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Omolara Dada is a senior product marketing manager at Busha, a Nigerian digital asset exchange, where she is building the business-to-business (B2B) marketing function from the ground up. With over six years of experience in African fintech, she has worked previously at Anchor, a Y Combinator-backed Banking-as-a-Service (BaaS) platform, and Earnipay, an earned wage access (EWA) product, leading go-to-market strategy, product positioning, and growth across B2B and consumer-facing financial products. Her work sits at the intersection of complex financial infrastructure and the human beings who need it explained clearly enough to act on it. Beyond her day job, Dada is a career coach and content creator building a platform for mid and senior professionals across Nigeria and beyond. She creates content around salary negotiation, career visibility, and the unspoken rules of navigating corporate life, drawing an audience of over 14,000 professionals across Instagram and LinkedIn. Explain your job to a five-year-old. You know when you make something really cool but nobody knows about it? My job is to help people find out about cool things, understand why it’s useful, and want to use it. I work for a company that helps businesses move money, and I make sure the right people know we exist and understand how we can help them. What’s the hardest part about working in fintech in Nigeria? Trust, and how hard it is to earn, how easy it is to lose. You’re often asking businesses to move their money in a new way, through a newer company, in an environment where people have been burned before and where the economy itself is unpredictable. That means the bar for proof is high. It’s not enough to be clever or well-designed. You have to be credible, consistent, and genuinely reliable before anyone hands you something as sensitive as their money. This also makes the work meaningful because when a business trusts you, you know you earned it. You’ve moved from traditional fintech into digital asset finance (crypto). What are the similarities operationally, and where do the complications arise? The similarities are bigger than people think. At its core, both are about moving money and building trust while you do it. The fundamentals of good marketing, clear positioning, and understanding your customer’s real problem don’t change whether you’re marketing a payments API or a stablecoin product. The complications come from two places. First, education: with digital assets, you’re often explaining the category itself before you can explain your product. People understand what a bank transfer is. They don’t always understand what a stablecoin is, so you carry a heavier teaching burden. Second, regulation and perception. The space moves fast, the rules are still forming, and there’s a lot of noise and skepticism to cut through. You spend a lot of energy separating the real, useful infrastructure from the speculation people associate with crypto. What’s the first thing you had to figure out with no playbook, building Busha’s B2B marketing from scratch? Who exactly we were talking to. When you’re the first B2B marketing hire, nothing is pre-defined. So the very first thing was getting brutally clear on who the customer actually is, what problem we solve for them that they genuinely care about, and how to say it in a way that resonated with them. Everything else- the content, the channels, the campaigns comes after getting that clarity. I spent my early weeks asking a lot of questions. What’s the most common mistake you see people, especially early-stage professionals, make when negotiating salary? Accepting the first offer. Saying thank you and signing on the spot, as though the number they were given is fixed and final. It rarely is. Most employers build room into that first offer and wait to see if you know that. Early-stage professionals often don’t; they’re so relieved to be chosen that negotiating feels ungrateful, even greedy. But you’re allowed to take a day. You’re allowed to ask if there’s flexibility. You’re allowed to counter. The people who do this, calmly and professionally, earn significantly more over a career than people who are equally talented but stay silent. Your silence is expensive. It just doesn’t send you an invoice. What’s one skill you’re interested in but not great at, and another you’re great at but not interested in? Interested in but not great at data analytics. I work in a world where numbers drive every decision, and I can read and use data, but I’d love to be genuinely fluent in it, pulling my own insights without needing to ask. It’s actually why I’m doing a data course this year. Great at but not interested in: I’m good at the highly detailed, administrative side of getting things over the line. The trackers, the follow-ups, the operational tidiness. I can do it well because I’ve had to, but it doesn’t really excite me.
