The Uganda Tourism Board (UTB) has officially appointed Francis Nyende as its new substantive Marketing Manager, bringing on board a seasoned leader with a wealth of experience in marketing, innovation, and brand strategy within East Africa’s competitive business landscape.
The announcement was made on Monday by Simplicious Gessa, the Head of Public Relations at UTB. Gessa highlighted Nyende’s impressive professional background, noting that he brings a robust blend of analytical expertise and strategic marketing insight to the role.
“Mr. Nyende is a seasoned marketing and innovation leader with experience driving growth in East Africa’s FMCG sector. He holds a Bachelor of Science in Business Statistics and a Master of Business Administration (MBA), blending analytical expertise with strategic marketing insight,” said Gessa.
Nyende’s career began in finance and accounting, but he quickly transitioned into senior marketing roles, establishing himself as a dynamic force in brand leadership and innovation. He previously served as Head of Innovations and Marketing Manager – Mainstream Spirits at Uganda Breweries Limited (UBL), where he spearheaded high-impact marketing strategies that led to strong commercial results and a notable market presence.
His reputation as a driver of consumer-led innovation and builder of high-performing teams aligns closely with UTB’s vision to strengthen Uganda’s global tourism footprint. In addition to his professional achievements, Nyende recently completed the prestigious Journey to the Boardroom program, a training initiative designed to prepare senior executives for board-level responsibilities.
“He is passionate about consumer-led innovation, building high-performing teams, and driving sustainable business growth. A tennis and golf enthusiast, Francis aspires to lead transformative businesses,” Gessa added.
New Role and Responsibilities
In his new role, Nyende will oversee the formulation and execution of Uganda’s tourism marketing strategy, including the development and implementation of the Destination Uganda brand manual. His mandate will be to position Uganda as a top-tier travel destination globally, leveraging innovative marketing campaigns and strategic brand storytelling.
Key aspects of his role will include leading UTB’s brand strategy, coordinating international and local advertising efforts, and conducting comprehensive market and competitor analysis to enhance Uganda’s competitive edge in the global tourism arena.
Nyende’s appointment comes at a pivotal time for UTB, as the organization seeks to revitalize and expand Uganda’s visibility as a preferred travel destination for eco-tourism, adventure, wildlife, and cultural experiences.
A New Chapter Following Leadership Changes
The position became vacant following the dismissal of former Marketing Manager Claire Mugabi, who was reportedly found to have used forged academic documents to secure the job. Following her exit, UTB launched an official recruitment process in November last year, culminating in Nyende’s selection after a rigorous vetting process.
Industry stakeholders and tourism professionals have expressed optimism that Nyende’s leadership will inject fresh energy into Uganda’s tourism sector and catalyze innovative approaches to promoting the country’s rich natural and cultural heritage.
As the new Marketing Manager, Francis Nyende now takes on the vital responsibility of charting Uganda’s path toward becoming a world-renowned tourism destination. His appointment marks not only a new chapter for UTB but also a renewed commitment to excellence and integrity in public service leadership.
