By Tunde Oso

Lagos State Commissioner for Commerce, Cooperatives, Trade and Investment, Mrs. Folashade Bada Ambrose, has expressed confidence in the ability of women marketers to give direction to the practice and be agents of transformation in the ecosystem.

The commissioner stated this at the “Leadhers in Marketing” Conference, organised by the National Institute of Marketing of Nigeria (NIMN), in Lagos.

She expressed the belief that women in marketing are particularly well-positioned to lead the transformation being witnessed in the space; since many of today’s most effective marketing strategies are built on empathy, cultural insight, and community engagement, which are common values and traits among the feminine gender.

She added that initiatives, such as “LeadHers in Marketing”, have become important since they create ecosystems where women can support one another, share knowledge, and cultivate the confidence required to lead at the highest levels of the profession.

The commissioner described the conference theme, “Redefining Influence: Women Shaping The Future of Marketing”, as speaking directly to the realities of the evolving global economy.

She argued that influence in today’s world is no longer measured solely by titles or hierarchical authority, but, increasingly, being defined by ideas, innovation, authenticity, and the ability to shape markets, culture, and economic outcomes.

She described the economic contribution of women in Nigeria as profound; since women own approximately 40 percent of Micro, Small and Medium Enterprises in the country, collectively accounting for more than 96 percent of all companies and roughly 86 percent of employment across the country.

Speaking at the event, the President, NIMN, Dr. Bolajoko Bayo-Ajayi, said despite their feats, in the nation’s marketing profession, the feminine gender still has a lot to do on the way to maintaining presence at the top echelon of the practice.

She explained that the conference theme has become imperative to inspire the next generation of women leaders, and position the country as a hub where competent women, within marketing and leadership spaces, could be found.

The NIMN boss described the platform as a structured platform for mentorship, professional development, and visibility, with the aim of preparing women marketers for top leadership roles.