Marketing communications professional, Mercy Babalola, has been promoted to the position of Brand Manager at NNFEMS Group, a prominent Nigerian manufacturing conglomerate focused on beauty, personal care, home hygiene, and baby care products tailored for the African family.
In her new role, Mercy Babalola will be overseeing the group’s hair brands and defining how they show up, connect, and scale across Nigeria.
From driving digital transformation to building a multi-brand growth engine, Mercy’s expanded role formalises the impact she has already delivered across NNFEMS Group’s hair brands ELAN Haircare and AVIV Hair.
She joined NNFEMS Group as Digital Lead, with a mandate to grow the brand’s online presence. But within her first year, she went beyond digital execution, stepping up as the strategic driver behind the group’s e-commerce launch, personally leading the planning, coordination, and rollout of the platform that would later unlock multiple seven-figure sales milestones in its first two weeks.
The same period saw ELAN Haircare’s digital presence transform from visibility to velocity, with rapid online community growth, high-impact campaign moments, and a clearer emotional connection with consumers.
As ELAN strengthened its position as the group’s flagship brand, Mercy became a consistent voice in strategic conversations across the group’s hair portfolio, shaping brand direction for both ELAN Haircare and AVIV Hair, aligning teams on consumer-first thinking, and ensuring that every campaign, activation, and product decision was rooted in long-term brand equity.
She is a passionate and results-driven digital marketing professional, well-versed in creating and executing comprehensive marketing strategies. Her focus on content and ATL marketing approaches has allowed her to craft impactful digital campaigns that boost brand awareness and engage customers.
Through meticulous product research and savvy marketing initiatives, Mercy has consistently delivered creative digital strategies that resonate with audiences and drive tangible results.
Her work spans digital, retail, product innovation, and communications, building coherence across channels while preserving the individuality of each brand.
Speaking on the transition, Mercy describes the role as a natural progression rather than a promotion. Her words, “I’ve always believed that brands are built in rooms long before they are seen on billboards. This role simply gives structure to the responsibility I’ve been carrying to protect the heart of these brands while pushing them to grow.”
Mercy holds a Bachelor’s Degree in Sociology from the University of Lagos and certification in the Advanced Brand Management Programme from Brand Management Academy (BMA) Nigeria, issued Dec 2025.
As NNFEMS Group prepares for an ambitious new year, her appointment signals more than a title change. It marks a strategic shift, placing the stewardship of its most visible brands, including ELAN Haircare and AVIV Hair, in the hands of someone who has already proven she can build, not just manage.