Leading Marketing, Knowledge, Strategy, execution & performance at the Holding Company with interests/subsidiaries in Health Technology, Digital payments, Hospitality, Agri-Business, Investment incubation, & Consulting.

After several years of cross-sector marketing/commercial career, I took a career break to upskill and refresh my career trajectory. I have just concluded a one-year, full-time master’s degree in strategic marketing at The University of Greenwich, London with distinction.

I oversaw Globacom's entire communication roadmap's successful deployment across numerous divisions, including Gloworld (Retail), Enterprise (B2B), Customer Care, sales enablement, and merchandising. In this role I applied cost and revenue management expertise, analyzing critical indicators such as ARPU (Average Revenue Per User), Monthly Active Users (MAU), Customer Acquisition Cost (CAC), Churn Rate, Gross profit per user, etc., to drive acquisition, retention, and growth: I did this by leading product and strategy sessions, assessing Globacom’s volume, revenue, and market share. Identified new growth opportunities by evaluating the commercial viability of products across various categories including Data, Voice, digital, and VAS (Value Added Services). Analyzed and evaluated GLOBACOM's competitive landscape, assessing performance against industry rivals while identifying areas for improvement and expansion.

I directed Verve's card and non-card marketing and communication strategy, including digital marketing, brand communication (PR, advertising, media planning), and product/retail marketing. Managed and promoted a diversified portfolio of Cards and token brands, products, and services, including Verve Global Card, Verve Classic Card, Paycode, and e-Cash. I deployed integrated marketing initiatives, and brand reputation management to deliver Verve card payment scheme’s visibility and profitability, expanding business and market share. ● I fostered international business collaboration when I led the partnership with Discover Global Network in 2019 to launch Verve Global Card in New York, Dubai, and Accra; Using ATL media and PR/brand image reputation, I pushed brand narratives to critical media outlets to maximize reach and deliver customer acquisition.

While I was Head of Consumer Planning and Market Research at Heineken, I led a high-performing team to generate strategic consumer and shopper marketing research/reports for accurate market sizing, actionable insights, future mapping, and effective commercial planning, using such data visualization tools as Tableau software.I delivered several consumer and retail research studies/insights:Quarterly communication trackerQuarterly Retail audit research & distribution reportCPT Research: Consumer preference test (e.g. Trophy vs. Goldberg report)CAT research: Consumer acceptance test (e.g. Gulder Dark Lager)Ad link test for the new Heineken localized thematic campaignQuarterly market volume forecast reportNational segmentation report (sociography & psychography)Portfolio strategy development: Mapping brand territories of all the brands in our portfolio (COP)

Spearheaded end-to-end commercial support for MD/CEO's strategic vision, collaborating closely with Head of Sales, while serving as an expatriate at Heineken operating company in the Caribbean (St. Lucia). I directed brand building, corporate communication, and agile commercial-project management execution for 16 brands including Lager, Stout, Malt, ready-to-drink (RTD), Juice, and Carbonated Soft Drink (CSD) categories at Heineken Operating Company (OpCo) in St. Lucia, Caribbean (Windward & Leeward Brewery).

Directed marketing activities as Marketing Manager, driving successful communication and commercial roll-out of the number one non-alcoholic malt-based beverage in Nigeria (Maltina). Amplified Maltina's market leadership in Heineken Nigeria, surpassing 2M Hectoliters in sales within fiscal year, placing Maltina as first non-alcoholic beer/malt to achieve such remarkable growth.

Developed and implemented cutting-edge consumer marketing strategies, encompassing consumer understanding, insight generation, and flawless execution to drive business and brand growth. Leveraged data analysis to interpret consumer trends and identify strategic opportunities with significant commercial impact. Streamlined and prioritized execution options across multiple channels and touchpoints, ensuring commercially assertive implementation of brand strategy while maintaining exceptional standards of quality.

As a strategic planner, I was the catalyst in the ad agency's creative development process; integrating consumer and shopper insights, leading to ground-breaking creativity, brand identity/guidelines, and effective consumer-facing communication. I collaborated with the account management team to write client presentations, providing relevant insights on category drivers, consumer motivation, route-to-market insights, retail insights, competitive analysis, etc. As “the voice of the consumer” within the agency I provided strong strategic context in the agency's creative process that resulted in increased organic growth in agency billings, and business development. I designed and distilled comprehensive research reports/studies, including Usage and attitude studies, Focus Group Studies, etc

o Media inventory management for multinational clients, media volume warehousing, that enabled efficient media rates negotiation, with millions of dollars’ worth of earned media and bonus spots.o Delivered block media buying, access to prime media airtime and media space, media vehicles and channels with highest audience eyeballs, targeting the best consumer connection moments.o Managed large scale through the line media deployment and media management for national and international campaigns: Disciplined media monitoring with high media compliance levels. o Expert level skills in applying media planning and buying tools (Media Star/Dairies data, all media & product survey – AMPS) to cross analyze category trends, consumer media usage habits, and consumer profiling; in order to plan the most efficient media investment decisions for client brands/companies. o I worked on different client accounts, companies and brands such as Coca-Cola, Fanta, Sprite, Cadbury Bournvita, Reckitt Benkizer, Promasidor, Guinness, Mastercard, etc.