In commemoration of this year’s International Women’s Day, members of the National Institute of Marketing of Nigeria (NIMN) recently held their maiden “Leadhers in Marketing” Conference, insisting there is need to explore women’s influence in the nation’s integrated marketing communications ecosystem.
Themed, “Redefining influence: Women shaping the future of marketing,” Lagos State commissioner for Commerce, Cooperatives, Trade and Investment Folashade Bada Ambrose observed across the world, women are redefining the architecture of influence in business and marketing.
To her, research consistently shows that women drive between 70 and 80 percent of consumer purchasing decisions globally.
This, she said, implies women are not only participants in the marketplace, but powerful architects of demand.
Saying when the people shaping demand are also shaping narratives behind brands, then industries become more responsive, inclusive, and innovative.
Speaking further, she highlighted three key actions that can strengthen future of women in marketing in the country. These include, building strong mentorship pipelines; embracing technology and data and amplify visibility.
In conclusion, she 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.”
In her speech, NIMN Preside, Bolajoko Bayo-Ajayi, noted, “while women have made remarkable strides in the profession, there is still a need to strengthen leadership pipeline and create structured pathways that allow talent to thrive.”
She disclosed the conference initiative is anchored on six pillars which are, leadership, visibility, impact, growth, mentorship and professional development.
These pillars, she explained would ensure that women are empowered to lead based on skill, capacity, and measurable impact, not just representation.
In her keynote, Chief Executive Officer of the Aspire Coronation Trust Foundation, Osayi Alile, suggested, ‘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 realise you belong in the conversation, where the budgets are decided and the narratives are shaped. When women influence marketing, representation improves. When women influence strategy, empathy increases.’
