Aigbavboa Peterson

A highly accomplished and results-driven marketing leader with over 15 years of experience in global marketing and trade marketing across EMEA, Asia, and the Americas. Proficient in driving explosive sales growth, spearheading successful product  launches, and developing innovative client acquisition strategies. Experienced in leading cross-functional teams and managing both BTL and ATL campaigns in diverse markets, including EMEA, Asia, and the Americas. Adept at analysing market trends, optimising marketing budgets, and executing high-impact promotional events. Known for delivering exceptional brand awareness, strategic market positioning, and successful partnerships. Strong
ability to manage complex marketing operations, digital campaigns, and e-commerce initiatives, backed by hands-on experience in multi-channel marketing, marketing analysis and market research. With an MSc in Marketing Management to further enhance strategic marketing leadership along with other professional qualifications. 

Work history

1. Position: Marketing Direction (EMEA, Asia and America), 06/2023 - Current- remotely 

Company: Lifeguard Microinsurance Ltd,  Wordwide  , EMEA, Asia and America 

Job Description: 

Strategic Marketing Leadership:

• Develop and implement global marketing strategies aligned with the company's overall business objectives.
• Lead the global creation of innovative marketing campaigns to drive brand awareness, customer acquisition, and retention.
• Collaborate with regional marketing teams to ensure consistency and effectiveness of marketing efforts across different markets.

Brand Management:

• Oversee brand positioning, ensuring the company's image is consistently represented across all channels.
• Manage brand guidelines and ensure adherence across all marketing materials and communications.
• Lead initiatives to enhance brand equity and market share.

Market Analysis and Insights:

• Conduct market research and analysis to identify trends, opportunities, and the competitive landscape.
• Use data-driven insights to inform marketing strategies and decision-making processes.
• Monitor and report on the effectiveness of marketing campaigns, making adjustments as necessary.

Digital Marketing and E-Commerce:

• Drive digital marketing strategies, including SEO, SEM, social media, email marketing, and content marketing.
• Oversee the development and optimisation of the company's e-commerce platforms.
• Utilise digital tools and technologies to enhance customer engagement and sales.

Partnerships and Collaborations:

• Establish and maintain strategic partnerships with key stakeholders, including suppliers, brands, and travel industry partners.
• Collaborate with internal teams, including sales, product development, and operations, to ensure cohesive marketing efforts.
• Collaborate with government agencies to ensure smooth running of the business.

2. Position: Data Support/Merchandiser, 06/2023 - Current

Company: Dee Set Group, Newcastle upon Tyne, United Kingdom 

Job Description: 

• Collect data as it appears on the field
• Enter product data as it reflect in the field
• Share data collected using the app
• Replenish key ranges to achieve strong stock availability.
• Processed and priced new items to optimise customer interest based on data shared.
• Produced attractive signage for products, offers and sales promotions.
• Coordinated in-store displays according to promotional plans outlined by vendors.
• Support merchandising retail strategy and communicate businessobjectives to store teams
• Identify and improve underperforming stores, provide constructive feedback and ensure compliance
• Build relationships, facilitate effective communication plan workload, and share best practises
• Planned warehouse intakes and outbound stock flows to drive efficiencies.
• Improved displays and installed POS tailored to individual store features.
• Managed inventory to secure high-performing seasonal collections in line with customer demand

•Improved displays and installed POS tailored to individual store features.

•Analyzed sales to identify top-performing products.

•Replenished key ranges to achieve strong stock availability.

•Managed inventory to secure high-performing seasonal collections in line with customer demand.

3. Position: Trade Marketing Manager (Emea, Asia and America), 10/2019 - 06/2023

Company: PT Kino Indonesia tbk Jakarta , Worldwide 

Job Description: 

• Set up Africa region businesses and recruited and manage partners.
• Crafted compelling written content optimised for SEO, helping to improve online ranking.
• Coordinated promotional activities and trade shows to increase brand visibility.
• Created engaging marketing materials, driving campaign and brand awareness.
• Evaluated marketing campaigns using key metrics and performance indicators, enhancing future propositions.
• Monitored market trends to remain ahead of competitors, consistently meeting client demands.
• Managed contractors to complete design and video production projects.
• Produced periodic marketing reports for senior management, detailing strategy progress and KPI metrics.
• Conceived cost-effective ideas by thinking outside the box, securing impressive results with limited budget.
• Tracked KPIs to monitor success and progress of different marketing strategies using data to guide changes.
• Planned and executed commercial events designed to boost campaign awareness.
• Coordinated A/B testing to compare impact of marketing materials and inform decision-making.
• Discussed strategic decisions with internal and external stakeholders, leveraging expertise across disciplines.
• Determined strategy for social media marketing for cohesive messaging across multiple platforms.
• Conducted market research to identify key customer segments and target audiences.
• Managed marketing budgets with data and results-driven decision making.
• Organising and carrying out BTL marketing programmes to target both digital and non-digital clientele.
• Organising and carrying out roadshows and other events across all of Nigeria's states
• Overseeing BTL partner agencies
• Regularly schedule on-the-ground marketing campaigns and recurring activations with the aim of raising awareness.
• Building a robust network of suppliers and vendors for the numerous
• Outline the main principles for every project or campaign and ensure that the brief is followed.
• Establish procedures for tracking each region's BTL and ATL campaigns, and collaborate with leads in sales and marketing to maximise campaign results.
• Recruit BTL and ATL agencies, train and motivate the ground team to achieve their goals with the desired efficiency.
• Determine the resources needed for the campaigns by collaborating with agency partners.
• Assess the financial aspects of BTL operations, expenses, or projected profits and losses and return on investment.

