Abiodun Onifade

Marketing Strategy & Innovation

Helping marketing organizations build the strategy and capabilities to grow now that data and AI have changed the rules.

For 12+ years, I’ve taken brands to market on both the agency and client side, from Visa, Nokia & HP to scaling B2B platforms across Africa. Today, I help marketing teams at PMI and Send24 work smarter with data and AI.

See my work Open to the right senior roles Available for selected consulting
12+years in marketing strategy and GTM
500+employees reached through enterprise tool enablement
$10M+pipeline above target in East Africa at HP
100+B2B vendors and partners onboarded in 90 days
10+peer-reviewed research articles
Experience with VisaNokiaHPJLLCars45Send24

About

Commercial operator. Researcher. Market orchestrator.

I have spent my career helping people change how they buy, sell and work: consumers, business buyers, partners, sales teams, and now whole organizations adopting new tools, AI among them.

I started in brand and campaign marketing for Visa and Nokia across West Africa, then moved into program and partner marketing at HP. I led marketing and GTM at Cars45 and platform growth at Send24, then supported enterprise tool adoption at JLL, including its internal AI assistant.

Alongside that work, I completed a doctorate focused on understanding how B2B marketing professionals experience AI, and how it shapes execution, decision-making and innovation in their organizations. I bring commercial instinct and research discipline to the problem I’ve worked on since my Visa days: what it takes for new technologies to create real business value.

Marketing Strategy & Planning

Marketing strategy, brand and campaign planning, market insights and performance improvement.

GTM & Market Growth

Market entry, channel and partner strategy, B2B and B2B2C go-to-market and lifecycle engagement.

Marketing Analytics & AI Enablement

Activating marketing data, analytics, AI use cases and AI adoption across marketing teams.

Research & Market Insights

Executive interviews, mixed-methods research, and market and customer insights.

Experience

Selected impact.

Four situations, one recurring problem: getting people to change how they work, and proving it paid off.

JLL · AI Adoption & Enablement Consultant

The tools were there. The habits weren't.

Problem: JLL had built its own internal GPT, but many people were not yet using it in their everyday work.

Solution: I worked across four departments, including Marketing, Research and Sales Enablement, to find use cases and adoption barriers, then connected enterprise AI to the workflows teams already ran: research synthesis, campaign development and presentations.

Request the full case study →

Result

500+employees reached
15+enablement and advisory sessions
4departments supported

Send24 · Platform Growth & GTM Strategy

The market needed it, but had been burned too many times.

Problem: Businesses had been let down by delivery companies before and needed proof that we would deliver on time.

Solution: I partnered with engineering and operations to fix the constraints behind missed SLAs, redesigned vendor segmentation, onboarding and lifecycle engagement, and led the build of an internal analytics platform.

Request the full case study →

Result

2xvendor activation within 90 days
32%fewer SLA failures
130%better route-level delivery efficiency

Cars45 · Head of Marketing

The market had a way of doing things. We changed it.

Problem: Car sales were entirely offline, and neither sellers nor buyers trusted a digital platform.

Solution: I made selling a car online feel normal, even cool, partnered with government bodies to verify the cars being sold, and led a multi-sided GTM strategy that built an ecosystem around car sales, with value propositions for insurers, dealer networks and car repair networks.

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Result

2new countries in one year
30%fewer fraudulent listings
30%lift in lead-to-sale conversion

HP · Program Marketing Manager

East Africa wasn't on the map yet. Until it was.

Problem: Cheaper grey-market products gave buyers no clear reason to choose the legitimate one.

Solution: I made the case on total value, not price, launched account-based programs for high-value B2B resellers, and localized GTM across West and East Africa.

Request the full case study →

Result

$10M+pipeline above the East Africa regional target

Full career history on LinkedIn →

Research

Adopting AI is not the same as being capable with it.

My research looks at how organizations adopt AI, build it into how they work, and turn it into real business value.

Doctoral research

Exploring the Impact of Artificial Intelligence on Innovation within B2B Marketing Organizations

DBA · Westcliff University, 2026

Qualitative interviews with experienced US marketing professionals on how organizations integrate AI into workflows, how it shapes decision-making and innovation, and the organizational and ethical considerations of adopting it.

It surfaced the distinction my work now centers on: adopting AI technology is one thing, building the capability to get lasting value from it is another.

Extended research

AI and Marketing Capability in Nigeria

Independent research program · Nigeria's marketing and advertising industry

Is AI producing measurable business value for agencies, beyond speed and efficiency?

  • InterviewsAgency executives and senior leaders
  • SurveyAgency professionals
  • Client sideBrands and marketers

AdaptivLabs is my independent practice for this research, helping marketing organizations activate their own data so AI has the context to create real business value.

Consulting

I also take on selected consulting work.

I work with marketing leaders and companies on a small number of focused engagements at a time, where research and hands-on GTM experience make a difference.

Start a conversation
01

Marketing data & AI activation

Get your marketing data in shape so AI tools have real context, then find where AI fits your team's workflows. Assessed against my Capability-to-Value (C2V) Framework.

02

Marketing transformation

Capability assessments and practical roadmaps for marketing teams changing how they work.

03

GTM for new markets

Positioning, partner strategy and market entry, especially across Africa and the US.

04

Workshops: Building AI Capability in Marketing Organizations

Hands-on workshops for companies with marketing teams, built on my research and the Capability-to-Value (C2V) Framework.

Credentials

Education, certifications and advisory.

Education

  • Doctor of Business AdministrationResearch on AI and innovation in B2B marketing organizations · Westcliff University, 2026
  • MBA, International BusinessResearch on data aggregation in the Apple ecosystem · California Miramar University, 2019

Certifications

  • PMPProject Management Institute
  • AI Strategy & GovernanceIBM Professional Certificate
  • Data Strategy for Enterprise AIFractal Analytics

Advisory

  • Project Management InstituteAdvisory Contributor, Global Data & Analytics, 2025 to present
  • Send24Advisor, AI analytics and marketing innovation, 2025 to present

Writing

Notes from research and practice.

I write about marketing strategy, fragmented data and AI in African markets, and what it takes to make change stick. My peer-reviewed research is on Google Scholar.

Read on Substack → Read on Google Scholar →

Let's Talk

Two ways to work together.

Hiring?

I am open to the right senior roles in marketing strategy, growth and AI-enabled marketing.

Get in touch

Consulting?

For marketing strategy, transformation, data and AI, or GTM projects, tell me what you're working on.

Start a conversation
Email: onifadeone@gmail.com LinkedIn Substack