From November 2024 to May 2026, I led PR and corporate communications for Yango across 6 Francophone African markets. Structured PR was still rare in most of them, so the playbook had to be built rather than adapted: product launches, market expansion, local agencies in every market, and crisis communications when it counted. Few brands in these markets kept a constant presence in the press. Yango did, and that space was ours to take.

To me, PR isn't only sending press releases. It's finding the story, keeping it alive for as long as it matters, and telling it where people actually pay attention. At Yango, that meant moving beyond written press into video-first media for example. I ran PR that way across the business: placing Yango's leaders in the press, supporting public policy work with authorities, and recruiting fleet partners, drivers and couriers. The same went for impact programmes, from a data science hackathon to a fellowship.

The Fighters NextGen programme shows how I worked. In Côte d'Ivoire, Yango Group partnered with this ABC Fighters Club programme, which trained 30 young women athletes, aged 16 to 23, to become basketball coaches for 400 girls. It went well beyond basketball: nutrition, financial literacy, mental health, and a youth court in Marcory that Yango helped renovate. I treated each of those as its own story. Mental health went to Brut Afrique and 225 Sport, the girls' emancipation through sport to Sport Ivoire, the court renovation to Linfodrome. The programme stayed in the news for months, in culture, lifestyle and sports media rather than business press alone.