Friesland Campina Appoints Abisoye Oruye As Media Manager, Sub-Saharan Africa

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A marketing and communication specialist, Abisoye Oruye has been appointed as the Media Manager, Sub-Saharan Africa at Friesland Campina.

In her new role, she is expected to bring her expertise in media strategy, innovative planning, and buying experience to bear in helping the brand enhance its premium position and profitability in the highly competitive dairy landscape in Nigeria and across sub-Saharan Africa.

She has been one of the industry’s most valuable media specialists with extensive experience working across leading agencies and premium brands in Nigeria.

Abisoye is a skilled and result-oriented media practitioner, specializing in media planning and buying, with an excellent track record of conceptualization and execution of ideas that deliver tangible results to suit clients’ objectives.

She has over 10 years of experience spent in some of West & Central Africa’s foremost media agencies, working across industries such as FMCGs, Banking, Telecoms, etc.

Her capacities include insight-based media effectiveness to develop integrated marketing Communications with strategic media buying and implementation that deliver on campaign goals and objectives.

Before her appointment, she served as the Lead, media buying, and investment at Wavemaker (Algorithm media) where she brought her expertise in playing major roles in the pitch team and winning through delivering BATNA for pitches on various FMCGs, Financial services, and Beverage category.

Her impact also came out very strongly in other projects including – Coca-Cola Global pitch (2nd best 2018), Procter & Gamble (2018), Twinings (2019), PayArena (2021), and Friesland Campina (2022) amongst others. Her approach to developing an integrated approach, leveraging a combination of online and offline media to deliver on business and brand objectives to create media impact remains a strength of the group.

Prior to joining Algorithm Media, the first 10 years of her career were spent in West & Central Africa’s foremost media agency (mediaReach OMD) where she excelled in the areas of media planning and strategy, media buying and implementation with a scope of competence covering integrated marketing Communication, and project management.

She worked on some breakthrough, award-winning campaigns across local and international brands ranging from FMCG, Banking, Alcoholic Beverages, Telecoms, like Etisalat, Indomie Noodles, Minimie Chinchin, Nobel carpets, Stanbic IBTC, HP, Mouka Foam, Reckitt Benckiser and Google when campaign was launched in Nigeria.

Abisoye holds a Bachelor’s Degree in Business Administration from the University of Lagos. She is skilled in Commercial awareness, leadership, performance measurement, strategic planning, procurement, integrated marketing etc.

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