Onibonoje - Brand Management - Dubai - United Arab Emirates

Olaolu Onibonoje

Dubai - United Arab Emirates


Brand Management


Marketing and New Product Development professional with over 12 years of experience in multinationals within FMCG, Telecom, and Food and Beverage industries. Exposure with building and managing new brands, growing brand equity, market share and strat

Work History

General Manager


April 2013 - September 2013

Lagos, Nigeria Apr 2013 -Sep 2013
Retail/Quick Service Restaurant with annual revenue of $10.5 million and 600 employees.

General Manager. Oversaw the business operations for Jaydens Bakery within the Nigerian region, managing ten stores with $5 million annual revenues and a headcount of 100 staff. Managed the operations of a distribution channel of 250 suppliers that delivered to over 1500 customers, while ensuring quality control standards were met.

• Developed and delivered Jaydens Bakery and Confectionery distribution channels' strategy in Lagos and Abuja that grew revenue by 35% in five months and increased staff motivation ratings by 20%.
• Developed and delivered a new product (Jaydens milk flavored mini loaves) which filled a lower price point gap in the bread category/market utilizing excess capacity and delivering a 2% revenue growth.
• Developed a strategic plan for delivering estimated revenue of $1.3 million annually by opening up to 11 new retail outlets across Lagos and Abuja.
• Developed and delivered the distribution channel and pricing strategies which grew revenue by 10% monthly.

Sales/Marketing and Innovation Consultant


May 2012 - May 2013

Lagos, Nigeria May 2012 - May 2013
SME consulting, business development and event management start-up.

Sales/Marketing and Innovation Consultant. Founded a consulting start-up to provide marketing and event management services to hospitality and recreation industry clients. Developed relationships with 30 clients and attracted consulting projects that generated $5K of revenues in the first year of operations.

oonibonoje2014@student.hult.edu • laoluonibonoje@yahoo.com • www.linkedin.com/in/onibonoje

• Organized and managed over 36 experiential events for Lagos Country Club, De Gong Group of Hotels and the Italian Embassy.
• Structured the business development strategy and SOP processes on quality and visibility for clients in the automotive and F&B industries.

Innovation Manager

Spirit and Adult Premium Non Alcoholic Drinks

June 2011 - May 2012

Identified growth opportunities and led new product development of spirit and non-alcoholic beverages in the Pan-Nigerian region, resulting in a 6% annual revenue increase and growing market share for the subsidiary.

• Developed and executed marketing strategies from product concept inception to go-to-market strategies.
• Positioned four products following consumer/shelf innovation planning methods and successfully generating $1.3 mil.
• Managed a team of 12 executives in developing and delivering the new "SNAPP" drink to its successful launch phase.
• Developed and delivered a special seasonal marketing campaign for four products in the Pan -Nigerian region, which delivered 50% sales over target, within less than 2 months.

Marketing Nigeria

National Institute

"Finance for Non-Finance Managers", Guinness, Nigeria 2008


National Institute of Marketing

Brand Support Manager

October 2006 - June 2011

Led the Malta Guinness brand performance, equity and volume growth in the Pan-Nigerian region and managed a budget of $900,000 to deliver an average of 6% annual growth. Led and managed over 30 partner agencies and suppliers and appointed for six months as an Acting Marketing Manager in 2010.

• Grew the Malta Guinness brand volume from a 500K to 1 mil hectoliter brand within a 3-year period.
• Led a team of 20 executives, in the planning and successful execution of the first ever Pan-African championship by a malt brand, tagged "Malt Guinness Street Dance Africa" for four consecutive years.
• Conceptualized, planned and executed by leading eight partner agencies and the entire Trade Marketing department, to deliver the first ever "Under-the-Crown" national consumer promotion strategy for Malta Guinness, generating 45% increase in sales over target, within three months.
• Developed and executed a special campaign targeting 12 northern Nigerian states ("Operation Win Back the North") while leading a team of 25 executives that delivered a 64% sales volume over target.

United States Institute of Peace

"Managing Relationships and Core Selling Skills", Guinness Nigeria 2004


December 2003 - May 2012

FMCG Company in beverages and spirits with annual revenues of $79 million and 1,200 employees.

Retail/Business Development Manager

December 2003 - October 2006

Drove the Lagos market penetration for a portfolio of eight products, by developing the retail trade, distribution, quality, visibility, pricing and promotions strategy.

• Managed regular promotions with 10-30 promoters, 30 distributors and over 1,500 retailers including Key Account Management.
• Grew retail trade and distributor's performance by an average of 10% quarterly employing Diageo's sales driver methods.
• Ranked among the top six out of 400 Sales Managers on the "Monthly Sales League Table" in the Pan-Nigerian region.
• Successfully developed a strong and sustainable route to market and brand appreciation in retail trade for three new product innovations, following Diageo's Core Selling Skills.
• Successfully delivered the pilot retail redistribution scheme introducing a network of over 600 van salesmen in the Pan-Nigerian region.

oonibonoje2014@student.hult.edu • laoluonibonoje@yahoo.com • www.linkedin.com/in/onibonoje

Professional Qualifications and Training
"Way of Brand Building", Diageo, Africa 2011, 2010, 2007

Qualifications & Certifications

Political Science

University of Ibadan


Political Science


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