Nigeria’s integrated marketing communications landscape has undergone a remarkable transformation in 2025, with women not just participating but leading, innovating, and redefining what’s possible in an industry that has historically been male-dominated. This year marked a watershed moment as female professionals across advertising, experiential marketing, media, and brand management demonstrated that excellence knows no gender.

The journey to this point has been decades in the making. When the Association of Advertising Agencies of Nigeria (AAAN) was established in 1973 (originally as the Association of Advertising Practitioners of Nigeria), the industry was overwhelmingly male. It would take nearly three decades before a woman, Mrs. Bola Thomas Balogun, broke the glass ceiling to become the association’s first female president from 2001 to 2003. More than a decade later, Mrs. Bunmi Oke became only the second woman to lead AAAN, serving as the association’s 17th president from 2012 to 2014. Since then, no woman has held the position, though the industry has witnessed increasing female representation in other leadership roles.

The pattern of gradual but deliberate progress continued across other sectoral associations. In 2023, the Experiential Marketers Association of Nigeria (EXMAN) elected Tolulope Medebem as its first female president, making history in an association founded just 16 years earlier. Medebem, who had previously served as EXMAN’s first female vice president, brought nearly three decades of experience to the role and has since led the association through significant innovations including data-driven marketing initiatives and expanded industry collaboration.

Similarly, the Media Independent Practitioners Association of Nigeria (MIPAN) welcomed Brenda Nwagwu as its first female vice president in 2024, signaling the association’s commitment to gender diversity in leadership. These appointments reflect not tokenism but the recognition of demonstrated excellence, strategic vision, and transformative leadership that these women bring to their roles.
The significance of these milestones extends beyond the marketing communications industry. In December 2025, the National Institute of Marketing of Nigeria (NIMN) made history by installing Dr. Bolajoko Bayo-Ajayi as its first female president, further cementing 2025 as a landmark year for women in marketing-related professions.

What makes 2025 particularly noteworthy is not just the presence of women in leadership positions but the impact they have generated. From spearheading multi-million naira campaigns to serving on international award juries, mentoring the next generation of professionals, and driving policy reforms that have modernized Nigeria’s advertising ecosystem, women in integrated marketing communications have proven that diversity in leadership translates to innovation in practice.

These achievements come against the backdrop of an industry that, like many others globally, has had to confront historical biases. For decades, women in advertising were often stereotyped in campaigns for household products, skincare, and seasoning, while their professional contributions behind the scenes were frequently overlooked. The creative and strategic capabilities of female practitioners were underestimated, and their advancement into senior leadership roles faced systemic barriers.

Today, that narrative has fundamentally changed. Women now lead some of Nigeria’s most respected agencies, manage portfolios for multinational brands, win prestigious international awards, and shape the strategic direction of entire industry associations. They have moved from being the exception to becoming an integral part of the industry’s leadership fabric, bringing diverse perspectives, innovative approaches, and proven results that benefit the entire marketing communications ecosystem.

As MARKETING EDGE Publications spotlights the women who made exceptional impact in Nigeria’s integrated marketing communications industry in 2025, we celebrate not just their individual achievements but what those achievements represent: a more inclusive, innovative, and dynamic industry that leverages talent regardless of gender. These women are not just breaking barriers; they are building new pathways for the generations that will follow, ensuring that the marketing communications industry continues to evolve, excel, and inspire.

Dr. Bolajoko Bayo-Ajayi: Breaking Glass Ceilings at NIMN

Dr. Bolajoko Bayo-Ajayi made history in June 2025 as the first female President of the National Institute of Marketing of Nigeria (NIMN), elected with over 95% affirmation votes. Her formal investiture took place in December at the Civic Centre, Victoria Island, Lagos, under the theme “Leadership, Trust, and Brand Sustainability.”

