Meet Juliana Kagwa: Uganda Tourism Board’s new CEO with a global brand legacy

• Juliana Kagwa has been named the new Chief Executive Officer of the Uganda Tourism Board, succeeding Lilly Ajarova. 
• With over 20 years of experience in brand strategy and marketing, including leadership roles at Uganda Breweries and Heineken, Kagwa is set to lead UTB into a new era of strategic growth. 

Juliana Kagwa has officially taken over as the Chief Executive Officer of the Uganda Tourism Board (UTB), succeeding Lilly Ajarova, who now serves as the Senior Presidential Advisor on Tourism.

Kagwa steps into the role with a wealth of experience in brand strategy, marketing, and corporate leadership, making her a promising force for Uganda’s tourism future.

Kagwa’s career began humbly as a medical representative at GlaxoSmithKline after graduating with a Bachelor of Science in Food Science and Technology from Makerere University. But it was her entry into Uganda Breweries Limited (UBL) in 2004 through their graduate management trainee program that marked the beginning of her corporate ascent.

She rapidly climbed the ranks at UBL, becoming Assistant Brand Manager for Pilsner and Guinness, and later relocated to Kenya for a three-year stint as Brand Manager for International Premium Spirits.

There, she managed global brands like Johnnie Walker, Smirnoff, and Baileys, demonstrating her capacity to navigate complex international markets.

Upon her return to Uganda, Kagwa continued to rise through the ranks, holding various senior roles including Brand Manager for Guinness and Tusker, Marketing Manager for Spirits, and Country Manager for Heineken.

By 2015, she was named Director of Marketing and Innovations at UBL, a post she held until 2020 before transitioning to Corporate Relations Director.

Now at the helm of UTB, Kagwa is set to channel her vast experience into revitalizing and repositioning Uganda as a premier global tourism destination. Her duties include leading the execution of UTB’s Strategic Plan, managing key partnerships, ensuring financial oversight, and maintaining regulatory compliance.