FrieslandCampina WAMCO’s Ifada joins elite list of Africa’s leading brand strategists

Chinedum Ukaegbu

Marketing Director, FrieslandCampina WAMCO Nigeria, Maureen Ifada,
has been named among Africa’s Top 100 Chief Marketing Officers (CMOs) in the inaugural ACMO 100 ranking, a landmark continental recognition celebrating the most influential brand and marketing leaders shaping Africa’s consumer economy.

The list, compiled by Brand Africa in partnership with African Business, MIPAD, and the Africa Media Agency, represents the first comprehensive attempt to spotlight the executives driving brand growth, consumer engagement, and market positioning across the continent.

Ifada’s inclusion places her among an elite group of marketing professionals drawn from more than 20 African countries and across key sectors including telecommunications, financial services, and fast-moving consumer goods (FMCG).

The ACMO 100 recognises leaders based on influence and strategic impact, rather than job titles, highlighting individuals who shape brand perception and drive sustainable market relevance.

Nigeria recorded a strong presence on the list with 17 honourees, reinforcing its position as one of Africa’s most dynamic marketing and consumer markets.

The country remains home to some of the continent’s most influential brands, including MTN Nigeria, Dangote Group, Peak Milk, and Nigerian Breweries, all of which reflect the scale and sophistication of its advertising and brand ecosystem.

The recognition of Nigerian professionals such as Ifada further underscores the country’s growing reputation as a hub for world-class marketing talent and brand innovation.

According to Thebe Ikalafeng, founder and chairman of Brand Africa, the ACMO 100 highlights a powerful shift in Africa’s marketing leadership landscape. Women account for 62 percent of the honourees, a significant departure from global averages where female representation in senior marketing roles remains comparatively low.

Ifada’s recognition, therefore, reflects not only individual excellence but also the rising influence of women in shaping Africa’s brand and consumer narrative.
Lagos Among Africa’s Marketing Power Hubs

The report also identifies Lagos, alongside Johannesburg and Nairobi, as one of Africa’s leading marketing capitals.

These cities serve as strategic hubs where brands are built, tested, and scaled to meet the demands of increasingly sophisticated and digitally connected consumers.

Lagos, in particular, continues to play a central role in driving innovation across FMCG, telecommunications, and financial services marketing, reinforcing Nigeria’s broader influence in continental brand development.

Despite the strength of talent across the continent, the report notes that African brands currently account for only about 11 percent of global consumer admiration rankings as of 2025. This gap, analysts say, is not due to a shortage of capability but rather the need for stronger, more consistent global storytelling and brand positioning.

Industry leaders believe professionals like Ifada are central to reversing this trend by building culturally relevant, globally competitive brands rooted in African insights and consumer realities.

The ACMO 100 is not a ranked order list, but rather a collective recognition of excellence. All selected CMOs are considered equal in standing, with the focus placed on sustained impact, leadership, and contribution to Africa’s evolving brand landscape.

For FrieslandCampina WAMCO Nigeria Plc, Ifada’s inclusion further strengthens the company’s reputation as a leading player in Nigeria’s FMCG sector, known for its strong brand equity and deep consumer engagement.

As Africa’s marketing industry continues to evolve, the recognition of leaders such as Maureen Ifada signals a broader transformation within the continent’s business ecosystem.

It reflects a future in which African brands, powered by strategic, creative, and globally minded leaders, are increasingly positioned not just to compete, but to lead on the world stage.