Tolaram Africa has reinforced its commitment to consumer led growth with the appointment of Obabueki Aigbogun as Head of Consumer Insights. With this move, the manufacturing conglomerate signals a renewed focus on grounding business decisions in deep, structured and actionable consumer understanding.

In this role, Aigbogun will lead efforts to embed the consumer voice more firmly at the centre of strategic planning and execution. Consequently, he will work across teams to ensure that insights drawn from data and lived consumer experiences actively shape product development, brand direction and go to market decisions.

Driving a Consumer First Agenda

As Head of Consumer Insights, Aigbogun will play a central role in advancing Tolaram Africa’s consumer centric ambition. Through rigorous insight generation, he will guide leadership teams in interpreting consumer behaviour, preferences and unmet needs.

In doing so, the organisation aims to align its portfolio more closely with evolving market realities across Africa.

Moreover, his mandate extends beyond research delivery to influencing decision making, ensuring that insights translate into measurable business outcomes rather than remain theoretical.

Strong Background in FMCG and Global Brands

Before joining Tolaram Africa, Aigbogun served as Africa Food and Beverage Insights Manager at PepsiCo, where he supported strategic decisions across multiple markets. There, he worked closely with commercial and marketing teams to unlock growth opportunities through consumer intelligence.

Overall, he brings more than 11 years of professional experience spanning market research agencies and fast moving consumer goods companies. Throughout this period, he consistently applied data driven thinking to guide marketing, innovation and commercial strategies.

Breadth of Experience Across Sectors and Markets

Aigbogun’s career reflects extensive exposure to diverse industries including food and beverages, home and personal care, tobacco, telecommunications, financial services, as well as social and environmental research.

As a result, he has developed a broad and nuanced understanding of African markets and the consumers within them.

In addition, his work has covered both quantitative and qualitative research approaches, allowing him to translate complex datasets and human insights into clear business direction. These experiences have strengthened his ability to respond to a wide range of marketing and commercial questions across multiple categories.

Career Journey Rooted in Customer Engagement

Aigbogun began his professional journey at Cadelle Travel and Tours Limited as a Sales Executive. In that role, he supported clients in making informed travel decisions, negotiated competitive deals and developed tailored travel solutions to meet customer needs.

Subsequently, he joined Etisalat Nigeria as a Customer Care Representative, where he engaged directly with customers, resolved service issues and gathered valuable feedback. This early exposure to frontline consumer interaction helped shape his perspective on customer experience and service delivery.

He later transitioned into research roles, gaining experience at GfK as a Trainee Research Executive before moving to Kantar Millward Brown, where he worked as Client Service and Research Manager. In these roles, he partnered with brands to deliver insights that informed strategy, positioning and performance.

Strong Academic Foundation

Aigbogun holds a Master of Business Administration in Marketing and Marketing Management from the University of Lagos. He also earned a Bachelor of Science degree in Mathematics and Economics from the University of Benin, an academic background that supports his analytical and strategic approach to consumer and market insights.

With his appointment, Tolaram Africa positions itself to further sharpen its understanding of consumers and markets, while translating insight into sustained business growth across its operations.