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Ade
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Marketing, strategic planning, business development
Job Type: Full-Time

Education

From 0 to 1997
University of Lagos
From 0 to 1989
University of Lagos
No added languages

Experience

Deputy Director Marketing Communications
Glo Mobile Ghana
February 2011 - Present Day (6 years 5 months)

Supervision of the Advertising, Public Relations, Merchandising , Events and Sponsorships Functions.

Key Accomplishments;

1. Launch of Glo 1 submarine cable

2. Renegotiation of the Glo Mobile sponsorship of the Ghana Black Stars and Glo Football League.

3. Development of Launch Advertising

4. Development of launch integrated marketing communications plan for Glo Mobile Ghana.

Commercial Planning Manager
Cadbury Nigeria
July 2007 - January 2011 (3 years 8 months)

1. Support the development of the commercial (Sales & Marketing) strategy and planning process for Cadbury Nigeria which ensures that key cross functional/ cross portfolio issues and opportunities are identified and leveraged to enable best for business decisions across all categories and portfolios and included in the long range plan.

2. Supervise and direct the operations and personnel in the Knowledge and Insights (research) and integrated marketing communications functions covering the Foods Drinks and Confectionery categories as well as the Innovation portfolio.

3. Management of sections of the Sales and Operations Planning tracks primarily, the demand review track that involves the development and management of the company’s rolling 12 months demand/sales forecast . secondarily, strategic contribution to the PMR (Innovation) and SMR ( Senior Management Review) tracks

1. Worked as part of the core multinational team mandated to develop;

i) a good understanding of the true business potential of Cadbury Nigeria Plc in the Nigerian and West African markets, covering participation as well as operating strategy and required structure to support it.

ii) Contributed to the development of strategy to establish potential quick wins so as to pay a dividend based on 2009 performance in 2010. This covered portfolio right sizing, brand rejuvenation, SKU strategy, RTM review and development , manufacturing etc

2. Scoped adjacent West African markets to identify viable market opportunities to guide company participation and investment

3. Developed a demand planning and forecasting tool from scratch, utilising excel in the absence of standard enabling forecasting software, integrating same into the local Sales &Operations Planning (S&OP) process resulting in the efficient deployment of company resources creating, significant value whilst putting the consumer and customer at the heart of the Cadbury business

4. Facilitated the pitches for Cadbury Nigeria’s creative and media buying business, overseeing all aspects ie agency scoping and short listing, multiple stage pitch presentations and selection. Also facilitated the integration of the selected media and creative agencys, covering orientation, contract drafting and approval as well as smooth handover from preceding media agency

5. Introduced, implemented and enhanced GRP based media planning to optimise company direct marketing spend efficiency.

6. Contributed to the development and deployment of the Tom Tom Football / National team sponsorships.

Group Product Manager
Cadbury Nigeria
March 2004 - June 2007 (3 years 5 months)
  • Encompassed managing all company owned Chocolate , Gum , sugar (Part) and Food seasoning brands as well being a facilitator for Cadbury;s Insight and Commercial strategy development programs
  • At that time, Cadbury Plc(MEA/Nigeria) had 16 brands in approximately 32 SKU’S that had a 42% market share in confectionery and .40% in Food Drinks. The company also had 50 Key Accounts, grouped into five geographical regions
  • Brand management responsibility for monitoring brands performance and changing consumer trends. Identifying new brand opportunities and developing sound business strategy to change consumer behaviour to Cadburys advantage. Developing marketing programs to meet brand yearly objectives whilst ensuring effective & efficient Direct Marketing budget utilization; Designing and executing strategic brand initiatives (promotions, advertising & sponsorships) geared towards driving profitable volume and equity for a range of brands; Monitoring, tracking & analysing key brand measures – Sales in & Sales Out, retail consumption, numerical handling, market share & TOM, conversion and retention;
  • Marketing Plan execution requiring effectively implementing marketing strategies and recommending corrective measures when required, to achieve volume and profit objectives; Working with Field sales operations, regional sales and trade marketing managers as well as local operation teams to ensure excellent execution.
  • Innovation: Developing new products by leading cross functional project teams to grow business in key categories and segments

Key Accomplishments

  • Aligned Cadbury Nigeria with the Cadbury global standing, as a marketer of Chocolate products, with the development and introduction of the novel Cadbury Chocki liquid chocolate. Growing the entire category ( 161% in volume and 73% in value) at the brands peak and establishing Cadbury’s market leadership therein

Coordinated the marketing of chocolate imports (CDM, Fruit &Nut, Gersy, 5 Star, Gems) into the Nigerian market achieving visibility and availability for Cadbury chocolates, building a foundation for an enduring chocolate business for Cadbury Nigeria.

  • . Achieved market leadership in bubble gum market which hitherto had established players, within fourteen (14) months of introduction in a category from which Cadbury Nigeria Plc had been absent for 17 years. Growing market share from Zero to 34%.
  • Re-branded Nigeria’s premium seasoning cube, Knorr significantly enhancing value delivery to Cadbury
  • Cascaded and coached Cadbury global insight development programme (ALICE) to senior and middle managers across all teams in Cadbury Nigeria Plc
  • Disseminated global Cadbury Schweppes framework for commercial growth programme and created user modules by adapting global tools to local circumstances
  • Coached brand mangers on commercial strategy development utilising the world class Cadbury BCC tool / process.
New Products Realisation Manager
Cadbury Nigeria
June 2002 - (более 50 лет)
  • Managed the new products realization programme for Cadbury Nigeria Plc providing strategic marketing direction and marketing plans;. Managed the development process in conjunction with cross functional teams covering Science and Technology, Packaging, Finance, Sales, Supply chain and Manufacturing. Coaching & building marketing skills of subordinate managers and supervised them in achieving their KPI’S

Key Accomplishments

Key Accomplishments

  • Developed and introduced new ground breaking products eg, Halls Take 5, Nigeria’s first multivitamin confectionery that provides 50% Required Daily Administration of vitamins in 5 units, Halls Ahomka Ginger. Created marketing programmes to generate awareness, trial and regular usage for new products
Marketing Services Manager
Cadbury Nigeria
July 2000 - May 2002 (1 year 11 months)
  • Managed the Advertising, Sales Promotions, Research, Relationship Marketing functions for all Cadbury Nigeria Plc;s brands across food drinks, confectionery and food seasonings categories by co-developing policy and supervising line reports ie Advertising, Research and Consumer contact managers.
  • Actively managed total Cadbury DM budget within pre-defined parameters, coordinated marketing project/program budget requests and provided regular budget updates Directed the management of agencies, including agency selections, evaluations, contracts, briefings & monitoring; Planned and directed special events, press conferences, consumer/distributor promotions; supervised Advertising Campaign Development, Media Planning and Scheduling; Coordinated Sponsorships concept development and project execution, P.O.S. Materials Development, Outdoor Management, Trade Equipment design and production, Signage and brand graphics standards
Manager Marketing
International Distillers (Now Intercontinental Distillers)
May 1996 - June 2000 (4 years 2 months)

Manager Marketing

Brands Managed : Smirnoff Vodka, Malibu Rum, Gilbeys Gin, Squadron Dark Rum, Finlays Tonic Wine, Bull Dry Gin, Bull Dark Rum

Additional information

About Me

Member National Institute of Markting of Nigeria

Member Advertising Practioners Councll of Nigeria

Member Ikoyi Club 1938