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In partnership with Lire en Français اقرأ هذا باللغة العربية TGIFTWWBRF. A few headlines to usher you into the weekend. Let’s get into it. Become smarter about tech and commerce in Francophone Africa, and the policies shaping them. Read our newsletter here first or subscribe below. Subscribe Quick Fire with Omolara Dada Visa taps Anne Kinuthia-Otieno Safaricom bets on Ethiopia Who secured the bag? World Wide Web 3 Job Openings features Quick Fire with Omolara Dada Image Source: Omolara Dada, senior product marketing manager at Busha. Omolara Dada is a senior product marketing manager at Busha, a Nigerian digital asset exchange, where she is building the business-to-business (B2B) marketing function from the ground up. With over six years of experience in African fintech, she has worked previously at Anchor, a Y Combinator-backed Banking-as-a-Service (BaaS) platform, and Earnipay, an earned wage access (EWA) product, leading go-to-market strategy, product positioning, and growth across B2B and consumer-facing financial products. Her work sits at the intersection of complex financial infrastructure and the human beings who need it explained clearly enough to act on it. Explain your job to a five-year-old. You know when you make something really cool but nobody knows about it? My job is to help people find out about cool things, understand why it’s useful, and want to use it. I work for a company that helps businesses move money, and I make sure the right people know we exist and understand how we can help them. What’s the hardest part about working in fintech in Nigeria? Trust, and how hard it is to earn, how easy it is to lose. You’re often asking businesses to move their money in a new way, through a newer company, in an environment where people have been burned before and where the economy itself is unpredictable. That means the bar for proof is high. It’s not enough to be clever or well-designed. You have to be credible, consistent, and genuinely reliable before anyone hands you something as sensitive as their money. This also makes the work meaningful because when a business trusts you, you know you earned it. What’s the first thing you had to figure out with no playbook, building Busha’s B2B marketing from scratch? Who exactly we were talking to. When you’re the first B2B marketing hire, nothing is pre-defined. So the very first thing was getting brutally clear on who the customer actually is, what problem we solve for them that they genuinely care about, and how to say it in a way that resonated with them. Everything else- the content, the channels, the campaigns comes after getting that clarity. I spent my early weeks asking a lot of questions. Getting paid in cedis just got easier for African businesses operating in Ghana. Fincra now issues dedicated GHS virtual accounts to enable businesses to collect payments. See how Fincra GHS virtual accounts work. companies Visa appoints ex-Airtel Money Kenya chief as East Africa head Image Source: Tenor On July 25, Anne Kinuthia-Otieno, former managing director of Airtel Money Kenya, the telecom company’s mobile money arm, announced on LinkedIn that she was stepping down from her role. A few speculations flew around on where she was headed next: banking, telecoms, or fintech. Now, we have an answer. On Thursday, Visa, the payments giant, confirmed that the former mobile money executive was taking over as its East Africa Lead, bringing her experience—and years of banking expertise—to a different kind of fintech. Why Visa wanted her: When Kinuthia-Otieno took over Airtel Money Kenya in 2021, Safaricom’s M-PESA controlled the market. Airtel Money held just 3.1% of mobile money subscriptions, and nearly five years later, that share had climbed to 10.2%. Her new role: As Visa’s East Africa head, Kinuthia-Otieno will oversee the company’s operations across seven markets, working with clients and partners to expand digital payments, strengthen partnerships and bring more people into the formal financial system. The timing makes sense: Visa is already midway through its five-year, $1 billion investment commitment in Africa, building infrastructure, experimenting with stablecoin-powered payments, and trying to make itself more deeply woven into Africa’s payments ecosystem. Hiring someone who understands both banking and mobile money gives it an advantage. If she could help expand Airtel Money’s footprint in M-PESA’s backyard, Visa is betting she can help do the same for digital payments across East Africa. Download PalmPay. Bank smarter. Transaction Guard lets you set single, daily, or monthly transaction limits. Whenever a transaction exceeds your chosen limit, facial verification is required before it can be completed, helping to prevent unauthorised