Marketing Personality – Juliana Kagwa

For anyone in the FMCGs world and specifically Brewery business, the name Juliana Kagwa sounds a bell when said.

It has been long overdue to have the Legendary Juliana Kagwa as our marketing personality of the month.

So who is Juliana Kagwa?

Currently, Juliana is the Corporate Relations Director at UBL a subsidiary of Diageo PLC. 

She was appointed into this position in November 2020 having served as a Marketing and Innovations Director since 2015.

Her key responsibilities include driving the corporate brand’s fundamental and strategic commitment to making a sustainable and meaningful contribution to the socio-economic development of the communities in which Diageo operates.

She is directly responsible for Public Policy and Regulatory matters affecting the brewery industry and UBL specifically.

As a key strategic individual, Juliana manages a vast array of both internal and external stakeholders on behalf of UBL.

Now that’s a lot of responsibility right there.

If you have seen the current CSR Campaign dubbed `Taasa Obutonde` championed by UBL in partnership with NBS, Stanbic Bank, VIVO Energy and NEMA, then you understand the kind of leader and responsible Citizen Juliana is to this society

Working experience

Did you know that Juliana has a working experience of close to two decades in FMCGs?

Her key strength is in growing brands and teams under her jurisdictions.

Prior to her current position, Juliana served as a marketing Director at the same company, UBL for five and a half years. The marketing function she supervised was accountable for 50% of the UBL`s strategic goals.

She was directly responsible for business growth of local brands like Bell Lager, Uganda Waragi alongside internationally acclaimed brands like Jonnie Walker, Smirnoff, Baileys among others.

 Why Juliana Kagwa stands out

According to Top Uganda Marketing campaigns last month, UBL`s Mpola Enjoyments Campaign topped NO. 1 on our chats.  This does not happen without a formidable team and strategic leaders like Juliana behind such.

Flavors like coconut and Pineapple were introduced to Uganda waragi while Apple was introduced to Smirnoff as part of UBL`s product innovations and refinements. These have since changed the game of spirits taste in Uganda.

If you remember that, then that happened under her leadership. 

We have had  the most executed campaigns and premium events including  Blankets and Wine sponsored by Tusker Malt, Roast and Rhyme sponsored by Bell Lager, The All star Tours of Swangz Avenue, The All Safari Experience by Jonnie Walker, The Baileys Picnic Experience, The famous Ciroc Brunch at Alchemist Bar, Kampala Cocktail Week by Uganda Waragi and many more. All these happened under Juliana`s stewardship.

It should never go unnoticed that 5years of Juliana as a Marketing Director, UBL won various awards under the premium segment of its portfolio together with registering double-digit growth annually for Tusker lite, Guinness and the Reserve scotch brands.

During the same period, the portfolio registered an all-time high share of voice in the media space with efficiencies created through her consolidation of media spend especially on digital marketing.

Academic Qualifications.

Among her other Academic qualifications, Juliana has an MBA from the prestigious Edinburgh Business School, Heriot-Watt University

She also holds Bachelor of Science (B.Sc.) of Food Science and Technology from Makerere University Uganda.

Additional information

Juliana Kagwa has previously served in various strategic positions including Marketing Manager Spirits Uganda at East African Breweries Ltd.

She also served as a Country Director Heineken Uganda before returning to East African Breweries.

Juliana is a mother and gives talks during thought leadership forums organized by businesses.

 As usual, the Evolve monthly feature recognizes and celebrates outstanding Marketing personalities in Uganda and we would like to describe Juliana as the Queen of FMCGs going forward.

So Juliana Kagwa, you`ve been served.

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