Kampala, Uganda: Juliana Kagwa, a seasoned marketing and corporate affairs strategist, now Chief Executive Officer of the Uganda Tourism Board (UTB), takes over from Lilly Ajarova, whose term expired in February but was later appointed Senior Presidential Advisor on Tourism.
Kagwa’s appointment marks a significant pivot in Uganda’s tourism leadership, bringing into the fold a tested corporate mind from the private sector, especially the fast-moving consumer goods (FMCG) industry.
Early Life and Education
Kagwa’s academic journey began at St. Mary’s College Namagunga, one of Uganda’s elite girls’ schools, before joining Makerere University, where she earned a Bachelor of Science degree in Food Science and Technology.
She later advanced her studies with a Master of Business Administration (MBA) from Heriot-Watt University’s Edinburgh Business School in the United Kingdom.
Corporate Rise: From Lab Coat to Boardroom
Kagwa started her professional career at GlaxoSmithKline as a medical representative before transitioning to Uganda Breweries Limited (UBL) in 2004 through its graduate management trainee program. Her early rotations saw her explore roles in production, sales, finance, and marketing, eventually finding her niche in brand management.
Her meteoric rise at UBL and its parent company, East African Breweries Limited (EABL), saw her hold strategic positions including;
- Brand Manager – International Premium Spirits: Oversaw global giants like Johnnie Walker, Baileys, and Smirnoff in Kenya.
- Marketing Manager – Spirits Uganda: Led campaigns for Uganda’s spirit market.
- Country Manager – Heineken Uganda: Briefly headed the premium beer’s local operations.
- Marketing & Innovations Director – UBL (2015–2020): Spearheaded growth for brands like Bell Lager and Uganda Waragi, including the launch of innovative variants and packaging.
- Corporate Relations Director – UBL (2020–2024): Directed public policy, sustainability initiatives, and stakeholder engagement. She played a pivotal role in commissioning a biomass plant that cut UBL’s carbon emissions by 92%.
Post-UBL Transition
After 17 years at UBL, Kagwa exited in early 2024. She was later appointed Group Marketing and Sales Director at Seed Co Group, a pan-African agricultural firm headquartered in South Africa that specializes in certified seed production.
Leadership Style and Public Image
Known for her balance of authenticity and corporate acuity, Kagwa is celebrated as a trailblazer in a male-dominated industry. She’s been praised for driving double-digit growth for premium alcoholic brands, consolidating media budgets to achieve record-breaking brand presence, and championing environmental awareness through campaigns like Taasa Obutonde, partnering with institutions like NEMA, Stanbic Bank, and NBS Television.
Personal Life
Juliana Kagwa is a mother to quadruplets and is married to Tendo Kagwa, the younger brother of media personality Gaetano Kagwa. Outside boardrooms and strategic briefs, she is a well-known face in Kampala’s corporate social circles, where she blends executive class with community engagement.
Vision for Uganda Tourism
With Uganda looking to revamp its global tourism appeal, Kagwa brings a rare mix of marketing flair, innovation, and executive discipline to UTB. Key focus areas in her new role include;
- Strategic Branding: Positioning Uganda competitively in the global tourism market.
- Public-Private Partnerships: Mobilizing both government and private players for tourism-led economic growth.
- Sustainability: Aligning tourism development with environmental conservation goals.
Kagwa’s leadership marks a new chapter for UTB—one anchored on fresh perspectives, aggressive marketing, and stakeholder-centered growth strategies.
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