Copenhagen, Capital Region of Denmark, Denmark
I started out in stadiums, on shop floors and in student union offices across the north of England, demonstrating gadgets, working the foods department at M&S, managing River Island operations, and running sports and society programmes, before coming home to Nigeria and spending four years learning the ropes in operations, communications, and commercial work. That foundation quietly shaped everything that followed: six years with Diageo in Nigeria and RGL in Ghana, working across on-trade spirits sales, brand activation, commercial insights, performance analytics, e-commerce, and key accounts, doing the kind of work where you're only as good as your last result. These days I run Easby Road, a commercial advisory and holding platform, and I'm building two businesses I care deeply about. Cask and Crate is a spirits e-commerce platform and market entry consultancy, and VeriPrice is an energy data intelligence platform making fuel price information more accessible to everyday Nigerians. It's been an unconventional journey across two continents, and every bit of it, including the early unglamorous parts, has been worth it.
Co-founding VeriPrice, a platform improving transparency in consumer energy prices through crowdsourced data and merchant participation. • Lead partnerships with fuel stations and energy ecosystem stakeholders • Direct early commercial strategy across B2C and B2B opportunities • Support growth of an engaged user base contributing real-time price data • Oversee market mapping of fuel stations and location intelligence development • Contribute to product positioning and go-to-market direction • Help shape long-term pathway towards a scalable energy data platform
• Build and scale an e-commerce spirits platform, integrating payment gateways, logistics, and digital growth and engagement tools. • Analyse consumer trends and digital performance metrics to refine campaigns, enhance customer acquisition, and sustain repeat purchases on DTC platform. • Lead brand positioning, storytelling, and consulting strategies, driving awareness and premium perception across diverse consumer segments. • Provide market intelligence consulting in West Africa to identify growth opportunities, streamline pricing models, and optimise margins for European, Asian and North American spirit brands. Develop importer, supplier partnerships and distribution agreements, ensuring product availability while curating a fast-moving portfolio.
I lead Easby Road as a founder-led holding company and advisory platform, setting group strategy, governance, and capital allocation across our portfolio. My role sits at the intersection of commercial strategy, data-led decision-making, and execution, supporting ventures from zero-to-one through scale, with a focus on sustainable growth, operational discipline, and long-term value creation.
• Increased on-trade sales and revenue growth by executing market entry and activation strategies. • Delivered actionable insights that informed strategic decision-making and supported market expansion across multiple locations. • Built and mentored high-performing teams, improving execution consistency and commercial results. • Enhanced customer acquisition and retention in on-trade channels through targeted engagement initiatives. • Successfully launched new spirits through large-scale cultural activations, including festival sampling campaigns. • Designed and executed brand launch strategies that established market presence and accelerated growth. • Executed energy drink activations rooted in cultural touchpoints, boosting visibility and trial. • Produced quarterly market trend analyses, competitor reviews, and ROI reports that guided investment decisions
• Developed and tracked execution goals across multiple geographies using dashboards and balanced scorecards, ensuring alignment with brand and corporate strategies. • Managed the Mission, S&OP, and AOP cycles for the IPS business, embedding commercial standards and driving performance. • Connected execution goals to a wider ecosystem of tools (Diageo One, Edge 365 DMS, QlikSense, SAP, Trax) to improve analytical rigour and reporting accuracy. • Designed and implemented customer satisfaction surveys for Modern Trade partners, delivering actionable insights for growth strategies. • Reduced overhead operations cost by 5% through streamlined business planning while maintaining efficiency. • Improved financial performance via regular demand forecasting, budget adherence, and cost-saving measures. • Developed and delivered training curricula for distributor teams and internal stakeholders, enhancing commercial awareness in on-trade, off-trade, and e-commerce sales.
• Grew regional contribution from 4% to 6% by implementing Joint Business Plans (JUBP) with key trade partners, fostering sustainable growth. • Boosted sales performance through successful execution of JUBPs, enhancing collaboration with trade partners to achieve mutual financial objectives. • Increased distribution and market share by strategically managing key accounts and expanding penetration into new markets. • Improved revenue and profitability by leveraging data-driven insights to optimise product availability and promotional effectiveness. • Strengthened relationships with key stakeholders through regular performance reviews and alignment on growth strategies, driving incremental sales.
• Drove 262% growth in B2B and B2C e-commerce sales within 12 months by leveraging product data and consumer insights to shape high-performing digital campaigns. • Boosted online traffic and conversion rates through strategies rooted in market trends and consumer behaviour analysis. • Led the development and optimisation of white-label e-commerce solutions, including A/B testing to refine performance and user experience. • Partnered with global e-commerce teams to ensure alignment between local execution and international strategies. • Designed and delivered training programmes for distributor partners and internal teams, strengthening commercial capability in digital sales channels.