Dr. Bolajoko Bayo-Ajayi is the frontline candidate for the position of President of The National Institute of Marketing of Nigeria (NIMN) at the election to be held at the 2025 AGM/Conference taking place in Uyo, Akwa-Ibom state from 19-21 June.
In the past year, she has functioned as a council member in the position of the 1st Vice President. Bayo- Ajayi believes her decision to run for the position of President is not just an aspiration, but a renewed commitment, and a higher call to serve the Institute with greater dedication. She acknowledges in her manifesto, the huge challenges presently confronting the Institute- Membership issues where only 24% of members are up to date with their dues, Secretariat Operations that are still largely manual, falling short of modern best practices. In a virtual chat, she expressed a deep passion for driving operational excellence at NIMN by adopting the right tools and capabilities to ensure a more efficient, responsive, and seamless Institute. Bayo-Ajayi, a thoroughbred marketing professional, and author who has just completed her doctoral degree programme, spoke with poise and frankness, about her plans for the institute’s brand visibility, expanding strategic partnerships, tackling illegal practices, and promoting the culture of excellence that will take the Institute to new heights. Excerpts.
Consolidating on the Performances of My Predecessor
I was the immediate past 1st Vice President which means that I was part of the team. There were successes recorded by the team in different areas. Strategic partnerships were secured with Lagos Business School, ARCON, NIPR, and CIM (UK). These were to help with the professional development of members, increase access to tools and resources and as well, to position us as thought leaders.
We are yet to fully maximize these partnerships, which offer opportunities in the future. I believe that building up NIMN, requires the consolidation of past gains, while we identify areas that we can better position ourselves.
Operating in a male-dominated environment.
I have worked alongside men all through my career. I have never felt any different being in their midst and I do not expect this to be an exception.
As you may know, the Institute is large and is a blend of both genders, so it will not be an issue.
Key areas of focus in my tenure as President
My Manifesto is hinged on 5 strategic pillars, which are under the platform of “Reaching new heights” -Members engagement and reviving members’ pride: reviving membership, chapter development.
-Drive Advocacy: Corporates, Public Sector and Government. -Promoting Excellence: Innovation, promoting process excellence as well as in members’ development. Instituting coaching and mentoring to allow for knowledge transfer.
-Collaboration & Boosting Organisational Visibility: increasing visibility for the institute and collaboration with peer sectoral groups.
-Championing Diversity and Inclusion: Recognizing generational differences amongst our members, giving focus to women in marketing. There are many more things to unpack under each of these pillars, which I believe will be handled robustly when the time comes.
How NIMN can boost human capacity development
Our role is to provide access and platforms. Through tailored programs, recognizing the needs of our members and developing learning and development interventions. Some of the strategic partnerships we have signed will also come in here. We need to keep in line with and ahead of development in technology and artificial intelligence, the future is already here, and we need to key into it.
The future of marketing in the Nigerian economy
Marketing transcends across various sectors. There is hardly any sector where you will not see the footprints or opportunities for marketing. The fundamental thing for us will be to assert our position as an institute backed by law – Act 25 of 2003, to regulate and supervise the practice of Marketing.
The government and corporate bodies need to recognize that it is important to engage with people registered to practice marketing in Nigeria. This positions us as the voice of marketers in Nigeria, having said that, we have a role to play in driving conversations that place us as thought leaders.
Marketing is constantly evolving and we have a rich wealth of members with experiences that can serve the economy, across various sectors, strategically as well as in execution positions.
Lessons from the smooth transition of power at NIMN
Two important things required to make an institution run are (I) having the right people in the right place and (II) having processes in place.
Even in the most advanced countries, they survive because they allow the process to work. You cannot eliminate disagreements, which I believe helps to strengthen institutions, but importantly is important to take learnings to make things better.
Views on the performance of outgoing President, Idorenyen Enang
Mr Enang is completing 4 years of service. He has demonstrated firm commitment to the growth of the institute, with his extensive experience across various organizations and industries, the institute has benefited from his leadership and in-depth understanding of the industry.
Expectations from the Uyo Conference
From the 19-21 June, business leaders, and marketing practitioners will gather to advance the cause of the profession. This is what is on the front burner. We are excited to experience this and to engage with colleagues across the country. And of course, I look forward to experiencing the hospitality of Akwa Ibom state and its people.