Kampala, Uganda | Young Ugandan marketers aspiring to go global were encouraged to harness their personal and cultural identities to build professional brands capable of competing on the international stage. The message came from MTN Uganda Brand Manager Catherine Mulanghi, who addressed students during a marketing roundtable at Makerere University Business School (MUBS) in Kampala on Thursday.
As keynote speaker, Mulanghi shared professional insights and personal lessons from her career managing some of Uganda’s top brands, including Mulwana Companies owners of Uganda Batteries, Jesa, and Nice House of Plastics Movit, and now MTN Uganda.
“Entrepreneurs need to invest in research,” she said. “Streamline your distribution chain. There’s too much competition in towns and peri-urban centers, so aim to reach that last-mile customer if you are to widen your footprint and swim out of a red ocean.”
Mulanghi noted that local companies hold a natural advantage through their understanding of consumer behavior and cultural nuances, an area where global corporations often struggle. She advised Ugandan firms expanding abroad to remain authentic while adapting to new cultural and regulatory environments, protecting their intellectual property along the way.
Reflecting on her own journey, she said that early investment in market research shaped her path to leadership. “Formal education opens the first few doors,” she said. “But what keeps you moving forward is continuous learning and strategic risk-taking.”
She recounted a personal experience traveling through unstable regions near the Uganda-Congo border to meet traders and secure sales. The journey, she said, taught her an important lesson: “What got you here won’t sustain you here. Even brands must evolve to stay relevant.”
Mulanghi encouraged young professionals to leverage social media, influencer marketing, and e-commerce platforms to reach international audiences while staying flexible to shifting consumer trends. “Opportunity comes to those who are prepared,” she said. “How you show up matters your posture, your answers, your research.”
Highlighting the importance of attention and consistency in brand growth, she urged students to strengthen both their personal and professional identities. “MTN takes pride in supporting young people at the grassroots,” she said. “Through initiatives like MTN Pulse and MTN Changemakers, we’re creating platforms for youth to showcase talent and amplify their craft.”
Mulanghi shared inspiration drawn from the MTN CEO Book Club, where leaders reviewed Atomic Habits by James Clear and Good to Great by Jim Collins both emphasizing the power of small, consistent actions in achieving long-term success. “Once you set your goal, don’t wait for graduation day,” she advised. “Keep turning your flywheel. Those atomic habits, done daily, build lasting results.”
The four-hour event, organized by the Marketing Students Association and the Department of Media Studies, aimed to bridge the gap between academic theory and market practice in Uganda’s growing marketing sector.
Mulanghi commended the MUBS leadership, including Faculty Dean Dr. Esemu Timothy and Association President Amme Patience Esther, for organizing what she called “an auspicious forum inspiring positive change among the next generation of leaders.”
Concluding her talk, she quoted leadership expert John Maxwell: “You are the average of five.” She encouraged students to use every opportunity to learn from others. “Today you’re rubbing shoulders with industry experts,” she said. “Use their stories and experiences to create a better version of you.”