Nicole Oginni
@nicoleoginni
I lead premium brand and content strategy, turning cultural insight into customer experiences and measurable growth.
NigeriaWhat I'm looking for
I’m a Brand & Content Strategist with 16+ years of experience repositioning brands into premium, category-defining ones across hospitality, tourism, fashion, lifestyle, real estate, and government sectors in West Africa, the UAE, and the Middle East. I specialise in moving brands up the value chain—translating consumer insight, cultural intelligence, and commercial strategy into brand positioning, content ecosystems, and customer experiences that drive measurable growth.
At Alaké Consulting, I lead brand and content strategy end-to-end for premium brands, designing brand platforms, content ecosystems, creator strategies, and go-to-market frameworks grounded in data and cultural insight. I focus on making brands not just visible, but genuinely desirable—finding the premium that already exists inside a brand and building the ecosystem to express it.
Previously as Director, Digital Marketing & Communications at Central Park Abuja, I owned social and content strategy across Africa and the Middle East—defining platforms, roles, content frameworks, and creator mix adapted to cultural context. I’ve also rebuilt digital presence from the ground up, turning social channels into primary community and revenue platforms, growing audience 800% within six months.
I work best at inflection points: repositioning, market entry, and brand transformation, where strategic clarity and creative precision move together. In crisis-to-growth turnarounds, I drove 300%+ revenue growth within eight months and delivered 280% YoY revenue growth through customer experience redesign, audience repositioning, and operational realignment.
Experience
Work history, roles, and key accomplishments
Lead brand and content strategy end-to-end for premium brands across tourism, hospitality, real estate, and lifestyle—designing brand platforms, content ecosystems, creator strategies, and go-to-market frameworks grounded in data and cultural insigh
Director Digital Marketing & Comms
Central Park Abuja
Nov 2022 - Jul 2025 (2 years 8 months)
Own social and content strategy across Africa and the Middle East, defining content frameworks and creator mix adapted to local cultural context. Lead campaign execution and communications planning to support brand and commercial goals.
Director, Digital Marketing & Communications
Nov 2022 - Jul 2025 (2 years 8 months)
Owneda social and content strategy across Africa and the Middle East — defining platforms roles, content frameworks, and creator mix adapted to cultural context in each market.
General Manager Brand Growth & Ops
Central Park Abuja
Mar 2021 - Aug 2022 (1 year 5 months)
Inherited a brand operating in crisis after regulatory authorities suspended six of seven revenue streams, then restructured operations and redesigned the customer experience end-to-end. Drove 300%+ revenue growth within eight months through audience repositioning, new segment capture, and operational realignment.
Inherited a brand operating in crisis: six of seven revenue streams had been suspended by regulatory authorities. Restructured operations, rebuilt team performance systems, and redesigned the customer experience end-to-end to re-establish commercial viability.
Drove 300%+ revenue growth within eight months through audience repositioning, new segment capture, and operational realignment. Laid the
Led full brand transformation of a multi-unit recreational brand through a regulatory crisis — joined with one of seven revenue streams active, repositioned the brand around community and belonging, and delivered 280% YoY revenue growth (₦158M → ₦600M+).
Rebuilt Central Park's digital presence from the ground up, repositioning social channels from passive broadcast into primary community and revenue platforms. Grew audience 800% within six months. Lifted customer satisfaction to 96%.
Directed brand strategy and integrated promotional campaigns across four international markets (West Africa, the CIS, Dubai, and Saudi Arabia)—ensuring brand consistency while adapting creative and channel approach to local culture and consumer behavior.
Directed brand strategy and integrated promotional campaigns across four international markets (West Africa, the CIS, Dubai, and Saudi Arabia), ensuring brand consistency while adapting creative and channel approach to local culture and consumer behavior.
Droves ~25% market penetration growth through targeted go-to-market plans and regional activation; presented structured performance analysis to board and senior stakeholders.
Led integrated PR and brand activation campaigns that delivered multi-million-naira revenue growth; managed a 15-person team serving government and private sector client
Supported sales and marketing activities for Reform Group, contributing to go-to-market planning and customer engagement.
Education
Degrees, certifications, and relevant coursework
Igbinedion University, Okada
Bachelor of Science, Accounting and Finance
GLOBIS University - Graduate School of Management
Master of Business Administration - Pre MBA, Entrepreneurship/Entrepreneurial Studies
2021 - 2022
Acquiring practical knowledge: Organisation Behaviour and Leadership, Critical Thinking, Human Resource Management, Marketing and Strategy, Accounting and Finance, Creation and Innovation
Igbinedion University, Okada
Bachelor's degree, Accounting and Finance
2003 - 2007
Olashore International School
High School Diploma, Social Sciences
1996 - 2003
A quality Boarding Education and Experience in a community committed to academic excellence and leadership development.
Tech stack
Software and tools used professionally
Availability
Location
NigeriaAuthorized to work in
Job categories
Skills
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