MTN Uganda has appointed Sylvia Elsheikh as its new Chief Marketing Officer, effective July 14, 2025. The appointment reflects a strategic decision that goes beyond leadership transition — it signals MTN’s intent to double down on marketing-led growth, digital innovation, and regional market competitiveness. Elsheikh succeeds Somdev Sen, who takes on a broader role within the MTN Group.
Elsheikh brings nearly two decades of experience spanning the telecom and commercial sectors across East and North Africa. Her leadership at Airtel Zambia between 2022 and 2025 saw the operator consolidate market dominance, growing value share above 60%. Under her watch, Airtel rolled out Zambia’s largest 5G and LTE TDD networks and successfully launched VoLTE services — making the brand a pace-setter in the country’s tech innovation race.
Her earlier tenure at MTN Sudan — including six years as CMO — was marked by strong performance in product development, segment growth, and customer acquisition. She also led segment pricing and VAS innovation roles, giving her a deep mix of commercial and technical acumen. This cross-market expertise is increasingly valuable as East Africa becomes a priority for telecom competition and financial inclusion.
Her appointment comes at a time when telcos across Africa are evolving into broader digital lifestyle platforms. In Uganda, mobile penetration is above 70%, data consumption is surging, and mobile money continues to redefine consumer behaviour. MTN Uganda sits at the intersection of these trends, and the CMO role is now more central to driving cross-channel engagement, financial inclusion, youth marketing, and new digital services.
Sylvia Mulinge, MTN Uganda’s CEO, expressed confidence in Elsheikh’s ability to shape the company’s next growth phase, citing her regional knowledge and customer-centric mindset. For MTN, this appointment strengthens its regional talent bench while reinforcing its goal to remain agile and innovative in highly competitive markets.
The broader implication for Africa’s telecom ecosystem is clear. Sylvia’s rise underscores the increasing value of African-grown talent with cross-border expertise, especially in marketing-led digital transformation. It also reflects the shift in telecoms from infrastructure operators to lifestyle brands — requiring leadership that blends data, culture, and customer insight.
Elsheikh’s dual training — with an MSc in Marketing Management and a background in Electrical and Electronics Engineering — positions her as a hybrid leader capable of navigating both product innovation and commercial scale. Her appointment is not just a win for MTN Uganda, but a signal that African telecom leadership is being reshaped by professionals who understand local markets and can compete on a continental stage.
As telecoms continue to expand into fintech, content, and smart data services, marketing executives like Sylvia Elsheikh will play a defining role in shaping the next chapter of Africa’s digital economy.
