Akin Quadiri

Performance-driven commercial leader with over 20 years of experience driving growth and brand leadership across FMCG, mobility/logistics, non-alcoholic beverage and consumer electronics sectors. Adept at designing integrated go-to-market and customer-growth strategies that attract, engage, and retain users across digital and physical ecosystems. Highly skilled in marketing, brand storytelling, activation execution/ management and partnership development, combining analytical insight with creative execution to deliver measurable business impact.

Proven success leading multifunctional teams, optimizing budgets, and leveraging data to drive sustainable commercial growth.

Head of Marketing at SIMS Nigeria Limited (2024-10 – Present)

• Lead strategic marketing for a top consumer-electronics business, aligning campaigns with corporate growth and customer-experience goals.
• Drive digital engagement, CRM programs, and performance campaigns to enhance acquisition and retention.
• Manage multimillion-naira budgets and apply analytics to ensure ROI across all marketing touchpoints.
• Oversee NPD, e-commerce visibility, and omnichannel communications.

Marketing Manager at Simba Group / TVS Nigeria (2020-09 – 2024-09)

• Led marketing for TVS mobility and power brands, covering motorcycles, three-wheelers, and energy solutions.
• Designed acquisition programs for riders, fleet owners, and financing partners; launched integrated offline-to-online campaigns.
• Managed partnerships with dealer networks and logistics operators to grow national footprint.
• Built CRM frameworks and dashboards linking campaign metrics to sales performance.
• Expanded rider base and dealer network; grew online engagement by 40%; delivered data-driven brand programs improving loyalty and repeat purchases.

Head, Marketing & Innovation at Kates Associated Industries Ltd (2017-03 – 2020-03)

• Directed group marketing and innovation strategy, leading cross-functional teams from ideation to launch.
• Executed insight-based campaigns across ATL, BTL & digital platforms.
• Delivered multiple new-product launches driving double-digit category growth; created innovation-performance tracking models; optimized spend through vendor analytics.

Head, Channel Sales at Kates Associated Industries Ltd (2014-01 – 2017-02)

• Managed national channel operations, distribution, and trade activation.
• Grew revenue and dealer capability through structured engagement and training initiatives.

Head of Sales at Moving Matrix Nigeria Limited (2010-05 – 2013-12)

• Managed combined sales & marketing functions, steering business transformation.
• Drove operational efficiency improvements and topline growth.

Customer Marketing Manager / Modern Trade Lead at Unilever Nigeria Plc (2005 – 2010)

• Integrated shopper insights into category and customer strategies.
• Managed trade investments and channel programs across key accounts.
• Achieved above-market growth and improved retail visibility through targeted promotions.

Area Sales Manager / Route Manager at Nigerian Bottling Company (Coca-Cola Bottler) (2002-06 – 2005-09)

• Directed field sales teams and territory operations, ensuring route efficiency and trade activation excellence.

Training Executive at FedEx – RedStar Express Plc (2002-01 – 2002-06)

Senior Research Officer at Sales Partners & Co. (2001-10 – 2002-01)

MBA in Marketing Management – Bayero University, Kano

B.Sc in Economics – University of Calabar