Experience

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  Lag ventures ltd

  Jan 1997 - Dec 1999

  Marketing executive

  Scouting for Customers and Raising Subscriptions.Making Cold Calls and Sales of Contracted Products and Publications.Conference Representation and Task Stewardship.

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  Medi-link services limited

  Jan 2000 - Sept 2004

  Clientele / project manager

  Attending to Client's Causes and ClaimsProject Conception, Execution and Stewardship.Market Strategy Development and PlanningPortfolio Management and Business Development

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  Elibrada secondary school emuoha lga rivers state

  Sept 2003 - Aug 2004

  Mathematics and economics teacher (nysc)
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  Ogun state governor's office

  Sept 2004 - Feb 2005

  Personal assistant, office of the special adviser to the governor on women affairs, social welfare

  Protocols and Public Relations.Internal and External Communications Management.Office and General AdministrationStakeholders Liaison and Convention.Project Synthesis and Co-ordinationItinerary Prioritization, Scheduling and Security Arrangement

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  Globacom

  Feb 2005 - Jun 2005

  Executive assistant

  Inventory Management and AuditProject Evaluation and MonitoringDue Diligence of Contracts, Transactions and Projects.Internal and External Relations.System Support and Coordination

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  British american tobacco

  Jun 2005 - Nov 2011

  -Gather and assess market information, generating insights on market trends and business opportunities-Support the management of the marketing insights and information platform.-Ensure availability of information to support the marketing planning processesKey Accomplishment:• Revamped the Area Business Performance Review to meet the needs of a broader audience within the company by ensuring the creation and timely updates of an accessible repository of marketing information, numbers, metrics and presentations• Delivered a pipeline inventory analysis that led to adopted recommendations on stock and replenishment policies across the business area. • Co-developed insightful market opportunity assessments that led the Area market penetration/expansion/consolidation strategies, delivering supply chain optimization, brand rationalization and/or migrations, product development and portfolio efficiency. Show less Overall: Develop and drive the implementation of strategic brand plans; allocating brand objectives and BSE by CDF in line with portfolio strategy.Key Accomplishment:• Worked with a multi-agency team to deliver an innovative and experiential consumer engagement platform- “London Connect”. The London Connect incorporated a virtual tour of the city of London relying on VR technology and 3D dimensional tracking that let consumers become part of the tour team and feel as if they were physically on the popular streets and malls in London• Shared responsibility with the team to drive and deliver the rejuvenation campaign of the London brand via London LEP (2009).• Managed the eventual Pack Change campaign for London (2010) at zero write off cost. This was to be followed by a well knitted communication campaign to drive the brand values most sought after by the consumers of the brand-London (Feb 2011)• Drove the launch of Craven A in Benin Republic (2008) & Niger Republic (2009) leveraging impactful merchandising solutions and targeted communication to trade and consumers that resulted in a 25% volume achievement over targets. • Tailor-made trade and consumer activations riding on the understanding of the peculiarities of the business environment were designed and deployed to ensure successful campaigns (e.g ‘Project DX’, ‘Une Heure A Part’ & ‘Une Soire A Part’-Craven A Benin Republic; ‘Tempete Royale’ for Royals in Togo and Ambassadorial programmes in Niger). • Responsible for the development and deployment of Portfolio Brand plans across the Anglophone West Africa market and provided qualitative support/inputs into the brand plans of other VFM brands including London and RSTD brands in Nigeria.• Developed several business cases for brand migrations, introductions and other innovations including one exploring business opportunity for the launch of RSTD in Niger to drive the objective of responsible product stewardship and elimination of illicit trade. Show less Develop and Implement a Trade Marketing and Distribution Plan in line with brand strategy and the needs of the trade.Manage the Implementation of Account Plans for merchandising and promotion within account chains in order to achieve brand's volume and share objectives and targets.Manage an efficient and effective trade marketing and distribution team through on-the job training, retraining, motivation and staff development in order that trade marketing and distribution representation is superior to competition in respect of both core and value added services.Manage the Distribution of Company Brands in order to ensure that Availability, Visibility, Volume, Margin, Quality and Pricing Objectives are achieved in line with brand strategies and the needs of the market by trade channel and outlet type.Establish close working relationships with the trade in order to gain high levels of trade support and loyalty whilst enhancing understanding of the trading environment.Keep Representatives fully updated at all times of objectives, progress and future action plans in order that effective planning and in-market activities can be implemented.Manage financial accounts and assets for the area in line with internal control procedures to ensure that trade marketing resources are secured and used in the most efficient and effective manner possible.Key Accomplishment• I was responsible for driving flawless implementation of sales, trade marketing and distribution strategy across all channels; and ensuring effective and efficient use of available resources and assets.• In this position, I was responsible for providing direction for the trade team towards achieving defined objectives. I was also responsible for the development and implementation of localized brand, trade and sales strategies, margin protection and ordering of BAT products in line with the overall business strategy. Show less Responsibly Meet Product Demand across the Supply Chain by ensuring that availability, visibility, volume, margin, quality and pricing objectives are executed in line with brand strategies and market needs.Market Development and Penetration Strategy Development & ExecutionsCustomer Management and Development.Ensure clear line of sight in executing marketing and promotion programs with optimum use of resources and materials in order to achieve the highest in-store visibility and sales performance for key strategic brands.Planning, Development and Sustenance of Mutual Relationships.Ensuring Brands' Image, Presence, Pricing, Market Share and Consumer Loyalty.Initiation and Implementation of Portfolio Marketing PromotionsCompetition Tracking and Check Strategy Development & ExecutionsOptimum Distribution of Own Brands and Identification of Opportunities for GrowthKey Accomplishment:• As a TMR, I grew territory business from an annual average sales of 24,616 cases in 2005 to 45,000 cases by YE 2007 through the development and implementation of plans that drove volume across the portfolio. I also grew retail share of the business from 10% YE 2005 to 25% YE 2007.• I successfully established and sustained harmonious business operations and relationships in the rather volatile environment of Warri, Delta State.• Project Lead, BAT HR Guiding Principles Embedment Project Team• Graduate, BAT Growth Academy & STAR Award Winner 2006, 2007 and 2010 Show less

