Bunmi Adeniba
Lagos
Summary
Accomplished senior marketing executive with a proven two-decade track record in brand building and capturing profitable market share. Utilizes deep market insights to fuel strategic decision-making, resulting in impactful commercial choices. Possesses a versatile skill set that is consumer-centric and creative, consistently delivering groundbreaking products and campaigns that enrich the lives of the target audience. Thrives on tackling challenges in uncharted territories and pioneering new ventures. Contributes expertise to the development of inspiring brands and projects that leave a lasting mark. Deeply committed to grassroots women's empowerment, focusing on initiatives that create meaningful change. Also driven to master the art of the guitar, showcasing a strong dedication to personal growth and creativity.
Overview
15
15
years of professional experience
1
1
Certification
Work History
Senior Director Coca Cola Trade Mark - Africa
Coca-Cola
07.2024 - Current
- Drove strategic improvements to enhance operational and organizational efficiencies.
- Fostered work culture of collaboration and inclusion to increase morale and reduce turnover.
- Instituted formal operating procedures and enforced adherence to policies and regulations that impacted bottom-line.
- Led development of business operation processes and policies.
- Planned and integrated project and program schedules.
- Directed design and execution of business transformation initiatives to drive performance, profit optimization and growth opportunities.
- Spearheaded innovative approaches to resource allocation and strategic planning.
- Assisted in organizing and overseeing assignments to drive operational excellence.
Senior Marketing Director, Africa
The Cocacola Company
09.2022 - 06.2024
- As the market continually shifted and evolved, she took charge of addressing urgent demands by swiftly orchestrating bespoke solutions, keeping the business agile and responsive
- Her intuitive approach and unwavering commitment to key business objectives allowed her to lead ad-hoc projects that seamlessly integrated with dynamic market needs and specific bottler requests, fostering a robust and adaptable operational framework
- Working with her team of country marketing directors, she spearheaded comprehensive brand activation strategies, orchestrating compelling consumer promotions, immersive experiential marketing initiatives, and captivating events
- By strategically leveraging marketing assets, she designed impactful campaigns that resonated deeply with the local audience, elevating brand visibility and engagement to new heights
- Within the space of strategic planning, she played a pivotal role in shaping the trajectory of the portfolio strategy and brand plans within her operational unit and market
- Her valuable input and foresight were instrumental in driving local innovation initiatives, allowing the business in each market to stay ahead of the curve and seize untapped opportunities
- Her strategic acumen and collaborative spirit facilitated the implementation of groundbreaking ideas that propelled the brand to new horizons, solidifying its position as an industry trailblazer.
- Coordinated with creative team to generate dynamic marketing content and communication tools for promotional campaigns.
- Boosted brand awareness and generated leads while managing internal and external marketing campaigns and programs.
Senior Marketing Director, Africa
The Cocacola Company
09.2022 - Current
- As the market continually shifted and evolved, she took charge of addressing urgent demands by swiftly orchestrating bespoke solutions, keeping the business agile and responsive
- Her intuitive approach and unwavering commitment to key business objectives allowed her to lead ad-hoc projects that seamlessly integrated with dynamic market needs and specific bottler requests, fostering a robust and adaptable operational framework
- Working with her team of country marketing directors, she spearheaded comprehensive brand activation strategies, orchestrating compelling consumer promotions, immersive experiential marketing initiatives, and captivating events
- By strategically leveraging marketing assets, she designed impactful campaigns that resonated deeply with the local audience, elevating brand visibility and engagement to new heights
- Within the space of strategic planning, she played a pivotal role in shaping the trajectory of the portfolio strategy and brand plans within her operational unit and market
- Her valuable input and foresight were instrumental in driving local innovation initiatives, allowing the business in each market to stay ahead of the curve and seize untapped opportunities
- Her strategic acumen and collaborative spirit facilitated the implementation of groundbreaking ideas that propelled the brand to new horizons, solidifying its position as an industry trailblazer.
