Dr. Bolajoko Bayo-Ajayi: An Amazon At The Convergence Of Purpose & Possibility
When news filtered in from Uyo during the elective Annual General Meeting of the National Institute of Marketing of Nigeria (NIMN) that Dr. Bolajoko Bayo-Ajayi had been elected President of the NIMN, many industry observers had thought that the institute was just trying to pave the path of gender parity by allowing a woman, the first in its history, to take over its affairs. This great Amazon only needed a matter of weeks, running into her investiture, to quickly dispel such thoughts and show that she is indeed deserving of the confidence marketeers, peers, and stakeholders had placed on her shoulders. She quickly showed that she is among the few leaders who stand out not just for what they have achieved, but for how they have achieved it.
As the President of the NIMN, Dr. Bayo-Ajayi occupies a unique space at the intersection of corporate leadership, institutional influence, and human development. Her journey, spanning nearly three decades, is a masterclass in strategic brand building, ethical leadership, adaptability, and purpose-driven impact.
Yet beyond the titles and accolades is a woman deeply grounded in values, family, faith, and an unshaken belief in human potential, especially that of girls and women. “A lot of what I am, by the grace of God, was instilled by my dad,” she reflects. “I saw his tenacity, his drive, and the passion that he put into his work. Those lessons shaped me, even before I realized it.”
This is the story of a marketer who became a leader, a leader who became a coach, and a woman who turned conviction into legacy.
Childhood Lessons
Long before boardrooms, brand frameworks, and executive strategy sessions, the foundation of Dr. Bayo-Ajayi’s leadership was laid at home. Growing up, she watched her father model values that would later become central to her life philosophy, which include hard work, discipline, passion, and responsibility.
Her words, “He did things outside of work, family, community and I admired him deeply. A lot of my childhood experiences, even though I didn’t realize it then, became impactful life lessons that shaped who I am today.”
Those early observations planted the seeds of resilience and purpose. They taught her that excellence was not accidental, that commitment mattered, and that leadership was as much about character as it was about competence.
The Making of a Marketer
Her professional journey officially began in 1999, following her NYSC year. Though she briefly worked in banking, a period she often describes as formative but transitional, it was her entry into Guinness Nigeria Plc (Diageo) through the management trainee route that truly set the tone for her career.
“If I were to start my career all over again, I wouldn’t have it any other way,” she affirms. “Those early years in a multinational exposed me to structured ways of working, which include processes, routines, global standards, and discipline.”
At Guinness, marketing was not merely about creativity; it was about rigour. Frameworks mattered. Execution was sacred. Accountability was non-negotiable. Even at junior levels, Brand Managers were treated as custodians of their brands, expected to lead cross-functional teams and deliver measurable results.
“That experience taught me ownership,” she explains. “You had accountability for your brand. It taught me consistency, professionalism, and the ability to inspire teams, even early in my career.”
Her subsequent move to Coca-Cola Nigeria further deepened her expertise, offering exposure to another world-class marketing ecosystem. Working across markets and cultures broadened her worldview and sharpened her strategic thinking.
“I learnt the ropes through a rich ensemble of knowledgeable and experienced people,” she recalls. “That exposure gave me depth, real depth in branding and management.”
Over time, she led brand executions that earned global recognition and were showcased as best practices in marketing execution, affirming her place as a marketer of uncommon caliber.
Depth Over Surface
In an industry sometimes accused of style over substance, Dr. Bayo-Ajayi is unapologetic about her insistence on depth. She said having depth is one of the principles that has guided her rise through the industry and helped her sustain relevance across decades.
Speaking further on this, she said, “On the surface of it, if you’re not grounded, you won’t gain respect,” she says. “You’ll just be talking superficially.”
For her, true marketing leadership rests on three pillars: Knowledge, Integrity, and Professionalism. These values, she insists, are not optional; they are the foundation of sustainable relevance.
“Right from Guinness, everything I’ve done, I’ve done with honesty, fairness, and respect for people,” she notes. “When people know that you are professional and that you have integrity, they view you through a particular lens.”
