The distinguishing factor that defines established expertise in any sector is the ability to navigate industry demands, address challenges and spearhead initiatives that help organisations achieve their business objectives. A perfect example of an accomplished individual in the marketing industry is Maria Katumba Nabaliisa, whose professional experience and career progression have continued to solidify her position in the e-commerce ecosystem.
Her expertise spans CRM and lifecycle marketing strategy, digital marketing performance, conversion and customer journey improvement, campaign strategy and commercial planning, onsite merchandising, performance improvement and data-driven growth strategy.
From Client Services to E-commerce
Having started her career at DaVinci, The Agency, where she worked as a Client Service Executive, Nabaliisa proceeded to take on a similar role at Elemental Edge.
Her experiences at both agencies provided a solid foundation in client management before she fully transitioned into e-commerce at Jumia Uganda, where she continued rising through the ranks to become the company’s Chief Marketing Officer.
Building a Career Across Different Business Functions
Nabaliisa kickstarted her professional career at Jumia Uganda in as Head of Sales. Her major responsibilities included maintaining the marketplace’s visibility through participation in industry-related and community activities, recruiting and hiring top-level talent for the sales department, meeting with clients, delivering presentations and educating them on the company’s products and services.
She also conducted team meetings to reinforce organisational goals, set clear expectations and close sales deals through effective negotiation and persuasion.
Drawing from her previous experience in client management as a Client Service Executive, Maria was able to harness her understanding of client relationships to bridge the gap between customer expectations and organisational objectives.
Through her negotiation skills, expertise and experience, she contributed to driving sales and delivering business results.
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Nabaliisa, later was appointed Head of Operations and Quality Assurance, marking another step forward in her progression into the organisation’s senior leadership structure. In this role, her responsibilities expanded to include formulating business strategies alongside the executive team, designing policies aligned with organisational objectives, implementing efficient processes and standards, overseeing the adoption of technology solutions, and managing contracts and relationships with customers, vendors, partners and other stakeholders.
Following her experience in operations, Nabaliisa was appointed Head of Vendor Experience, where she was responsible for managing vendor relationships, evaluating vendor performance and identifying opportunities to improve their experience on the platform.
Nabaliisa transitioned into the role of Head of Traffic Operations, where she planned and executed company campaigns, managed traffic and onsite operations, conducted consumer market research, developed campaign ideas and analysed campaign performance, conversion rates and traffic.
These roles further broadened her understanding of the e-commerce business, particularly in vendor management, customer behaviour, campaign execution and performance improvement. she moved into brand leadership as Head of Brand and Engagement, overseeing brand strategy, customer engagement, digital and offline campaigns, brand positioning and customer insights. Her progression culminated in her appointment as Chief Marketing Officer.
In her current position, she leads Jumia Uganda’s marketing function, with responsibility for customer acquisition, brand management, digital marketing performance, CRM and customer lifecycle strategy. Her work also spans conversion and customer journey improvement, campaign strategy, commercial planning and data-driven growth initiatives aimed at strengthening the company’s market position and business performance.
Professional Development and Qualifications
Maria’s commitment to professional development is also reflected in her qualifications from the Chartered Institute of Marketing (CIM). Her professional certifications include the Diploma in Professional Marketing, Postgraduate Diploma in Professional Marketing and Diploma in Sustainable Marketing, alongside specialised learning in customer insights, innovation in marketing, corporate digital communications, marketing and digital strategy, global marketing decisions, brand management and campaign planning.
MarketingWorld Magazine’s CMO of the Week celebrates the minds behind Africa’s most progressive brands—leaders whose strategic vision, creative thinking and commitment to meaningful impact are redefining what modern marketing can achieve.
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