In this role, Esther will play a crucial part in guiding the marketing strategies for both brands, enhancing their growth and market visibility through innovative approaches and effective campaigns. She will be tasked with developing and implementing strategic marketing initiatives aimed at increasing the recognition and attractiveness of Diva Cakes and Crave City. Additionally, Esther will manage brand positioning to ensure that both brands deliver consistent and engaging messages across all platforms. With an emphasis on integrated marketing communications, she will focus on customer engagement, utilize creative promotions, and cultivate strategic partnerships to drive sales and establish enduring relationships.
Before this new role, Esther served as the Marketing Manager for wow!lotto, where she successfully launched the brand in the Nigerian market, overseeing the entire launch process of the gaming platform, including media campaigns, consumer activations, and strategic initiatives that achieved remarkable market share in Nigeria’s lottery and gaming industry.
Her diverse experience includes collaborations with prominent global and local brands such as Diageo (Guinness Foreign Extra Stout, Malta Guinness), Coca-Cola, Chi Limited, Seplat, PwC, Savannah Energy, Total, Nigerian Stock Exchange (NSE), Girl Effect, Glo, and MainOne. Esther has been instrumental in executing high-impact campaigns, including Coca-Cola’s “Taste the Feeling” Coke Island Party, the “Share a Feeling” Campaign, GLO CAF Awards, the launch of Chivita World Juice Day, and the Girl Effect “Girls Connect” Initiative, among others.
Esther has showcased her adaptability beyond corporate campaigns by successfully managing various fashion and entertainment initiatives, including the Africa Fashion Round Table, the Humblesmith Eastern School Tour, and the launch of the Yemi Alade Jewelry Collection. Her collaborations with prominent figures such as Humblesmith, Waje, Yemi Alade, Joke Silva, Alternate Sound, and DJ Cuppy have resulted in impactful projects that resonate with diverse audiences.
Throughout her career, Esther has thrived at esteemed agencies like Caritas Communications, C&F Porter Novelli, Wildflower PR Company, and Belfry Africa, where she held the position of Lead Consultant.
As a pioneering professional, Esther has received multiple accolades for her outstanding contributions to the industry, including being named one of Brandcom Awards’ Top 35 Under 35 Marcomms professionals in 2022.
She holds a Bachelor’s degree from the University of Nigeria, Nsukka (UNN), and a Master’s degree in Mass Communication from the University of Lagos (Unilag). Additionally, Esther has enhanced her qualifications with certifications from respected organizations such as the Nigerian Institute of Public Relations (NIPR), Brand Management Academy (BMA), and the Chartered Institute of Marketing (CIM UK).
In her new position, Abu Esther is set to transform the marketing landscape for both brands, utilizing her extensive experience to provide innovative solutions and foster sustainable growth within the competitive QSR and Cakes & Confectionery sectors.