Nigeria’s exceptional and most value-adding female professionals

We Have Championed Customer-Centric Innovation By Leveraging Data- Driven Initiatives To Improve Customer Satisfaction—– Olufunmilola Aluko, Chief Brand & Marketing Officer, Union Bank

With a career spanning over 23 years in banking and brand management consulting and having worked in several leadership roles in customer experience management, contact centres, corporate strategy, brand management, product management, business process management, agent banking, international operations, sales and marketing across various organisations and banks, Olufunmilola Aluko is definitely a square peg in a square hole with her current role as the Chief Brand and Marketing Officer & Head of Customer Experience at Union Bank.

A marketer par excellence, she finds great fulfilment in developing strategies that not only engage customers but also effectively resolves their concerns. In particular, she is drawn to how effective marketing and communications can foster lasting relationships between organisations and their audiences. And as marketing continues to evolve, she says she is dedicated to remaining in the forefront of innovations.

QUE: Can we have an insight into your background?

ANS: I currently serve as Union Bank of Nigeria’s Chief Brand and Marketing Officer and Head of Customer Experience. In this role, I am responsible for driving the bank’s Customer Experience, Marketing, Brand Management, Sustainability, CSR, and Corporate Communications strategy. I design and implement marketing strategies for Union Bank to enhance its brand and engage key target audiences. I also encourage organisational collaboration to ensure optimal customer experience through a consistent ‘customer-first’ approach and brand compliance, all aimed at advancing the bank’s revenue, policy, and programmatic goals.

I have over 23 years of experience spanning Banking and Brand Management Consulting, having worked in several leadership roles in Customer Experience (CX) Management, Contact Centres, Corporate Strategy, Brand Management, Product Management, Business Process Management, Agent Banking, International Operations, and Sales and Marketing across various banks/organisations.

I have an MBA from Warwick Business School of the University of Warwick, United Kingdom and a first degree from Lagos State University, Lagos. I am a Certified Customer Experience Professional (CCXP) and a member of the global Customer Experience Professionals Association, the American Marketing Association, and I am an Associate Registered Practitioner of Advertising (arpa) with the Advertising Regulatory Council of Nigeria (ARCON).

QUE: You are a marketing professional; what made you take to marketing?

ANS: Marketing has influenced my career as much as I have chosen it. My passion for storytelling, creativity, and human connection made marketing a natural fit for me. Early in my career, I realised that I thrive in roles where I can understand people’s needs and aspirations while crafting solutions that resonate with them.

A key aspect of marketing is enhancing customer experience and addressing customer issues. I find great fulfilment in developing strategies that not only engage customers but also effectively resolve their concerns. This focus on customer satisfaction is essential for building loyalty and trust, which impacts the brand promise.

Marketing provides a unique platform that combines both analytical and creative thinking. The excitement of creating strategies that tap into people’s emotions and directly impact business performance is unmatched. I am particularly drawn to how effective marketing and communications can foster lasting relationships between organisations and their audiences. As the field continues to evolve, I am dedicated to remaining at the forefront of innovation.

QUE: Can you tell us about your career trajectory?

ANS: My career has spanned over 23 years, and it’s been an exciting journey of learning and growth. I started in roles focused on customer engagement and problem-solving, which taught me the importance of really understanding what customers need and how to create solutions that work

for them. Those early experiences gave me a strong foundation in building relationships, managing operations, and delivering outstanding service.

As I moved forward, I took on more challenging roles, like setting up and managing contact centres for two banks in Nigeria, improving how organisations handle customer complaints, and creating customer experience frameworks that transformed how teams deliver value to customers. I also established business process improvement teams, streamlining operations and driving efficiency. Alongside these, I worked on developing new products and expanding offerings, helping businesses grow and connect with more people. These roles were all about finding better ways to work and assisting teams to achieve more together.

In recent years, I have broadened my focus to encompass customer advocacy, consumer protection, corporate social responsibility (CSR), sustainability, and strategic communication. My work has involved initiatives designed to amplify customers’ voices and protect their interests while aligning organisational objectives with impactful social goals. I have successfully led crisis communication efforts, maintained reputations during challenging times, and crafted strategies that position organisations as trusted, customer-centric brands. Throughout these endeavours, I have aimed to foster meaningful connections between my organisations and the communities they serve, delivering results that create a lasting impact.

Additionally, my recent focus has shifted towards leadership in branding, marketing, and customer experience. I have spearheaded initiatives to refresh organisational identities, launch innovative marketing campaigns, and ensure customers feel appreciated at every stage of their journey.

I truly enjoy collaborating with teams to bring ideas to fruition and witnessing the positive effects on customers and the business. Ultimately, my career has been committed to enhancing experiences—whether for my colleagues or the customers we serve—striving continuously to make meaningful improvements in our collective endeavours.

QUE: Who and who has been most influential in your life and career?

ANS: My mum was my earliest influencer. She instilled in me the values of resilience, discipline, and an unwavering belief in my potential and God, no matter the challenges. By watching her, I learned the importance of grace under pressure—a lesson that has served me well throughout my career.

Professionally, I’ve been blessed with mentors who recognised my potential and provided guidance. These individuals encouraged me to embrace innovation, think strategically, and focus on measurable outcomes. My husband has also been my greatest cheerleader, reminding me of the importance of balance and providing unwavering support in my pursuit of excellence.

