Great leaders are not just defined by the roles they occupy, but by the impact they create. Baba Awopetu is one of those rare professionals who consistently leave a mark wherever he goes. A strategist, marketer, and business transformer, he has built a career that spans over two decades across Europe and Africa, shaping brands, guiding teams, and unlocking new growth opportunities.

At the helm of Stragmar, a UK-based consultancy, Awopetu now helps businesses turn insight into action and complexity into clarity. His approach has earned him recognition as a trusted advisor to organisations looking to navigate disruption while building sustainable growth.

His record of success is nothing short of remarkable. During his tenure as Group Strategy and Marketing Director at Optegra Eye Healthcare, Europe’s largest private eye hospital group, Awopetu reorganised teams around customer needs, refined positioning, and delivered a 30 per cent increase in profitability. Under his leadership, Optegra emerged as the most trusted brand in its sector.

Earlier at Leica Microsystems, where he served as Marketing Director for EMEA, he led a bold transformation. He shifted the company from tactical marketing to strategy-led operations that were both commercially accountable and creatively effective. The results spoke for themselves: an 86 per cent increase in qualified leads, a 22 per cent reduction in cost per lead, and double-digit growth that solidified market dominance.

His career journey also includes a standout chapter at Nutricia, where he launched groundbreaking over-the-counter products in Alzheimer’s care. This achievement showcased his ability to break new ground in complex and sensitive markets, demonstrating both courage and foresight.

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Beyond corporate boardrooms, Baba has given back to the profession through thought leadership and industry service. He has judged the prestigious Pharma Times Marketer of the Year Awards, contributed as an expert editor for the Journal of Medical Marketing, and chaired the Eucomed Conference in Brussels. Each role has highlighted his commitment to raising the standard of marketing practice globally.

Academically, Awopetu is equally distinguished. He holds a BSc (Hons) in Pharmaceutical Sciences, a Master’s degree in Strategic Marketing from the University of Greenwich, and is a Chartered Marketer with a CIM Professional Diploma.

Most recently, he has been an influential voice on the future of data-driven storytelling, urging businesses to see data not as an accessory but as the very foundation of competitive advantage.

As a panellist at the Marketing Edge 2025 Summit, Baba Awopetu will share his unique perspective on how brands can thrive in a world shaped by technological disruption, cultural change, and rising consumer expectations. His presence promises to spark conversations that challenge old thinking and inspire new pathways to growth.