Ademola Omitayo, Area Sales & Marketing Director at British American Tobacco, West and Central Africa (BAT WCA), is a seasoned leader whose sharp mind and resilience have propelled him through complex business landscapes. His career arc is punctuated by pivotal decisions that have not only shaped his professional path but also defined his leadership philosophy.
Every professional course is a unique constellation of experiences formed by judicious pivots and operational milestones. Like a complex business strategy, a successful career requires a series of well-timed decisions and executions. Ademola’s career journey is marked by significant achievements, including becoming the Sales & Marketing Director for West & Central Africa at BAT.
He recalls a few key turning points when we ask him to share some pivotal moments that shaped his path to this leadership role. Reflecting on a significant event from 2005, he mentions a conversation with the then Marketing Director, who presented him with two job options. She detailed both paths: one as a first-line people manager in the field, managing a team significantly older than him, and the other as a higher-level role in an air-conditioned office, similar to his current work. Ademola chose the more challenging path, marking a crucial career point. He appreciated the Director’s openness, employee-centric approach, and future-focused outlook. He emphasizes, “That was where I cut my teeth and developed both depth and breadth in my leadership journey.”
Looking back, Ademola realizes that some of the lessons from that time had to be relearned while others were unlearned. Another defining moment he mentions involved an experience reinforcing Peter Drucker’s famous saying, “Culture eats strategy for breakfast.” This realization deeply influenced his leadership style, prompting him to prioritize building a culture where his team could thrive as human beings first, which, in turn, significantly enhanced their performance as employees.
Navigating Global Markets with Strategic Brilliance
Positioned among “The Most Influential Black Corporate Executives to Follow, 2024,” Ademola has accumulated over 19 years of experience across multiple markets and categories. These diverse experiences have prepared him to oversee marketing strategies in 15 active markets. He notes that while marketing principles remain fundamentally the same, the geography, scale, and consumer macro landscape differ.
He shares that BAT is renowned for its strong global market presence. To ensure effective brand positioning and consumer engagement across such a diverse region, Ademola emphasized two key strategies. Firstly, understanding the consumer and focusing on their evolution is crucial. He highlighted the importance of recognizing that consumer needs and preferences are constantly changing, and marketing strategies must adapt accordingly. The consumer journey is ongoing, and the approaches that worked yesterday might need to be revised today.
Secondly, Ademola leverages BAT’s expertise and resources from the company’s central operations. This central support provides valuable insights and tools to tailor marketing efforts effectively across different regional markets. Ademola’s leadership mantra is as sharp as his marketing acuity. He believes in a winning formula: “Ask for help when you need it, push your ideas with conviction, and leverage the right relationships.” This potent mix of collaboration, innovation, and well-planned networking is the cornerstone of his success in the fast-paced marketing world.
Methodology for Striking an Equilibrium Between Near-Term and Far-Term Aims
Ademola’s role as Area Sales & Marketing Director demands substantial P&L responsibility and foresight. Balancing short-term deliverables with long-term goals in dynamic market conditions is a core challenge. He underscores the criticality of this equilibrium, particularly in light of recent macroeconomic headwinds.
He instituted the “Today 4 Tomorrow” framework when he first took on the role to guide his team’s decision-making, ensuring alignment with both immediate and future business imperatives. Acknowledging that ‘there is no silver bullet’ for this tough and delicate balancing act, he expresses pride in the team’s accomplishments in delivering results while maintaining a thorough focus over the past few years.
Ademola on the Power of Data in Marketing
Ademola elaborates on how he leverages data analytics to drive strategic marketing initiatives and deepen consumer insights. Reflecting on an old joke from his time in the insights unit, he notes that “data has a voice and speaks to you. You are either listening and generating wisdom, or you will say, ‘Had I known,’ which is a common form of expression of regret in Nigeria.” The seasoned executive further discusses that after building extensive competencies in this area, he now focuses on enabling and guiding his team to distill insights. He describes his role as one of asking the right questions and ensuring the generation of correct data from appropriate sources at optimal times. Ademola stresses the importance of data-driven decision-making, saying, “If we can tick these 3 boxes, then it is really a question of listening to the data – what is it saying?”
A Catalyst for Change at BAT Nigeria
Ademola has earned the distinction of a pioneer at BAT Nigeria, having swiftly garnered international recognition for his work. Given this meteoric rise, it’s natural to inquire about the catalysts propelling his career path within the company. Ademola attributes his early triumphs to a steadfast focus and consistent presence. Remarkably, he secured his first international assignment within a year of joining the organization. Pondering the reasons behind the leadership’s faith in such a young employee, the trailblazing professional concludes that his unwavering performance was instrumental, even in the absence of close managerial oversight. He emphasizes that his daily commitment to excellence rendered his accomplishments easily discernible. Much like a captivating fragrance that permeates the atmosphere, Ademola suggests that outstanding work inevitably draws attention, and those looking for it will recognize the smell.
