My Career Has Been One of Progressive Responsibility And Continuous Learning – Stella Oshorinde, Chief Growth Officer, CashToken Rewards Africa

She studied Estate Management at the Obafemi Awolowo University, Ile Ife, so naturally, she started her professional career in real estate, gaining valuable experience in valuation, brokerage, project management and client engagement in 2018. However, a year after, Stella Oshorinde transitioned into the technology and customer loyalty sector when she joined CeLD Innovations as Client Relationship Manager. It is Instructive that she has remained in the sector since then, and today, serves as Chief Growth Officer for CashToken Rewards Africa.

Asked to elucidate on the business the company does, she replied: “Cash Token Rewards Africa is a rewardtech company with global infrastructure for universal rewards spanning cash rewards, products and advisory services. We develop solutions that enable businesses to engage and reward customers while driving acquisition, retention, transaction growth and commercial performance.”

Stella who describes her career as one of progressive responsibility and continuous learning continued: “My relationship with CashToken Rewards goes back several years, so my contribution has evolved alongside the business. I started from the client relationship side, moved into business strategy and sales, then commercial leadership, and today, I lead the broader growth agenda. My current role covers growth strategy, sales and business development, revenue optimisation, market expansion, customer growth and strategic partnerships”.

According to her, in the course of her career, she has been fortunate to work on several projects that have been memorable because of their scale, complexity and impact. One of the most significant has been MTN CashToken Rewards, which she has worked on since 2020. Her involvement has spanned customer loyalty and several digital engagement initiatives, including MyMTNNG App, Zigi, CRBT, Mundo, Callerfeet and Ayoba. She has also worked on MTN Sales and Distribution CashToken Rewards for retailers and MoMo agents, Airtel Recharge and Blow, Glo CashToken Rewards, T2, formerly 9Mobile CashToken Rewards, and the GB Foods Africa Ginomax campaign for retailers and distributors.

Beyond telecoms and fast moving consumer goods, she has also worked on the NNPC – Oleum product penetration campaign since 2024 as well as the MasterCard mydeal zone project spanning six Sub-Saharan African countries where she was lead activator for the Nigerian and Kenyan markets. Additionally, she has worked on projects involving several financial institutions including First Bank and Parallex Bank.

What makes the experiences particularly unforgettable and meaningful to her, she says, is that her role went beyond campaign execution as she was involved in ideation, product development, project management, implementation, stakeholder management, performance tracking and optimisation. According to her, seeing an idea move from a concept into a live product and then seeing the impact it creates, has always been very rewarding to her.

Stella’s goal for her department is to build it into a high-performing function that consistently identifies new markets, partnerships and revenue opportunities while deepening the value they create for customers.