Ademola O. Omitayo
Summary
A dynamic and results-driven business leader with a proven track record of driving, managing, and delivering business objectives in agile, fast-paced, and deadline-driven environments. Skilled in leading high-performing teams and executing strategic initiatives with precision. Adept at designing and implementing innovative solutions to optimize processes, enhance efficiency, and drive business transformation. Extensive expertise in business transformation and consumer insights, including Consumer Habits, Usage & Attitude, Brand Health Tracking, Shopper Marketing, Product Development, Segmentation, and Positioning. Passionate about leveraging data-driven strategies to accelerate growth, strengthen brand equity, and unlock market potential.
Overview
13
13
years of professional experience
Work History
REGIONAL TRANSFORMATION DIRECTOR & HEAD OF TRADE MARKETING
GEOSCOPE: ASIA PACIFIC MIDDLE EAST & AFRICA (APMEA)
01.2024 - Current
- Company Overview: Driving strategic change initiatives across multiple markets within APMEA Region
- Ensuring that transformation programs align with business goals, enhance efficiency, and create sustainable growth
- Designed and executed cross-functional change initiatives between Trade and Digital Business Services, driving transformation strategies
- Established full alignment between regional commercial teams and the Global Trade team to enhance strategic execution
- Led the capability assessment across 17 focus markets and developed a structured capability cycle plan for APMEA
- Spearheaded the creation and implementation of the AIT & Regulations SteerCo, delivering strategic wins for APMEA
- Drove process and system upgrades across APMEA, developing a comprehensive glide path and deployment calendar for new systems
- Driving strategic change initiatives across multiple markets within APMEA Region
- Ensuring that transformation programs align with business goals, enhance efficiency, and create sustainable growth
SALES & MARKETING DIRECTOR (CMO/CCO)
GEOSCOPE: WEST & CENTRAL AFRICA
01.2019 - 01.2024
- Company Overview: Own the delivery of Business results, drive the growth agenda across the 26 Markets in West and Central Africa, and lead the marketing and product agenda
- Led the delivery of business results, growth strategy, and the strategic marketing and product agenda across 16 markets in West & Central Africa
- Delivered consistent double-digit YoY bottom-line growth, achieving +11% UOP growth and 6% NTO growth in the first year, with a 3-year CAGR of 14% UOP growth
- Successfully led the company’s transformation into a multi-category business with the introduction of a new product category
- Spearheaded the digital transformation of the sales function, driving the transition to digital-first sales platforms
- Led the design and development of a new product initiative, which was later globally adopted
- Achieved +600% talent export into the Global Business Center of Excellence (COE)
- Recognized in the Executive Category as well as Heroes Category of the Empower Role Model Global List for leadership and impact
- Own the delivery of Business results, drive the growth agenda across the 26 Markets in West and Central Africa, and lead the marketing and product agenda
ASSOCIATE DIRECTOR, GLOBAL BRAND
GEOSCOPE: ASIA PACIFIC, MIDDLE EAST & AFRICA
01.2017 - 01.2019
- Company Overview: Drive the delivery of the corporate brand shares and performance across key markets in the APME Region and the whole of Africa
- Successfully maximized brand share growth across Asia Pacific, the Middle East, and Africa
- Achieved +1.2% consumer share growth across key global regions, with a +0.8% increase in Brand Power score
- Led the long-term strategic positioning of the brand through three new product and packaging initiatives in key markets
- Spearheaded the development of two global new product initiative pipelines to drive consumer share growth and market expansion
- Drive the delivery of the corporate brand shares and performance across key markets in the APME Region and the whole of Africa
SENIOR BRAND MANAGER
GEOSCOPE: 12 MARKETS ACROSS SOUTHERN AFRICA AREA
01.2016 - 01.2017
- Company Overview: Maximize the brand health, volume, share, and profitability of BAT South Africa's strategic brands
- Successfully repositioned Benson & Hedges in SAA, making it the fastest-growing brand in South Africa with 4.1% SOM within the first year of launch
- Led the successful launch of a pack upgrade, the first step in the brand’s repositioning strategy, resulting in +0.9ppt SOM growth
- Drove a new trade focus agenda, achieving an unprecedented +0.3ppt share uplift within the third month of execution
