Juliana Kaggwa, the new UTB boss
HABARI DAILY I Kampala, Uganda I Ever since Lily Ajarova, Uganda Tourism Board’s outgoing CEO’s contract run out and she exited the body, it was only evident that this organisation needed an infusion of fresh energy.
The mid morning announcement that Juliana Kaggwa has been appointed as UTB’s new Chief Executive Officer, was welcomed by a cross section of players in Uganda’s blosoming tourism sector.
Pundits now expect her to inject fresh energy and professionalism into the board, as Uganda seeks to reposition itself as a leading tourism destination in Africa.
As bold as they come, Kaggwa now gets the mandate to steer Uganda’s tourism sector into its next phase of growth and prosperity unheard of before.
The appointment comes in the face of unprecedented growth in both tourism numbers and arrivals. The ministry of Tourism and Antiquities recently announced that international tourist arrivals rose by 7.7%, while receipts grew by 25.9% to reach Shs 4,805.8 trillion ($1.280b) in 2024, from the Shs 3,818.6 trillion ($1.025b) recorded in 2023.
What makes Kaggwa tick?
She is a seasoned corporate executive, and boasts of over two decades of experience in strategic marketing, corporate management, and branding.
She is known as a go-getter in many areas of life, skills she will put to use in her new portfolio.
She is known to have withstood the treacherous appointment process by the Public Service Commission, right from submission of her application, vetting, shortlisting approval and announcement that she is the newly appointed UTB CEO.
Corporate background
Kaggwa began her career in the corporate world after graduating with a Bachelor of Food Science and Technology from Makerere University.
Her first job was as a medical representative at GlaxoSmithKline, where her academic background supported her work in pharmaceutical sales.
Kaggwa previously served as Marketing and Corporate Affairs Director at Uganda Breweries Limited. She also served as Corporate Relations Director at Uganda Breweries Limited (UBL), a subsidiary of global beverage giant Diageo.
Juliana Kaggwa
Within this organization, she held various marketing and innovation roles, including Marketing Director.
In 2004, she joined Uganda Breweries Limited (UBL) through its competitive graduate management trainee programme.
Initially recruited as a Lab Technician, she quickly demonstrated versatility during rotations across departments, including production, finance, and sales.
Kagwa’s first permanent role at UBL was Assistant Brand Manager for Pilsner and Guinness. She later expanded her regional experience with a three-year posting in Kenya as Brand Manager for International Premium Spirits, overseeing globally recognized labels such as Johnnie Walker, Smirnoff, and Baileys.
Upon returning to Uganda, Kaggwa took on roles including Brand Manager for Guinness and Tusker, Marketing Manager for Spirits, and a brief stint as Country Manager for Heineken.
In 2015, she was appointed Director of Marketing and Innovations, a role she held until 2020. In 2020, Kaggwa become UBL’s Corporate Relations Director.
In 2024, she landed a new role as Seed Co, a pan-African agribusiness headquartered in South Africa. She specialised in the development and supply of certified hybrid seed varieties, including maize, soybeans, rice, and vegetables.
Education background
Kaggwa holds a Master’s degree in Business Administration and a Bachelor’s degree in Industrial Chemistry, with a well-established record in brand strategy and organizational leadership.
She takes office at a time when UTB is expected to launch new international campaigns, to boost both domestic and international
Kaggwa’s new role will include supervising the Deputy CEO, departmental managers, and the Senior Internal Auditor.
