Lagos State Commissioner Emphasises Women’s Pivotal Role in Shaping Future of Marketing
...Calls for Greater Women’s Leadership in Marketing and Business
By Azeez Disu
In a compelling address at the inaugural LeadHers in Marketing Conference organised by the National Institute of Marketing of Nigeria (NIMN), Honourable Commissioner for Commerce, Cooperatives, Trade and Investment, Folashade Bada Ambrose, underscored the transformative influence women are exerting on the future of marketing in Nigeria.
Held recently at the Civic Centre, Victoria Island, Lagos, under the theme “Redefining Influence: Women Shaping the Future of Marketing,” the conference brought together industry leaders, aspiring women professionals, and stakeholders committed to advancing gender parity and innovation in marketing.
In her keynote speech, Mrs Ambrose celebrated the vital contributions women make not only as consumers but as architects of demand, culture, and economic growth. She highlighted research indicating that women drive between 70 and 80 percent of consumer purchasing decisions globally, positioning them as powerful shapers of market trends and narratives.
“Across the globe, women are redefining the architecture of influence in business and marketing,” she stated. “Research consistently shows that women drive between 70 and 80 percent of consumer purchasing decisions globally. This means women are not only participants in the marketplace but powerful architects of demand. When the people shaping demand are also shaping the narratives behind brands, industries become more responsive, inclusive, and innovative.”
Mrs Ambrose emphasised Nigeria’s growing representation of women in leadership within the marketing, technology, and communications sectors. She pointed out that many women now occupy influential roles such as Chief Marketing Officers, brand strategists, and digital transformation leaders, heralding a shift towards more inclusive and diverse leadership frameworks.
She further stressed the importance of nurturing women’s leadership in marketing: “Marketing itself is undergoing a profound transformation. The profession is no longer confined to advertising campaigns or brand messaging. Today, marketing sits at the intersection of data, technology, culture, and economic strategy. Women in marketing are particularly well positioned to lead this transformation. Many of today’s most effective marketing strategies are built on empathy, cultural insight, and community engagement. These are qualities that allow brands to connect authentically with diverse audiences, build trust, and sustain long-term loyalty.”
Mrs Ambrose urged for increased mentorship, visibility, and opportunities for women to ascend into leadership roles within the marketing landscape. She stressed that influence must extend beyond strategy into leadership, mentorship, and legacy-building. “It is about women who build brands that move economies, shape culture, and influence societies. It is about women who are not waiting for permission to lead but are actively defining the future of the profession,” she declared.
She also called on industry stakeholders to foster an environment where women can thrive professionally and contribute meaningfully to Nigeria’s economic and cultural development. She highlighted Lagos State’s broader vision of building an inclusive, innovation-driven economy aligned with this goal.
Concluding her address, Mrs Ambrose encouraged women to embrace opportunities for growth, mentorship, and leadership, asserting that “influence is not something we simply inherit. It is something we create through vision, courage, and collaboration. The future of marketing in Nigeria will be shaped by bold ideas, digital innovation, and authentic leadership. From everything we are witnessing today, one thing is certain: women will be at the centre of that future.”
Her words echoed a call for collective action to empower women in marketing, reinforcing the importance of gender inclusivity in shaping Nigeria’s vibrant and evolving marketing industry.