transfers. With PalmPay, you stay in control. Learn more. companies Safaricom invests $11 million in Ethiopian operations, eyes profitability in 2027 Image Source: Tenor When Safaricom decided to expand into Ethiopia in 2022, there was uncertainty around whether it could achieve scale. State-owned telecom firm Ethio Telecom controlled an overwhelming share of the market—and still does—helped by the conservative economic model Ethiopia had maintained for years, which tended to favour local incumbents. Yet, Safaricom has stuck with its plan. With 14.7 million customers in Ethiopia, it appears that Kenya’s largest telecom operator now believes it can capture a much larger share of the upside in neighbouring Ethiopia. It has just put in more cash to back that belief. The latest cheque: Safaricom has injected another KES 1.4 billion ($11 million) into its Ethiopian subsidiary, taking its total funding contribution to KES 159.6 billion ($1.23 billion) by the end of June 2026. The profitability race: The encouraging part is that the business is finally producing numbers that make the spending easier to justify. Active customers rose from 13.6 million in March to 14.7 million in June, adding over 1 million users in a single quarter and growing 46% year-on-year. Between the lines: Safaricom is now targeting earnings before interest, tax, depreciation and amortisation (EBITDA) profitability by March 2027. That matters because Ethiopia has already absorbed an $850 million telecom licence fee and the additional $150 million M-PESA licence
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Visa, the global payments company, has appointed Anne Kinuthia Otieno, the former managing director of Airtel Money Kenya, as the Vice President and Head of East Africa, less than a week after announcing her departure from the mobile money operator. She will assume the role on August 4, overseeing Visa’s business across seven East African markets. According to Visa, Kinuthia-Otieno will be based in Nairobi, where she will lead the company’s efforts to grow digital payments, deepen partnerships with financial institutions and partners, and expand financial inclusion across the region. The appointment answers the question industry watchers had after Kinuthia-Otieno stepped down as Airtel Money Kenya chief months before Airtel Africa’s planned initial public offering (IPO) of its mobile money business on the London Stock Exchange. “East Africa is one of the most dynamic and innovative payments markets in the world, with tremendous opportunities to advance financial inclusion and digital commerce,” she said in a statement. “I look forward to working with Visa’s clients, partners and talented teams across the region to help drive the next phase of growth and innovation.” Kinuthia-Otieno joined Airtel Money Kenya in August 2021 after spending more than a decade in the banking sector. Before Airtel Money Kenya, she held senior leadership roles at Absa Group, where she oversaw governance and sales distribution, and spent more than seven years at Barclays Bank. She left Airtel Money after overseeing one of the company’s strongest growth periods. When she took over in September 2021, Airtel Money accounted for 3.1% of the country’s mobile money subscriptions, compared with M-PESA’s 96.8%. By March 2026, Airtel Money’s market share had increased to 10.9%, while M-PESA’s had fallen to 89.1%. After her departure, Airtel Money Kenya appointed Bonke Michael, who had spent nearly a decade at the company, as its acting managing director. Kinuthia Otieno joins Visa as the payments giant accelerates its expansion across Africa. The company is four years into a five-year, $1 billion investment commitment to advance resilient and inclusive economies across the continent. Visa is also investing in local capabilities, opening its first African data centre in Johannesburg, and exploring stablecoin-based settlements. “Anne’s appointment comes at an exciting time for Visa and for East Africa’s digital economy,” said Michael Berner, senior vice president and regional managing director, Southern and Eastern Africa, Visa. “Her deep understanding of the region, proven leadership experience and passion for financial inclusion will be instrumental as we continue working with clients, partners and governments to expand access to digital payments and economic opportunity.” True scale demands moving beyond surface-level integrations to robust execution. We’ve filtered the noise out of Moonshot 2026, optimising the conference strictly for high-calibre connections between startup founders, global financial operators, enterprise leaders and individuals rewiring Africa’s technical frameworks. Get 20% off Early Bird tickets for a limited time.
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