The Lion King | 13
Spotlight on
Amie Ndiaye Sow
MD/CEO, UBA Senegal
A
mie Ndiaye Sow, a Senagalese mother of three chil-
dren, is the third child in a family of seven children.
t an early age, she had a chance to start and run a busi-
ness while studying. This exposed her to different business
environments ranging from informal to the formal sector,
which developed her business skills and ability to cope with
challenges. This early management experience made her
stand out in her career.
With twenty years of professional experience, including 16
years in banking, Ndiaye’s experience spans different
business units. She joined UBA Group in 2013, and
was assigned to UBA Senegal as MD/CEO
UBA Senegal.
She holds masters degrees in economics,
banking, finance and insurance and in
public finance and administration; all from
universities in Senegal.
What marketing strategies are adopted
by UBA Senegal to penetrate the mar-
ket?
Since the last quarter of 2013, UBA Sen-
egal has actively participated in the de-
velopment, and sale of electronic bank-
ing products, widening its network of
money transfer partners and utilization
of cash management products as well
as cross selling to grow the business.
This initiative is primarily driven by the
launch of our pre-paid card which
gives us a comparative advantage
relative to the market because we
can issue co-branded cards. We are
currently targeting the public sector
institutions, companies that employ
a lot of people and money transfer
operators to position ourselves as their
preferred financial services partner.
We have obtained key mandates
for both e-Banking and cash man-
agement. In one month, we signed
contracts with different customers for
26, 000 cards on a pilot phase. The
achievement of our goals depends on
the success of this phase.
