In a strategic maneuver, Jumia Nigeria has recently appointed Sunil Natraj, the former CEO of Jumia Ghana, to helm its burgeoning e-commerce business. This pivotal decision comes at a time when Massimiliano Spalazzi, a veteran within the Jumia Group for 11 years and the current CEO of Jumia Nigeria, is preparing to step down in December 2023.
Why Jumia Is Hiring A New CEO From Ghana
The intriguing aspect of this leadership transition lies in the selection of a CEO from Jumia Ghana to spearhead operations in Nigeria, the company’s largest and most dynamic market. This decision underscores Jumia Group’s strategic approach of appointing leadership with diverse experiences to navigate the complexities of the Nigerian market.
Sunil Natraj, who assumed the role of Jumia Ghana’s CEO just last year, is slated to take over as the new CEO of Jumia Nigeria in January 2024. The announcement was made by Francis Dufay, the CEO of Jumia Group, during a media parley held in Yaba, Lagos, Nigeria.
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Jumia’s Commitment to Being a Nigerian Company
Natraj, in his address at the event, emphasized Jumia’s commitment to being recognized as a Nigerian company, transcending its Lagos-centric image. He expressed the intention to build upon the initiatives set in motion by Spalazzi and outlined ambitious plans for the expansion of Jumia’s footprint across the country.
Expanding Beyond Lagos: Jumia’s Vision for Nigerian Cities
A key component of Jumia’s strategy under Natraj’s leadership involves expanding its presence to more Nigerian cities. Cities like Akure and Ilorin are currently under consideration, and the company has set its sights on locations along the route to Ibadan, Warri, and Benin in the first quarter of 2024. The overarching goal is to establish an extensive network that covers the entire country, with a focus on cities boasting populations exceeding 20,000 people.
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Navigating Challenges and Shifting Priorities
Dufay acknowledged the challenges faced by Jumia, including a reduction in the workforce in the fourth quarter of 2022 and a substantial cut in advertising budgets by 73% in Q3 2023. The company has also shifted its focus away from delivering low-ticket items. Despite these challenges, Dufay remains optimistic about Nigeria being Jumia’s most significant market.
The Ghanaian Advantage: Sunil Natraj’s Expertise
The appointment of Sunil Natraj, a Ghanaian, as the new CEO of Jumia Nigeria reflects a calculated move by Jumia Group. Leveraging Natraj’s experience in leading Jumia Ghana, the company aims to navigate the intricate dynamics of the Nigerian market successfully. This strategic decision signals Jumia’s commitment to harnessing diverse expertise from across its operations to drive success in its most crucial market, Nigeria. As the e-commerce landscape evolves, Jumia’s move may set a precedent for cross-border leadership appointments within the industry.
About the new CEO
The new CEO, Mr. Sunil, started working with Jumia in 2022. He first looked after sales and marketing in Lagos, Nigeria, and managed Jumia’s delivery business. Later, he became the CEO of Jumia Ghana.
Before joining Jumia, Sunil worked for more than 11 years in Africa’s Fast-Moving Consumer Goods (FMCG) sector. He worked with big brands like GBFoods. For over 10 years, he lived in Ghana, working for large food companies that operated in Europe and Africa. Sunil is an IT Engineer and has an MBA from The Indian Institute of Management Calcutta. He also has a Bachelor’s degree in Engineering from the same institute.
Talking about his new role, Mr. Sunil said, “I’m excited to lead Jumia in Nigeria, one of our biggest markets, and to help make Africa’s economy better through online shopping. It’s an honor to be part of Jumia’s success in the country. We will focus on making customers happy, ensuring safe payments, and building strong partnerships. Our team is crucial to our success, and I believe we will achieve more goals, always gaining the trust of our customers.” This shows Mr. Sunil’s eagerness to contribute to Jumia’s growth and his trust in the team’s efforts to take the company forward in the online shopping world.