Expanding Horizons
Ademola expresses enthusiasm about the future of BAT WCA, noting that this is an exciting time as the company advances its transformation towards a smokeless future. He highlights that BAT is evolving with its consumers, offering scientifically proven reduced-risk products.
This transformation means an expanded product portfolio, enhanced capabilities, and a broader geographical reach—essentially a marketer’s dream. According to Ademola, the company is entering new territories in all aspects of marketing, allowing BAT to combine the strengths of solid commercial execution with the innovative and creative strategies of modern marketing, including digital and omni-channel approaches. He is particularly excited about the possibilities that lie ahead.
Embracing Genuine Leadership and Talent Development
Effective leadership often hinges on the ability to foster talent development, a critical component in navigating the complexities of managing teams across diverse geographical regions. Ademola underlines the necessity of attracting and retaining top talent, accentuating that a well-supported team enhances operational efficiency. His approach to mentoring reflects this commitment, as he firmly believes that effective leaders do more than just talk—they take actionable steps to cultivate growth. In his words, “Oftentimes, leaders say a lot and do not follow through with commensurate actions. I decided this would not be me. I also believe mentoring develops both the mentor and the mentee, which motivates me as well – I am very committed to my own development.”
Ademola’s strategy involves maintaining an open-door policy and engaging in formal and informal mentoring through virtual platforms or market visits. He values authenticity, recognizing that genuine leadership fosters deeper connections and more substantial development, especially in challenging situations. This dedication to personal and professional growth not only enhances team cohesion but also drives success across the varied regions he oversees.
Consumer-Centricity in a High-Stakes Environment: The West and Central African Challenge
West and Central Africa’s consumer goods market is a complex and rapidly changing ecosystem. Marketers in this region grapple with shifting consumer demands and a volatile macroeconomic climate. Ademola believes that the key to success here lies in a deep understanding of the consumer. According to him, the fundamental principle remain constant while the specific contours of consumer behavior change over time—from the millennial focus of a decade ago to today’s Gen Z obsession. However, layering this consumer-centric approach onto the region’s dynamic economic environment presents a formidable challenge that requires agility and innovation.
Mastering Consumer Preferences and Regulatory Compliance with Precision
As the Area Sales & Marketing Director at BAT WCA, Ademola highlights the significance of precision in research and insights to maintain brand health and consumer alignment. According to him, “Successful research and insights are really about asking the right person the right question at the right time and really listening and acting on what you hear.” His methodology integrates consumer habits tracking with a keen responsiveness to regulatory changes. Viewing regulations not as restrictive barriers but as essential guidelines, he spotlights that these regulations are crucial for sustainable business practices. By adhering to these “guardrails,” he ensures that BAT WCA can adapt effectively to evolving consumer preferences while securing long-term operational stability.
Ademola’s marketing strategy is characterized by an integrated strategy that covers distribution, trade marketing, and brand portfolio management. His emphasis on a deep consumer understanding serves as the foundation for developing omnichannel strategies that effectively reach target audiences. By promoting strong partnerships with trade partners and adapting core principles to local market dynamics, Ademola drives brand growth and market penetration. This integrated model ensures that marketing efforts are aligned with consumer needs and market realities.
Wisdom for the Next Generation
Just as seasoned chefs impart their culinary secrets to budding chefs, paving the way for a new generation of gastronomic excellence, influential corporate leaders like Ademola share their wisdom to guide aspiring professionals. The veteran offers a three-pronged approach for those looking to make their mark in multinational corporations.
Firstly, he underscores the necessity of depth and breadth in one’s expertise, particularly on a global scale. According to him, no one enjoys half-baked goods anywhere in the world, so it is crucial to understand and effectively communicate your skills thoroughly. He notes that this approach helps in dealing with unconscious bias and imposter syndrome, which he humorously suggests might be encoded in the environment. “Good work is good work at any stage,” he urges, “so develop yourself so that you always deliver good work.”
Secondly, this visionary leader also stresses the importance of putting oneself out there, which includes seeking help from the right people, asking for mentorship, and taking on challenging assignments. He referenced psychologist Steuart Henderson Britt’s quote: “Doing Business without Advertising is like Winking at a Girl in the Dark. You Know What You are Doing, but Nobody Else Does.”
Finally, he advises professionals to ‘be deliberate, intentional, and vocal about’ their efforts in all the areas mentioned in 1 and 2. This structured approach provides a clear roadmap for aspiring leaders aiming to build a lasting impact in their careers. Ademola asserts, “Underpinning all these is what I call the God factor. I believe in God being the one orchestrating all aspects of our lives and I recognize and acknowledge his sovereignty in my life.”