Frontline Marketing Director
The Cocacola Company
01.2022 - 08.2022
- In her role as the driving force behind the development and execution of business and marketing strategies in Nigeria, she embraced the opportunity to nurture and cultivate a high-performing, motivated team, fostering a culture of empowerment and growth through her unique approach to situational coaching and inspirational leadership
- By serving as a talent catalyst, she harnessed the collective potential of her team, igniting their passion and dedication to achieving remarkable results
- Her visionary leadership extended beyond her immediate team, as she seamlessly orchestrated system-wide alignment on the overarching marketing agenda
- By fostering collaboration and consensus among key stakeholders, she spearheaded a unified approach that propelled the organization toward its collective goals, fostering a culture of cohesion and shared purpose
- Recognizing the significance of cohesive collaboration, she championed efforts to drive bottler alignment on critical marketing initiatives, ensuring that portfolio priorities, consumer insights, and category/brand strategies were seamlessly integrated into a unified, cohesive narrative
- Her adept management of marketing budgets allowed for the efficient allocation of resources, optimizing the impact of each strategic initiative and maximizing the return on investment
- Drawing on her comprehensive understanding of the local market dynamics, she provided invaluable insights that shaped the formulation of both operational unit and market-level portfolio strategies and brand plans
- Her strategic guidance and astute decision-making were instrumental in identifying and capitalizing on local innovation opportunities, cementing the brand’s position as a trailblazer within the industry
- Guided by a commitment to excellence, she played a pivotal role in overseeing the seamless integration and localization of innovative IMX campaigns within the franchise unit, contributing her expertise to the ongoing success and evolution of the overarching marketing agenda
- Her meticulous review and approval of marketing plans ensured the seamless integration of initiatives at the local level, including the first-class planning and execution of point-of-sale material activations, captivating consumer promotions, immersive experiential marketing endeavors, and memorable events
- Elevating her impact beyond her immediate sphere, she assumed a leadership role in preparing and representing the franchise marketing team in key business system review meetings, offering invaluable insights and showcasing best practice models that had the potential to be scaled and replicated across other regions
- Her dedication to excellence and her unwavering commitment to fostering a collaborative, forward-thinking environment positioned her as an invaluable asset within the organization, leaving an indelible mark on its trajectory toward sustained success and growth.
Marketing Director, HomeCare, Ghana & Nigeria
Unilever Ghana and Nigeria
01.2017 - 12.2021
- In her remarkable first year at the helm, she orchestrated a remarkable turnaround within the highly competitive and dynamic business landscape, achieving the highest recorded growth trajectory across multiple divisions
- This transformative feat not only solidified her reputation as a visionary leader but also set the stage for sustained success and continued growth within the organization
- Undeterred by previous challenges, she orchestrated a remarkable resurgence, spearheading a double-digit year-to-date top-line compound annual growth rate across both the Ghanaian and Nigerian markets
- Her strategic foresight and tenacious approach played a pivotal role in reversing several years of decline, breathing new life into the brand and establishing a strong foundation for sustainable growth
- With a keen focus on revitalizing brand equity, she spearheaded a comprehensive revitalization effort, successfully halting the prolonged decline and instigating a remarkable recovery, resulting in a significant 2-point growth within a span of eight quarters
- Her strategic interventions and meticulous attention to detail allowed key brand attributes, such as stain removal efficacy and dirt protection, to achieve record-high benchmarks, underscoring her commitment to delivering unparalleled quality and performance to consumers
- Embracing a visionary approach, she revamped the portfolio strategy architecture, transforming it into a meticulously structured three-tier offering that resonated deeply with discerning consumers and aligned seamlessly with their varying price sensitivities
- Her groundbreaking innovation, which prioritized consumer preferences and price sensitivity indices, positioned the brand as a pioneering force within the market, setting a new standard for excellence within the industry
- Fostering a culture of excellence, she assembled a high-performing team, leveraging her deep-seated expertise and nuanced understanding of the operating market
- Her strategic guidance and mentorship were instrumental in cultivating a collaborative and results-driven environment, enabling her team to surpass expectations and deliver exceptional results consistently
- Furthermore, her astute leadership played a pivotal role in successfully launching the portfolio architecture, penetrating and dominating various market segments
- Her unwavering dedication to excellence and her ability to navigate complex market dynamics solidified her status as a trailblazer within the industry, setting new benchmarks for success and inspiring her team to continuously strive for greatness.
