Arthur Marcus Obiene

Results-oriented Commercial Growth Leader with 10+ years of experience leading multi-market brand transformations and commercial growth strategies across consumer goods, corporate media, and retail sectors. Proven ability to build balanced product pipelines, refine premium brand positioning, and establish data-driven performance dashboards linking marketing spend directly to revenue and volume outcomes. Accomplished instructor with a track record of training and mentoring 500+ business professionals and executives in digital marketing strategy and brand leadership.

Adept at driving speed-to-market for innovations, building high-impact brand partnerships, and leading multi-disciplinary teams under pressure to deliver shared business goals.

Head, Marketing at Celebrations Gifts & Cards (2024-01 – Present)

Lead omnichannel marketing across digital and retail stores to grow volume, brand equity, and loyalty. Manage budgets and campaigns using consumer insights; partner with Sales, Finance, and Supply Chain to hit targets.

• Brand Equity & Retail Scaling: Blended OOH, media buying, events, and a 25+ influencer network to refresh the premium image. Grew store revenue by 35%, online transactions by 300%, and drove 30% of new acquisitions in 9 months.
• Product Innovation: Launched new product pipelines (tech luxury, under-30 collections, premium hampers) to capture high-end loyalists and digital natives.
• Investment Optimization: Overhauled multi-channel digital ad spend, raising ROAS by 40% and conversion rates by 22% via precise audience targeting and creative testing.
• Data & Accountability: Built performance dashboards tracking CAC and conversion funnels to keep senior leadership aligned on commercial KPIs.

Senior Digital Marketing & Strategy Facilitator (Part-Time) at Piston & Fusion Business Academy (2021-01 – Present)

Facilitate professional certification programs, executive masterclasses, and corporate training sessions in Digital Marketing, Brand Strategy, and Digital Media Leadership. Design industry-aligned curricula and coach corporate executives, managers, and emerging leaders on modern digital communication frameworks, media channels, and campaign execution.

• Curriculum Development & Instruction: Design and deliver comprehensive learning modules covering Digital Communications Strategy, Content Marketing, Social Media Governance, and Performance Marketing for corporate cohorts.
• Executive Mentorship & Workshops: Host interactive case-study sessions and practical masterclasses on crisis communication, social listening, and data analytics for business professionals across various industries.
• Talent & Skill Development: Assess practical capstone projects, evaluate campaign frameworks, and mentor over 500+ professionals to bridge skill gaps in contemporary digital strategies and marketing technology tools.

Head of Global Marketing & Sales (Contract) at Dang Lifestyle Limited (2025-01 – 2025-08)

Led global commercial strategy, route-to-market (RTM) models, and international retail expansion across the UK, US, and African continents. Full accountability for regional P&Ls, value chain design, pricing frameworks, and omnichannel revenue growth.

• Market Expansion & Onboarding: Grew our footprint by 110% by onboarding 30+ international MOT & On-Trade outlets and stockists through targeted regional launch partnerships, pop-up events, and structured commercial trade terms.
• Global Route to Market & Pricing: Created the brand's global route-to-market framework from scratch, designing local pricing strategies and distributor margins that protected profits while making entry into new markets seamless.
• Aspirational Sponsorships: Led major sponsorship deals for university pageants across Nigerian federal universities, establishing deep brand affinity and strong recall among our younger target demographics
• Product Launches & Refreshes: Coordinated and rolled out consecutive product launches and packaging refreshes across multiple international markets, aligning local digital ads with physical product availability.
• Trade Marketing & Activations: Executed high-traffic, in-store retail activations and established partner frameworks that moved stockist activation rates from 0% to 60% while sustaining a 22% month-on-month revenue growth.

Head of Digital Marketing at Nigeria Distilleries (FMCG) (2022-01 – 2024-12)

Oversaw digital marketing, media budgets, and consumer research for a portfolio of beverage brands. Focused on growing TOMA and driving product volume in a highly competitive market.

• Product Launches: Led the digital launch of three new products, including Korect Bitters, which generated ₦760 Million in direct sales from the launch pipeline.
• Brand Repositioning: Repositioned Seaman's Schnapps for digital audiences, which brought a 76% lift in active online engagement.
• Commercial Alignment: Tied digital marketing plans directly to brand plans, trade marketing and field sales teams, helping grow overall portfolio volume by 36% YoY.
• Media Strategy: Increased overall digital brand awareness by 150% across Meta, YouTube, and Google through targeted video content.

Senior Brand Manager at Olisa Agbakoba Legal (Law Firm) (2021-01 – 2022-12)

Handled the firm's corporate brand strategy, corporate advisory positioning, and public relations (PR).

• Corporate Rebranding: Designed and launched firm's rebrand initiatives, including website and SEO campaign, pushing 85% of core practice pages to the first page of Google.
• Thought Leadership: Launched a legal content series that gained over 1,000 organic views within two months, establishing the firm's visibility in the corporate sector.
• Media Relations: Handled press relations and content publishing, securing award nominations and keeping corporate messaging consistent across public platforms.

Marketing Team Lead at Wekrea8 Agency (2018-01 – 2021-12)

• Managed multi-channel digital performance campaigns for 15+ client accounts, improving lead acquisition efficiency by approximately 30% through optimised paid media, mail automations, and conversion-focused landing page strategies.
• Rebuilt multiple client acquisition programmes around virtual channels during COVID-19, delivering +75% website client acquisition and +966% virtual events growth through rapid channel pivoting and testing pipelines.
• Grew community management clientele by 295% across managed client accounts through data-led content strategies and paid amplification.

Community Management Officer at Fanem Media (Branding & Communications Agency) (2016-01 – 2018-12)

• Built and managed online communities and engagement funnels, driving brand awareness and customer acquisition for agency clients across multiple industries through integrated digital campaigns.

MSc in Digital Marketing & Business Transformation – Valencian International University

BSc in Sociology – Niger Delta University