In a bid to continue its strategic and innovative growth agenda , while maintaining its leadership hold on the Nigerian beer market , Nigerian Breweries Plc (NB) has appointed Sarah Agha as Marketing Director even as it elevated its former marketing director , Mr Emma Oriakhi to the position of Sales Director. Agha’s appointment takes effect from June 1, 2025.

Announcing the appointments in a statement signed by Hans Essaadi, Managing Director of NB, it was noted that Sarah Agha will report directly to him and join the Nigerian Breweries Management Team.

The incoming marketing chief is expected to help shape the company’s portfolio to unlock its next phase of growth, in alignment with the EverGreen 2030 Growth Strategy.

Given Nigeria’s dynamic market landscape, Agha will focus on embedding a consumer-led strategy to transform and reclaim leadership in the mainstream segment, while also advancing growth in premium and beyond-beer categories.

According to NB, Agha brings with her a distinguished 15-year career outside of Heineken, having held management team roles in both the FMCG and telecommunications sectors.

She joined Heineken in 2018 through the Nigerian operating company, where she delivered strong results across beer and beyond-beer categories with brands such as Heineken, Desperados, and local icons Legend Extra Stout, Star, and Gulder.

“She currently serves as the regional marketing excellence director and has been leading the marketing agenda for AME, with a focus on building winning consumer portfolios and strengthening our brand-building strategies to win in markets.”

“Agha has notably enhanced the culture of collaboration with OPCOs and championed a conscious shift from only delivering capability programs to embedding capabilities that elevate the quality of our execution.

Sarah leaves a valued and positive legacy from her time in GCU and the AME region.”

On his part, Emma Oriakhi, who has served as marketing director for seven years with distinction, is a seasoned Heineken management leader and an uncommon talent with over 18 years of experience in sales strategy, communication development, insight generation, innovation, brand experience, and managing territories across Africa and the Middle East.

He has achieved notable career milestones by driving volume, profitability, and equity growth for Heineken Nigeria’s portfolio, significantly improving business performance.

Oriakhi is also skilled in monitoring trends and leveraging emerging opportunities.

In his role as Marketing Director, Oriakhi was responsible for developing and implementing a wide array of commercial initiatives, including integrated marketing, trade marketing, innovation plans, and the management of a premium-channel sales force.

The former marketing director has also gone on expatriation assignment to Amsterdam for almost seven years , serving in various brands leadership positions before he was appointed Marketing Director.

Emma Oriakhi , a suave, soft spoken humble professional holds a degree in Mathematics and Economics from the University of Benin, a Master’s degree in Global Management from the University of Salford, and has completed executive programs in Marketing and Strategy at Harvard Business School, among others.

Nigerian Breweries also disclosed that a successor for the now-vacant role of regional marketing excellence director has been identified and will be announced shortly to replace Sarah Agha