Caleb Adejoh

Founder of Ura. Building the advertising economy for Africa’s informal market.

Abuja, NG.

About

I am the founder of Ura, a commerce platform for Nigeria’s small businesses. Ura means prosperity in Igala. I started it after I met a girl who sold the best cupcake I had ever eaten, and I could never find her again. I wanted a world where talent like hers is easy to find and easy to grow. I am a pharmacist and health systems consultant by training. That background taught me how to build systems that work in real markets. The Ura story: It began with one cupcake seller and one question: how do we make small businesses visible? We started on campus and tested discovery with real vendors. We learned hard lessons early. We rebuilt, and Ura is stronger for it. Today Ura is live in Abuja, with pilots at universities and stores. We plan to expand in 2027. What Ura gives vendors: • A free storefront and business training. • Product credit, so you can start with no stock of your own. • Delivery and a wallet with escrow, so both sides are protected. • A way to earn from the attention your shop already attracts. Be found by people and by AI: More people now ask AI for answers instead of scrolling through lists. They ask where to buy, who is nearby, and who is trusted. Most small Nigerian businesses are invisible to those answers. They have no website and no clear listing. Ura gives each vendor a structured profile with photos, videos, products, and location. Buyers can search Ura by picture or by AI. We are building Ura so that vendors are easy for search tools and AI assistants to find and understand. If you are not found, you do not exist to the buyer. Ura fixes that. The anchor system: Every community has places people already visit and stay in. A yogurt spot. A pharmacy. A shawarma stand. Ura partners with these anchor businesses. Customers discover nearby vendors while they are already there. When a location has enough traffic, ads go live. The revenue is shared back with the stores. Anchors bring the crowd. Ura brings the economy around them. Where Ura is headed: Advertising today rewards the biggest players. Small businesses are left out. Ura is building another way. Every shop and checkout can become a place where ads live. The businesses that give attention a home should earn from it. Our goal is to help more than 5,000 small businesses scale. This November we launch a grant dropship programme for university students.

Work

Cather Consulting

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Management & Development Consultant

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Summary

Executing field-based operational strategies, financial appraisals, technical audits, and results verification for health, agricultural, and development projects.

Highlights

Collected, structured, and analyzed quantitative and qualitative data to evaluate market entry pathways for a Brazilian pharmaceutical manufacturer entering Nigeria.

Supporting financial appraisal for the SAPZ Programme, including cost-benefit and viability assessments.

Performed a technical review and audit of the Kano Sapz ESS (Environmental and Social Standards) and Livelihood Restoration Plan (LRP), identifying budget discrepancies and ensuring compliance with international safeguard standards.

Audited the functionality of a Nigerian state health delivery system, identifying systemic gaps and preparing structured progress reports for internal and external stakeholders.

Serving as an Independent Verification Agent (IVA) for the World Bank-funded SEBER Project, conducting compliance and results verification across programme activities.

Soke Digital

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Head of Business Development

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Summary

Leading business development, client acquisition, and product strategy for digital growth.

Highlights

Leading client acquisition strategy for a digital agency, identifying and converting new business opportunities across sectors.

Spearheading the development of 'Milk Carton', an innovative advertisement pipeline designed to reframe how brands reach target audiences through contextual placement.

Building and managing strategic relationships to drive sustainable revenue growth for the agency.

Ura

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Founder

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Summary

Founder of Ura, building the advertising economy and commerce platform for Nigeria's small businesses.

Highlights

Founder-level contributor responsible for end-to-end delivery across technology, marketing, and business development.

Led a successful MVP pilot at a Nigerian university, onboarding ~300 SMEs to validate commercial and operational viability.

Building toward full product launch with 350+ online SMEs and 500+ physical SMEs actively engaged on the platform.

Managing a cross-functional software development team, translating product requirements into deployable features.

Drove partnerships, SME onboarding, and go-to-market execution across the pilot and growth phases.

Analysed user and operational data to inform pricing, partnership structures, and strategic decisions.

PCDF Africa | Prince Child Development Foundation

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Co-Founder

Abuja, Federal Capital Territory, Nigeria

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Summary

Co-founder and operational strategy lead for a regional NGO scaling education, mentorship, and community outreach frameworks across Africa.

Highlights

Co-founded and drove operational strategy for a regional NGO, scaling education, mentorship, and community outreach frameworks impacting over 3,000 youth across 25+ communities in Nigeria, Kenya, and Ghana.

Directed field implementation for the annual 'What DO YOU SAY' (WDYS) Conference in Abuja, managing stakeholder partnerships, budgeting, and the deployment of scholarships and learning materials.

Designed and executed structured Talent Discovery and Mentorship programs, translating qualitative community needs into over 50 actionable development initiatives.

Established monitoring and evaluation systems to track program outcomes and ensure transparency for internal and external stakeholders.

Oakvale Learning Ltd

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Project Coordinator

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Summary

Coordinated evidence-based learning programs and health systems capacity building.

Highlights

Conducted field-based needs assessments and competitive analyses to design evidence-based learning and capacity-building programs for health systems.

Drove institutional partnerships and stakeholder engagement with key bodies, including the Pharmacists Council of Nigeria (PCN) and university hospitals, to strengthen workforce infrastructure.

Developed and executed go-to-market strategies, aligning commercial objectives with systemic health and social care development goals.

National Assembly Clinic, Abuja

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Intern Pharmacist

Abuja, Nigeria

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Summary

Supported clinical operations and compliance within public sector healthcare.

Highlights

Supported clinical operations and internal documentation within a public-sector health institution.

Worked within structured regulatory and compliance-driven environments.

Accenture North America (Forage)

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Strategy Consulting Job Simulation

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Summary

Completed strategy consulting job simulation focusing on operational efficiency and digital process improvements.

Highlights

Analysed a government client’s grant application process to identify operational inefficiencies.

Reviewed client briefs and prioritised reform initiatives.

Analysed multiple data sources to recommend digital process improvements.

Managed simulated client issues and prioritised long-term initiatives.

Deloitte

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Consulting and Financial Advisory Virtual Experience

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Summary

Participated in consulting, restructuring, and risk advisory practical client scenarios.

Highlights

Completed practical tasks across Consulting, Financial Advisory (Restructuring), and Risk Advisory.

Applied structured problem-solving and advisory frameworks to client scenarios.

Education

Madonna University, Rivers State

Bachelor of Pharmacy (B.Pharm) Pharmacy

References

References

Available upon request.

Volunteer

Treasurer

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Pharmaceutical Association of Nigerian Students (PAN), Madonna Chapter

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Led financial management and fundraising strategy as Chapter Treasurer.

Highlights

Managed a ₦1,800,000 budget, advised on fundraising strategies, and led establishment of a student entrepreneurship forum.

Skills

Data Analysis

Python, Tableau, SQL.

Project Management

Strategic Planning, Campaign Execution.

Communication

Presentation Skills, Team Collaboration.