya, Managing Director of Vivo Energy Uganda, as the keynote speaker. Other speakers comprised seasoned practitioners within the marketing and finance sector.  

With a major requirement for increased reliance on research, creativity and collaboration within the marketing sector to achieve a shared vision that enhances the effectiveness of campaigns, it was an opportune time for marketers to network and learn about current trends. 

In her keynote speech, Mukasa Menya emphasised the importance of clarity in leadership; understanding your purpose, knowing who you are, where you stand, and the value you bring to the organisation. She also encouraged attendees to reflect on their career journeys – whether at entry, mid, or expert levels – and to focus on building meaningful relationships at every stage. 

The Vivo Energy Uganda MD noted that knowing your purpose helps you make decisions on when to start and when to stop. She added that there are three things that drive your purpose: your faith that pushes you beyond boundaries; your personality or ‘true you’; and your experience that drives the pattern of your career. 

Staying ahead of the curve 

Also among the speakers was Catherine W. Ndungu, Director of Marketing & Innovation for Uganda Breweries Limited. Her topic was ‘Sharpening your competencies to stay ahead of the curve’. 

“Know what to say and when you say it,” she advised the attendees. “Life is no longer about traditional marketing, but storytelling. The ‘why’ and not the ‘what’. 

“Marketing is evolving faster than a cheetah. Fifteen years ago, we didn’t know about TikTok. Marketing is an evolution which never stops. The future of marketing isn’t something you wait for, but something you create.” 

Other highlights from her presentation:  

• Marketing is an evolution which never stops. 

• Fall in love with the changing world of marketing; consumers are the new CEOs of their experience; shift from traditional campaigns to impressive story telling. 

• Data meets empathy, so love your numbers. Numbers are important, but without emotional intelligence data is just cold facts. 

• Fall in love with your consumers. 

• Foster cross-functional collaboration. 

• Invest in continuous education. 

• Experiment fearlessly but with purpose. 

• As marketers, let’s not wait for tomorrow. Start now! 

The Uganda Marketers Society (UMS) is a member of the African Marketing Confederation.