NIMN Champions Enhancing Women's Influence in Integrated Marketing Communications
In celebration of this year's International Women's Day, the National Institute of Marketing of Nigeria (NIMN) recently organized its first-ever "Leadhers in Marketing" Conference. The event underscored the critical necessity to explore and amplify women's influence within Nigeria's integrated marketing communications ecosystem. Themed "Redefining influence: Women shaping the future of marketing," the conference brought together industry leaders to discuss strategies for empowering women in the field.
Keynote Insights from Lagos State Commissioner
Folashade Bada Ambrose, the Lagos State Commissioner for Commerce, Cooperatives, Trade and Investment, delivered a compelling address. She observed that globally, women are actively redefining the architecture of influence in business and marketing. According to her, research consistently indicates that women drive between 70 and 80 percent of consumer purchasing decisions worldwide. This statistic highlights that women are not merely participants in the marketplace but powerful architects of demand.
Ambrose emphasized that when the individuals shaping demand also shape the narratives behind brands, industries become more responsive, inclusive, and innovative. To strengthen the future of women in marketing in Nigeria, she outlined three key actions:
- Building strong mentorship pipelines to guide and support emerging female professionals.
- Embracing technology and data to enhance skills and decision-making capabilities.
- Amplifying visibility to ensure women's contributions are recognized and celebrated.
In her concluding remarks, Ambrose stated, "As we celebrate the remarkable women gathered here today, let us remember that influence is not something we simply inherit. It is something we create through vision, courage, and collaboration. The future of marketing in Nigeria will be shaped by bold ideas, digital innovation, and authentic leadership. From everything we are witnessing today, one thing is certain: women will be at the centre of that future."
NIMN President's Perspective on Leadership Development
Bolajoko Bayo-Ajayi, President of NIMN, highlighted in her speech that while women have made significant strides in the marketing profession, there remains a pressing need to strengthen the leadership pipeline. She stressed the importance of creating structured pathways that allow talent to thrive and succeed. Bayo-Ajayi disclosed that the conference initiative is anchored on six foundational pillars:
- Leadership
- Visibility
- Impact
- Growth
- Mentorship
- Professional development
She explained that these pillars are designed to ensure women are empowered to lead based on skill, capacity, and measurable impact, rather than mere representation. This approach aims to foster a more equitable and effective marketing landscape in Nigeria.
Call for Collaboration and Empowerment
Osayi Alile, Chief Executive Officer of the Aspire Coronation Trust Foundation, delivered a keynote address urging women to support one another. She noted, "We must back each other up. The future of marketing is moving very fast, and women must keep on going. You must remind them that you have a voice and the voice cannot be quiet. You must realize you belong in the conversation, where the budgets are decided and the narratives are shaped."
Alile emphasized that when women influence marketing, representation improves, and when women influence strategy, empathy increases. This call to action reinforces the conference's goal of fostering a collaborative environment where women can drive meaningful change in the industry.
The "Leadhers in Marketing" Conference marks a significant step forward in NIMN's efforts to champion women's roles in Nigeria's marketing sector. By focusing on mentorship, technology, and visibility, the institute aims to create a more inclusive and dynamic future for integrated marketing communications.
