FrieslandCampina appoints Olusanya Adesanya as Group Director of Sales, signalling a strategic leadership boost in Nigeria’s competitive FMCG market

FrieslandCampina WAMCO Nigeria Plc has appointed Olusanya Adesanya, former Commercial Director of Guinness Nigeria Plc, as Group Director of Sales, marking a decisive talent shift in Nigeria’s fast moving consumer goods sector.

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The appointment was announced by Olusanya Adesanya on his LinkedIn page and comes as Friesland Campina intensifies efforts to consolidate its leadership position in Nigeria’s dairy market amid rising competition.

“I’m happy to share that I’m starting a new position as Director of Group Sales at Friesland Campina,” Olusanya Adesanya said, confirming a transition that has drawn wide industry attention.

Reflecting on Nigeria’s evolving business environment, Olusanya Adesanya said the country’s complex and fragmented market requires leaders to adapt, focus on what is within control and remain deeply committed to consumers.

He also referenced recent conversations with Olusina Adegoke, Chief Commercial Officer of MTN Nigeria Communications Plc, during a Sales and Distribution Conference.

Olusanya Adesanya noted that unlocking market share in a near saturated market demands agility, customer obsession, an effective commercial footprint and flawless execution.

According to Olusanya Adesanya, the same principles guided Guinness Nigeria’s commercial operations during recent years of recovery and growth.

His departure from Guinness Nigeria was confirmed in a statement signed by Managing Director and Chief Executive Officer Girish Sharma, who praised his “twelve remarkable years of positive impact and growth” at the company.

Olusanya Adesanya joined Guinness Nigeria in 2013 as a sales representative and progressed through leadership roles across the South East, Lagos and South West regions, before being appointed Commercial Director in 2023.

During his tenure, he led major retail expansion initiatives, including Project REAP, which reshaped retail execution and expanded the company’s distribution footprint.

He also contributed to group level transformation projects in Ghana and Kenya.

Under his leadership, Guinness Nigeria recorded double digit revenue growth, improved margins, stronger trade spend efficiency and enhanced distributor profitability.

His performance earned several honours, including the African President Awards in 2021 and the MAD Awards in 2014 and 2015.

“I am truly honoured for the opportunity to have been part of the journey of Guinness Nigeria over the last twelve years,” Olusanya Adesanya said in a farewell note released by the company.

“The chance to have been part of a business with such a rich heritage is a privilege.”

Industry leaders have also congratulated him on his next chapter.

Oluyemi Oloyede, Chief Executive Officer of UAC Foods, and business leader Tsola Barrow were among senior executives who offered public endorsements.

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As Friesland Campina appoints Olusanya Adesanya to lead group sales, analysts expect the dairy producer to draw on his formidable track record in revenue growth, market expansion and commercial innovation as competition across Nigeria’s consumer goods market intensifies.