Safaricom CEO Peter Ndegwa has appointed Fawzia Ali as Chief Consumer Business Officer effective 15th March 2023.

Ms Ali has held this role in an acting capacity since July 2022 and has provided exemplary leadership and inspiration to the team during this period.

In a statement on Wednesday, Mr. Ndegwa said Ms. Ali will continue with her responsibility of leading the Consumer Business’ Mission and strategic objectives and growing the market share and consumer solutions through product development, digital CVM, terminals strategy and customer insights.

She has over 20 years of experience in finance, sales and commercials. Further, Ms. Ali deeply understands Safaricom’s market, consumer trends, and economic landscape. She has been in Safaricom since 2007 when she joined as a Senior Manager – Reporting, Accounts Receivable and M-PESA. Since then, she has grown her career and expanded her breadth through various leadership roles.

Through her leadership journey in Safaricom, she served as the Head of Consumer Planning and Pricing within Finance, before taking up a sales role as the Head of Regional Sales & Operations – Coast. She then moved into commercials when she became the Head of Consumer Segments in 2018, before being appointed Head of Digital Products and Services in 2019.

Following Safaricom’s transition into Agile, Ms. Ali has been one of the champions at the leadership level, and in October 2021, she was appointed the Mobile Data Tribe Lead, a role she played with distinction, achieving double-digit growth during the last financial year. Prior to joining Safaricom, she worked both in Kenya and Uganda with Unilever.

Ms. Ali is keen on transforming lives through the telco’s consumer products and services and is enthusiastic about empowering women and the communities Safaricom serves. This has seen her serve as a Safaricom Foundation Trustee from 2015 to 2022, and she also mentors female colleagues as part of  Safaricom’s Women in Leadership programme.

Ms. Ali holds a Bachelor of Science Degree in Food Science and Technology from the University of Nairobi and a Master’s in Business Administration from the Jomo Kenyatta University of Agriculture and Technology. She is a Certified Public Accountant of Kenya. She has also attended multiple leadership programs and is a certified coach.