- Developed innovative consumer engagement touchpoints through advanced digital media strategies
- Led an insights-driven brand extension into the Sensations range by launching a novel capsule flavor, achieving 0.5% SOM within three months
- Assumed responsibility for two additional global drive brands, successfully delivering on the strategic growth plan before being promoted to the global head office
- Maximize the brand health, volume, share, and profitability of BAT South Africa's strategic brands
AREA HEAD OF SALES, TRADE MARKETING & DISTRIBUTION
GEOSCOPE: WEST AFRICA
01.2013 - 01.2016
- Company Overview: Drive the achievement of Volume Sales, NTO and Brand Share targets for the company
- Led the team to a +1.5% volume growth after two consecutive years of decline
- Designed and implemented a new Route-to-Market strategy, optimizing distribution and market reach
- Expanded distribution coverage by +12% and accelerated modern trade expansion, adding 16 new outlets
- Developed and executed the first consumer pricing strategy in 10 years, delivering +16% value growth
- Successfully led the implementation of six brand and trade programs, along with all New Product Initiatives
- Restructured TM&D operations and company structure, driving efficiency and commercial effectiveness
- Drive the achievement of Volume Sales, NTO and Brand Share targets for the company
AREA HEAD OF CUSTOMER MANAGEMENT
GEOSCOPE: WEST AFRICA
01.2012 - 01.2013
- Company Overview: Support the business to deliver the desired service level to all customers at the right cost with a view to achieving the brand strategies, volume, and profit objectives
- Increased trade support and loyalty by developing a new pay-for-performance scheme in the wholesale channel, achieving 43% cost savings
- Led the development and execution of a key account plan and new contractual TT & C agreements, maximizing volume, profit, and share performance
- Designed and implemented credit risk directives for all trade planning groups, strengthening financial control
- Reallocated spend to increase distribution and share of voice, enhancing market penetration
- Developed and piloted a Route-to-Market optimization model for Nigeria, later adopted across West Africa
- Support the business to deliver the desired service level to all customers at the right cost with a view to achieving the brand strategies, volume, and profit objectives
Education
M. Res -
University Of Liverpool
BSc -
University Of Ibadan
Skills
- Strategic Thinking
- Good values & ethics
- Adaptability & Collaboration
- Strong Leadership
- Customer Service
- Adaptable Communication Style
- Creative Problem Solving
- Business Transformation
- Project Management
- Performance Management
- Talent Management
- People management
- Team management
- Strategies and goals
- Creativity and innovation
- Staff management
- Employee development
- Organizational development
- Budget management
- Change management
- Business planning
- Program management
- Contract and vendor management
- Charismatic leader
- Business development
- Financial management
- Crisis management
- Partnerships and alliances
- Legal and regulatory compliance
- Corporate communications
- Sales management
- Coaching and mentoring
Languages
Native English
Moderate French
Projects
Involved in a cross-functional project team supporting the Canadian subsidiary to develop packaging and New products.
Cultural Experiences
Visited over 30 countries on 4 continents and lived in 6 countries.
Timeline
REGIONAL TRANSFORMATION DIRECTOR & HEAD OF TRADE MARKETING
GEOSCOPE: ASIA PACIFIC MIDDLE EAST & AFRICA (APMEA)
01.2024 - Current
SALES & MARKETING DIRECTOR (CMO/CCO)
GEOSCOPE: WEST & CENTRAL AFRICA
01.2019 - 01.2024
ASSOCIATE DIRECTOR, GLOBAL BRAND
GEOSCOPE: ASIA PACIFIC, MIDDLE EAST & AFRICA
01.2017 - 01.2019
SENIOR BRAND MANAGER
GEOSCOPE: 12 MARKETS ACROSS SOUTHERN AFRICA AREA
01.2016 - 01.2017
AREA HEAD OF SALES, TRADE MARKETING & DISTRIBUTION
GEOSCOPE: WEST AFRICA
01.2013 - 01.2016
AREA HEAD OF CUSTOMER MANAGEMENT
GEOSCOPE: WEST AFRICA
01.2012 - 01.2013
BSc -
University Of Ibadan
M. Res -
University Of Liverpool
Similar Profiles
MAYUR BORAMAYUR BORA
PTP & BAHE (Fitness Systems United, Australia) : at REGIONAL SALES MANAGER - ASIA & MIDDLE EASTPTP & BAHE (Fitness Systems United, Australia) : at REGIONAL SALES MANAGER - ASIA & MIDDLE EAST
Meshal Al-KhabtiMeshal Al-Khabti
HR executive at Arena Group - Europe, Middle East & Asia | AmericHR executive at Arena Group - Europe, Middle East & Asia | Americ
Muhammad Afsaar RasheedMuhammad Afsaar Rasheed
Sales Lead at Yokogawa Middle East & Africa B.S.C.Sales Lead at Yokogawa Middle East & Africa B.S.C.