4. Position: Trade Marketing Manager (EMEA and WECA), 09/2017 - 09/2019

Company: Kimberly Clark- WECA,  EMEA and WECA, Nigeria 

Job Description: 

• Planning and executing BTL and ATL campaigns for both digital and non-digital customer categories.
• Recruit, managed and outline KPI for partner BTL and ATL agencies
• Regularly plan activations and marketing campaigns to raise awareness.
• Established a strong vendor and supplier network for regional promotional initiatives.
• Established project/campaign rules and ensure compliance with the brief.
• Implemented monitoring mechanisms for BTL and ATL campaigns in each region, collaborating with marketing and sales leads to optimise campaign results.
• Recruit BTL and ATL agencies, train and inspire ground teams to meet goals efficiently.
• Evaluate financial elements of BTL and ATL activities, including ROI and profit-loss estimates.

• Coordinated promotional activities and trade shows to increase
brand visibility.
• Conducted market research to identify key customer segments
and target audiences.
• Set up and managed marketing budgets with data and results-driven
decision making.
• Tracked KPIs to monitor the success and progress of different
marketing strategies, using data to guide changes.
• Produced periodic marketing reports for senior management,
detailing strategy progress and KPI metrics.
• Determined strategy for social media marketing for cohesive
messaging across multiple platforms.
• Evaluated marketing campaigns using key metrics and
performance indicators, enhancing future propositions.
• Created engaging marketing materials, driving campaign and
brand awareness.
• Monitored market trends to remain ahead of competitors,
consistently meeting client demands.

5. Position: Senior Account Director (BTL and ATL), 03/2009 - 09/2017

Company: Tequila Nigeria ,  Lagos  , Nigeria 

Job Description: 

• Planning and executing BTL and ATL campaigns for client brand and drive hyperlocal user acquisition in the non-digital customer segments (Mass Market and others)
• Planning and executing events and event concepts such as roadshows throughout all states of Nigeria
• Monitored market trends to remain ahead of competitors, consistently meeting client demands.
• Conducted market research to identify key customer segments and target audiences.
• Managed marketing budgets with data and results-driven decision making.
• Setting up a strong network of vendors and suppliers for various promotional activities planned for the respective regions.
• Spearheaded lead generation activities to promote brand awareness and interest within the target market.
• Coordinated A/B testing to compare the impact of marketing materials and inform decision-making.
• Coordinated promotional activities and trade shows to increase brand visibility.
• Recruit vendors, train and motivate the ground team to achieve their goals with the desired efficiency.
• Evaluate the financial aspects of BTL activities, expenditures, return-on-investment and profit-loss projections
• Produced periodic marketing reports for client management, detailing strategy progress and KPI metrics.

6. Position: Marketing Manager, 02/2008 - 02/2009

Company: SalThru Nigeria Limited ,  Lagos  , Nigeria 

Job Description: 

• Analysed customer data and campaign performance to drive improvements.
• Launched new products and expanded into new markets with exceptional project planning.
• Conducted market research to better understand key customer segments.
• Developed cohesive marketing strategies, identifying macro trends, opportunities and challenges to deliver successful campaigns.

7. Senior Administrative Officer (NYSC), 01/2007 - 01/2008

Ebonyi State University, Abakaliki , Abakaliki, Nigeria 

Job Description: 

• Ordered stationery supplies to meet usage demands, including ink cartridges, toner and paper.
• Facilitated and processed incoming calls and emails, distributing relevant information to necessary departments.
• Managed queries in person, by phone and via email with exceptional customer care.

• MSc in Marketing 
• BSc Agriculture
• Project Management with Agile Project Management (APM) & Six Sigma
• Fire Safety Training and Fire Risk Assessment
• Data Protection (GDPR) Diploma
• Health and Safety