She recounts a defining moment when her reputation spoke louder than circumstance. In a situation where her name was mentioned in a questionable context, a senior leader outside her department immediately dismissed the allegation.
“He said, ‘That’s not possible.’ And he was right,” she says. “That moment reinforced my belief that your personal brand drives relevance and sustainability.”
In her view, marketers do not only build product brands; they build people brands, starting with their own.
Adaptability as Strategy
With a 27-year career, Dr. Bayo-Ajayi has witnessed seismic shifts in the marketing landscape, from an era dominated by Television, Radio, and Outdoor advertising to today’s fast-paced digital ecosystem.
“When I started, there was nothing like digital marketing or social media,” she reflects. “Now, the entire landscape has shifted.”
Rather than resist change, she embraced it. “I believe strongly in adaptability. You must see change as an opportunity, not a disruption,” she said.
This mindset has enabled her to remain relevant across generations, including working effectively with Gen Z professionals whose values and perspectives continue to reshape the workplace. “They bring fresh ideas,” she notes. “Understanding that and leveraging it has helped me over time.”
Consulting, Entrepreneurship, and Courage
After years of thriving within structured multinational environments, Dr. Bayo-Ajayi reached some sort of professional crossroads.
Speaking about how she started, she said, “I was restless,” she admits. “I knew growth would only come if I left my comfort zone.” That realization led her into entrepreneurship, where she established Purple Pearl Consulting Ltd, a consulting practice focused on building brands from ideation to execution. It was a defining leap, one that tested her resilience, leadership, and appetite for risk.
“In entrepreneurship, leadership rests squarely on you,” she explains. “You determine the vision, manage your time, and create certainty where there is none.”
Her consultancy worked across industries, including entertainment, finance, experiential marketing, environmental services, and pharmaceuticals. She helps organizations articulate purpose, define positioning, and build identity frameworks.
“I have brought my leadership qualities to life by leading multiple cross-functional projects, with proven results and gaining appreciable competitive edge for my brands. I am a thoroughbred business leader with unique capabilities, a visionary leader with a clear vision for growth and innovation, a result-driven strategic thinker, a team-oriented leader who fosters collaboration, and a problem solver.
One thing I discovered is that the principles of marketing are the same. What matters is understanding those principles and applying them to context.”
The experience taught her courage, humility, and innovation. “If I could take that risk at that time, I could take any other risk,” she revealed. “It can be lonely, but it teaches you to learn from failure.”
Coaching the Human Behind the Role
Beyond brands and businesses, Dr. Bayo-Ajayi’s curiosity led her inward, to people, performance, and potential. This journey culminated in her certification as a Personal Performance Coach.
“Beyond building brands, I have expanded my scope into Coaching, through a certification in Personal Performance Coaching. I am multifaceted in view and practice – A certified coach that helps individuals and businesses achieve peak performance. I am a trainer and facilitator, and a speaker at team events, workshops, and conferences. In addition, I am an author of 3 books.”
Speaking on how the certification as a Personal Performance Coach, she said, “I found out that coaching is deeper than I thought. It’s not about being the expert. It’s about helping people discover their strengths.”
Unlike mentoring or training, coaching, she explains, places the individual at the center. “It’s not about you,” she explained. “It’s about asking the right questions and listening.”
This coaching mindset transformed her leadership style, making her more empathetic, intentional, and growth-focused.
“Leading a team is not about telling people what to do,” she emphasizes. “It’s about helping them see that they already have what it takes.”
Today, she is known as a leader who gives feedback with purpose, nurtures strengths, and addresses development areas with humanity.
Balancing Roles, Prioritizing Purpose
As a woman of many parts, according to her, balancing roles has not been easy, but Dr. Bayo-Ajayi rejects the myth of perfect balance.
She said, “I don’t believe work-life balance truly exists. What exists is intentionality.”