QUE: What are the challenges you have faced in your career as a woman, and how did you manage them?

ANS: As a woman in leadership, one of the most significant challenges has been navigating unconscious bias and societal expectations. I’ve often had to prove my capabilities in ways my male counterparts did not. Balancing career demands with family responsibilities has also been

a recurring challenge, particularly in a culture that sometimes places disproportionate caregiving responsibilities on women.

To overcome these challenges, I focused on building credibility through results. I ensured that my work consistently delivered value, leaving little room for doubt about my abilities. Additionally, I’ve developed an innate sense of reading the room and understanding power dynamics within the workplace. This awareness has allowed me to navigate complex interpersonal relationships more effectively. Building a solid support system at home and investing in time management has been critical in achieving balance.

QUE: What would you say have been your achievements as the Chief Brand and Marketing Officer of Union Bank?

ANS: Under my leadership, the bank’s marketing function has evolved into a strategic driver of growth and innovation. One key achievement has been the repositioning of Union Bank’s brand identity, further enhancing its modern, customer-focused appeal and boosting brand equity. This milestone was supported by the excellent rebranding groundwork laid by my predecessor. Additionally, we have championed customer-centric innovation by leveraging data-driven initiatives to improve customer satisfaction scores and deepen client relationships. Our strides in digital transformation have integrated advanced tools and strategies, enhancing customer engagement and operational efficiency. These accomplishments reflect the hard work of my team and the bank’s collective commitment to delivering excellence.

QUE: What are the challenges you have faced and are facing in this role, and how are you tackling them?

ANS: One major challenge is the rapid pace of change in the digital and financial landscapes, requiring constant innovation to remain competitive. Customers are increasingly demanding seamless, digital-first experiences, and meeting these expectations while maintaining a human connection is a balancing act.

Another challenge is aligning cross-functional teams to deliver a unified vision. Achieving this requires clear communication, mutual accountability, and shared goals. We tackle these by staying adaptable, fostering a culture of collaboration, and investing in cutting-edge tools and training to keep our team ahead of the curve.

QUE: Can you relate some memorable experiences that you have had in the course of your career?

ANS: There are a lot! Some of the more recent experiences were receiving multiple awards that reflected the hard work and dedication of my team. These include global recognitions like the Euromoney Award for Best Bank in Diversity & Inclusion in Nigeria in 2023 and the IFC Nigeria2Equal Gender Leader Awards, where we were recognised for Gender Diversity in Supply Chain and as Gender Equality Champions, among others. Additionally, being named one of the top twenty global leaders in customer experience by a leading international publication in 2022 was profoundly fulfilling, showcasing the global relevance of customer-centric innovations from Nigeria.

Another standout experience was building on the solid rebranding efforts already established to strengthen Union Bank’s position as a modern, customer-focused institution. It was incredibly rewarding to see how our subsequent initiatives, such as data-driven campaigns and enhanced customer engagement strategies, resonated positively with customers and stakeholders. This was a powerful reminder of what teamwork and strategic focus can achieve.

These experiences are deeply meaningful because they highlight both the personal satisfaction of career milestones and the broader impact of working with a committed team to make a tangible difference in the lives of customers and the community.

QUE: What are your plans for the Brand and Marketing Department going forward?

ANS: The future of my team and the organisation as a whole lies in embracing adaptability and innovation to stay ahead in an ever-evolving market. My vision focuses on four key pillars:

Digital Leadership: Expanding our digital footprint by leveraging data analytics, artificial intelligence, and emerging technologies to create personalised, impactful customer engagements. This will not only enhance brand visibility but also ensure we remain relevant in a digitally driven world.

Sustainability Integration: Embedding ESG (Environmental, Social, and Governance) principles into every aspect of our marketing efforts. This involves crafting campaigns and narratives that resonate with stakeholders, emphasising long-term value creation while addressing critical societal and environmental challenges.

Capacity Building and Innovation: Developing a future-ready team through continuous training, exposure to global trends, and fostering a culture of creativity and innovation. I believe a team equipped with the right skills and mindset will not only keep pace with trends but also set new benchmarks for the industry.

Seamless Customer Experience: Bridging the gap between marketing and customer experience to create a unified narrative across all touchpoints. This ensures that every interaction with our brand reflects our values and delivers measurable value to customers.

These plans are designed to position Union Bank as a leader not only in financial services but also in customer engagement and societal impact.

QUE: What advice do you have for aspiring female professionals?

ANS: To aspiring female professionals, my advice is this: own your journey and define success on your terms. Don’t let societal norms or biases dictate the boundaries of your ambition. Don’t sweat the small stuff, and never, ever apologise for being the smartest in the room. Your story is yours to write, and believing in your ability to achieve your goals is the first step.

Commit to lifelong learning because the world changes rapidly, and staying relevant requires constant growth. Seek out mentors and build a network of supportive peers, as collaboration and guidance are invaluable in navigating challenges and seizing opportunities. Remember, you are not just pursuing success for yourself but paving the way for others to rise alongside you.

Finally, always appreciate the importance of balance. Strive for excellence in your career, but also prioritise your well-being and personal life. It’s possible to thrive professionally without compromising on the things that matter most to you. By breaking barriers and excelling in your field, you are

helping to redefine what leadership looks like for the next generation.