Wave Mobile Money, the first unicorn in Francophone Africa has appointed Yasmina Ndella Bileoma as its new Regional Director of Public Relations. The appointment comes as Wave seeks to strengthen brand awareness in the company’s growing markets, deepening relationships with key stakeholders, and addressing the challenges of the fast-evolving fintech industry.
Bileoma served as Director of Strategic Communication at APO Group, a leading pan-African communications consultancy. She was also the Head of Communications for the Young African Leaders Initiative (YALI), a visionary program launched by former U.S. President Barack Obama and supported by USAID, the Mastercard Foundation, and Microsoft.
“Yasmina perfectly embodies the values of excellence, innovation, and inclusivity at the heart of Wave Mobile Money,” said Coura Tine Sène, Regional and Public Affairs Director at Wave Mobile Money in a statement by APO Group.
“Her expertise in communication, combined with her deep understanding of regional dynamics, will be a key driver in accelerating our mission: making financial services accessible to all and building an inclusive financial future for the continent.”
Founded in 2018, Wave has disrupted the mobile money market in Francophone Africa by offering significantly cheaper transaction fees than traditional providers. The company claims to have eight million Senegalese users of their services every month, and several million in Côte d’Ivoire too. In 2022, Wave reportedly processed 12 billion transactions in Senegal alone.
“Joining Wave Mobile Money is an incredible opportunity to contribute to a technological and social revolution in Africa,” Bileoma said regarding her appointment.
“This role allows me to combine my passion for communication and technology with my commitment to impactful and sustainable initiatives on the continent. I am particularly honoured to join a company that redefines financial inclusion and upholds strong values of diversity by empowering African women in leadership roles.”
