MARKETING EDGE celebrates Tolulope Adedeji, Amazon with unique selling points
By Zion Rufus
—Wishing her a new milestone filled with lots of joy and happiness
Breaking bounds and smashing management prejudices in a beer market faced with stiff competition, amongst a myriad of notable game changing personalities in Nigeria’s marketing communications landscape, Marketing Director, AB Inbev sits as a corporate Amazon who has turned around the fortune of the portfolio she manages, including brands like Budweiser, Trophy, Hero, Club beers and Beta Malt.
Avant-garde and visionary, Tolulope has spearheaded some trailblazing professional achievements in the course of her career journey, building over 15 brands from scratch to market leadership positions through her extensive industry experience.
Recognizing her proficiency as a renowned Senior-level executive in the Marketing Communications space, Tolulope was recently admitted into the Forbes Communications Council, a prestigious invitation-only community for senior level executives in communications, marketing, and public relations.
Her admission into the Council followed an in-depth vetting and review of her various contributions to the excellence of the Alcoholic Beverage, Home & Personal Care industries, personal and professional achievements, and her track record of successfully impacting business growth metrics.
Not far fetched is the iconic Hero lager’s “Aha Gi Efula” campaign launched in 2021, which further entrenched the beer brand’s positioning and market share in the South-East and South-South of Nigeria.
Aha Gi Efula, a prayer which translates “may your name never be forgotten”, struck a chord with the target audience as it told the stories from the Igbo culture of apprenticeship and of heroes who succeeded despite the challenges they faced. The campaign drove home the brand’s message in alignment with the consumers’ economic vision and much-craved financial independence.
Following the campaign, the brand earned a sizable share of the market especially in the east where it has risen to become the dominant lager brand.
Tolulope, whose work extends beyond borders, is also an Executive Director on the Board of International Breweries Plc. Prior to her current position as Marketing Director for AB Inbev West Africa, she has served in various capacities, including Brand/ Commercial Associate Director of Procter & Gamble Nigeria; brand and Commercial Leader of the P&G business in Ethiopia; and has worked on various brands such as Always, Pampers, Ariel, Gillette and Oral B in Nigeria. Tolulope spearheaded the successful launch of Premium Trophy extra special stout in 2020 , despite of the COVID-19 pandemic. The new offering is growing fast with premium stout lovers in the Nigerian market.
Tolulope holds a Bachelor of Science degree in Business Administration from Babcock University, a Masters of Business Administration from Obafemi Awolowo University and a Master’s of Science in International Management from the University of Liverpool, UK. Tolulope recently completed a course in digital marketing from the prestigious Harvard Business School. She is a Member of the Chartered Institute of Marketing (MCIM).
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