By Andrew Irumba Katusabe
Industrial Area-Kampala-In an era where corporate relevance hinges on perception, influence, and stakeholder resonance, Ian Rumanyika has emerged as one of Uganda’s most sophisticated architects of public image and corporate identity.
Now stepping down as Head of External and Corporate Affairs at Uganda Baati Ltd (UBL), Rumanyika leaves behind not merely a vacant executive seat—but a masterclass in modern strategic communication.
A consummate public affairs tactician with over 15 years of interdisciplinary experience, Rumanyika has consistently transcended conventional PR boundaries, blurring lines between communications, policy advocacy, brand equity, and institutional diplomacy. His departure from Uganda Baati effective June 30, 2025, signals the close of a transformative era for the company—and an opening chapter for whatever sector he disrupts next.
The Uganda Baati Metamorphosis
When Rumanyika assumed the communications reins at Uganda Baati in 2022, the brand was known for its legacy in roofing, but lacked the communicative muscle to assert itself as a thought leader in manufacturing. What followed was a calculated, multi-tiered elevation of the company’s public posture, anchored in narrative reframing, stakeholder synchronization, and thematic media positioning.
He leveraged what industry insiders refer to as “perception engineering”—moving UBL from a product-centric firm to a policy-conscious brand with national relevance. From commanding presence at national expos to penetrating dialogue in industrial policy roundtables, Rumanyika recast Uganda Baati as more than a steel player; it became a strategic voice on sustainable manufacturing, quality assurance, and import substitution.
This repositioning wasn’t merely optical—it was structural. Under his stewardship, Uganda Baati’s corporate affairs strategy fused media visibility with institutional leverage, resulting in enhanced regulatory influence and deeper ties with bodies like the Uganda Manufacturers Association (UMA), Private Sector Foundation Uganda (PSFU), and the East African Business Council (EABC).
A Voice in Boardrooms and Beyond
What set Rumanyika apart was not just his grasp of media ecosystems, but his fluency in policy lexicon and institutional protocol. He didn’t just create press releases—he engineered stakeholder belief systems. He wasn’t merely shaping public opinion—he was influencing legislative leanings. Through his interventions, Uganda Baati not only gained media prominence but also a seat at policy tables that shape Uganda’s industrial agenda.
His hallmark was converging public relations with public interest. He drove campaigns that tackled counterfeiting and market distortion, not as branding stunts but as civic imperatives. These initiatives deepened trust with regulators and positioned the company as a custodian of industry ethics and product integrity.
Legacy at Uganda Revenue Authority: Laying the Groundwork
Rumanyika’s brilliance did not begin at Uganda Baati. At the Uganda Revenue Authority (URA), where he served for over a decade, his leadership in Public and Corporate Affairs marked a paradigmatic shift in how tax institutions interface with the citizenry. Through digital-first narratives, taxpayer-centric education, and transparency-focused campaigns, he helped demystify taxation and humanize URA’s public image.
His tenure saw the migration of communications from reactive to proactive, from bureaucratic to relatable. Through structured storytelling, URA began to be seen not just as a revenue enforcer, but as a developmental partner. It was at URA that Rumanyika honed his reputation as a reform communicator—one who doesn’t just tell stories, but rewrites institutional chapters.
Pan-African Recognition & Thought Leadership
Beyond borders, Rumanyika’s influence has been institutionally validated. Named among the Top 100 Global PR Influencers by Commentary International and a recipient of the Eagles Award (East Africa) from the University of Nairobi, he stands among a rare breed of African communicators who blend praxis with principle, metrics with mission.
He is also a thought incubator. Through his PR Fundi Masterclasses, Rumanyika mentors emerging communicators across the continent, transferring not just knowledge but philosophy—instilling the tenet that communications is not just about messaging, but mission articulation.
The Road Ahead: A Calculated Silence
For now, Rumanyika remains strategically silent about his next move. “Hi bro, I will announce when to announce the announcement on my next announcement 😀. But probably on 1st July, many options at play,” he quipped to this writer, adding only a hint of characteristic wit when pressed further. What is certain is that his next destination will not merely inherit his resume—it will inherit a blueprint.
In a media landscape crowded with noise and novelty, Ian Rumanyika represents a rare convergence of intellect, vision, and institutional dexterity. His exit from Uganda Baati is not a goodbye to relevance—it is a pivot to new influence. Wherever he lands next, boardrooms will listen, policymakers will consult, and the communications fraternity will follow.
