Ibraheem Abiodun Ayodeji

Ibraheem Abiodun Ayodeji is the current head of marketing at Promasidor (South Africa) (Pty) Ltd. Ibraheem has previously worked for Promasidor for 8 years 7 months, where they held various positions such as head of marketing, category manager, dairy, and category manager- food enhancement & beverage. In their current role, they is responsible for directing all marketing operations for both consumer and trade channels. Ibraheem has also been instrumental in creating impactful campaigns and strategies to maximise brand equity and awareness to boost business growth and meet required targets for volume and quality.

Working closely with the sales leadership team, they have introduced innovative tools and strategies to enable the attainment of demanding volume goals. Ibraheem is also known for establishing a positive rapport with staff, coaching, mentoring and developing teams and individuals to improve performance. Under their leadership, the company has seen YoY sales growth while reducing A&P costs. Ibraheem has also won the SunVita 'Best Cereal Brand' of 2020 award.

Previously, they were also appointed to manage the flagship category amounting to over 75% of the company's products. In this role, they were responsible for controlling a portfolio of brands and leading a team of brand managers to ensure the achievement of organisational objectives. This involved designing and implementing strategies to advance brand equity in a challenging FMCG arena as well as devising and establishing media campaigns and PR communications to increase product awareness. Ibraheem has also overseen advertising agency activities to align with company expectations.

Some of their notable achievements include transforming Cowbell's Mathematics Intervention sponsorship using IMC (Cowbellpedia), which doubled enrolment and provided consistent year-on-year growth on volumes. Ibraheem has also significantly improved flagging sales of Cowbell Chocolate from decline to positive growth year-on-year. For their work in the food enhancement & beverage category, they led the launch of Onga Cube in Nigeria with full IMC which resulted in a 3 year projected production capacity in 1 year.

Ibraheem Abiodun Ayodeji has an MBA from the University of Lagos and a HND in Business Administration and Management from the Federal Polytechnic Ilaro. Ibraheem was the Best Graduating Student in the department at Federal Polytechnic Ilaro.