Mariam Kaleem Agyeman-Buahin, an alumna of the Kwame Nkrumah University of Science and Technology (KNUST), was recently named as the new Group Head for Digital Marketing at Letshego Holdings Limited.
She is a seasoned marketer, brand consultant, and fin-tech professional. According to Mariam, her core strengths are in brand management, marketing communications, brand engagement, project management, event management, sponsorship management, and concept development.
Mariam graduated from KNUST in 2008 with a bachelor’s degree in Communication Design. While at KNUST, she engaged in activities that involved product development and branding.
Mariam commenced her career in marketing, after graduating from KNUST. Starting off in experiential marketing, she was able to work with brands in a way that customers and potential customers would get an authentic feel of the brand.
Mariam’s excellence in experiential marketing propelled her into the Telecoms Industry. She joined telecom giant Vodafone Ghana in 2012, and within two years, she rose to the position of Head of Brand Engagement and Sponsorship.
At Vodafone Ghana, she developed a long-term strategy that optimised strategic events on sponsorship platforms to activate brand engagement initiatives aligned to the brand, consumer, business solutions, and overall strategy for the company. She also developed innovative and groundbreaking ideas to keep the brand top of mind.
Following success in Vodafone Ghana, Mariam made another change in industry, this time to banking. She joined Standard Chartered as the Country Manager for Brand, Marketing, and Sponsorship. She developed and executed return on investment (ROI) led concepts that made banking attractive to all segments.
With precise and admirable execution, Mariam oversaw the GTM of key projects such as Standard Chartered’s credit card, mobile banking app (SC Mobile), new head office launch, and many more. She pulled all the stops to ensure that the brand connected to its target audience in alignment with set Key Performance Indicators (KPI).
While at Standard Chartered she was elevated to the position of Head of Digital Banking, Financial Inclusion, and Corporate Partnerships.
Role at Letshego
As Group Head of Digital Marketing at Letshego, Mariam will be responsible for translating the organisation’s marketing brand into an engaging customer-centric digital experience to drive acquisition, engagement, conversion, and grow customer loyalty.
Letshego is one of Botswana’s largest indigenous groups, with a market capitalisation of approximately USD500mn, placing it in the top 50 listed sub-Sahara African companies, with an agenda focused on inclusive finance.
- Vodafone Way Global Hero (2014) – She was awarded for the exemplary work done on bringing the product Vodafone X to life.
- Employee of the Year 2018 at Standard Chartered
- Her work as Head of Digital Banking at Standard Chartered earned the bank three awards – Digital Bank of the Year, Digital Banking App of the Year, Digital Banking Team of the Year – at the 2019 Ghana Information Technology and Telecom Awards.
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