MSTRpay has announced the appointment of Ismael Emmanuel Badji, 32, as its new Ambassador and Chief Marketing Officer for the African region, marking a significant step in the company’s expansion strategy across the continent. Based in Ziguinchor, Senegal, Badji brings a unique blend of legal expertise and marketing experience to the role. His mandate is specifically focused on the African markets, as CMO for the African part of MSTRpay, not to be confused with the company’s global marketing leadership.
A dual profile of law and marketing
Badji has already built a career that combines business law with digital marketing. A lawyer by training, he has specialised in OHADA law, taxation, and contract management, while also transforming his legal acumen into leadership roles in sales and marketing. His track record includes working at Maître Corneille Badji Law Firm and ItraConsulting, as well as serving as marketing director for African Boat Company SARL.
Responsibilities at MSTRpay
As Chief Marketing Officer for Africa, Badji will be responsible for all marketing activities across the continent. His mandate includes developing and executing regional marketing strategies, driving customer growth, ensuring brand compliance, and integrating AI-driven marketing tools. He will also lead the African regional social media and marketing team, with direct oversight of local officers managing stakeholder outreach and visual identity.
Strengthening MSTRpay’s African presence
Badji’s appointment comes at a time when MSTRpay is accelerating its presence in key African markets. His role will be crucial in increasing brand awareness, enhancing customer acquisition and retention, and supporting regional expansion. He will also provide strategic insight to the board on African market dynamics, while fostering relationships with stakeholders and ensuring compliance with local regulations.
A broader vision for impact
In line with MSTRpay’s mission to combine digital banking with community empowerment, Badji will coordinate ambassador initiatives that focus on youth engagement, gender equity, and financial literacy. His ability to bridge law, marketing, and regional knowledge positions him as a strategic figure in strengthening MSTRpay’s brand integrity and market reach across Africa.
Academic and personal background
Badji holds a Master’s Degree in Business Law and a Bachelor’s Degree in Legal and Political Sciences from Assane Seck University of Ziguinchor. Fluent in French and advancing in English, he has been active in professional associations such as OHADA Club and has contributed to entrepreneurship projects in Senegal, including agricultural initiatives in Casamance.
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