MTN Uganda Taps Airtel Zambia’s Sylvia Elsheikh as New Chief Marketing Officer In a bold and strategic move that intensifies the telecom rivalry in East Africa, MTN Uganda has appointed Sylvia Elsheikh as its new Chief Marketing Officer (CMO), effective 14th July 2025. The appointment marks a significant talent acquisition from rival Airtel Group.

In a bold strategic move that underscores the intensifying competition in East Africa’s telecom sector, MTN Uganda has appointed Sylvia Elsheikh—formerly Chief Marketing Officer at Airtel Zambia—as its new Chief Marketing Officer (CMO), effective 14th July 2025.

The move, seen as a calculated poaching and talent acquisition from rival Airtel Group, signals MTN’s renewed aggressive push to sharpen its competitive edge and deepen its market dominance in Uganda’s dynamic telecom landscape.

She replaces Somdev Sen, who has served the role with distinction, and is currently serving as MTN Rwanda’s Chief Consumer and Digital Officer under the wings of Ali Monzer as the CEO.

Mackinon Kabarole had been appointed to serve in acting capacity since Somdev’s switch to Rwanda.

Sylvia brings to MTN Uganda an impressive track record of over 18 years in the telecommunications and commercial sectors, with deep expertise in marketing strategy, customer acquisition, product innovation, and digital transformation.

Prior to joining MTN Uganda, Sylvia served as the Chief Marketing Officer at Airtel Zambia from 2022 to 2025, where she was instrumental in consolidating market leadership, achieving a value share of over 60%, and spearheading the rollout of the largest 5G network and LTE TDD Network in Zambia.

Her leadership also saw the successful launch of VoLTE services, positioning Airtel as a technology leader in the Zambian market.

Before her tenure at Airtel, Sylvia held multiple strategic positions within MTN Sudan, including Chief Marketing Officer (2016–2022), Senior Manager – Segment Pricing & Acquisition (2015–2016), and Value-Added Services (VAS) Manager (2011–2014).

Her early career includes roles in VAS and Core Network Planning at Sudani Telecom and Canar Telecom in Sudan.

Commenting on her appointment, Elsheikh said: “I am thrilled to return to the MTN family and excited to join MTN Uganda, a brand that stands tall for innovation, inclusion, and impact. I look forward to working with the talented team to continue delivering bold, relevant, and customer-focused marketing strategies that resonate with Uganda’s dynamic market.”

The MTN Uganda CEO, Sylvia Mulinge, welcomed the appointment, noting: “Sylvia’s extensive regional experience, proven leadership, and passion for customer-centric marketing make her a valuable addition to our executive team. We are confident she will play a key role in sustaining our market leadership and shaping the next phase of our growth.”

Sylvia holds an MSc in Business Administration, specializing in Marketing Management, and a BSc (Honors) in Electrical and Electronics Engineering. Her combined technical and commercial acumen makes her uniquely positioned to drive MTN Uganda’s ambitious growth agenda, accelerate digital adoption, and deepen customer engagement across all segments.