Category Manager, Oral Care
Unilever Nigeria Plc
04.2016 - 12.2016
- Immersed in her commitment to social impact, she spearheaded the transformational Oral Care social missions campaign, forging strategic partnerships with key stakeholders within the government and health sectors
- Her visionary approach not only amplified the scale of the project but also streamlined costs, ensuring maximum efficiency and impactful results
- By leveraging her extensive network and fostering collaborative relationships, she championed a movement that transcended mere business objectives, leaving a lasting imprint on the communities she served
- At the global level, she played a pivotal role in orchestrating cross-functional collaboration, steering the brand towards equity-building initiatives that resonated deeply with diverse audiences
- Her ability to unite teams from various backgrounds and disciplines fostered a cohesive approach that reinforced the brand’s global presence and solidified its position as a trailblazer within the industry
- Drawing on her comprehensive understanding of market dynamics, she meticulously conducted market sizing and forecasting, laying the groundwork for a comprehensive three-year growth roadmap for the Smile brand
- Her strategic foresight and meticulous planning paved the way for sustained success and future growth, setting the stage for the brand’s continued evolution and expansion
- With a keen focus on driving demand, she executed impactful demand generation campaigns that were heralded as best practices within their respective clusters
- Despite facing the challenges posed by an economic recession, she achieved a remarkable 5% brand growth by the exit of ‘16, defying industry trends that indicated a 17% category shrinkage during the same period
- Her strategic interventions and innovative approaches played a pivotal role in steering the brand towards resilience and sustained growth, establishing it as a formidable force within the market
- Furthermore, her astute financial acumen resulted in a substantial increase in brand gross margins by 220 basis points by the exit of ‘16, underscoring her commitment to operational excellence and financial sustainability
- Her relentless dedication to delivering results was evident in her successful delivery of business objectives for the Closeup range, maintaining a dominant market share of over 60% and achieving a remarkable 17% sales growth
- Her strategic vision and unwavering commitment to excellence solidified her position as a transformative leader within the industry, leaving an indelible mark on the brand’s trajectory towards sustained success and continued growth.
Category Manager, Skin Cleansing /Household Care
Unilever Nigeria Plc
01.2014 - 03.2016
- With a clear commitment to bridging the gap between global vision and local relevance, she became the driving force behind the deployment of innovative strategies in the market
- Her innate ability to transform global plans into localized gems allowed the brand to remain agile and ever-present in the ever-changing consumer ecosphere
- At the heart of her accomplishments lay a profound dedication to financial prudence
- She deployed meticulously crafted plans that were perfectly aligned with the brand’s marketing strategy, ensuring that every budget allocation was optimized to the fullest
- The result was a business framework with zero waste and an impressive return on investment, standing at a remarkable 13%
- Her strategic prowess didn’t just ensure financial stability; it reflected her commitment to driving growth while safeguarding the company’s resources
- Recognizing the paramount importance of category growth and brand equity, she took the helm, leading the agenda for multiple brands
- Her visionary leadership and comprehensive approach set the stage for remarkable growth trajectories and powerful equity-building initiatives
- Her strategies weren’t limited to the immediate future; she was also the architect behind a meticulous market sizing and forecasting endeavor that laid the foundation for a comprehensive three-year growth roadmap
- Her insights and strategic planning became the blueprint for the brand’s continued evolution and expansion, securing its place as a market leader
- A true storyteller at heart, she also turned her attention to crafting a content marketing plan that breathed life into the brand’s products
- Her creativity and deep understanding of consumer preferences allowed her to create compelling narratives that resonated deeply with the target audience
- These narratives weren’t just marketing collateral; they were stories that connected consumers to the brand in meaningful ways
- In summary, her journey through these accomplishments wasn’t just about professional success; it was a testament to her dedication to bridging global and local, ensuring financial prudence, driving brand growth, and connecting with consumers through compelling storytelling
- Her story in marketing was a journey of innovation and impact, leaving an enduring legacy within the industry.
