Joseph Abena to Spearhead UBA’s Marketing and Communication Strategy in CEMAC

By Boris Esono Nwenfor

BUEA, Cameroon – The United Bank of Africa, UBA, Africa's global bank has announced the appointment of Joseph ABENA as Regional Marketing and Communication Director for the CEMAC region.
Previously Director of Marketing and Brand Communication at UBA Cameroon, Joseph Abena has now been tasked with covering the six CEMAC countries: Cameroon, Congo, Gabon, Central African Republic, Chad and Equatorial Guinea.

This appointment according to the bank made on January 1, 2025, demonstrates the recognition of his exceptional leadership, his adherence to the global dream of UBA and his role as a role model embodying the fundamental 3E values (Business, Execution and Excellence) of the institution.

In his new role, Mr. ABENA will leverage his expertise in strategic marketing, brand management, digital marketing, advertising, and crisis communication for the benefit of all UBA subsidiaries in the CEMAC region. This includes Cameroon, Congo, Gabon, the Democratic Republic of Congo (DRC), and Chad. He will also continue to serve as the Marketing and Communication Director for UBA Cameroon, reporting directly to UBA Group's Director of Marketing and Communication.

With over 15 years of experience in multinational telecommunications and finance companies, Joseph ABENA is recognized for his expertise and ability to transform ideas into concrete results. Since joining UBA, he has led major projects that have strengthened the bank's position in the Cameroonian market.
Having arrived at UBA Cameroon in November 2022, Joseph ABENA has quickly made his mark on his territory with innovative strategies and strong leadership. His commitment to the company's core values – Enterprise, Execution and Excellence – has been a key driver of this rise.

The appointment of Joseph ABENA illustrates UBA's commitment to valuing its local people. This choice reflects a development strategy focused on identifying and promoting African talents to consolidate the group's impact on the continent. In addition, this promotion sends a clear message: local subsidiaries are not mere relays of execution, but laboratories of innovation and strategic growth.

With this appointment, UBA begins a new phase of its development in Central Africa. Joseph ABENA represents a modern and proactive vision of African leadership. By leveraging his expertise and commitment, UBA confirms its desire to be a key player in the economic and social development of the region.