, Nairobi, Kenya Feb 24 – Mastercard has announced the appointment of Ifeoma Dozie as its Director Area Marketing for Sub-Saharan Africa. With more than 17 years’ experience driving marketing strategy internationally, she brings a wealth of expertise to the role and will be based in Mastercard’s regional head office in Lagos, Nigeria.
As Director Area Marketing for Sub-Saharan Africa, Ifeoma is responsible for driving Mastercard’s marketing and communications strategy across the region, and leveraging her knowledge of the market to drive Mastercard’s business performance.
“Our investments in Africa demonstrate our continued commitment to driving a world beyond cash and bring more people into the formal economy. At Mastercard, our people are one of our most important investments. This is why we are thrilled to welcome Ifeoma Dozie to our Sub-Saharan African team. With a wealth of experience in all aspects of traditional and digital marketing and a clear understanding of the region’s diversity and the innovative transformation our brand, Ifeoma will play an invaluable role in engaging consumers, using marketing as a business driver for both Mastercard and its customers.” said Raghav Prasad, Divisional President of Mastercard Sub-Saharan Africa.
In recent years Mastercard has been on a multi-sensory brand journey, starting with the evolution of its logo to become a symbol brand; the introduction of its sonic identity; the launch of the Taste of Priceless – two bespoke macaron flavors, Passion and Optimism; and most recently dropping its first-ever sonic-integrated music single.
With a strong-track record of successfully executing brand strategies across different regions, Ifeoma will be responsible for communicating Mastercard’s brand transformation in Sub-Saharan Africa. In her last role she was Senior Regional Marketing Manager for Heineken in the Africa, Middle East and Eastern European region, where she was responsible for the development of strategic business plans and capability building. Prior to this she worked as the brand’s Portfolio Director in the UK, as Global Marketing Manager in its Netherlands office, and as Marketing Manager of Nigerian Breweries Plc.
She holds a law degree from the University of Bristol in the UK and a master’s degree in international business from King’s College London. In line with Mastercard’s commitment to advance gender equality and women empowerment, Ifeoma is also passionate about girls’ education in Nigeria and actively participates in mentorship programs.