Senior Brand Manager, Dettol
Reckitt Benckiser
10.2013 - 12.2013
- In her role as the custodian of the flagship brand Dettol, which constituted a substantial 70% of the total business portfolio, she assumed a pivotal position that demanded both strategic finesse and unwavering dedication
- Being accountable for the bottom-line profitability and the entire P&L account for the brand, she shouldered the responsibility with a profound sense of purpose, navigating the complex intricacies of the business landscape with unwavering determination and finesse
- Embracing the spirit of innovation, she spearheaded the seamless execution of a comprehensive consumer launch plan for a highly anticipated line extension
- Leveraging her strategic foresight and creative ingenuity, she orchestrated a captivating launch that captured the hearts and minds of consumers, cementing the brand’s position as an industry trailblazer and setting the stage for sustained success and future growth
- Recognizing the pivotal role of the retail environment in driving sales, awareness, and trial, she took it upon herself to design and launch an innovative in-store merchandising model
- With meticulous attention to detail and an unwavering commitment to excellence, she introduced a dynamic and visually captivating merchandising approach that immediately garnered attention and drove remarkable results
- Within the first month of the launch, her strategic intervention not only elevated brand awareness but also facilitated a significant surge in sales and consumer engagement, solidifying the brand’s presence within the retail space and establishing a new benchmark for excellence within the industry
- Her journey as the steward of the Dettol brand was a testament to her unwavering commitment to operational excellence, strategic foresight, and unwavering dedication
- By transforming challenges into opportunities and leveraging her expertise to drive meaningful and impactful results, she left an indelible mark on the brand’s trajectory, setting it on a path towards sustained success and continued growth.
Brand Manager, Tang
Kraft Foods/Mondelez
06.2011 - 06.2013
- Within the space of integrated marketing, she assumed a pivotal role as the catalyst for breakthrough innovation, spearheading a remarkable foray into an entirely new product category
- Her journey was not just about pioneering new initiatives but about fostering a seamless transition between two major conglomerates, Cadbury and Mondelez, during a pivotal phase in the industry’s evolution
- Her role as the orchestrator of the first product adoption during this transitional period underscored her ability to navigate complex landscapes with finesse and foresight, leaving an indelible mark on the industry’s transformation
- Amidst this transformative period, she embarked on a groundbreaking venture, leading the charge in launching the first-ever Cadbury/Kraft global brand, a colossal powerhouse within the industry boasting a staggering $1 billion in global revenue
- Her journey from concept to launch was a testament to her innate ability to conceptualize, analyze trends, define market segments, and oversee the meticulous development of the product, leaving no stone unturned in her pursuit of excellence
- With an unwavering commitment to excellence, she orchestrated a seamless collaboration with various agencies, seamlessly guiding them through the intricate process of concept development and brand identity creation
- Her discerning eye for detail and her commitment to maintaining brand integrity shone through as she meticulously oversaw the development of advertising campaigns that resonated deeply with the target audience, evoking a powerful sense of connection and resonance
- Her relentless pursuit of excellence extended to the execution of world-class above-the-line and below-the-line materials, which included groundbreaking marketing activations that had yet to be explored within the industry
- Her pioneering approach not only garnered widespread acclaim for its unparalleled uniqueness but also fostered an authentic and lasting connection with consumers, solidifying the brand’s position as a beacon of innovation and creativity within the industry
- Her journey as the architect of these transformative initiatives was a testament to her unwavering dedication, strategic foresight, and innate ability to connect with consumers on a profound level
- By leaving an indelible mark on the industry’s trajectory, she redefined the boundaries of possibility and set a new standard for excellence within the world of integrated marketing and brand innovation.
Assistant Brand Manager
Cadbury Nigeria Plc
05.2010 - 05.2011
- She embraced a multifaceted role that required a blend of strategic prowess and creative ingenuity
- At the heart of her journey was the seamless coordination of market data analysis, a cornerstone for effective brand promotion planning and execution
- Her ability to decipher the intricacies of market dynamics laid the foundation for the brand’s strategic initiatives, setting the stage for a transformative journey
- A significant milestone in her brand journey was the remarkable task of brand rejuvenation, marked by the celebration of a momentous 50th anniversary and a change in brand identity
- This period became a testament to her commitment to preserving brand legacy while embracing change and innovation
- Her journey was marked by the intricate orchestration of brand communication plans and the execution of sponsorship activations, all while meticulously analyzing return on investment
- Her meticulous approach allowed her to navigate the complex terrain of brand promotion with finesse and innovation
- But her journey extended beyond the realms of strategy and execution
- She became a beacon of insights and knowledge, consistently facilitating and presenting findings to the category brand team
- Her focus on consumer and equity studies aimed to enhance the effectiveness of marketing activities, turning insights into actionable strategies that fortified the brand’s competitive edge
- Her findings not only guided strategic decisions but also informed tactical choices, lending a sense of clarity and purpose to brand and business leaders, empowering them to steer the ship in the right direction
- One of her defining accomplishments was the deployment of cost-effective marketing activations that delivered tangible results in both volume and value growth metrics
- Her strategic and creative acumen allowed her to leverage resources efficiently, ensuring that every marketing initiative translated into significant returns on investment, fostering a culture of prudence and results
- In the tapestry of her brand journey, she blended data-driven insights, strategic vision, and creative execution to leave an indelible mark on the brand’s trajectory
- Her commitment to preserving legacy, embracing change, and delivering results was a testament to her dedication to brand excellence and a valuable asset to any organization looking to redefine industry standards and drive transformative growth.