  • Growth Strategy, Planning & Insights Executive,

    Mar 2011 - Nov 2011

  • Brand Executive-West Africa (Anglophone & Francophone)

    Oct 2008 - Mar 2011

  • Area Manager (Acting)

    Jul 2008 - Oct 2008

  • Trade Marketing Representative

    Jun 2005 - Jun 2008
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  Nigerian breweries plc

  Nov 2011 - Dec 2023

  • Goldberg Lager Beer Re-packaging: Led the team to deliver a uniquely differentiated and relatable communication campaign alongside the re-packaging of the brand in 2019. Relying on veritable insights on the brand’s target grouping, I led the team to birth the “Omoluabi” thematic positioning that has set the brand apart and put it on the path of sustained growth versus competition.• Life Lager Beer Re-packaging: Led the re-packaging work on Life Lager Beer in 2020 to deliver a more resonating and consumer appealing look for the brand supported by a consumer-inspired relatable communication campaign. Provided leadership to the team and steered the whole business to a successful relaunch despite the COVID 19 restrictions. Led the team to deliver the first of its kind creative virtual launch event in the industry.• Niger Bridge Light Up Project: Led the team to innovatively light up/brand the iconic Niger Bridge as a unique brand asset/identifier to help deepen connection with the brand’s core target grouping. Show less • Developed the 360 degrees exploitation strategy for a new football sponsorship campaign-Star Football Superfans.• Worked with the team to develop a football sponsorship strategy that seeks to leverage and reward the passion of the fans for the game.• Working with a multi-agency team, I developed a new music sponsorship campaign for Star Lite anchored on a state-of-the-art mobilized DJ truck. Relying on feedback and insights from the trade team and market visits, we delivered more impactful engagements with consumers and drove trial.• Drove a synergized team of multiple third-party agencies and personnel to deliver the brand’s open air musical sponsorship events-STAR Music The Trek across the country year on year with increasing impact and relevance pan Nigeria. Since working on the concerts, I have further developed BTL exploitations of the concerts to deliver more impact and engagement at consumer high traffic outlets and points across the event locations. This has helped the stature of the concerts with attendance growth from an average of 5,600 persons per concert in 2013 to 8,000 persons in 2014.• Shared responsibility with the team to deliver the first LEP in the Nigerian Beer market-the innovative limited-edition bottle for Star (#StarMusicBottle) in 2013.• Co-developed a new communication strategy for the brand following the strategic re-positioning in line with consumer needs and market peculiarities. The brand has moved from traditional and conservative style of communication to more involving, livelier and more engaging communication.• Co-developed and managed an experiential event strategy for the re-launch of the brand following a packaging innovation (the introduction of the shiny neck foil-STANIOL). Target consumers were creatively mobilized to attend an immersive party tagged ‘The Biggest Party Ever’• Led the development of a digital music portal-“Star Music App and Portal” to drive appeal and recruitment amongst younger adults. Show less

  • Marketing Portfolio Manager, Adjacencies (Non Alcoholic Drinks)

    Jan 2022 - Dec 2023

  • Marketing Portfolio Manager, Mainstream Lager Brands

    Jan 2019 - Dec 2021

  • Snr Channel & Category Manager

    Oct 2018 - Dec 2018

  • Senior Brand Manager-Maltina

    Jun 2017 - Sept 2018

  • Brand Manager Gulder

    Jun 2016 - May 2017

  • Brand Manager, Regional Mainstream Brands

    Apr 2016 - Jun 2016

  • Brand Manager - STAR

    Nov 2011 - Apr 2016
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  Meinvest ltd

  Jul 2024 - now

  Team lead

  After over 2 decades of hands on experience working with multinational FMCGs-developing and executing breakthrough business/marketing strategies, plans and campaigns, I am keen on working with start-ups, SMEs, agile organizations, thriving businesses and individuals alike that are looking for board level management and marketing advisory/guide to navigate their industrial chasms and deliver longer term business objectives.This passion has now led me to leading Meinvest Ltd, a Management Consulting and Marketing Services firm with focus on:#Marketing Services (Strategy Development & Execution)#Management Consulting#Business Development & Capacity Enrichment#Health Education & Solution Advisory#Project Management & Business Services#Manpower Hire & Management#Audience & Event Management My team and I would be glad to get a brief from you (and your network) and would be grateful for an audience with you to discuss how we may be of service. Show less