We are thrilled to welcome Clara Masinde to the NABU team as our new Regional Director, East Africa! Clara brings over two decades of experience as a dynamic, entrepreneurial leader in international banking, fintech, and startups across the region. Her strong track record in stakeholder relationship management, strategic execution, and operational excellence will be pivotal as we work to deepen NABU’s impact in East Africa and beyond.
In her role as Regional Director, Clara will lead NABU’s regional strategy across Kenya, Rwanda, and other key East African countries. She will be instrumental in strengthening partnerships, scaling regional operations, and enhancing the sustainability of our literacy programs. Her expertise in building high-performing teams, managing complex stakeholder networks, and optimizing customer-focused solutions positions her to deliver transformative results in support of NABU’s mission to ensure every child can read and rise to their full potential.
Clara’s Journey: Two Decades of Purpose-Driven Leadership
Clara’s career began in the financial services sector, where she spent over six years at Citi, first as a CitiService Manager in Kenya and later as a Customer Service Specialist in London. She brought value to corporate clients through innovative post-sales support, process documentation, and cross-selling strategies. From 2009 to 2011, Clara led CfC Stanbic Bank’s Customer Care Centre, where she pioneered a 24-hour service model, implemented new call center technologies, and drove a 95% reduction in unresolved customer queries within her first quarter.
In 2013, Clara co-founded The Wellness Project Africa, a healthcare and nutrition coaching business that reached over 10,000 clients across Nairobi, Dar-es-Salaam, Kampala, and Kigali. The project earned a presidential mention for its regional impact and was recognized with the Citi Alumni Community Service Award. She also diversified revenue streams by launching a contract manufacturing line and workplace wellbeing programs for corporates.
Most recently, Clara served as Chief Operating Officer at Leja, a digital finance platform, where she oversaw operations, customer experience, and strategic partnerships from March 2024 through May 2025. Her work significantly improved retention and compliance while strengthening partner engagement.
A Passion Aligned with Our Mission
Clara’s values and experience are deeply aligned with NABU’s mission. She is passionate about creating inclusive opportunities and believes in the power of literacy to transform lives.
I love NABU's mission so what excites me most about joining NABU is the chance to make a real impact in children’s lives by giving them the tools to dream bigger through literacy. As someone deeply connected to East Africa, I know that the opportunity for NABU’s digital scale and business growth is ripe for the picking and so I’m thrilled to help make it happen.” - Clara Masinde
We are delighted to have Clara onboard and confident that her leadership will drive NABU’s regional strategy to new heights. Please join us in giving a warm welcome to Clara as she embarks on this exciting new chapter with NABU!
Donate
Your donation makes a difference. Join us in our mission to ensure every child has equal access to literacy and learning resources.
THE IMPACT OF YOUR GIFT
NABU is free for children, families, and teachers, thanks to our generous donors. Your donation can make a big difference:
- $25 monthly subscription for one child: Provide access to the NABU app and hundreds of bilingual books for a child and their family
- $45 monthly subscription for one classroom: Gift NABU to a teacher for use in their classrooms to support student learning
- $1,500 to publish a children's book: Support our professional development initiatives, training local artists to create culturally relevant stories for children in their communities, with translations into 25 languages
- $5,000 to sponsor a country-wide children's radio program:Expand our impact through storytelling radio programs across an entire country