A strategic business leader, brand builder, and marketing communications expert, Dr. Bayo-Ajayi is Principal Consultant of Purple Pearl Consulting Ltd and a certified Personal Performance Coach. Her presidency focuses on five key pillars encapsulated in the theme “Reaching New Heights”: engagement, advocacy, excellence, visibility, and inclusion.

Dr. Bayo-Ajayi inherited significant challenges, including a quit notice from the institute’s former landlords at its Ikeja GRA office early in the year. She successfully relocated NIMN to a new prestigious location within Lagos metropolis, demonstrating decisive leadership from day one.

Bunmi Oke: Three Decades of Brand Building Excellence

With 30 years of brand building experience across international and local brands, Bunmi Oke has headed some of Nigeria’s most dynamic teams and advertising agencies, with experience spanning West Africa and EMEA. As Past President of AAAN (2012-2014), she served when the association was navigating significant industry transformations.

A delegate at the 2014 National Conference and former APCON and WIMBIZ Council member, Oke has extensive board experience across Nigeria’s private and public sectors. Currently running Ladybird Ltd as CEO/Lead Consultant, a brand building agency and consultancy that also trains, she continues exploring new opportunities and collaborations where her skills, incredible network, and expertise can be expanded.
In 2025, she was honored at the 20th LAIF Awards as one of the industry icons, recognition of her enduring impact and contributions to Nigeria’s advertising landscape over three decades.

Esosa Osagiede: Nigeria’s Creative Voice on the Global Stage

Esosa Osagiede, Creative Director at Insight Publicis, made history in 2025 as one of the jurors in the Print & Publishing category at the Cannes Lions International Festival of Creativity, officially announced by Cannes Lions in April. Her appointment to this prestigious role came after she became the only West African creative selected for the Cannes Lions “See It Be It” program in 2023, standing out among over 800 global applicants.

Osagiede’s journey in advertising has been anything but typical. Starting as a copywriter in Nigeria, she quickly made her mark with bold ideas that challenge norms and spark conversations. Her portfolio includes impactful work for global brands including YouTube, British American Tobacco, Nestlé, First Bank, Mondelēz, Burger King, Pepsi, 7up, and Heineken.

Under her creative leadership, Insight Publicis was crowned Agency of the Year at the LAIF Awards in 2024. Personally, Esosa was named Creative Personality of the Year at the 2024 Edge Awards and won Most Outstanding Creative Director at the Women in Marketing and Communications Conference and Awards (WIMCA) in both 2023 and 2024.

Her campaign for TERRA Seasoning, “Unwrap Joy, Unleash Taste,” won a Grand Prix at LAIF 2023, the highest honor at the Lagos Advertising and Ideas Festival, cementing her reputation for emotionally resonant, high-impact work. In 2025, she was also featured on the DARE! List, celebrating Black creative leaders shaping the future of global advertising.

Beyond awards, Osagiede is deeply committed to mentoring young creatives, especially women, through advertising schools and industry initiatives. She has served as a juror for several top international awards including CLIO, D&AD, The One Show, The ANDYs, Publicis Giraffe, and LAIF.

At the Publicis West Africa “Cannes in a Can” knowledge-sharing session in December, where six Cannes jurors shared insights from the 2025 festival, Osagiede noted that “clarity now matters more than complexity,” reflecting the industry’s evolution toward meaningful simplicity over elaborate concepts.

Nnenna Onyewuchi: Three Continents, 27 Years, 50+ Brands

Nnenna Onyewuchi is a seasoned strategist with 27 years of experience spanning three continents and over 50 brands. Her professional background encompasses advertising, experiential marketing, film production, and pay TV.

As Co-founder and Executive Director of Innovation & Strategy at YBR Lagos since 2010, Onyewuchi has played a pivotal role in establishing one of Nigeria’s most respected communications agencies. Her career began at McCann New York, where she managed multi-regional pitches across the global network before transitioning to Strategic Planning, eventually rising to Vice President.

