Colin Asiimwe has joined Wave Mobile Money Uganda as marketing lead.
Asiimwe, who has been the head of marketing at Multichoice Uganda since November 2019, brings to the payments company, about two decades of experience in the marketing industry.
Founded in 2017 by Drew Durbin and Lincoln Quirk, Wave facilitates cashless transactions in Senegal, Ivory Coast, Mali, and Uganda.
The fintech entered the Ugandan market in 2021 and Ugandans are using it to pay for services, send money and save their earnings.
Currently valued at over US$1.7 billion, the company's latest funding round was a series A that brought in $200 million from notable investors like Sequoia, Ribbit Capital and Partech.
Asiimwe joins the company's marketing force to tap into Uganda's growing mobile money sector that currently counts over 28 million registered accounts with transactions valued at Shs113.38 trillion, according to Bank of Uganda, which projects a compounded annual average growth rate of 26.6% over the next five years.
Colin Asiimwe left Creative Y&R, where he was head of Strategy and Planning to join Multichoice. His LinkedIn profile shows that he's been in the marketing and communications industry since 2008 and he's worked with a number of eminent organizations including Makerere University, Scanad Uganda, QG Group Uganda, MetropolitanRepublic, and Tonic International.