Mercy Ezenwegbu

Mercy Ezenwegbu has over a decade of experience at British American Tobacco, serving in various strategic roles culminating as Market Insights & Business Intelligence Manager since May 2012. Responsibilities include analyzing market trends, customer behavior, and competitive landscapes to drive strategic decision-making. Key achievements encompass developing the New Category Adoption Longitudinal community in Sub-Saharan Africa, delivering actionable insights that influenced national share recovery in Nigeria, and pioneering consumer engagement initiatives. Earlier roles at BAT included Trade Insights Manager, Campaign Activation Manager, and various positions in retail and trade marketing, where significant contributions to volume growth and project expansions were made. Mercy holds a Post Graduate Diploma in Business Administration and Management from the University of Nigeria and a B.Sc. in Microbiology from the University of Ibadan.