She co-founded Tag Ideation, a lifestyle marketing practice group, before returning to Nigeria in 2004 to take on significant leadership roles at CPMS, TBWA/Concept, and ZK Advertising. In 2022, she joined Halo

Financial Services to spearhead its growth and commercial strategy, testament to her leadership and strategic acumen beyond traditional advertising.

Roseline Abaraonye: Marketing Powerhouse and Growth Architect

Currently Marketing Director at IMPERIO INTERNATIONAL LTD, Roseline Abaraonye is a trailblazer for Women in Leadership and an award-winning executive with nearly two decades of transforming consumer brands into household names and business teams into growth engines.

With extensive experience across Fast-Moving Consumer Goods giants and emerging market leaders, she has shaped some of Nigeria’s most iconic brands with a distinct mix of strategic foresight, creative excellence, and commercial savvy.

As Marketing Director at IMPERIO, Roseline leads the brand’s growth transformation agenda with a visionary approach blending innovation with consumer-centric strategy. Her career achievements include spearheading the rise of Molfix to category dominance in Nigeria, overseeing campaigns that earned ADVAN’s Brand of the Year in both 2018 and 2019, and orchestrating over 20 award-winning brand launches across multiple categories.

Iquo Ukoh: From Nestlé Pioneer to Industry Governance Leader

Iquo Ukoh holds a unique place in Nigerian corporate history as the first and only female Executive Director in Nestlé Nigeria’s history, a position she achieved during a distinguished 26-year career with the multinational food and beverage company before retiring in 2013.

Trained as a dietitian at the University of Nigeria with a B.Sc in Nutrition and Dietetics, Ukoh worked briefly as a dietetic intern at Lagos University Teaching Hospital before joining Nestlé Foods Nigeria PLC. Her rise through the ranks to the executive suite broke significant ground in an era when female representation in corporate C-suites remained exceptionally rare.

Ukoh’s industry influence reached new heights when the Nigerian Marketing Awards named her Chairman of the Awards Decision Council, a role that positions her to shape standards and recognize excellence across Nigeria’s marketing profession. The appointment reflects industry confidence in her judgment, integrity, and deep understanding of marketing excellence built over decades.

Currently serving as CEO of Entod Marketing Ltd, Ukoh maintains active involvement in industry affairs. She serves as 1st Vice President of the Advertisers Association of Nigeria (ADVAN) and is a Fellow of the

National Institute of Marketing of Nigeria (NIMN) and member of the American Marketing Association. In March 2025, she was appointed Independent Non-Executive Director at Presco Plc, one of Nigeria’s leading palm oil producers, bringing her marketing and strategic expertise to the agricultural sector.

At the Women in Marketing and Communications Conference and Awards (WIMCA) 2025, Ukoh delivered the keynote address under the theme “In Pursuit of Excellence,” drawing from her groundbreaking career to inspire the next generation of female marketing professionals.

Beyond corporate boardrooms, Ukoh has distinguished herself as a food expert, consultant, nutritionist, and podcaster. She is the founder of 1Q Food Platter, a blog showcasing the quality and originality of

Nigerian cuisine, and author of “Memories on a Platter: My Journey with Nigerian Food” (2023), a cookbook documenting her personal and professional experiences with Nigerian food and culture. Through these platforms, she celebrates Nigerian culinary heritage while demonstrating how marketing principles apply across diverse contexts.

Ukoh’s journey from dietitian to executive director to industry governance leader exemplifies how technical expertise, strategic thinking, and unwavering commitment to excellence create pathways to leadership that transcend any single organization or sector.

Sandra Amachree: Championing Africa’s Creative Economy on Global Stages

Sandra Amachree, Head of Communications Marketing at Nigerian Breweries Plc (HEINEKEN), had a standout presence at the 2025 Cannes Lions International Festival of Creativity, the world’s most influential gathering of marketing, advertising, and creative industries. Her participation wasn’t just about representation; it was about redirection, spotlighting creativity as a vital driver of growth and innovation across the continent.

