For Adeleye Fabusoro, marketing is not just about selling products; it is about creating experiences, building relationships, and crafting stories that resonate. Now, as he takes on his new role as Group Marketing and Corporate Communications Director at CIG Motors Co., Ltd, he brings with him over two decades of expertise in storytelling, media strategy, and brand transformation.
Reflecting on his journey, Adeleye believes that businesses often struggle to connect with their audiences not due to a lack of effort, but because of a missing narrative. “When businesses struggle to connect with audiences, it’s not a lack of effort—it’s often a lack of storytelling. And that’s where I step in,” he said. His career has been built on the belief that storytelling is the most powerful way to engage consumers, influence perception, and drive business success.
With a background spanning film, television, corporate marketing, and media strategy, Adeleye has led groundbreaking initiatives that have shaped brand narratives across industries. He has produced over 2,500 episodes of drama series, 700 television shows, and 30 documentaries that have tackled pressing social issues and driven impact. His expertise extends to the production of more than 30 feature films and collaboration on over 50 multimedia projects across 18 countries, amplifying African voices on a global scale.
His career trajectory has been anything but conventional. He started in retail banking, where he spent seven years decoding consumer behavior and market trends across Africa. That foundation in understanding what makes people tick has been a defining advantage in his approach to media and brand storytelling. His tenure as Head of West Africa at CNBC Africa and Forbes Africa saw him lead transformative initiatives that scaled operations, connected brands with their audiences, and positioned companies as market leaders. He also played a pivotal role in crafting award-winning marketing campaigns for brands like Trophy Stout and Safi Homes, delivering a 65 percent revenue increase in less than six months.
At CIG Motors, Adeleye’s vision is clear: to ensure that the brand does not just sell vehicles but tells a story that connects with the everyday lives of consumers. He aims to develop a brand narrative that reflects the company’s values and innovation while creating marketing campaigns that go beyond traditional advertising. His focus will be on building emotional connections, enhancing corporate communications, and leveraging digital media to expand the brand’s influence across Africa.
Beyond the boardroom, Adeleye is a scholar, mentor, and advocate for the power of storytelling. He holds a Diploma in Filmmaking from the New York Film Academy, a Diploma in Marketing from the Chartered Institute of Marketing, and an MBA from Obafemi Awolowo University. In recognition of his contributions to storytelling, leadership, and marketing innovation, he was awarded a Doctorate in Philosophy and Arts from Prowess University.
As he embarks on this new journey with CIG Motors, Adeleye is poised to redefine automotive marketing in Africa. He is driven by a passion for creating stories that move people, inspire trust, and leave a lasting impact. “Consumers don’t just buy cars; they buy into experiences, aspirations, and trust. My role at CIG Motors is to ensure that our brand doesn’t just sell vehicles but tells a story that connects with the everyday lives of our customers.”
With his wealth of experience, innovative approach, and unwavering commitment to storytelling, the stage is set for a new chapter at CIG Motors, one where marketing is not just about transactions but about creating meaningful connections that drive long-term brand loyalty.
