Olawale Akanbi

Work History

Divisional Head, Growth Marketing

Interswitch

04.2021 - Current

Leading commercial and growth strategies; and prioritization of spend for Merchants Acquiring, Industry Ecosystem and Health Tech businesses
Expanded Quickteller brand into merchant acquiring industry and repositioned it for growth
Grew merchant acquiring transaction revenue by 42% in first year of launch
Launched 2 new ecosystem products (Quickteller Transport & Quickteller Homes) in the Transport and Real Estate ecosystems
Responsible for developing and driving go-to-market strategy, customer lifecycle management, campaign planning & management, customer funnel optimization and mentoring a high-performing growth marketing team
Implemented customer journey automation across customer lifecycle leading to 25% increase in conversion rate
Promoted to senior management position on basis of strong contribution to business goals

Group Head of Marketing - Quickteller

Interswitch

04.2019 - 03.2021

Led brand building and marketing efforts for Quickteller, leading to growth of 9.6 and 15 percentage points in brand equity and top of mind awareness respectively.
Drove acquisition of 1.43 million customers with 69% active ratio during this period
Grew customer lifetime value by 47% and reduced customer acquisition cost by 43%
Drove strong results through excellent execution of marketing initiatives across multiple disciplines; Brand Building, Product Marketing, Digital and Partner Marketing
Championed data-driven decision making in marketing which led to improved return on marketing investment

Group Head, Product & Marketing–Corporate Solution

Interswitch

04.2018 - 03.2019

Led a team of Product and Marketing Managers for Interswitch corporate solutions portfolio
Drove product and marketing strategy development and execution for product portfolio which included payments collection and funds disbursement solutions, loyalty solution, health solution, trade solution and retail oil & gas solution
Repositioned and rebuilt Interswitch core payments collection and disbursement platforms into a single integrated platform for digital financial services distribution network
Expanded into new business area by launching Trade Connect solution - an end-to-end trade finance solution for digitizing the processing of Form M, Form A, Form NXP, Trade Loans and Payment Services

Marketing Manager – Masterbrand & Corp. Segment

Interswitch

09.2014 - 03.2018

Led the development of brand strategy, new visual brand language & corporate identity, and repositioning of Interswitch Masterbrand within and outside the organization.
Drove brand equity and top of mind awareness growth by 5.6 and 8 percentage points in brand equity and top of mind awareness respectively.
Spearheaded development of CSR strategy for the organization.
Launched Interswitch SPAK National Science Competition - an educational quiz and scholarship initiative that promotes learning and application of STEM subjects as a catalyst for innovative and transformative future across Africa.
Achieved 30,228 students from 4,000 schools participated across Nigeria and Kenya.
Built a STEM Innovation Laboratory, in partnership with Slum2School, to provide access of students in disadvantaged communities to technology.

Senior Brand Manager – Wellness

GlaxoSmithKline Consumer Nigeria Plc.

09.2013 - 08.2014

Developed and executed strategic marketing plans to turnaround Wellness category (Panadol Range, Andrews Liver Salts, Scott's Multivitamin).
Grew sales revenue by 26%, market share by 2.1% and brand equity index by 18 points.
Developed new brand architecture for Panadol brand in Nigerian market.
Developed business case and launch strategy for entry of Panadol into growing kids segment (with right product, right pricing and right distribution within 3 months of launch).
Rolled out impactful communication to support new product launch
Delivered 20% above-plan achievement within first 6 months of launch.

Brand Manager – Family Nutrition

GlaxoSmithKline Consumer Nigeria Plc.

02.2012 - 08.2013

Developed marketing strategy, annual market activation plan and brand equity building effort priorities that delivered aggressive brand growth and profitability.
Grew Ribena brand sales by 25% and market share consistently over 12 months from 6.3% to 11.3% in from June 2012 to June 2013.
Led and executed strategic brand repositioning of Ribena as a family drink thereby expanding its consumer base in NIgeria.
Launched Ribena Sparkling 330ml in Can in February 2013 to expand the brand's consumer base and developed new flavour strategy for the brand.
Activated winning digital campaign for launch of Ribena Can into the young adult market; achieved over 20 million impressions in one month.
Collaborated with sales team to ensure realization of sales, distribution and profit objectives of the brand.
Developed business strategy for re-entry of Horlicks into Nigeria market and led cross-functional activation plan for the product launch.

Brand Manager – Wellness

GlaxoSmithKline Consumer Nigeria Plc.

11.2009 - 01.2012

Conceptualized and executed marketing activities of Wellness brands (Panadol Range, Andrews Liver Salt, Cafenol etc.) leading to strong brand equity growth as reflected in both volume and value share growth with the attendant brand sales & profit growth.
Led execution of strategic marketing and promotional plan that achieved volume and value growth of 20% in 2011.
Drove the growth of Panadol Cold & Catarrh variant; achieved 95% growth in 2 years.
Executed a ‘perfect punch' relaunch of Panadol (with Optizorb) to deliver a category defining value proposition.
Led and drove source of growth workshop for Market Activation Planning for Wellness brands.
Launched a new Panadol SKU in May 2011 to address a new customer segment.

Brand Manager – Fabric Care

PZ Cussons Nigeria Plc.

01.2007 - 11.2009

Managed strategy development for Detergent and Laundry Soap brands.
Drove implementation of agreed marketing programs including market analysis and consumer segmentation, brand health check, competitive analysis and strategy, pricing analysis, tactical marketing programs, advertising to ensure delivery of brand sales, volume and gross margin objectives.
Launched Elephant Colour Detergent in February 2008 and successfully managed exit of old Elephant Extra detergent.
Launched JET Multipurpose Detergents as value for money in August 2007 to protect our premium Elephant brand.
Led development of qual/quant consumer portraits of core users of detergents.
Collaborated with cross-functional teams for successful product launches and coordinated marketing efforts

Graduate Trainee

PZ Cussons Nigeria Plc.

07.2006 - 12.2006

Six (6) months intensive classroom training interspersed with experiential attachment to all functions to understand the business model of PZ Cussons Nigeria Plc
Completed two (2) months experiential attachment to field Sales to understand sales function.
Scored 2nd highest mark in final examinations at the end Management Trainee Scheme
Scored highest mark in management ability tests during recruitment process.

Software Developer

IntTeck Technologies Limited

09.2005 - 06.2006

Development, Deployment and Implementation of software (web-based insurance application).
Testing, debugging Software, performance monitoring and support of software deployed for Clients.
Training of clients and software demonstration.
Successful migrated Guardian Express Assurance Limited to a new software - Gibs.Net Insurance Solution
Deployed and completely customized Gibs.Net Insurance Solution for Oceanic Insurance Limited in 2006

National Youth Service Corp (NYSC)

Obateru College

09.2004 - 08.2005

Taught Physics, Chemistry and Mathematics in Senior classes.
Organized Inter-School quiz/debate competition, and preparation of pupils for competition.
Organized free after-school classes for high school students to give back to community.

Summary

Overview

Work History

Divisional Head, Growth Marketing

Group Head of Marketing - Quickteller

Group Head, Product & Marketing–Corporate Solution

Marketing Manager – Masterbrand & Corp. Segment

Senior Brand Manager – Wellness

Brand Manager – Family Nutrition

Brand Manager – Wellness

Brand Manager – Fabric Care

Graduate Trainee

Software Developer

National Youth Service Corp (NYSC)

Education

Marketing Analytics

MBA - Marketing

Bachelor of Engineering - Electrical Engineering

Senior School Certificate -

Skills

Affiliations

Certification

Hobbies & Interests

Work Availability

Timeline

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