By Tunde Oso

Lagos State Commissioner for Commerce, Mrs. Folashade Ambrose-Medebem, Chief Executive Officer of Ikeja Electric, Mrs. Folake Soetan, Fiona Ahmed of Coca-Cola, Adebola Williams of Promasidor and Oyeneye Ike-Nwaokolo of MTN Nigeria are some of the notable women leaders featuring at the National Institute of Marketing of Nigeria, NIMN’s Leaders in Marketing Conference holding in Lagos on March 6, 2026; as part of activities to commemorate International Women’s Day (IWD).

The conference, scheduled to hold at the Civic Centre, Ozumba Mbadiwe, Victoria Island, marks the formal unveiling of the Institute’s Women in Marketing Initiative — a platform designed to strengthen the pipeline of women transitioning from functional marketing roles into executive and board-level leadership.

Speaking at a media briefing ahead of the event, the President of NIMN, Dr. Bolajoko Bayo-Ajayi, said the initiative was conceived not as a symbolic gesture, but as a structured intervention aimed at addressing longstanding gaps in representation and influence.

According to her, while women have played significant roles in shaping Nigeria’s marketing landscape — particularly across FMCG, telecommunications, financial services and advertising — their visibility at the highest decision-making levels has not always reflected their professional contributions.

“We are not just bringing women together under a marketing umbrella,” she said. “We are intentionally building leaders in marketing.”

The theme of the conference, “Redefining Influence: Women Shaping the Future of Marketing,” captures what the Institute describes as an evolving definition of influence within the profession.

Industry observers note that marketing has historically been regarded as a functional discipline — critical to growth and brand equity, yet often under-leveraged as a direct pathway to enterprise leadership. The Women in Marketing Initiative seeks to alter that perception by positioning marketing as a strategic leadership track rather than merely an operational support function.

Dr. Bayo-Ajayi explained that the initiative is anchored on five pillars: leadership, visibility, impact, growth and professional development.

Leadership, she noted, speaks to competence and ethical stewardship. Visibility addresses the need to amplify the achievements and contributions of women within the profession. Impact underscores merit and measurable contribution, while growth and mentorship aim to create structured pathways for continuous development and intergenerational knowledge transfer.

She observed that while Nigeria has produced notable female marketing leaders over the past two decades, there remains a need for deliberate succession planning and mentorship frameworks to sustain momentum.

“Influence should not end at personal achievement,” she added. “It must extend to building systems and empowering the next generation.”

The conference lineup reflects this positioning.

The Special Guest of Honour is Folashade Ambrose-Medebem, Lagos State Commissioner for Commerce and Industry — a nod to NIMN’s statutory establishment under the Federal Ministry of Industry, Trade and Investment.

The keynote address will be delivered by Osayi Alile, Chief Executive Officer of the Coronation Foundation. Though not a career marketer, her inclusion signals the Institute’s broader interpretation of leadership beyond professional boundaries.

The panel discussion will feature senior industry executives including Fiona Ahmed of Coca-Cola, Adebola Williams of Promasidor, and Oyeneye Ike-Nwaokolo of MTN Nigeria.

The session will be moderated by Chizor Malize, Managing Director of FITC. In addition, a fireside chat will feature Mrs. Folake Soetan, Chief Executive Officer of Ikeja Electric, who will speak on executive visibility and the strategic use of digital platforms in shaping leadership presence. The session will be moderated by Mrs. Tosin Adefeko of AT3 Resources.

Significantly, the conference is open to participants at no cost, a deliberate decision aimed at widening access to students, emerging professionals and established executives alike.

Analysts say such inclusive positioning may enhance the long-term impact of the initiative, particularly in fostering mentorship and professional networking across levels.

For NIMN, however, the objective extends beyond event optics. The Institute appears intent on repositioning marketing not merely as a driver of consumer engagement, but as a credible incubator for enterprise leadership.

As corporate Nigeria becomes increasingly competitive and innovation-driven, the capacity to influence markets must align with the capacity to influence strategy.

If effectively sustained, the Women in Marketing Initiative could mark a significant step toward closing the leadership gap and redefining how influence is constructed within the profession.

And in that redefinition lies the future trajectory of marketing itself.