Leading with Vision: Akossa Mary Hiwa’s Insights on Marketing and Leadership

Amidst the sweeping changes of the digital age, marketing stands as a beacon for business success. In this exclusive interview, AKIN NAPHTAL, Group Publisher of MarketingWorld Magazine, engages with Akossa Mary Hiwa, the Marketing and Corporate Affairs Manager at the National Bank of Malawi, to explore her journey, challenges, and vision for the future.

With over a decade of experience across multiple industries—from media to banking—Hiwa shares her insights on the evolution of marketing, the power of digital engagement, and the role of creativity in shaping brand narratives. She also discusses the impact of technology, the challenges of stakeholder management, and her aspirations beyond the corporate world.

In this candid conversation, she also reflects on her career, balancing work and family life, and her vision for a thriving African digital economy.

MW: What inspired this career line, have you always wanted to be a marketing communicator?
I have always been both a creative and a creator. Growing up; I loved writing, working on projects, and actively taking part in the debate club and theatre. Getting into undergraduate studies; my degree was in Arts which left me feeling somewhat like a general fitter – a Jack of all trades and master of none. But even then; I worked in marketing teams during school holidays and decided to pursue my career in this space after graduating. This I intentionally did by studying Marketing with the Chartered Institute of Marketing (I am now a Chartered Marketer) and gravitating from pure comms to Marketing. My post-graduate studies have given me solid foundations in digital finance, economics, and business leadership among others to supplement the knowledge I gained in my early years.

MW: How has your experience in marketing been, considering spanning across 1 decade?
I have been fortunate to practice marketing at a time when the transition from conventional to digital was taking place. Therefore, it has all been interesting and dynamic; as industries, consumers, consumer expectations, and tools are evolving at breakneck speed. The introduction of digital marketing and AI has particularly made our practice more stimulating and fulfilling for several reasons. With technology and digital engagement; both targeting and positioning have become laser-sharp as we can offer tailor-made engagement based on consumer behaviour, preference, and feedback.

Digital marketing platforms have made customer engagement marketing strategies more effective as practitioners can engage with their audiences in real time, meaning that brands and their markets can write their narratives/stories collaboratively, therefore making it ‘our brand’ and turning customers into brand ambassadors. Analytic tools make it easier to keep track of our metrics and interpretation thereof. AI has both simplified our work and driven operational efficiency; leaving us to focus on the heart, the brand, and the value to customers. Granted. Digital does have its negatives; such as instant customer feedback on sub-par offers, but I believe this simply serves to keep the entire ecosystem on its toes.

MW: Any project, campaigns or achievements you are proud of?
As you would imagine, there have been a lot of milestones along this path and it would be highly unfair to single out one of the many projects that I have worked on in the diverse industries I’ve been fortunate enough to work in (Media, Not for Profit Organisations, Tourism, Mobile Network Operators and Banking). However; one thing that always gives me great joy is the successful execution of a project, from inception and brainstorming with the diverse teams we work with; to the collaboration on creative production and full-on implementation where the project is taken to its intended audience.

Driving past a billboard, coming across an online ad either on social media or Google, and witnessing our users engage with the project and make it their own makes all the work worth it. Right now; the National Bank of Malawi is running a product campaign called 16 Pa Mo; which is a celebration of 16 years of the Bank’s flagship product – a mobile banking service known as Mo 626. Mo 626 was the pioneer mobile banking service in Malawi and it revolutionised mobile banking in our country.

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Working on this campaign with the marketing team and creative agencies to tell the Mo 626 story over the past 16 years has allowed me to experience this phenomenon from inception to its status. No one knew; at inception; that Mo 626 would grow to create such a tremendous impact and give power to the people – both consumers and business owners in a meaningful way.

MW: What are some of the challenges you encounter on the job?

There are two things that possibly most marketers will experience during their careers, and I am not excluded from this. The first of these is the continuous interference by a broad range of stakeholders that feel that they too are marketers and they too know how best to implement marketing initiatives even though they are not subject matter experts; they have not had training and experience in the science of marketing.
The second of these is gaining buy-in from high-level stakeholders on strategy implementation and budget spending.
I find that the resolution to both issues is in effective stakeholder management and data utilization because the facts and figures never lie. Establishing and communicating the reasons for implementing specific strategies, detailing KPIs, and finally communicating/showcasing the return on investment will help ensure buy-in. Most importantly, consulting widely, while keeping a tab on market dynamics and intel, will help one incorporate stakeholder insights.

MW: Hadn’t you been in your current profession, which other job would have caught your fancy?
I most likely would have been in one of two spaces – either in the B2B space managing corporate clientele; because I find it interesting engaging with different personalities and closing off deals or in an international non-profit organization space helping to create an impact on the ground. I have done both briefly before and enjoyed both tremendously.

MW: How Do You Balance Work and Family Life?
To be honest I can’t quite say that I’ve mastered that yet! It still gets slightly overwhelming at times. However; I try to make time for the different aspects of my life. Family is paramount and I make sure that even the smallest amount of time we spend together is meaningful. I try to keep my weekends and holidays non-work related so that a healthy balance is created. This is not always possible as, being in marketing; events will sometimes spill over into the weekend and night times. When I can; I will tag my children along with me to weekend events so that we get to spend time while they have first-hand experience on how things work. Learning to say no to some non-urgent commitments has also helped; as has being intentional. In all, I am thankful to have a loving husband and support system that helps keep things together.

MW: A brief about you that people do not know?
I am passionate about mentoring the youth and helping them attain their full potential. Hopefully, in the future, funds and time permitting; I will set up a mentorship and coaching program that will link established individuals with youth who require this boost of confidence, personal branding, intentionality, and networking. There are so many people blazing a trail that possess invaluable knowledge and experience that should be passed on to the younger generations. Also, I am passionate about cooking and creating beautiful spaces, putting together curated, thoughtful gifts. And, I once wrote a lot of poetry, fiction and nonfiction and have had my work published in several anthologies.

MW: If you were to make 3 Wishes, what would they be?

A Thriving Digital Economy in Africa – I would wish for Africa to become a global leader in digital marketing and e-commerce, with strong infrastructure, widespread internet access, and seamless cross-border trade. This would empower businesses of all sizes to scale beyond local markets and compete globally.

A Bright Future for My Children and All Youth in Developing Nations – I would wish for quality education, opportunities, and mentorship for children across developing nations, ensuring they grow up with the skills and mindset to thrive in a rapidly changing world. This would empower them to take leadership roles and contribute to the continent’s development.

A World Filled with Love, Sincerity, and Earnestness – I wish for a world where people lead with kindness, where love is not just spoken but deeply felt and expressed in our families, workplaces, and communities. A world where sincerity and authenticity guide our relationships, business dealings, and leadership, creating trust and lasting impact.