Mariam Kaleem Agyeman-Buahin, an alumna of the Kwame Nkrumah University of Science and Technology (KNUST), has been appointed as the Head of Digital Marketing at Letshego Holdings Limited (Letshego Group).
She would be responsible for crafting, ideating and executing the marketing strategy for Letshego’s LetsGo digital platform, set to catapult the Group towards its vision to become a world-class retail financial institution capable of improving the lives of its customers across Sub-Saharan Africa.
The Letshego Group is a truly African multinational company which started in Botswana more than 21 years ago by offering loans to government employees. Today, the Group has over 3,000 employees comprising more than 21 nationalities, and supports public and private sector individual customers, as well as Micro and Small Entrepreneurs (MSEs). Letshego has operations in 11 Sub–Saharan African markets, including Ghana.
Letshego Ghana, a subsidiary of Letshego Group, has demonstrated more than its strategic and potential value to the Group with a cumulative aggregate growth of 600% over the last 5 years, more than tripling its proportion of profit before tax in the same period.
Mariam graduated from KNUST in 2008 with a bachelor’s degree in Communication Design. While at KNUST, she engaged in activities that involved product development and branding.
Starting off her career in experiential marketing, she worked with brands in a way that customers and potential customers would get an authentic feel of the brand.
Prior to Letshego, Mariam was employed by Standard Chartered Ghana (SCG) in September 2016 as Country Manager for Brand, Marketing and Sponsorship. At SCG, she was promoted to the Retail Banking division as Head of Digital Banking and Financial Inclusion and Corporate Partnerships and was adjudged employee of the year in 2018.
Her hard work earned the bank three awards: Digital Bank of the Year, Digital Banking App of the Year, Digital Banking Team of the Year at the 2019 Ghana Information Technology and Telecom Awards.
Mariam also made her creative mark in the telecommunication sector as Vodafone Ghana’s Head of Brand Engagement and Sponsorship. As a marketer, Mariam has developed and implemented novel marketing concepts through digital and experiential channels to connect with diverse customer segments.
In 2014, she was awarded Vodafone Way Global Hero for the exemplary work done on bringing the product Vodafone X to life.
She is a seasoned marketer, brand consultant, and fin-tech professional. Her core strengths are Brand Management, Digital and Experiential Marketing, Marketing Communication and Concept Development.