Olayinka Ijabiyi: The strategist redefining brand leadership

Olayinka Ijabiyi is a seasoned marketing and corporate communications expert with over 25 years of experience shaping brand narratives, driving strategic visibility, and strengthening stakeholder engagement across banking, telecommunications, media, and international development sectors.

His recent confirmation as substantive Group Head, Marketing and Corporate Communications at FirstBank of Nigeria Limited reflects both his professional depth and the bank’s commitment to strong corporate governance at a critical phase of growth.

Background

Ijabiyi, a native of the Yoruba tribe holds a Master’s degree in Public and International Affairs from University of Lagos and a Bachelor’s degree in English Language from Ondo State University.

He is a Fellow of the National Institute of Marketing of Nigeria and a member of the Nigerian Institute of Public Relations, among other professional affiliations.

Career path

Since joining FirstBank in 2011, he has held several leadership roles, including Head of Brand Strategy and Special Projects, Head of Digital Marketing, and Head of Brand and Stakeholder Management.

He also served in an acting capacity as Group Head from December 2024 before his confirmation, leading integrated marketing campaigns, managing corporate reputation, and overseeing sustainability and strategic communications across the bank’s operations.

His imprint is visible in some of FirstBank’s most notable milestones.

He played a key role in the 2014 brand refresh that modernised the institution’s image, the 125th anniversary in 2019 which blended heritage with digital storytelling, and the 130th anniversary in 2024 that repositioned the bank as a trusted partner for generations.

Campaigns such as the “Giants” initiative further highlight his ability to keep a legacy brand relevant and engaging.

Before his banking career, Ijabiyi built a strong foundation in journalism at The News/Tempo Magazine, where he honed his storytelling skills and developed a deep understanding of narrative building.

This experience continues to shape his communication style, blending creativity with clarity.

He later moved into corporate communications, working with leading organisations such as MultiChoice Nigeria, where he handled public relations and external communications, and MTN Nigeria, where he contributed to the brand’s growth during its expansion years.

At Etisalat Nigeria, he played a role in the strategic communications that supported the company’s 2008 market entry.

He also served as Communications Manager at British Council in Lagos, successfully managing major projects including its 60th anniversary celebration.

Known for his calm, thoughtful leadership and collaborative style, Ijabiyi has consistently inspired teams and delivered campaigns that balance corporate ambition with audience expectations.

His approach to marketing goes beyond promotion, positioning it as a bridge that connects institutions with people and builds lasting trust.

Personal life

Outside the corporate space, Olayinka Ijabiyi is happily married with children, his passion for photography and writing reflects his enduring belief in storytelling as a tool for inspiration, cultural preservation, and innovation.

Through his work, Olayinka Ijabiyi continues to shape not just the identity of FirstBank but also the broader marketing landscape in Nigeria, setting a high standard for brand leadership grounded in creativity, integrity, and a deep understanding of people.