Seasoned Marketing guru Juliana Kagwa, has quit Uganda Breweries limited and joined Uganda Tourism Board (UTB) as the new Chief Executive Officer (CEO)
Kagwa takes over from Lilly Ajarova, whose tenure officially ended recently after completing her term at the helm of the board.
Kagwa’s appointment marks a significant leadership transition at UTB, the agency mandated to market and promote Uganda as a premier tourist destination.
Juliana Kaggwa marketing roles
Kagwa served as Corporate Relations Director at Uganda Breweries Limited (UBL), a subsidiary of global beverage giant Diageo, where she previously held various marketing and innovation roles, including Marketing Director.
In 2024, she transitioned to Seed Co, a pan-African agribusiness headquartered in South Africa, specializing in the development and supply of certified hybrid seed varieties, including maize, soybeans, rice, and vegetables.
Kagwa began her career as a Graduate Management Trainee at Diageo, rising through the ranks in both Uganda and Kenya. She also held a brief role as Country Manager for Heineken Uganda, further cementing her credentials in brand strategy and stakeholder engagement across multinational environments.
Her return to the public sector, especially in tourism—a sector undergoing a strategic pivot towards recovery and growth—is seen as timely. Observers say her corporate background and strong understanding of consumer behaviour and brand positioning will be instrumental in re-energizing UTB’s global outreach campaigns.
Kagwa’s appointment comes amid broader leadership changes at the Uganda Tourism Board. Earlier this month, Francis Nyende was named the new Marketing Manager, replacing Claire Mugabi, who was dismissed following allegations of academic forgery.
The leadership reshuffle signals a renewed effort to inject fresh energy and professionalism into the board, as Uganda seeks to reposition itself as a leading eco-tourism and adventure destination in Africa.
The tourism sector remains one of Uganda’s key foreign exchange earners, contributing significantly to GDP and employment. Stakeholders have welcomed Kagwa’s appointment, expressing optimism that her private sector experience will help unlock the sector’s full potential in the face of growing regional and global competition.
