Multi-industry marketing professional Adedeji Layade has joined Red Bull Nigeria as Head of Marketing, a major career transition from his most recent position at Guinness Nigeria, where he was a Senior Brand Manager for Adult Premium Non-Alcoholic Drinks and Category Lead.
Announcing his appointment on LinkedIn with characteristic enthusiasm, Layade declared: “I got WIIINGED! Excited to announce I recently joined the Red Bull Nigeria Leadership Team as Head of Marketing.” In his new role, Layade will be responsible for driving Red Bull’s brand growth and market expansion in Nigeria through strategic marketing initiatives centered on creativity, culture, and sports. He emphasized his mandate to grow the brand sustainably in ways that resonate both locally and globally.
Layade’s move to Red Bull comes after a successful tenure at Guinness Nigeria, part of the global beverage giant Diageo. At Guinness, he managed the Guinness brand in Nigeria, the third-largest Guinness market globally, where he led football marketing initiatives and trade visibility programs. His portfolio also included responsibility for leading everything football-related for the brand and driving connected availability through trade visibility and depletion support.
With over 15 years of brand and marketing experience, Layade brings a professional background that spans fintech, banking, and fast-moving consumer goods. Before his time at Guinness Nigeria, he spent eight years with The Coca-Cola Company, building expertise in managing global beverage brands.
His career trajectory also includes strategic positions at Interswitch Group, where he served as Product Marketing Manager for Quickteller, the digital payment platform. During his time at Interswitch, Layade led the execution of major sponsorships including the One Africa Music Fest and drove significant increases in brand equity and customer uptake through innovative digital marketing campaigns.
Earlier in his career, Layade held the position of Brand Manager at Alat by Wema, the digital banking platform, and served as Head of Media, External Relations, and Reputation Management at Wema Bank Plc. He also worked briefly as Chief Operations Officer at EnterFive Inc, a tech and brands solutions company.
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. While studying in the UK, he co-founded We Grow, a marketing consulting organization aimed at providing free support to small and medium enterprises in the West Midlands.
Before entering the corporate marketing world, Layade began his professional journey in media as a Presenter, Producer, and News Correspondent at MAX 102.3FM, where he worked with Radio Continental. He was also a professional artist between the ages of 17 and 21, and continues to work as a voice-over artist, lending his voice to numerous commercials across Nigeria.
Reflecting on his appointment, Layade described joining Red Bull as a deeply personal milestone, calling it a privilege to lead a marketing team for a brand he has admired for decades. He noted that Red Bull shares a similar ethos to his own lifestyle outside of his professional career.
This alignment appears authentic given Layade’s well-documented passion for extreme sports and adventure. An avid motorcyclist who owns a 1000CC Race Replica super sports bike, he has traveled extensively across Nigeria to iconic landmarks and even crossed the River Niger via canoe. These interests mirror Red Bull’s brand identity, which is built around extreme sports, adventure, and pushing human limits.
Outside his corporate responsibilities, 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 pursue a career as a talent manager.
