Paragraph 1: Leadership Transition and Dual Responsibilities
Nigerian Breweries Plc, a leading beverage company renowned for brands like Goldberg and Maltina, has appointed Emmanuel Oriakhi as its new Sales Director, effective March 24, 2025. This appointment solidifies Oriakhi’s leadership within the company, as he had been overseeing sales in an interim capacity since November 2024 while simultaneously serving as Marketing Director. This dual role underscores the company’s confidence in Oriakhi’s ability to manage multiple critical functions. He will continue to lead marketing operations until June 1, 2025, ensuring a smooth transition before a new Marketing Director is appointed. This interim period allows for continuity in marketing strategies while Oriakhi fully transitions into his sales leadership role.
Paragraph 2: Oriakhi’s Mandate and Strategic Focus
As Sales Director, Oriakhi has been entrusted with a multifaceted mandate. His primary objectives include enhancing trade execution excellence, strengthening customer engagement, and optimizing both distribution efficiency and sales productivity. These goals aim to bolster the company’s market presence and streamline its operations. A crucial aspect of his role involves leading strategic initiatives to develop a future-ready sales workforce. This includes strengthening sales capabilities and promoting the company’s "Women in Sales" program, reflecting Nigerian Breweries’ commitment to diversity, equity, and inclusion.
Paragraph 3: Fostering Innovation and Navigating Market Dynamics
Oriakhi’s leadership is expected to foster an innovation-driven culture within the sales team. This focus on innovation is critical for navigating the volatile market landscape and maintaining the company’s leading position within Nigeria’s brewing industry. The 78-year-old company recognizes the importance of adapting to changing consumer preferences and market conditions, and Oriakhi’s mandate reflects this strategic imperative. His experience and leadership are seen as crucial to drive growth and maintain market share in an increasingly competitive environment.
Paragraph 4: Restructuring and Streamlining Sales Operations
A key aspect of Oriakhi’s role involves restructuring the sales organization. He is responsible for reintegrating trade marketing and key accounts back into the sales function from marketing. This move aims to create a more cohesive and effective sales structure, streamlining communication and decision-making. By consolidating these functions under sales, the company seeks to improve its responsiveness to market demands and strengthen its customer relationships. This restructuring demonstrates a commitment to adapting the organizational structure to best suit the company’s strategic goals.
Paragraph 5: Oriakhi’s Marketing Legacy and Achievements
Prior to his official appointment as Sales Director, Oriakhi had a distinguished tenure as Marketing Director since September 2018. During this period, he spearheaded numerous successful product innovations, including the introduction of Desperados, Zagg, Legend Twist, Goldberg Black, and Heineken 45cl. These innovations diversified the company’s product portfolio and catered to evolving consumer preferences. He also played a key role in driving the organization’s premium brand strategy, strengthening the market position of Heineken, Tiger, and Desperados, contributing significantly to the company’s growth and market dominance.
Paragraph 6: Affirmation of Leadership and Strategic Alignment
Nigerian Breweries’ decision to appoint Oriakhi as Sales Director reflects the company’s confidence in his leadership capabilities and strategic vision. His expanded portfolio aligns with the company’s overarching ambition to deliver exceptional value in a dynamic commercial environment. By entrusting him with this critical role, the company demonstrates its commitment to investing in its leadership talent and positioning itself for continued success. Oriakhi’s experience and demonstrated success in marketing, coupled with his interim leadership in sales, make him a well-suited choice to lead the sales organization forward.
