Multi-industry marketing professional, Adedeji Layade has joined Red Bull Nigeria’s leadership team as Head of Marketing. The appointment marks a big career move for Layade who brings over 15 years of multi-industry brand and marketing experience to the global energy drink powerhouse.
In an enthusiastic LinkedIn post, Layade expressed his excitement about the new role, writing: “I got WIIINGED! Excited to announce I recently joined the Red Bull Nigeria Leadership Team as Head of Marketing.” The marketing executive outlined his mandate in the role, stating he is “charged with the responsibility to grow the brand & can in hand sustainably through creativity, culture and sports in ways that matter locally and resonate globally.” LinkedIn
Layade’s appointment comes at a time for Red Bull Nigeria as the brand continues to expand its footprint in one of Africa’s largest consumer markets. With a background that spans fintech, banking, and FMCG sectors, he is positioned to uniquely to drive the brand’s growth strategy.
Before joining Red Bull, Layade was most recently the Senior Brand Manager for Adult Premium Non-Alcoholic Drinks and Category Lead at Guinness Nigeria (Diageo), where he managed the Guinness brand in Nigeria’s market, the third-largest Guinness market globally. He previously held the position of Brand Manager at Guinness, leading football marketing initiatives and trade visibility programs.
In his career journey, Layade has also held strategic positions at Interswitch Group as Product Marketing Manager for Quickteller, Head of Media, External Relations and Reputation Management at Wema Bank Plc, and Brand Manager at Alat by Wema.
He holds a Bachelor’s degree in Political Science from Babcock University and a Master of Science in Strategic Marketing Management from Aston Business School in the United Kingdom. His academic foundation, combined with hands-on experience across multiple sectors, has shaped his strategic approach to brand building.
Beyond traditional marketing credentials, Layade brings a unique creative background to the role. He began his career as a Presenter, Producer, and News Correspondent at MAX 102.3FM, and was a professional artist. He continues to work as a voice-over artist and has lent his voice to numerous commercials in Nigeria.
In his announcement, Layade reflected on the cultural alignment between himself and Red Bull, describing it as “a privilege to lead a marketing team for a brand I have admired for decades, one that shares similar ethos to mine outside of my professional life.” LinkedIn
This connection appears deeply personal for Layade, who is known for his passion for extreme sports and adventure. An avid motorcyclist who owns a 1000CC Race Replica super sports bike, he has traveled to numerous iconic landmarks across Nigeria and even crossed the River Niger via canoe.
Outside his professional life, Layade is passionate about creative talent development in the entertainment space, particularly in music and performance art. He dedicates time to mentoring young talents, stating that if he weren’t in corporate marketing, he would be a talent manager.
Red Bull is an energy drink company founded in Austria in 1987. The brand is known for its involvement in extreme sports, music, art, and culture, with the tagline “Red Bull Gives You Wings.” Red Bull operates in over 170 countries worldwide and has built a reputation for innovative marketing and sponsorship of high-adrenaline events and athletes.
