Abu Esther Assumes New Role, To Lead Marketing Direction For Diva Cakes, Crave City As Brand Manager
Abu Esther, a fast-rising and versatile marketing communication professional, has been appointed Brand Manager for Diva Cakes and Confections, One of Nigeria’s leading Quick Service Cake & Confectionery brands and Crave City, a Quick Service Restaurant (QSR) brand.
In this capacity, Esther will be instrumental in steering the marketing direction for both brands, driving their growth and market presence through innovative strategies and impactful campaigns. Esther will also be responsible for crafting and executing strategic marketing initiatives that enhance the visibility and appeal of Diva Cakes and Crave City. She will oversee brand positioning, ensuring that both brands communicate consistent and compelling messages across all channels. With a focus on integrated marketing communications, Esther will prioritize customer engagement, leverage innovative promotions, and foster strategic partnerships to boost sales and build lasting connections.
Prior to this appointment, Esther had worked as Marketing Manager for wow!lotto, where she successfully introduced the brand to the Nigerian market, spearheaded the entire launch process of the gaming platform, overseeing media campaigns, consumer activations, and strategic initiatives that secured an unprecedented market share for the brand in Nigeria’s lottery and gaming sector.
Her extensive portfolio includes work with leading global and local brands such as Diageo (Guinness Foreign Extra Stout, Malta Guinness), Coca-Cola, Chi Limited, Seplat, PwC, Savannah Energy, Total, Nigerian Stock Exchange (NSE), Girl Effect, Glo, MainOne. Esther has played major roles in executing high-impact campaigns, such as Coca-Cola’s “Taste the Feeling” Coke Island Party, the “Share a Feeling” Campaign, GLO CAF Awards, Debut of the Chivita World Juice Day and Girl Effect “Girls Connect” Initiative amongst others.
Beyond corporate campaigns, Esther has demonstrated versatility in fashion and entertainment projects, managing initiatives like the Africa Fashion Round Table, Humblesmith Eastern School Tour, Yemi Alade Jewelry Collection release. She has collaborated with notable personalities , including Humblesmith, Waje, Yemi Alade, Joke Silva, Alternate sound and DJ Cuppy, delivering successful projects that have resonated with different audiences.
Esther’s career journey has seen her excel at reputable agencies such as Caritas Communications, C&F Porter Novelli, Wildflower PR company, and Belfry Africa, where she served as Lead Consultant.
A trail blazing professional, Esther has been serially recognized for her excellence in her field, one of which is her recognition as one of Brandcom Awards’ Top 35 Under 35 Marcomms professionals in 2022.
A graduate of the University of Nigeria, Nsukka (UNN), where she earned a Bachelor’s degree, and the University of Lagos (Unilag), where she obtained a Master’s degree in Mass Communication, Esther has solidified her expertise with certifications from prestigious institutions, including the Nigerian Institute of Public Relations (NIPR), Brand Management Academy (BMA), and Chartered Institute of Marketing (CIM UK).
In her new role, Abu Esther is poised to redefine the marketing narrative for both brands, leveraging her wealth of experience to deliver innovative solutions and drive sustainable growth in the competitive QSR and Cakes & Confectionery landscape.