Education
Executive Management Programme - undefined
IMD
Lousanne, Switzerland01.2023
Strategic Marketing Management - undefined
Harvard Business School
Boston, Massachusetts01.2015
Masters in Business Administration - undefined
Hult International Business School
Boston, Massachusetts09.2009
Higher National Diploma in Food Technology - undefined
Federal Polytechnic Ado Ekiti
Ado Ekiti, Nigeria09.1999
Skills
- Advertising
- Business services
- Communications
- E-commerce
- Marketing
- Market research
- Media relations
- Attention to detail
- Fast-paced environment
- Large workload
- Tight deadlines
- Work under pressure
- Efficient interpersonal skills
- Excellent oral communication
- Excellent written communication
- Flexibility
- Initiative
- Interpersonal awareness
- Judgement
- Team player
- Team Building and Motivation
- Collaborative Leadership
- Core Values Management
- Culture Transformation
- Data Analytics
- Stakeholder Relations
- Market understanding
- Policy Development
- Pipeline Development
- Team building and motivation
- Innovation management
- Reporting expertise
- Prospecting skills
- Administrative oversight
- Key performance indicators
- Stakeholder relations
- Pipeline development
- Practice operations management
- Collaborative leadership
- Policy implementation
- Core values management
- Team building
- Human resources management
- Policy development
- Data analytics
- Team management
- Organizational development
- Culture transformation
Certification
- Certified Digital Marketing Professional
- Advertisers Association of Nigeria - Acting President, 2020 - 2021
- Fellow, National Institute of Marketing of Nigeria
- Institute of Directors, UK - Member
- Advertising Regulatory Council of Nigeria -Member
- Digital Marketing Institute - Member
- World Federation of Advertisers – Regional Vice President, Africa 2021
- American Society of Quality -Member
Languages
Yoruba
Native language
English
Proficient
C2
Timeline
Senior Director Coca Cola Trade Mark - Africa
Coca-Cola
07.2024 - Current
Senior Marketing Director, Africa
The Cocacola Company
09.2022 - 06.2024
Senior Marketing Director, Africa
The Cocacola Company
09.2022 - Current
Frontline Marketing Director
The Cocacola Company
01.2022 - 08.2022
Marketing Director, HomeCare, Ghana & Nigeria
Unilever Ghana and Nigeria
01.2017 - 12.2021
Category Manager, Oral Care
Unilever Nigeria Plc
04.2016 - 12.2016
Category Manager, Skin Cleansing /Household Care
Unilever Nigeria Plc
01.2014 - 03.2016
Senior Brand Manager, Dettol
Reckitt Benckiser
10.2013 - 12.2013
Brand Manager, Tang
Kraft Foods/Mondelez
06.2011 - 06.2013
Assistant Brand Manager
Cadbury Nigeria Plc
05.2010 - 05.2011
Executive Management Programme - undefined
IMD
Strategic Marketing Management - undefined
Harvard Business School
Masters in Business Administration - undefined
Hult International Business School
Higher National Diploma in Food Technology - undefined
Federal Polytechnic Ado Ekiti
- Certified Digital Marketing Professional
- Advertisers Association of Nigeria - Acting President, 2020 - 2021
- Fellow, National Institute of Marketing of Nigeria
- Institute of Directors, UK - Member
- Advertising Regulatory Council of Nigeria -Member
- Digital Marketing Institute - Member
- World Federation of Advertisers – Regional Vice President, Africa 2021
- American Society of Quality -Member
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