The wait is finally over as the long awaited announcement on who fills the vacant position of the Marketing and Innovation Director for brewing giants, Guinness Nigeria has been made. This is as veteran marketing professional and leader, Yinka Bakare has been elevated to the Role of Marketing & Innovations Director, Guinness Nigeria Plc effective 1st December 2024, with responsibility for orchestrating the Portfolio and consumer acquisition strategy to grow Profitability & Market share for Guinness Nigeria.
Boasting more than 24 years of successful experience in strategic marketing, brand development, communications, media planning, digital and buying, sales and general management, the visionary marketing leader has also built the reputation for being a creative and goal oriented executive with specialized expertise in leading numerous facets of world-class marketing and communications strategies.
He has garnered recognition for consistently infusing an innovative spark and directing marketing communication teams in surpassing targets. Possess rich history of accepting full accountability for leadership decisions, development of people, operations, P&L (revenue performance) and enhancement strategies in Africa and Middle East Region. Bilingual and fluent communicator in English and Basic French.
Yinka joined Guinness Nigeria Plc in 2018 as Head of Lagers and APNADs, from Heineken, Nigerian Breweries, after 14+ years prior with British American Tobacco & Cadbury Nigeria Plc. In his first year, he rearticulated our participation within lager for the short, medium, and long term and navigated our way out of the dilutive tail, to optimize the impact of the category on our P&L through value chain engineering and a well-integrated NRM programme.
After May 2019, he took on the expanded responsibility for the Beer portfolio including Guinness, as Head of Beer and through this period we built and launched Guinness Gold starting in Lagos delivering first time ever consumer metrics levels in the 1st year of launch, and his cross-functional leadership Guinness regained the No.1 position as the strongest Brand in Nigeria, delivering the freshest beer to our consumers in 5 years, while growing top line at near double digit CAGR P3Ys.
He commenced his most recent role as Head of Innovations and APNADs in August 2021, where he has spearheaded the delivery of Guinness Nigeria’s Innovation Strategy & Ambition, transforming top-line innovation profitability, for 3 consecutive years, with launches like Captain Morgan, Smirnoff Pineapple RTD, Gordons Pink & Orange Gin and most recently Don Royale Spirts and Gordons Gin & Tonic Pre-mixes.
Yinka is known for his commitment to rigour, in-depth analysis, problem-solving approach, and passion for developing talent. I look forward to seeing that impact on this all so important aspect of our business and long-term participation agenda in Nigeria.
He studied Economics at the University of Ibadan and boasts a Masters of Business Administration from the prestigious IMD.