Joseph Abena: A Distinguished Executive

Joseph Abena stands out as a transformative figure in the finance sector, bringing a wealth of experience and expertise that has significantly contributed to the advancement of financial institutions.

His remarkable journey with UBA Cameroon exemplifies deep-rooted leadership and a strategic vision that permeates every level of the organization. He is The PAPERS Bank Creative Person Of The Year 2025.

Under the pioneering guidance of Managing Director/CEO Mr. Jude Anele, Joseph Abena has fostered a performance-driven culture at UBA Cameroon, emphasizing key principles such as execution excellence, innovative thinking, and unwavering customer-centricity. Since assuming his role in 2022, one of Abena’s foremost objectives has been to strategically reposition the UBA brand and its commercial strategy to resonate across diverse market segments. This approach has been particularly crucial in connecting with the youth demographic, which comprises over 75% of Cameroon’s population.

Recognizing the potential of high-value segments, UBA intentionally broadened its focus to include premium individuals, small and medium-sized enterprises (SMEs), and larger corporations. This strategic pivot ensured that UBA’s product offerings, messaging, and relationship frameworks were meticulously aligned with the evolving needs and expectations of these diverse customer groups.

From a marketing and communication standpoint, Joseph Abena anchored every initiative on three fundamental pillars: strategic alignment, brand elevation, and results-oriented execution. This approach transformed marketing from a mere support function into a vital business driver, actively contributing to customer acquisition, deepening relationships, and enhancing overall loyalty among clients.

In tandem with these strategies, the UBA brand underwent a significant enhancement in positioning—not just as a financial institution but as a trusted ally committed to growth and innovation. By adopting a digital-first approach and fostering high-impact engagement initiatives, UBA successfully crafted a compelling narrative that resonated deeply with its audiences, reflecting the bank’s fundamental pan-African DNA.

Perhaps the most pivotal element in this transformation has been the emphasis on people—teams united by a sense of purpose and accountability. This synergy among business operations, brand identity, and organizational culture played a crucial role in propelling UBA Cameroon to achieve the status of the most profitable subsidiary within the UBA Group in Africa, excluding Nigeria, during both 2023 and 2024.

In sum, Joseph Abena’s leadership has not only elevated UBA Cameroon’s market presence but has also set a benchmark for excellence in the financial industry, showcasing the impact of strategic vision and a dedicated workforce.

Representing the United Bank for Africa (UBA) at the highest institutional levels across Central Africa has been both an honor and a significant responsibility for Abena. In addition to his primary duties, he took on the vital role of spokesperson for the bank in this dynamic subregion. This position required him to collaborate closely with the Managing Directors of each country and engage in strategic discussions with visiting Group Executives, including the esteemed Group Chairman, Mr. Tony Elumelu.

Abena’s unwavering dedication and commitment to the growth of UBA propelled him to the prestigious position of Regional Head of Marketing & Corporate Communication and Official Spokesperson for Central Africa (CEMAC). This achievement was not merely a result of his hard work; it was the culmination of a strategic focus on the bank’s core values and a deep commitment to upholding them in all his endeavors. Throughout his journey, he prioritized continuous learning, fostered adaptability, and promoted collaboration within his teams, recognizing that success is a collective effort.

What genuinely inspires Abena is the opportunity to create a lasting and meaningful impact, transcending mere business results. He is passionate about contributing to the development of both individuals and communities he interacts with. Working for a pan-African institution like UBA, which is dedicated to championing African entrepreneurship and facilitating economic growth, has provided him with an immense source of motivation and purpose.

Abena firmly believes that effective leadership is fundamentally about service—serving your teams, your customers, and your country. This service-oriented mindset, combined with a clear vision that aligns with the Group’s strategic priorities, has been instrumental in his growth and has allowed him to consistently deliver results that contribute to the overall success of the bank.

Additionally, Abena considers himself fortunate to work under the guidance of visionary leaders at both the country and group head office levels in Lagos, Nigeria. Their mentorship and the trust they placed in him have empowered him to push boundaries and embrace challenges as invaluable opportunities for personal and professional growth. This support has played a pivotal role in shaping his professional journey and deepening his commitment to the mission of UBA.