Women Key to Transforming Nigeria’s Marketing Industry — Lagos Commissioner

Women Key to Transforming Nigeria’s Marketing Industry — Lagos Commissioner

The Lagos State Commissioner for Commerce, Cooperatives, Trade and Investment, Mrs. Folashade Bada Ambrose, has expressed confidence in the capacity of women marketers to shape the future of Nigeria’s marketing industry and drive transformation within the sector.

Ambrose made the assertion during the “LeadHers in Marketing” Conference organised by the National Institute of Marketing of Nigeria (NIMN) in Lagos.

From left:Thelma Okoh, Registrar/Secretary to Council, National Institute of Marketing of Nigeria(NIMN) Tosin Adefeko, Founder/CEO AT3 Resources; Folashade Bada Ambrose-Medebem, Hon Commissioner for Commerce, Cooperatives, Trade and Investment Lagos State;Dr Bolajoko Bayo-Ajayi, President/Chairman of Council, NIMN;Dr Chizor Malize, Managing Director/CEO, FITC and Osayi Alile, CEO, Act Foundation/Keynote speaker.at the event.

According to her, women are particularly well positioned to lead the transformation taking place in the marketing space because many modern marketing strategies are built on empathy, cultural understanding and community engagement — qualities she noted are often associated with women.

She explained that initiatives such as “LeadHers in Marketing” are vital in creating supportive ecosystems where female professionals can share knowledge, mentor one another and develop the confidence required to take on leadership roles in the profession.

The commissioner commended the institute for introducing the initiative, noting that providing a platform for women to connect, learn and inspire one another represents a strategic investment in the future of Nigeria’s marketing industry.

Ambrose also described the conference theme, “Redefining Influence: Women Shaping the Future of Marketing,” as timely, given the rapidly evolving global economic environment.

According to her, influence in today’s business landscape is no longer defined solely by titles or hierarchical authority but increasingly by ideas, innovation, authenticity and the ability to shape markets, culture and economic outcomes.

Highlighting the role of women in the Nigerian economy, the commissioner noted that women own about 40 per cent of Micro, Small and Medium Enterprises (MSMEs) in the country. These enterprises collectively account for over 96 per cent of businesses and about 86 per cent of employment nationwide.

Also speaking at the event, the President of NIMN, Dr. Bolajoko Bayo-Ajayi, acknowledged the achievements of women in the marketing profession but noted that more effort is required to ensure greater female representation at top leadership levels.

She said the conference was designed to inspire the next generation of women leaders while positioning Nigeria as a hub for competent female professionals in marketing and leadership.

Bayo-Ajayi explained that the LeadHers in Marketing platform is structured to provide mentorship, professional development and visibility for women marketers, with the aim of preparing them for senior leadership positions within the industry.