LeadHers in Marketing 1.0 Calls for Greater Women Representation to Drive National Growth
As momentum builds toward the 2026 celebration of International Women's Day, stakeholders have reiterated the vital role women play in driving organisational and national development, calling for a more gender-balanced ecosystem that will unlock the full potential of women. They stressed that empowering women and ensuring greater representation is critical to accelerating the nation’s socio-economic growth.
This call was echoed at the maiden edition of the LeadHers in Marketing Conference held yesterday at the Civic Centre., Lagos. The conference, themed “Redefining Influence: Women Shaping the Future of Marketing,” brought together a lineup of influential women from diverse sectors and professional backgrounds to share insights, experiences, and strategies for advancing women’s leadership in marketing and beyond.
While delivering her welcome address, the President and Chairman of Council of the National Institute of Marketing of Nigeria, Dr. Bolajoko Bayo-Ajayi, noted that the theme of the conference underscores the growing impact of women in the marketing profession. According to her, redefining influence goes beyond algorithms and digital tools; it is driven by the voices, creativity, and leadership of women who continue to shape the very fabric of the industry.
She emphasized that women are no longer merely participants in marketing but are increasingly emerging as architects of its future. She explained that women are redefining influence by bringing authenticity, empathy, and innovation into the core of strategic thinking.
She said: "We are shaping the future by insisting that marketing is not just about products but about storytelling, about building communities and driving meaningful connections and impacts"
Folashade Bada Ambrose-Medebem, Commissioner for Commerce, Cooperatives, Trade and Investment in Lagos State, lamented the persistent underrepresentation of women in leadership despite their undeniable contributions across sectors.
According to her, within Nigeria’s political system, women occupy only about five percent of parliamentary seats and less than 20 percent of ministerial and commissioner positions, figures that fall significantly short of the national target of 25 percent. She noted that this disparity goes beyond an issue of equity.
“This gap represents more than an equity challenge; it represents a lost economic opportunity,” she said.
Ambrose-Medebem, who stressed that diverse leadership and gender balance drive better outcomes, added that closing the leadership gap is not only the right thing to do but also a smart economic decision. According to her, for Nigeria to fully unlock the potential of women, the country must move beyond merely acknowledging their contributions to deliberately creating systems that enable their leadership in boardrooms, markets, and key decision-making spaces.
She further noted that women bring perspectives that strengthen decision-making, deepen stakeholder trust, and expand market understanding, particularly in consumer-driven economies like Nigeria.
Keynote speaker, Osayi Alile, Chief Executive Officer of the ACT Foundation, stated that influence in marketing is not about being the loudest voice in the room or running the flashiest campaigns, but about creating meaningful connections and lasting impact through value.
According to her, women must move beyond participation to actively shaping the future of the marketing industry. “Women are not just participating in the future of marketing; we must shape it. People do not just buy products or services, they buy trust, relationships, beliefs, and experiences,” she said.
Alile noted that the future of marketing will belong to brands that understand and build communities. “Campaigns are temporary, but communities endure. Numbers are important, but behind the data are human beings,” she added, while encouraging women to remain confident and unapologetically authentic and consistent in their professional journeys.
She further emphasized that marketing can no longer hide behind glossy campaigns, as transparency has become essential for building and sustaining trust.
Charging women to step boldly into leadership and influence, she said: “Let us not shrink or apologize for our ambition, nor dilute our ideas. Let us build brands that earn trust, brands that do not just trend but influence in undeniable ways. Let us not wait for the future of marketing, because it is already here.”
During a panel session moderated by Dr. Chizor Malize, Managing Director of FITC, Onyinye Ikenna-Emeka, Chief Marketing Officer of MTN Nigeria, explained that the concept of influence in marketing has evolved significantly.
According to her, in the past, influence largely revolved around generating maximum visibility, securing the best advertising slots and driving impressions to ensure brands were widely seen. However, she noted that consumer expectations have shifted, with trust now becoming the most valuable asset for brands.
“Trust is now a currency,” she stated.
Ikenna-Emeka further described influence as the ability to shape human behavior at scale while building genuine connections with individuals. She emphasized that true influence lies in how brands make consumers feel understood and connected.
“Marketing is no longer just about campaigns; it is about delivering real value,” she added.
Adebola Williams, Marketing Director at Promasidor, emphasized the importance of deeply understanding consumers by building genuine connections and aligning brands with their everyday realities.
According to her, meaningful marketing begins with listening closely to consumers and engaging them at the grassroots level. “Consumer feedback is the emperor. Get to the grassroots with your consumers. Sit with them and understand how they live,” she said.
Williams also encouraged women to be more strategic in their thinking and to develop a clear understanding of the power dynamics within corporate governance, noting that such awareness is essential for navigating leadership spaces and driving meaningful impact.
Chioma Afe, Director of External Affairs and Sustainability at Seplat Energy, noted that one of the defining strengths women bring to leadership and influence is relational intelligence, which goes beyond emotional intelligence.
According to her, women naturally excel at building and sustaining relationships, an ability that strengthens collaboration and influence across professional spaces. “Women are good at building relationships. What we bring to the table is the ability to balance the different roles we play while mentally navigating multiple perspectives and conversations,” she said.
Afe added that this capacity to manage diverse viewpoints and responsibilities enables women to foster stronger connections, drive inclusive dialogue, and create more balanced decision-making environments.
In a fireside chat moderated by Tosin Adefeko, Founder and CEO of AT3 Resources, Folake Soetan, Chief Executive Officer of Ikeja Electric, shared her inspiring journey from working as a call agent at an airline to rising to the position of CEO.
She explained that her career growth was driven by a strong sense of responsibility, leadership, and the deliberate decision to consistently show up and contribute meaningfully wherever she found herself. According to her, the willingness to step forward and take initiative played a significant role in her success.
“When I see that a difference is needed in a place, I make the difference. Staying quiet is a choice, and the wrong one,” she said.
Soetan advised women to always show up authentically, remain confident, and be well prepared for opportunities and leadership roles.
The event was well attended by industry leaders and stakeholders across the marketing and communications sector. Notable attendees included the President of the Experiential Marketers Association of Nigeria, Tolulope Medebem; former President of the Association of Advertising Agencies of Nigeria and CEO of Ladybird Advertising, Bunmi Oke; as well as the first female marketing manager and the first woman to serve on the board of Nestlé Nigeria, now CEO of Entod Marketing, Iquo Ukoh.
Also present were council members of the National Institute of Marketing of Nigeria, chairpersons of the institute, and several other distinguished guests and industry professionals.
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