Our Comms Spotlight of the Week features Regina Sondo, Team Lead, Corporate Communications at Access Bank (Cameroon) Plc. In this interview, Regina shares how she approaches communicating financial products and services in a way that is clear, relatable, and builds trust. She also reflects on the role mentorship has and continues to play in her professional journey. Read the full interview and take some lessons for your own journey.
What inspired you to pursue a career in Communications, and how did your journey lead you to the banking sector?
My journey into communications began with a deep passion for storytelling. I studied Journalism and Mass Communication with the initial ambition of becoming a journalist, driven by a desire to inform, influence, and shape public narratives.
However, during my time in journalism school, I discovered a broader dimension of storytelling, one that extended beyond reporting into strategic communication and marketing. I became increasingly fascinated by how brands craft narratives, influence perception, and drive engagement. While my early career path brought me back to journalism, my appreciation for communication as a strategic tool never left me.
Transitioning into the banking sector was a deliberate decision to apply storytelling in a more structured and impact-driven environment. Banking, at its core, is about trust, transformation, and enabling possibilities. I was drawn to the opportunity to translate complex financial solutions into clear, compelling narratives that resonate with people’s everyday lives. For me, it was about telling stories differently, stories that not only inform but also empower, enable, and drive economic participation.
What does your role at Access Bank Cameroon involve daily?
My role sits at the intersection of brand strategy, corporate communications, and stakeholder engagement.
On a daily basis, I am responsible for shaping and safeguarding the Bank’s brand positioning, ensuring that every touchpoint, internal or external, reflects our identity, values, and strategic ambitions. This involves developing and implementing comprehensive brand management frameworks, from brand design and standardisation to perception tracking and performance measurement.
I also oversee the execution of integrated communication initiatives, including media relations, advertising, and creative services, ensuring consistency and impact across all platforms. A key part of my role is maintaining strong relationships with the media and external stakeholders, while also driving internal alignment through clear and effective communication.
Beyond this, I contribute to enhancing the Bank’s visibility through strategic storytelling, CSR initiatives, and partnerships with government bodies, NGOs, and the private sector. Ultimately, my focus is to ensure that our brand not only stands out but also stands for something meaningful in the market.
How do you approach communicating financial products and services in a way that builds trust with customers?
At Access Bank, our approach to communication is anchored in clarity, relevance, and authenticity.
Financial services can often feel complex or intimidating, so the priority is to simplify without diluting value. We focus on translating product features into real-life benefits, how a solution improves convenience, enables growth, or solves a specific need. Customers don’t just want to know what a product does; they want to understand what it does for them.
We also ensure consistency across all touchpoints because trust is built over time through reliable and coherent messaging. Transparency is equally critical. Being clear about terms, processes, and expectations helps reinforce credibility.
Finally, we leverage storytelling. Whether it’s showcasing how a product empowers a small business owner or enables a young professional to achieve a goal, we humanise our offerings. In doing so, we move from simply promoting products to building meaningful connections with our customers.
Can you share a time when a campaign or message didn’t land as expected and what you learned from it?
There was an instance where we developed a campaign that was strategically sound from a product and brand perspective, but it did not resonate as strongly with the target audience as anticipated.
In retrospect, while the messaging was clear, it was not sufficiently grounded in the everyday realities of the audience. We had focused more on what we wanted to communicate than on how the audience would receive and interpret it.
This experience reinforced the importance of audience-centricity in communication. Since then, I have placed even greater emphasis on insights, understanding behavioural patterns, cultural context, and customer pain points before crafting any message.
It also highlighted the value of testing and feedback loops. Today, we are more intentional about validating concepts early and ensuring that our campaigns are not only strategically aligned but also emotionally and contextually relevant.
What role has mentorship or community played in your career growth?
Mentorship and community have been instrumental in shaping my career.
In communications, growth is not only about technical expertise but also about perspective, judgement, and strategic thinking. Mentors have provided guidance at critical moments, helping me navigate complex decisions, refine my approach, and challenge myself to think beyond the obvious.
Equally important has been the professional community, colleagues, industry peers, and cross-functional teams. Being part of a dynamic environment like Access Bank has allowed me to learn continuously, exchange ideas, and stay attuned to evolving trends in communication and brand management.
I also believe in paying it forward by supporting and guiding others within my sphere. Strong ecosystems are built when knowledge is shared and when people are intentional about lifting others as they grow.
If you could advise yourself at the start of your career, what would it be?
I would tell myself to be bold, to trust my voice, and to never allow self-doubt or external negativity to limit my potential.
Early in one’s career, it is easy to be influenced by opinions that may not always be constructive. Over time, I have learned that confidence, consistency, and a strong sense of purpose are critical. Not everyone will understand your journey, and that is perfectly fine.
I would also emphasise the importance of resilience. Growth is not always linear, but every experience contributes to who you become. Staying focused, continuously learning, and maintaining integrity will always set you apart.
Above all, I would remind myself that it is possible to achieve more than I initially envisioned, as long as I remain disciplined, authentic, and committed to excellence.
