What does it mean to be a brand storyteller? For Tolu Alero Ladipo, this could mean building marketing and communications strategies and plans for a brand and ensuring execution across different communication deliverables. Tolu is the Group Head of Marketing and Corporate Communications at the United Bank for Africa (UBA) Group, a leading Nigerian multinational bank.
Her academic journey began in 2001 when she earned her first degree in Law from the University of Northumbria, Newcastle (UK). That was swiftly followed by a Master of Law (LLM) in International Trade from the University of Essex, Colchester, in 2002, which laid a robust foundation for her future corporate endeavours. These formative years equipped her with the necessary knowledge and instilled a strong work ethic and a strategic mindset that has been instrumental in her professional success.
Today, Tolu has become one of Nigeria’s leading brand and communications experts. Her marketing and communications journey began in 2006 as a Marketing Associate with Vic Lawrence and Associates, a prominent people management and HR consultancy firm based in Lagos. Leveraging her legal background, she played a crucial role in developing policies for human resource management and brand communication. She also researched consumer behaviour, which helped shape product and segment value propositions tailored for the Nigerian market. Since then, she has had extensive experience working across multiple companies in the African banking and telecoms sector.
“Working in different regions across Africa has given me a unique perspective into marketing to its diverse people and markets,” she wrote in a LinkedIn post. In her line of work, she stresses the uniqueness of every market, noting that “no two countries on the continent are the same.”
“Each country comes with unique opportunities and challenges that every brand cannot afford to overlook. For instance, Nigeria’s fast-paced and dynamic environment demands flexibility and agility. Its population and high social media usage favour digital marketing efforts. Inversely, Kenya’s nuanced blend of cultures calls for grassroots-focused marketing focusing on community and trust building. South Africa presents an altogether different scenario: a blend of both tactics would work well considering its diverse consumer base and developed infrastructure,” She explained in the post.
At UBA, Tolu’s role is multifaceted, dynamic, and pivotal. She is the mastermind behind the bank’s marketing and communications strategies, ensuring they seamlessly align with its overarching goals- creating superior value for all its stakeholders. Her responsibilities, which encompass brand management, public relations, and digital marketing, are executed with a level of excellence that has set new benchmarks in the industry. Under her stewardship, strategic marketing initiatives have strengthened the bank’s visibility and enhanced its reputation in the fiercely competitive banking landscape.
Tolu’s strategic brilliance in marketing has been a cornerstone of UBA’s success. Her ability to craft compelling narratives and maintain strategic oversight has fostered robust customer relationships and showcased the bank’s diverse financial products and services. This strategic brilliance honed over nearly two decades of experience, has set her apart in the industry.
Her assignment at UBA is marked by successful marketing campaigns that have reinforced the bank’s status as a leader in the financial sector. Tolu’s unwavering dedication to excellence and relentless pursuit of innovative solutions have made her an indispensable asset to UBA and a prominent figure in Nigeria’s banking industry. She has carved out a remarkable niche and steered the bank’s marketing efforts with a deft hand and a keen strategic eye, inspiring all with her leadership.
