By Yasiri J. Kasango
Lyton Kiyayi Kalete has experienced a career change from aviation to exploring the digital marketing scene. Following years of training in South Africa to fulfil her father’s dream of her becoming a pilot, Kalete faced unforeseen circumstances that led her to return to Uganda in 2021. Today, she leads Paage Marketing Agency, a digital platform she co-founded to serve businesses across Uganda’s competitive market.
Kalete’s journey into digital marketing began soon after her return from South Africa, where she had left for aviation school almost immediately after completing A-levels at Seeta High School. The plan had been an unspoken family goal, crafted around her father’s dreams.
“Aviation wasn’t something I had originally chosen for myself. It was more of a family commitment, one that everyone was invested in,” she reflects. Tragedy struck however, when her father passed away. His passing cut her studies abruptly, and left without a guiding figure and the financial means to continue, Kalete found herself at a crossroads.
“When my father passed away, I literally had to stop because continuing aviation studies became impossible financially,” she shares. Her return to Uganda marked a period of personal and professional turmoil, during which she battled severe depression and questioned her future. “I was struggling to find work, and the jobs I found were so far removed from my training and potential,” she admits, reflecting on her brief stints in the beauty industry. However, her turning point came when her uncle, Mathias Katamba, stepped in. “He reminded me that I had potential beyond aviation,” says Kalete. With her uncle’s encouragement, she decided to do information technology, enrolling at Uganda Christian University (UCU) to study Bachelor of Science in Information Technolgy (BSIT).
In January 2023, Kalete launched Paage Marketing Agency with two fellow students, Vien Baanyisa, a Bachelor of Science in Computer Science (BSCS) student, and Emily Musimiire, who, like Kalete, is pursuing a Bachelor of Science in Information Technology (BSIT). Together, they envisioned a digital marketing platform that could elevate small and medium-sized businesses through effective online strategies. Despite starting with a limited budget, the trio pooled their resources and focused on growing their brand from the ground up. “We began by working on commission, a pay-per-performance model, which allowed us to establish a client base without heavy upfront costs,” says Kalete.
While the agency has found a niche, it hasn’t been without challenges. The young entrepreneurs faced numerous setbacks as they encountered clients unwilling to honour their payments. “Some clients would refuse to pay after claiming we hadn’t met their expectations, despite us delivering exactly what was agreed upon,” Kalete shares. Undeterred by these initial hurdles, the team refined their approach, learning to vet clients more thoroughly and set clearer terms to protect their work. “It was a tough lesson, but it helped us streamline our services and prioritise client relationships,” she adds.
Currently, Paage operates primarily on a small scale, focusing on promoting restaurants within Uganda. Kalete notes that the agency’s client roster is expanding, and they are already looking to broaden their scope to include businesses beyond Ugandan borders. “Our goal is to grow beyond borders,” she explains. “There’s a huge market for African brands in the digital space, and we’re positioning Paage to be a bridge between Ugandan businesses and the world.” Kalete attributes her vision and the agency’s steady growth to the resilience she cultivated during her years in South Africa. “Going through the structured and high-pressure environment of aviation school taught me discipline and organisation, which are crucial in running a business,” she shares.
Reflecting on her time in South Africa, Kalete fondly recalls the country’s strong sense of heritage and pride, something that left a lasting impression on her. “I remember how connected South Africans are to their ancestry and history, which really inspired me,” she says. However, she notes that life as an aviation student wasn’t always easy, requiring a high level of personal discipline and strict adherence to safety protocols. “It’s not like university, where you have set classes. You organise your schedule for flights and exams, but with strict safety checks before going solo,” she explains. These skills, she believes, have become invaluable in her role as an entrepreneur.
Despite the challenges, Kalete’s outlook is one of optimism and ambition. She remains driven by her newfound passion for digital marketing and dreams of taking her business to new heights. “I would love to work for a company like Google or even study at MIT,” she shares. Her journey, however, is not solely focused on career success. For Kalete, it’s about regaining confidence and rediscovering her own dreams outside of family expectations. “For the longest time, I was chasing someone else’s vision. Now, I’m committed to building my own future, one that’s truly mine,” she adds.
