The National Institute of Marketing of Nigeria (NIMN) celebrated a night of excellence, professionalism, and historic milestones today in Lagos as it officially inducted its first female President and recognized outstanding professionals, including the induction of a marketing strategist, Sandra Amachree, as a Fellow of the Institute.
The prestigious ceremony, held under the theme: “Leadership, Trust and Brand Sustainability,” not only marked the investiture of the Institute’s first female President, Dr. BolaJoko Bayo-Ajayi, but also served as a vital platform for Nigerian marketing leaders to deepen their knowledge and commitment to ethical practice.
Sandra Amachree, currently the Head of Marketing Communications at HEINEKEN Nigeria, was celebrated for her distinguished contributions to the field. A visionary marketing leader and award-winning strategist, Amachree brings over 16 years of experience spanning Africa and Europe, having led transformational work across Marketing, E-Business, Sales, and HR.
Her current role involves spearheading HEINEKEN Nigeria’s digital marketing acceleration agenda, future-proofing some of the nation’s most iconic beverage brands.
Her previous international experience includes a tenure in the Netherlands as Global Senior Brand Manager for eazle, HEINEKEN’s flagship eB2B digital brand.
Opening the proceedings, the Registrar of the NIMN, Mrs. Thelma Okoh, expressed the Institute’s high regard for the attendees. “We are truly privileged to have Mrs. Ibukun Awosika as our Keynote Speaker here. Tonight, as great marketers across Nigeria, it’s going to be a night of learning and celebration,” she stated.
Mrs. Okoh emphasized that the inductees, including Ms. Amachree, were chosen for having “demonstrated excellence and professionalism in marketing.”
The highly anticipated keynote address was delivered by renowned business leader, Mrs. Ibukun Awosika. Her message was direct and powerful: “For people to trust your product and brand, they have to trust you first. If they have any reason to distrust you, they will transfer it to your product.The day we lose credibility, the value of our brand goes down.”
Mrs. Awosika passionately argued that trust is a function of human relationship and interaction, stressing that integrity and character are the bedrock of business success and brand sustainability. “Doing the right thing always is what sustains your brand.”
Following the decoration ceremony, the newly invested President, Dr. BolaJoko Bayo-Ajayi, returned all glory to God, acknowledging the immense responsibility of her new office. “Leadership is a title, and the essence of everything is to elevate others. I believe that it is a call to service to every member of NIMN; the train is moving, and no one should be left behind,” she declared, reiterating that “marketing is about ethics and standards.”
The event drew goodwill messages from key industry figures, including the Director General of the Advertising Regulatory Council of Nigeria (ARCON), Dr. Lekan Fadolapo, and the National President of the Nigerian Institute of Public Relations (NIPR), Dr. Ike Neliaku, both of whom congratulated Dr. Bayo-Ajayi on her historic achievement and pledged continued collaboration.
The President of the Experiential Marketers Association of Nigeria (EXMAN), Tolulope Madembem, also assured the Institute of EXMAN’s open collaboration.
The immediate past president, Mr. Idorenyen Enang, praised Mrs. Awosika for her truthful address and spoke highly of the new president, noting, “It’s an honour for me to decorate a woman of substance and courage. At every point in time when there is an assignment given to her, she will deliver.”
Sandra Amachree’s induction as a NIMN Fellow is a recognition of her significant impact on brand transformation and digital marketing acceleration in the Nigerian and global marketing landscape, reinforcing the Institute’s mission to uphold professional excellence.