“Creativity is not just about art,” Amachree declared in one of her Cannes presentations. “It’s about growth. It’s about jobs. It’s about power. Africa’s creative economy is one of its most valued assets, and it’s fueling innovation, creating opportunities, and shaping a future we’re proud to lead.”

With over 17 years of experience across Africa and Europe, Amachree has helped transform some of Nigeria’s most iconic brands, demonstrating how creativity, when treated as strategy, delivers measurable business value. Her leadership at Nigerian Breweries, one of Africa’s largest brewing companies and part of the global HEINEKEN family, positions her at the intersection of local market insight and international brand management.

At Cannes Lions 2025, Amachree’s influence extended across multiple dimensions. As a juror in the Outdoor Lions category, she evaluated some of the world’s most culture-shaping campaigns, bringing African perspectives to assessments of global creative excellence. Her role required discerning which outdoor advertising work truly broke new ground in capturing attention, driving engagement, and creating cultural impact.

As Jury Chair for the Young Lions Marketers Competition, Amachree worked alongside global leaders including Alex Frias (Steve Madden), Mélanie Brinbaum (Nestlé, Europe), Carolina Eugenia del Hoyo (Fratelli Branca), and Suhayl Limbada (KFC Thailand) to assess breakthrough ideas from emerging talent solving real-time brand challenges. This leadership position recognized her ability not just to judge creative work but to guide collaborative decision-making among diverse global perspectives.

She also judged the Young Lions Media Competition, further demonstrating her range across creative and media disciplines. As a speaker at the “Africa: Future of Certainty” festival meetup at Cannes, Amachree joined global voices spotlighting how Africa’s creative pulse is reshaping global culture, challenging outdated narratives and presenting fresh perspectives on the continent’s creative potential.

Amachree’s 2025 Cannes presence represented more than personal achievement. It demonstrated how Nigerian marketing professionals bring distinctive value to global conversations, challenge assumptions, and advocate for Africa’s creative economy as an asset demanding recognition and investment. Her consistent emphasis on creativity as economic driver, not merely artistic expression, reflects sophisticated understanding of marketing’s role in national development.

Tracey Afuwape: Media Excellence and Strategic Vision

Tracey Afuwape, Chief Strategy Director at PHD Nigeria, brought Nigerian media expertise to the Cannes Lions 2025 stage as a shortlisting juror in the Media Lions category and judge for the Young Lions Media Competition.

As Chief Strategy Director at PHD Nigeria, part of the Omnicom Media Group network, Afuwape leads strategic planning and media innovation for diverse client portfolios. Her appointment to the Cannes Lions

Media jury recognized her expertise in evaluating how brands use media channels not merely to reach audiences but to communicate brand essence, create emotional connections, and drive business outcomes.

The Media Lions category evaluates work across paid, owned, and earned media channels, assessing strategic thinking, audience insight, channel innovation, and measurable impact. Afuwape’s role as shortlisting juror meant reviewing hundreds of global entries to identify work worthy of finalist consideration, a responsibility requiring both technical media expertise and cultural intelligence to recognize excellence across diverse markets and contexts.

Her participation as a Young Lions Media Competition judge further demonstrated commitment to nurturing emerging talent. The Young Lions competitions challenge professionals under 30 to develop strategic solutions to real brand briefs within tight timeframes, testing their ability to think strategically under pressure while demonstrating creativity and commercial understanding.

Afuwape’s presence at Cannes alongside Amachree and Osagiede meant Nigeria had three female marketing communications professionals serving as jurors across Print & Publishing, Outdoor, and Media categories in 2025, an unprecedented representation reflecting the nation’s rising stature in global advertising and the caliber of female talent leading that ascent.
Stay tuned for Part 2, featuring more exceptional women who made significant impact in Nigeria’s integrated marketing communications industry in 2025.

ALSO WATCH MARKETING EDGE ONTV