Oreoluwa Atinmo is the Marketing Director of GBFoods. She tells NAOMI CHIMA about her career and other issues
You were the first female engineer at Heineken Nigeria, where you led automation projects, and managed automated systems. Tell us about your experience there.
I will say it was challenging yet fulfilling. I remember the interview process when the Human Resource Director at the time asked me if I was up for the challenge, to which I answered, ‘Yes’. But honestly, nothing prepares one for it. I think the biggest challenge was breaking through the biases as a female, and being able to manage the brewery technicians who were probably twice my age at the time.
Thankfully, I was blessed with one of the best bosses ever, who is also arguably the best automation engineer Nigeria has ever produced in the person of Engineer Chinemerem Nwosu. Unfortunately, he passed on a few weeks ago.
Chinemerem never interacted with me as a female. He expected the same level of commitment and delivery that was demanded from my male colleagues. I managed complex automation projects across all the breweries, and that involved a lot of travelling around Nigeria.
What inspired you to transition into commercial marketing, considering that you initially pursued a career in engineering?
From the outset, I knew that my career path would eventually lead me to marketing. Although it came a few years earlier, the transition felt like a natural progression. I recognised an opportunity to leverage my technical expertise and analytical mindset to bring a fresh perspective to commercial marketing, and I have not looked back since then.
What goals and initiatives do you plan to prioritise as the Marketing Director at GBFoods?
Managing some of Nigeria’s biggest food brands is an absolute privilege. Love for our consumers comes first, so my primary goal is to drive brand growth and market expansion, ensuring our products consistently deliver quality and value.
I also hope to drive business success by fostering a culture where strategic thinking and creativity intersect.
What are some of the qualities that make the brand stand out?
The brand stands out because of its commitment to quality, innovation and authenticity. One of our key distinguishing factors is our celebration of local flavours. Our brands— Gino, Bama, Jumbo and Jago— are known for quality, consistency, and strong heritage. In addition, our continuous focus on sustainability and social responsibility sets us apart as a brand that cares about the well-being of both the people and the planet.
It is obvious that the prices of food products are on the increase. What are some of the strategies that you think can be adopted to help reduce food costs?
To address rising food prices, it still goes back to achieving food security through increased investment in agriculture, which I believe this administration is trying to do.
Also, we need to be less dependent on dollars as a nation.
What solution would you proffer to some of the most pressing challenges businesses currently face in Nigeria?
Government and policy reforms are very important. It is also necessary to collaborate with other businesses, government agencies, and relevant stakeholders to address common challenges collectively and advocate for policy reforms.
What inspires you?
I have three driving forces, which are love for our consumers, passion for the company, and an unyielding commitment to excellence.
Balancing a successful career and personal life can be challenging. How do you prioritise self-care and maintain a work-life balance?
First, there is nothing like a balance, and I say this all the time. It is more about deciding what will suffer at any point in time. Sometimes, the work suffers because of family commitments; and sometimes, the family suffers. However, a supportive family structure and a great workplace make things easier
As a mother, how has your experience with raising children influenced your leadership style?
As a mother, my journey in raising children has profoundly shaped my approach to leadership. I have come to understand that each individual possesses a unique makeup, influenced by both genetics and environment. Despite my efforts to guide and correct my daughter, I have realised that certain behaviours are inherently ingrained. Consequently, I have learnt to embrace her uniqueness and focus on nurturing her strengths positively.
Additionally, the concept of tough love extends beyond the realm of parenting, and translates into my leadership style, emphasising the importance of setting high expectations and providing support to help others thrive, both at home and in the workplace.
What advice do you have for aspiring women who want to lead like you?
There is so much to say here but let me summarise. In essence, while there is a lot to consider, let’s not become overly fixated on monumental goals and ambitions to the detriment of our daily decisions. No matter our mood, each morning presents an opportunity to adjust our perspectives, take action, and show up. So, regardless of how we feel, let’s wake up every day, adjust our wigs, and simply show up, ready to give our best selves.
What advice would you give to the youth out there, regarding their development and relevance in the country?
My advice to the youth is to embrace their creativity, curiosity, and entrepreneurial spirit as powerful tools for driving positive change and innovation. Avoid unnecessary and unproductive distractions, and focus on continuous self-development, whether through formal education, vocational training, or hands-on experience.
What qualities do you feel any business must possess to be successful or thrive in Nigeria?
This economy is truly one for the books. To thrive in Nigeria’s economy, businesses must be adaptable, innovative and resilient. They should prioritise customer-centricity, local understanding, and ethical practices. I can’t over-emphasise the need for ethical practices.