MARKETING EDGE ONTV will host Maureen Ifada, Marketing Director at FrieslandCampina WAMCO Nigeria Plc, this Wednesday, spotlighting one of Africa’s most accomplished and influential brand strategists.

Viewers can watch the programme on TVC News on DStv Channel 418 at 12.30 pm and on wapTV on DStv Channel 262 from 11.00 am to 11.30 am, with a repeat broadcast scheduled for Thursday at 9.30 am. MARKETING EDGE ONTV airs weekly as a 30 minute broadcast dedicated to brand, marketing and communication intelligence.

This week’s episode turns the focus on a professional whose journey reflects discipline, growth, and consistent performance at the highest level of marketing leadership.

Maureen Ifada has spent over two decades shaping brands, driving strategy, and building strong consumer connections. From joining FrieslandCampina WAMCO in 2003 as a management trainee, she has risen through the ranks to become a key voice in multi market brand leadership across Sub Saharan Africa.

She has led iconic brands like Peak Milk and Three Crowns Milk, strengthening their market position while delivering campaigns that connect deeply with consumers. Her work on the “Healthy Mums, Happy Families” campaign remains a strong example of insight driven marketing.

Her career reflects bold decisions and continuous growth. She expanded into shopper marketing and channel development, gaining a broader view of how brands perform across different touchpoints, from modern trade to emerging retail channels.

Recognition has followed her impact. She has earned major industry honours including Marketing Director of the Year and Outstanding Marketing Amazon, while also being listed among Nigeria’s most influential women in marketing and communications.

On the global stage, she continues to gain ground. Her recent appointment as a jury member for the 2026 SABRE Awards EMEA places her among leading professionals shaping global marketing and communications standards.

During the conversation, she goes beyond her journey to address pressing industry realities. She examines how current economic pressures are reshaping both consumer behaviour and brand decisions, and reflects on what 2025 truly represented for Nigeria’s marketing and communications landscape.

She also breaks down the key lessons marketing professionals and brand custodians must take from that period, while tackling a growing concern in the industry, the fragility of consumer loyalty in the face of shrinkflation and skimpflation, and whether brands can still sustain long term trust.

Despite her achievements, she remains grounded, consistently acknowledging the role of her team and the importance of collaboration in delivering results.

Her story reflects more than success. It shows a clear commitment to growth, leadership, and raising standards within the industry, making this episode a compelling watch for anyone shaping the future of brands.