Recently, Maureen Unogu sat down with Adanama, CoAmana’s Chief Commercial Officer, for a candid conversation about her journey, the complexities of traditional markets, and what it takes to lead with clarity and impact. From trust to tech, they unpacked how CoAmana is bridging the gap between tradition and transformation across Africa.

See the transcript of the riveting conversation below

Maureen: Hey Adanama, thanks so much for taking the time to sit with us today. We really appreciate you making space for this.

Adanama: Of course! I’m happy to do it. Always glad to chat—especially with you (laughs).

Maureen: Let’s dive in. Can you tell us a little about yourself?

Adanama: Sure. I’ve spent my career moving between Africa and the UK, with a growing focus on making complex operations run smoother, smarter, and at scale. Whether it’s launching new markets, transforming recruitment functions, or building tools to drive better decision-making—I tend to gravitate toward environments that need both strategic thinking and operational rigor. I love working at the intersection of structure and growth.

Maureen: That makes a lot of sense—and it really shines through in your work. So, how did your journey with CoAmana begin? What pulled you in?

Adanama: I was immediately drawn to the nature of the problem CoAmana is tackling. We’re not building tech for tech’s sake—we’re solving real, grounded problems in places that have been overlooked for too long. The idea of taking something as intricate and informal as traditional market trade and introducing structure, tools, and scale—without losing its essence—that was the challenge I wanted to be part of.

Maureen: I love that. What does your role look like now at CoAmana? And what kind of challenges do you and your team handle day-to-day?

Adanama: I lead the Commercial Operations team—which includes sales, account management, compliance, and customer experience. It’s intentionally broad because we sit right at the intersection of field activity and product. On any given day, we’re focused on three things: trust, consistency, and clarity. How do we earn the trust of market actors? How do we ensure we’re consistent across different regions? And how do we make our value clear at every step?

Maureen: That’s a lot of moving parts! What excites you most about being part of CoAmana?

Adanama: The potential. There’s so much latent energy in these markets—people doing smart, hard work with minimal tools. When we get it right, we don’t just make trade easier—we shift what people think is possible for themselves and their businesses. That kind of transformation is rare. And powerful.

Maureen: Through your work, has anything about African markets surprised you?

Adanama: Oh, absolutely. I’ve been struck by how much runs on reputation and relationships—not contracts or formal systems. What might seem inefficient on the surface actually has a deep logic when you take the time to understand it. There’s a whole ecosystem of trust, credit, and shared risk that works incredibly well within its context. It’s taught me to respect traditional systems a lot more.

Maureen: CoAmana bridges traditional markets with modern tools. What has that process taught you?

Adanama: That adoption isn’t really about introducing something new—it’s about respecting what already exists. Traders aren’t resistant to change—they’re cautious about losing what already works. If we can offer a tool that makes their lives easier without compromising trust, speed, or control, they’re open to it. That mindset shapes how we roll out tech—always in partnership with the communities we serve.

Maureen: You’ve often talked about the trade volumes in these markets. What’s something you’ve uncovered there?

Adanama: The volume is honestly staggering—especially when you look at how fast goods turn over. The issue is visibility. Because everything’s fragmented and cash-based, it’s easy to underestimate. But once we introduce even light-touch digitization, we begin to see the real scale. And with that comes leverage—better financing, logistics, and decision-making.

Maureen: Speaking of trust, how do you and your team build it with market actors?

Adanama: Consistency. We show up when we say we will. We follow through. We also take the time to understand each market’s unique dynamics. Often, that means engaging traditional leaders and working through trusted community channels. And we’ve made sure that our field teams are made up of people from those communities—they’re not outsiders; they’re peers.

Maureen: That’s powerful. What role do financing and digital tools play in all of this?

Adanama: Financing gives breathing room. Digital tools offer visibility. Together, they unlock growth. Many traders already have the demand—they just need the capital to stock up at the right time, or the tools to track what’s working. Even simple interventions—like timely reminders or basic dashboards—can significantly improve outcomes.

Maureen: What’s a typical day like for you and your team?

Adanama: No two days are the same—but we usually start with check-ins and field reports: what happened yesterday, what trends are emerging, what needs our attention. Then we’re reviewing performance, coordinating logistics, fixing issues, and improving systems. I spend a lot of time on structure—how to make onboarding smoother, commissions clearer, SOPs sharper. Anything that helps the team execute better.

Maureen: Looking ahead, what do you think the future holds for traditional markets in Africa?

Adanama: I see a hybrid future—where traditional, relationship-driven trade stays intact but is amplified by tools that make it faster, safer, and more predictable. We’re not replacing these markets—we’re equipping them. The more we respect how people already work, the more sustainable the transformation becomes.

Maureen: On a personal level, what have you learned about leadership through your time at CoAmana?

Adanama: That good leadership is about systems, not heroics. I’ve learned that structure is a form of kindness, and clarity gives people confidence. I’ve also learned how important pacing is—knowing when to sprint, when to pause, and making sure the team has the energy to sustain the work.

Maureen: When you’re not immersed in markets and operations, what do you enjoy doing?

Adanama: I’m a bit of a puzzle nerd—I love logic games and tricky data problems. I also enjoy weightlifting and taking long walks with my dog. And I’m always reading—fiction, non-fiction, whatever catches my interest.

Maureen: Last one—what advice would you give to other women looking to make their mark in agriculture, trade, or tech across Africa?

Adanama: Start where you are. Don’t wait to be ready. The work is complex, but your perspective is needed. Surround yourself with people who value substance, not just polish. Your attention to detail, your ability to listen, your drive to get things done—those are superpowers. The journey may be messy, but the impact is real.

Maureen: That was incredibly insightful. Thank you, Adanama.

Adanama: Thank you. This was a lovely conversation.