Babalola joined NNFEMS Group as Digital Lead, tasked with growing the brands’ online presence. Within her first year, she went beyond digital execution, spearheading the planning and rollout of the group’s e-commerce platform, which achieved multiple seven-figure sales milestones in its first two weeks. During this period, ELAN Haircare’s digital presence transformed dramatically, building stronger consumer engagement, high-impact campaigns, and a clear emotional connection with audiences.
Her expanded role formalises her strategic influence across the haircare portfolio. Babalola has been instrumental in aligning teams around consumer-first thinking, ensuring that every campaign, activation, and product decision contributes to long-term brand equity. Her work spans digital, retail, product innovation, and communications, creating coherence across channels while preserving each brand’s individuality.
Describing the transition as a natural progression rather than a promotion, Babalola said, “I’ve always believed that brands are built in rooms long before they are seen on billboards. This role simply gives structure to the responsibility I’ve been carrying to protect the heart of these brands while pushing them to grow.”
Babalola holds a Bachelor’s Degree in Sociology from the University of Lagos and recently completed the Advanced Brand Management Programme at Brand Management Academy (BMA) Nigeria in December 2025.
Her appointment signals NNFEMS Group’s strategic focus for 2026, placing its most visible haircare brands in the hands of a professional who has already demonstrated the ability to drive growth, innovation, and lasting consumer impact.