Marketing Leader of The Week – Tolu Adedeji
As part of our work at BB Buzz, we promote managerial and marketing excellence, with the belief that innovation and grit helps to develop the marketing ecosystem, in local and global environments. Most importantly, it is our firm belief that marketing talent must be celebrated, because of its importance in amplifying linking culture to consumers, as well as the meaning it creates across generations and borders.
It is in view of the above that we have selected Tolu Adedeji as our Marketing Leader for the Week, the first in the year 2025.
We have largely relied on her LinkedIn profile and various media articles where she appeared.
Tolu Adedeji is currently the Senior Director, Trade Marketing, E-Commerce and Sales Operations, Canada Business Unit, at Labatt Breweries in Canada. This underscores the saying Hadley Chase aphorism (originally a book title) that, “Goldfish have no Hiding Place”
Tolu Adedeji: Marketing Origins and Professional Growth
After her studies at Babcock University, where she bagged a Bachelors in Business Administration, Tolu started as a cost analyst and then financial analyst at Procter & Gamble in 2004 and 2007 respectively. Her proper foray into the world of marketing and brand building started in 2008, where she was the Assistant Brand Manager, Always Sanitary Pad, until she was promoted as brand manager to lead brand building efforts for Always and Vicks in 2010.
Tolu, within a space of 8 years became a Senior Brand Manager, managing in-store operations for Procter and Gamble across West Africa. In 2015, she was appointed as Senior Marketing Director, leading Brand and Commercial functions in Ethiopia, further cementing her status as global talent.
She ended her Procter & Gamble career after 14 years and 5 months, where she was Brand and Commercial Leader for Nigeria, the most populous African country. She left Procter & Gamble in 2018, after which she moved to the famed Anheuser-Busch InBev in same 2018.
Tolu Adedeji at Anheuser-Busch InBev
Anheuser-Busch InBev, a Belgian company is the biggest craft brewery company in the world by volume. Some of its brands include; Budweiser, Aguila and Brahma etc. Tolu was appointed as Marketing Director for West Africa & Executive Director on the company board in November 2018. In this role, she grew Budweiser in Africa, launched Trophy extra stout and Flying Fish in Nigeria. In Ghana, she delivered YOY growth, even as it retained the Number 1 status in Ghana.
On the creative side of her work, she worked to create shows like BudXLagos World cup concert, Hero Igba boi Hero and Nwanne Di Uto. For Trophy stout, initiatives like Extra special band show, First International stout day celebration in Nigeria, NO DNA campaign were delivered. While Trophy Tungba ATL was created for Trophy lager, Chale, Chop N Club was created for Club beer.
Awards and Recognition
In 2022, Tolu was appointed into the Forbes Communication Council. She was also awarded Marketing personality of the decade award by Marketing edge in 2022. She was named in the Top 20 CMOs in Nigeria by Brandcom and Top 50 Female leaders in Nigeria by Brand communicator.
Tolu’s Perspectives
Tolu states clearly in her profile that her leadership is based on “strategic vision, creativity, and a commitment to developing high-performing teams capable of driving collaborative, transformational projects”. She also states that “building brands, teams, and businesses is not just my profession, it is my passion.
Our favourite Tolu Adedeji Quote
“Nobody has figured it out 100% We are all learners, but some are in Grade 12, and others in Grade 9. Doesn’t make them better than you. Just move ahead. Trust your journey, learn from them, but make your own decisions”.
We at BB Buzz wish Tolu Adedeji success at Labatt Breweries Canada
