As Artificial Intelligence and evolving consumer behaviours reshape the global marketing landscape, Adesina Toheeb Damilola is emerging as a visionary leader, blending precision, integrity, and innovation to redefine how brands engage with audiences.
From his roots in Nigeria to his growing influence across the United Kingdom and beyond, Damilola’s work is setting a new benchmark for marketing that prioritises measurable impact and ethical responsibility.
Damilola in a chat with The Guardian emphasised the need for a paradigm shift in the industry. “We’re at a turning point where technology like AI can either overwhelm or empower marketers. The key is using it to understand people better, not just to chase clicks,” he said.
His approach focuses on human attention as a core metric, challenging the industry’s reliance on impressions and click-throughs. By integrating AI-driven segmentation, behavioural insights, and platform-native creative strategies, Damilola crafts campaigns that deliver value while respecting consumer privacy. “Marketing isn’t just about reaching people; it’s about connecting meaningfully in a way that respects their time and choices,” he added.
Damilola’s cross-continental impact is evident in his work with small and medium-sized enterprises (SMEs) in Nigeria, where he designed campaign strategies that reduced inefficiencies and boosted customer acquisition through advanced audience modelling and programmatic targeting.
Reflecting on this, he noted, “In Nigeria, every marketing dollar counts. My goal was to make sure businesses saw real results without wasting resources.” In the UK, he has guided high-growth companies and marketing teams navigating multicultural markets, helping them localise campaigns and build attribution systems to pinpoint conversion drivers.
“Cross-cultural marketing requires more than translation, it’s about understanding values and context.”
Beyond client work, Damilola is a dedicated mentor and educator. As a recognised mentor at Digital Boost UK, he advised SMEs on scaling digital marketing strategies on tight budgets, empowering dozens of founders to shift from survival to sustained growth. “Marketing should be a tool for everyone, not just big players with big budgets,” he stressed. His mentorship reflects his broader mission to make marketing smarter, fairer, and more accessible.
Damilola’s thought leadership shines through his widely shared articles, which address critical industry issues like AI-led media planning, ethical responsibilities in deep personalisation, and the shift toward attention-based metrics. “Impressions are a lazy metric. Attention tells you if you’re actually making an impact,” he remarked. Published on respected media platforms, his frameworks provide actionable insights for brands and decision-makers.
His expertise has earned him invitations to speak at global forums, including AI industry events, where he advocates for responsible AI integration while warning against data misuse and algorithmic bias. “AI is a powerful tool, but it’s only as good as the ethics behind it,” he cautioned.
As a proud member of the Chartered Institute of Marketing (CIM), Damilola’s commitment to professional excellence and ethical practice places him among an elite group of global marketing leaders. Whether working with agencies or addressing international audiences, he remains focused on making marketing more human-centric. “At the end of the day, marketing is about building trust. If you lose that, no algorithm can save you,” he concluded.
