About

Asana Abu is a dual-qualified lawyer in the UK and Tanzania with 20 years of experience in fintech, e-commerce, retail, and FMCG sectors. Specializing in Africa, Asana is known for building high-impact legal teams and driving sustainable commercial success across multiple jurisdictions. 

Currently, Asana is the group head of legal at Wave Mobile Money Group in Nairobi, leading a team of 15 lawyers to support the company’s pan-African expansion. Prior to this, she held key roles at Jumia Group, including associate general counsel and Africa head of legal, overseeing legal operations across the continent for the New York-listed e-commerce company. 

As an independent legal consultant, she advised global brands like Starbucks and ASOS on major restructuring and expansion projects. Asana also served as head of legal at Britvic, managing international legal teams and contributing to the company’s global growth strategy. 

Earlier in her career, Asana held significant roles at Diageo, where she established a new legal and compliance function in Tanzania and played a key role in regional leadership. She is passionate about leveraging legal expertise to support business growth in Africa, particularly in fast-paced, high-growth environments like fintech and e-commerce.