Meet MARKETING EDGE 2023 Summit panelist- Bamigbaiye Elatuyi
Omotola is a seasoned commercial and strategic Planning business leader with significant experience (20+years) within the financial services and fast moving consumer goods sector across Middle East Markets, East and West African markets working in a highly matrix structure in leading organisations.
She was Business Service Manager at Polaris Bank, Service Quality Manager at Wema Bank, Beverage Category Innovations Manager at Cadbury- Mondelez, Head Customer Marketing and pioneer Head of Trade Marketing at Unilever Nigeria and Arabia, Marketing Lead for West Africa at RB (Reckitt Benckiser) and Head of Marketing Innovations at Guinness (Diageo). She currently serves as Marketing Director at pladis Global Nigeria Limited
With a Doctorate in Marketing, focused on Consumer Behaviour, Omotola continues to compliment practical with theory sharing her marketing and brand management experiences across her lecturing and facilitation series as adjunct lecturer at University of Lagos Distance Learning Institute (Unilag DLI), guest facilitator at Orange Academy, Financial Institutions Training Centre (FITC), Nigeria Interbank settlement System (NIBSS) including other local and regional seminars/ speaking events. She is also a Fellow of the National Institute of Marketing of Nigeria (NIMN). Omotola has attended various Management and Leadership courses within and outside the country.
Subject Matter Expertise – Strategic Planning; Portfolio Planning including New Products Development and Commercialization; Category Management; Business Development; Retail Sector Operations and Sales Management; Customer Experience Management and Soft Skills through Customer Service. Across various roles, she continues to frame strategic direction for brand, media and business development to grow her categories.
From developing the West African Markets through a consumer demand model for global brands, her experience in Customer Marketing complements brand building activities in retail channels.
Her manufacturing career started at Mondelez where she birthed and managed the 1st food drink for the elderly and got nutritional endorsement. Her stint in the Middle East involved strategically increasing share of shelf for Unilever’s Beauty and Home Care category in stores across Dubai, Oman, Qatar and Bahrain including remodeling retail trading for sustainable incremental growth through the Baqala Project.
This is in addition to executing customer and retail management in traditional trade for impactful visibility and availability in managing perfect stores on her return to Nigeria as the pioneer Head of Trade Marketing for Unilever Nigeria.
As Marketing lead for West Africa in RB, she worked with her team to reverse the decline trend on local bleach brand, while sustaining double digit growth on global toilet cleaning brand Harpic. Under her leadership, the Harpic brand celebrated the 1st World Toilet Day in Nigeria, which has become an integral brand building pillar.
Additionally, she led the brand to leading subject matter expertise on Malaria prevention in Nigeria in collaboration with key stake holders through purposeful marketing while working global insecticide brand Mortein. At Guinness (A Diageo Brand), she led the team that delivered world class 1st ever larger under the Guinness portfolio as well as brand extension for global Baileys brand.
Omotola is a visionary leader, team player and strong influencer with experience in global FMCG companies. She has an impressive track record in portfolio and innovation management across very competitive categories with full P&L responsibilities; she is an energetic and passionate expert in the crafting and implementation of consumer- centric and resonant sales and marketing strategies in addition to managing and developing talents across the markets within her functional capability.
She writes workplace columns for magazines published across West Africa with interests in work place happenstances, especially on surviving when you are not the boss and teachings on how to be your own hero.
A recipient of many awards including the Pride of Africa Awards on Innovation for Guinness, personal recognition from Global CEO of Reckitt Benckiser on Stop Diarrhoea Initiative, Appreciation from Ministries of Health and Environment across Abia, Ogun and Lagos States for activities on delivering SDG goals on Good health and Well being and Clean Water and Sanitation for initiating and leading the partnerships with Federal Ministry of Health on Malaria Prevention as well as Category awards from the Advertising Practitioners Society of Nigeria.
Omotola is adventurous, loves to travel and learn about new culture and food in her free time when she is not in the classroom impacting knowledge.
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