First Bank of Nigeria confirmed Olayinka Ijabiyi as Group Head of Marketing and Corporate Communications last week, formalising a leadership trajectory shaped by more than two decades of influence across Nigeria’s banking, telecoms, media, and development sectors.
From early roles in public relations to leading one of Nigeria’s most recognisable banking brands, Ijabiyi’s career reflects a steady climb through strategy, innovation, and large-scale execution.
Olayinka Ijabiyi’s Early Foundations in Media and Communications
Ijabiyi began his career at Multichoice Nigeria, where he managed public relations for major channel launches and built visibility for the DSTV platform. His ability to secure widespread media coverage and shape public narratives set the tone for a career rooted in strategic communication.
He moved on to the British Council, where he led communications initiatives, including a major rebranding project and the organisation’s 60th anniversary celebrations in Nigeria. During this period, he also contributed to global communications frameworks, working across international teams.
At MTN Nigeria, Ijabiyi played a key role in advancing public relations strategy, pioneering crisis communication frameworks and media engagement models. His work earned internal recognition, including a CEO Award.
He later joined Etisalat Nigeria (now 9mobile), where he rose to Acting Head of Corporate Communications. There, he managed stakeholder relations, crisis communication, and corporate reputation, overseeing both internal and external communications at a critical growth stage for the telecom operator.
Building FirstBank’s Modern Brand
Ijabiyi joined FirstBank in 2011, marking the beginning of a long-term impact on the institution’s brand evolution.
As Head of Digital Marketing, he led the bank’s transition into the digital era, expanding its online presence, building influencer networks, and integrating digital with traditional media. His initiatives delivered measurable outcomes, including billions of naira in cost savings and significant gains in brand awareness.
In subsequent roles including Head of Brand Strategy, Special Projects, and later Head of Brand and Stakeholder Management, he oversaw large-scale marketing campaigns valued at over ₦10 billion annually. His leadership introduced structured frameworks such as the FirstBank Brand Pillars, aligning marketing efforts with enterprise-wide goals.
Key achievements during this period include:
- Driving a 45% awareness rate through major campaign initiatives
- Supporting 100% growth in agent banking adoption within one year
- Delivering international anniversary campaigns marking FirstBank’s 125th and 130th milestones
- Achieving 35% cost savings through data-driven marketing optimization
After serving in an acting capacity from December 2024, Ijabiyi was confirmed as Group Head in April 2026. In this role, he leads integrated marketing and corporate communications across all FirstBank markets.
His responsibilities include:
- Brand and reputation management
- Corporate communications and executive positioning
- Public relations and stakeholder engagement
- Sustainability and corporate responsibility strategy
He also oversees cross-functional collaboration with business units such as retail banking, corporate banking, digital channels, and risk management—ensuring marketing efforts directly support growth and customer experience. With his confirmation as Group Head, Ijabiyi now sits at the centre of FirstBank’s evolving strategy in an increasingly competitive and digital-first banking landscape.