Her approach is rooted in prioritization, giving focused attention to what matters most in each season. Her words, “All aspects of my life are important,” she explains. “But they don’t all need my attention at the same time.”
There were sacrifices, she revealed, I missed some school events, birthdays, but also grace, adaptability, and growth had helped her as well.
“So, given the multifaceted life that we have and those priorities, it’s just important that whatever you’re paying attention to at that time is getting enough time. For example, if it’s my family, they know that yes, this is a time I’m dedicated to them, and everybody’s getting the full attention that they deserve. So that’s how I’ve managed it over time. Being intentional and giving focus to what is important at each possible time.”
A Philosophy for the Long Journey
Speaking of her life’s philosophy, Dr. Bayo-Ajayi said her resilience is clarity of identity.
“Knowing who I am, my abilities, my capabilities, and where I’m going has helped me stay focused,” she said.
That clarity has given her the courage to say no to shortcuts, to remain grounded in integrity, and to pursue long-term purpose over short-term gains.
“Living with integrity and staying focused on my vision, has guided me,” she reflects.
Advocacy Rooted in Conviction
Perhaps the most personal expression of Dr. Bayo-Ajayi’s purpose is the Every Girl Empowered Foundation.
Speaking on why she started the foundation, she explained, “It was born out of a simple but powerful conviction. Every girl has a right to dream, to be heard, and to be confident.”
According to her, her research and lived experience have revealed a troubling truth, which is that even successful women often struggle with self-confidence.
Speaking further on this, she said, “From the age of nine, an average girl’s self-confidence begins to decline. And even successful women still question whether they deserve their success.”
The foundation focuses on addressing this gap early, helping girls build confidence and self-belief before limiting narratives take root.
“It’s about helping a girl understand that she is more than enough,” Dr. Bayo-Ajayi said. Her book, Comfortable in Your Own Shoes, amplifies this message, and the feedback she receives continues to affirm the foundation’s impact.
“When someone tells you how your work has changed their mindset, it’s deeply satisfying,” she added.
Legacy in Motion
As President of the National Institute of Marketing of Nigeria, Dr. Bolajoko Bayo-Ajayi is shaping the direction, credibility, and the future relevance of marketing as a discipline in Nigeria. Her presidency represents the convergence of experience, conviction, and service, built on decades of hands-on practice and a deep understanding of what the profession must become to remain respected and impactful in an evolving economy.
For her, leadership at this level is neither symbolic nor ceremonial. It is a responsibility rooted in stewardship, one that calls for raising standards, reinforcing ethical conduct, and strengthening the competence of marketers across sectors. Having risen through the ranks of multinational corporations, navigated entrepreneurship, and mentored professionals across generations, she brings a rare blend of institutional memory and forward-looking vision to the role. She understands that marketing, when done well, is a powerful driver of value creation, trust, and sustainable growth, and when done poorly, can erode credibility, trust and public confidence.
Her approach to leading the Institute is shaped by her belief in professionalism and integrity as non-negotiable pillars of practice. These values, which have defined her personal and professional journey, now inform her broader mission to reposition marketing as a strategic leadership function rather than a support role. Under her watch, there will be a renewed emphasis on continuous learning, adaptability, and relevance, ensuring that Nigerian marketers are equipped not only for today’s realities but also for the demands of a digitally driven, insight-led future.
Beyond policy and strategy, her presidency is deeply human in its orientation. Drawing from her background as a certified performance coach, she leads with empathy, listening, and inclusion, believing that institutions thrive when people feel seen, heard, and empowered. She is intentional about creating spaces for collaboration, mentorship, and shared ownership of the Institute’s vision, recognizing that sustainable impact is built collectively rather than individually.
Her legacy in motion is not defined by title or tenure, but by influence. It is reflected in the professionals she inspires, the standards she champions, and the institutional strength she works tirelessly to build. As she continues to lead the National Institute of Marketing of Nigeria, her impact extends beyond governance into the very ethos of the profession, ensuring that marketing in Nigeria is not only effective but ethical, respected, and future-ready.
