UBL’s Emmy Hashakimana Appointed to Lead Coca-Cola in Uganda as General Manager

Coca-Cola Beverages Africa (CCBA) has appointed Emmy Hashakimana as the new General Manager of Coca-Cola Beverages Uganda, effective 12 August 2025. The announcement, made in an internal communication by Gavin Hudson, CCBA Chief Operating Officer, marks a significant career transition for one of Uganda’s most respected marketing and commercial leaders.

According to a 23 June 2025 internal memo, we have seen Gavin praised Emmy’s strong commercial foundation and extensive leadership track record in leading global consumer brands: “Emmy brings a strong career foundation from Unilever and Diageo, having joined Uganda Breweries (Diageo) in 2012 as Head of Customer Marketing. He progressed through several leadership roles, including five years in London with Diageo’s Global Innovation Team, where he served as Head of Innovation Commercialisation for Africa. On returning to Uganda, he led the Marketing & Innovation function before taking on his latest role as Commercial Director.” 

He also described Emmy as “passionate about building high-performing, diverse teams”. He credited him with supporting “internal talent mobility across the UK, Kenya and Tanzania” while he worked for Diageo and Unilever.  

“This appointment reflects our continued focus on strengthening local talent of Africa and building a strong leadership pipeline for the future,” Gavin said.  

Emmy Hashakimana replaces Melkamu Abebe as General Manager of Coca-Cola Beverages Uganda, following Abebe’s elevation to Managing Director of Coca-Cola Beverages Africa in Ethiopia. The leadership transition marks the end of Abebe’s impactful tenure in Uganda, during which he led the company to win the prestigious CCBA Group CEO Award and secured its recognition as a Top Employer in Uganda for 2025. 

A Celebrated Farewell from Uganda Breweries

The announcement by Coca-Cola follows Emmy’s official exit from Uganda Breweries Limited (UBL), part of the Diageo Group, where he spent nearly 14 years. 

In a heartfelt internal memo, “Honouring Emmy Hashakimana’s Extraordinary Journey with UBL/Diageo”, UBL’s Managing Director, Andrew Kilonzo and Human Resource Director, Patricia Kadama Anguzu, paid glowing tribute to Emmy’s enduring legacy, decribed as “nearly 14 years of transformative service”.

“Emmy leaves an indelible mark on our organisation, characterised by his unwavering commitment to growth and innovation,” the memo read.

According to the UBL leadership, Emmy’s journey began in 2011 as Head of Customer Marketing, where: “He revolutionised the department into a cornerstone of commercial execution through customer-centric strategies,” the UBL duo said. 

“His visionary leadership earned him a pivotal role in Diageo’s Global Innovation team in London, driving pan-African innovations such as Orijin and Guinness Smooth—significantly contributing to Diageo Africa’s growth trajectory.”

Upon returning to Uganda in 2020 during the COVID-19 disruptions, Emmy assumed the role of Marketing & Innovation Director:

“Emmy emerged stronger… His strategic foresight expanded our consumer-focused portfolio and propelled UBL’s market share to unprecedented heights. Under his guidance, Guinness achieved its historic No.1 beer share position in Uganda—a remarkable milestone for UBL.”

He also drove “global recognition for Johnnie Walker and Guinness campaigns,” while “revitalizing local brands like Bell Lager and Tusker Lite” through platforms such as the Tusker Lite Rwenzori Marathon.

In his final role at UBL as Commercial Director:

“Emmy drove impressive topline NSV growth through strategic initiatives that enhanced profit delivery across regions. His commitment to digitalisation fostered RTC channel innovation and streamlined business efficiencies.”

But beyond numbers, the UBL team highlighted Emmy’s people-first leadership:

“Emmy’s dedication to nurturing talent has been exemplary. He championed Ugandan talent globally while fostering diverse teams where everyone thrived—an ethos reflected in outstanding team engagement scores under his leadership.”

Andrew Kilonzo added a personal note of appreciation:

“Emmy consistently stepped up his leadership and contribution to both people development and business growth. I am proud that Uganda Breweries and Diageo have played a role in cultivating Ugandan talent into excellence and market impact. We celebrate Emmy’s accomplishments and wish him success as he embarks on this new chapter.”

While his successor will be named later, UBL indicated that Emmy would continue to support a smooth transition through F25 and F26.

“We extend our deepest appreciation to Emmy for his invaluable contributions over the years,” the statement concluded. 

Emmy Hashakimana’s transition from UBL/Diageo to Coca-Cola Beverages Africa marks a significant development in Uganda’s corporate leadership landscape. His track record in commercial transformation, talent development, innovation, and brand execution across both local and global markets positions him well to steer Coca-Cola Uganda into its next chapter of growth.

As both organisations prepare for this leadership handover, Emmy’s move is a testament to the growing recognition of Ugandan executive talent at the highest echelons of multinational corporations operating in Africa.